Schema markup generator (JSON-LD)

How does JSON-LD schema markup work?

JSON-LD is a block of JSON in a <script type="application/ld+json"> element that describes what a page is about in the schema.org vocabulary: an organization, a business location, a trail of breadcrumbs, an article or an app. Google recommends JSON-LD for structured data and reads it in either the <head> or the <body>. The browser doesn't run it or show it.

Mark up only what visitors can see on the page. Google's guidelines say not to mark up content that isn't visible to readers and that the markup must be a true representation of the page; markup that doesn't represent the main content, or is misleading, can keep a page from rich results. Never mark up reviews of your own business: Google says a business or organization that controls the reviews about itself can't get star review snippets from them.

The generator checks each type against Google's documentation. Organization and Article have no required properties, only recommended ones. LocalBusiness requires name and address; BreadcrumbList requires at least two ListItems, each with a URL except the last; SoftwareApplication requires name, offers.price and a rating or review. FAQ rich results are gone: Google stopped showing them on May 7, 2026, so FAQPage now follows schema.org's own structure.

The JSON is written with JSON.stringify and indented two spaces. Before it goes inside the script tag, every "</" is written as "<\/" and every "<!--" as "\u003C!--". The HTML Standard ends a script element at </script and treats <!-- inside it specially, so a headline containing either could break the page; both escapes are part of JSON, so any JSON parser reads the original text back.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Studio",
  "url": "https://www.example.com/"
}
</script>

inside the script:  </  →  <\/      <!--  →  \u003C!--