What is JSON-LD structured data?
Structured data is a standard way of describing what a page is about, using the shared vocabulary at schema.org. Instead of leaving search engines to guess that a page is a product with a price, or an event with a date and venue, you state it explicitly. JSON-LD is the format Google recommends: a block of JSON inside a <script type="application/ld+json"> tag, kept separate from your visible HTML.
Correct structured data can make a page eligible for rich results in Google, such as product prices and availability, event listings, breadcrumbs and organization details in the knowledge panel. It also helps other search engines and AI assistants understand your content accurately.
How to use the generator
- Choose a schema type that matches the main content of the page.
- Fill in the fields. Empty fields are left out automatically, so you only include what you know is true.
- For FAQs and breadcrumbs, put one item per line in the form
Question | AnswerorName | URL. - Copy the code and paste it into the page's
<head>or body, then test it with Google's Rich Results Test.
Which schema type should I use?
| Page | Type |
|---|---|
| Blog post, news story, guide | Article |
| Single product page | Product |
| Shop, restaurant, clinic, office | LocalBusiness |
| Home or About page of a company | Organization and WebSite |
| Author or speaker profile | Person |
| Concert, webinar, workshop | Event |
| Any page with a breadcrumb trail | BreadcrumbList |
A page can carry several blocks, for example Article plus BreadcrumbList. Text inside the JSON is escaped so it can never break out of the script tag.
Rules to follow
- Only mark up content that visitors can actually see on the page.
- Never invent ratings, reviews or prices. Leave the rating fields empty unless they come from genuine customer reviews shown on the page; fake review markup can lead to a manual penalty.
- Use absolute URLs (starting with https://) for images, logos and links.
- Keep the data up to date when prices, dates or opening hours change.
More worked examples
Local business: a café in Austin can mark up its name, address, phone and opening hours (Mo-Sa 08:00-20:00) as LocalBusiness, helping search engines match it to local searches.
Common mistakes to avoid
- Marking up content that is not on the page. Structured data must match what visitors can see.
- Adding fake ratings or reviews. This breaks Google's guidelines and can lead to a manual action.
- Skipping validation. Test with Google's Rich Results Test, and check the JSON with the JSON formatter.
Sources and methodology
The calculations on this page follow these published standards and references. The code is covered by automated tests against known values.