Structured data tells search engines exactly what your pages are about: your business details, your articles, products, events and services. These free generators create valid JSON-LD that you can paste straight into your website.
What structured data does for you
Search engines are good at reading pages, but they still have to guess what many details mean. Schema markup removes the guesswork by stating facts in a standard format: this is the business name, this is the opening time, this is the price, this is the author. Accurate structured data can make pages eligible for rich results, helps search engines connect your website to your Business Profile and social accounts, and gives AI systems clear facts to work with.
Google recommends the JSON-LD format, which sits in a single block of code and does not change how your page looks.
Which generator to use
- Schema Markup Generator for Organization (your brand identity), Article and BlogPosting (guides and news), FAQPage (visible questions and answers), BreadcrumbList (page paths), Product (single products with a visible price), Event (dated events) and Service (service pages and areas served).
- Local Business Schema Generator for shops, practices and service businesses with a physical location or service area. It adds the address, phone number, map coordinates and grouped opening hours, with 29 specific business types.
Rules that keep you safe
- Mark up only information that visitors can see on the page.
- Never invent ratings or reviews; the generators deliberately leave rating fields out.
- Use the same business name, address and phone number everywhere.
- Test every block with Google’s Rich Results Test after adding it.
- Avoid duplicates by checking what your theme or SEO plugin already adds.
Tips for local businesses
Local businesses in the US, UK, Canada and Australia should start with LocalBusiness markup on the homepage or contact page, using the exact name, address and phone number on their Google Business Profile, written in the local address format. Add Service markup with the areas you genuinely serve, and keep opening hours in the markup in sync with your profile whenever they change.
Frequently asked questions
Does schema markup improve rankings?
It is not a direct ranking factor, but it helps search engines understand your content and can make pages eligible for richer results that attract more clicks.
Can I use both generators on one site?
Yes. A typical local business uses LocalBusiness markup on its homepage or contact page, Service markup on service pages and Article markup on blog posts.
Where do I paste the code in WordPress?
In a Custom HTML block on the page, in your theme’s header settings, or through your SEO plugin’s schema feature.
Want structured data designed and validated across your whole website? See SEMRS Technical SEO →