Schema markup tells Google what your content means, not just what it says. When we audit or build websites for local businesses, adding accurate structured data is one of the highest-return technical SEO tasks available: it makes pages eligible for rich results (FAQ dropdowns, star ratings, breadcrumbs) and helps AI search systems understand your business accurately. This generator produces valid, copy-ready JSON-LD for the most common page types.
How to Use
Select a schema type (LocalBusiness, Service, FAQ, Article).
Fill the fields you actually have (don’t invent data).
Copy the script output and paste it into your page (or your SEO plugin’s schema/custom code area).
Schema type
Name
URL
Image URL
Description
Phone
Address
Service area (optional)
Provider name (optional)
FAQ items one per line — Question | Answer
Author name
Publish date YYYY-MM-DD
Breadcrumb items one per line — Name | URL
Brand
SKU
Price
Currency
Availability
Avg rating (1–5)
Review count
Start date & time
End date & time
Venue name
Venue address
Organizer
Event status
Attendance mode
Total time ISO 8601, e.g. PT30M
Steps one per line — Step name | Step description
Thumbnail URL (required for rich results)
Upload date
Duration ISO 8601
Content URL
Embed URL
Publisher
Item being reviewed
Item type
Rating (e.g. 4.5)
Best rating
Reviewer name
Review text
Review date
Phone
Email
Logo URL
Social profiles / sameAs (one URL per line)
JSON-LD Output
Copy the <script> tag and paste it into the <head> of your page. WordPress users: the safest approach is a code-injection plugin like
WPCode or Insert Headers and Footers — paste the full
<script> block there. Alternatively, paste it inside a
Custom HTML block, but only in the Code Editor view, never
the Visual/Block editor. Do not paste raw JSON into theme options or
text widgets — the quotes will get mangled.
What is Schema.org structured data?
Schema.org is a shared vocabulary for structured data that Google, Bing, and other search engines agreed on in 2011. When you add a JSON-LD block to a page, you’re giving the search engine a machine-readable description of the content; the business name, location, author, questions and answers, service details, rather than leaving it to infer everything from your HTML.
Structured data doesn’t directly boost rankings. What it does is make your page eligible for rich results, enhanced SERP appearances that include star ratings, FAQ dropdowns, breadcrumb paths, and event information. These typically improve click-through rates significantly because they take up more visual space and answer user questions before the click.
Which schema type should you use?
LocalBusiness: for any physical location or service-area business. Use the most specific subtype you can: Restaurant, DentalClinic, LegalService, AutoRepair. The more specific, the better Google can match your page to relevant local queries.
FAQPage: when your page displays visible questions and answers. Note: the Q&As must actually appear on the page, not just in the schema. Google verifies them.
Article: for blog posts, news articles, and editorial content. Helps with Discover and news-style rich results. Pair it with author markup for E-E-A-T signals.
Service: for individual service pages. Useful for agencies, contractors, and consultants who want to describe a specific offering rather than the whole business.
Copy the script tag, where does it go?
The generated <script type="application/ld+json"> block belongs inside the <head> of the relevant page. In WordPress with Yoast SEO, paste it into the Yoast “Schema” tab under custom schema, or use the “Custom HTML” block with no visual output. In Rank Math, use the Schema module’s custom schema field.
FAQs
Do I need schema on every page? Not necessarily, but key pages usually benefit.
Does adding schema markup guarantee rich results in Google? No. Schema makes your page eligible, but Google decides whether to show the rich result based on page quality, content accuracy, and relevance to the query. Think of it like applying for a job, the schema is the application, but Google still does the interview.
What type should I use for FAQs? Use FAQPage only when the questions and answers are visible on the page.
Should I add LocalBusiness schema to every page or just the homepage? Add your primary LocalBusiness or Organization schema to the homepage and keep it consistent. For individual service pages, add a Service schema block that references the parent business. Don’t duplicate the same LocalBusiness block across every page, one canonical instance is sufficient.
What happens if my schema has errors? Google will ignore the block or portions of it. Use Google’s Rich Results Test (search.google.com/test/rich-results) to validate any schema before publishing. Common errors include missing required fields (like name and url for LocalBusiness) and using FAQPage without the Q&A content actually appearing on the page.
Can I have multiple schema types on one page? Yes, and it’s often correct to do so. A blog post might have both an Article schema and a BreadcrumbList. A local business homepage might have LocalBusiness, FAQPage (for a visible FAQ section), and BreadcrumbList. Wrap them all in a single @graph array for clean JSON-LD.
Does schema help with AI search answers (Google AI Overviews, ChatGPT)? Schema provides structured signals that LLM-based search systems can parse more reliably than raw HTML. FAQPage schema in particular maps cleanly to conversational search, each Q&A is a discrete unit the AI can cite. It’s not a guarantee of inclusion, but structured data consistently outperforms unstructured content in AI-generated answers.
Technical SEO tasks like structured data, canonical tags, and crawl issues are part of every SEO engagement we run. If you want someone to handle the implementation (not just generate the code), that’s what we do for small businesses.