Schema generator.

What schema markup is

Schema.org is a shared vocabulary of types (Article, Product, Organization, LocalBusiness and hundreds more) and the properties each can have. Google's documentation describes structured data as a standardized format for providing information about a page and classifying its content, and says Google uses the structured data it finds to understand the page and the people, books or companies it mentions. Markup is also what makes a page eligible for some enhanced search results, though eligibility is never a guarantee. This generator writes the markup in JSON-LD, the format Google's documentation recommends where it is easiest to maintain, as a block you paste into the page.

What each type produces

Fields you leave empty are left out, so you never get a property with a blank value. Two behaviours are worth knowing before you publish. For Product, the price you enter is written into an Offer with priceCurrency set to CAD and availability set to InStock; change those if they are not true for your product. For Local Business, the address box fills only streetAddress, whereas Google's guide for local business markup treats address and name as required and encourages as many address properties as possible, so add the city, region, postal code and country by hand.

Worked example: an Article

Choose Article, enter the headline "How to read a mortgage statement", a one-line description, the page URL, an absolute image URL, author "A. Writer" and date "2026-10-01". The output is:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to read a mortgage statement",
  "description": "What each line of your statement means.",
  "author": { "@type": "Person", "name": "A. Writer" },
  "datePublished": "2026-10-01",
  "url": "https://www.example.com/mortgage-statement/",
  "image": "https://www.example.com/img/statement.jpg"
}
</script>

Paste it inside the page's <head> (Google's own examples place it there, although it may also be injected by JavaScript). Google's Article guide says there are no required properties and lists recommended ones including dateModified, author and image. It also asks for dates in ISO 8601 and recommends including the timezone, so you may prefer 2026-10-01T09:00:00-04:00 over a bare date.

Choosing the right type

• Article: a news story, blog post or guide. One per article page, describing that page only.
• Product: a single product page. Google's product snippet guide requires name plus at least one of review, aggregateRating or offers, so a Product block without a price or reviews will not meet it.
• Organization: your company, normally on the home or about page. Google's guide says there are no required properties, only the recommended ones that apply, such as address and a logo.
• Local Business: a business with a physical location customers can visit. Use it instead of Organization for the location, not in addition to describing the same entity twice on one page.

Rules that matter more than the generator

• Mark up only what people can see. Google's structured data guidelines say not to mark up content that is not visible to readers of the page, and that the markup must represent the page's main content. A Product block for something not on the page is a policy issue and can lead to a manual action that removes rich-result eligibility.
• Keep it current. Google asks for up-to-date information. Prices and dates in markup must follow the visible page.
• Avoid duplicates. If your CMS or an SEO plugin already outputs Organization or Article markup, adding a second block of the same type can conflict. Check the page source first.
• Validate before you ship. Run the output through the JSON-LD Validator for syntax and required properties, then Google's Rich Results Test or the Schema Markup Validator for a second opinion.

Common mistakes

• Pasting the block into the visible body text instead of a script element.
• Using a relative image URL; supply a full https address.
• Leaving the default CAD currency on a product priced in another currency.
• Describing a page type the page is not, such as marking a category listing up as a single Product.
• Expecting markup alone to change rankings. Google describes structured data as helping it understand the page and enabling eligible features.

What this generator does not cover

It covers four common types with a small set of fields. It does not generate FAQ, Recipe, Event, Review or nested multi-entity @graph markup, it does not add reviews or ratings, and it does not check what you enter. For tags in the page head, use the Meta Tag Generator; to audit tags already live, the Meta Tag Analyzer.