Help search engines and AI understand your site.

The guide

What is schema markup?

Schema markup is structured data that describes a page in a standard vocabulary from schema.org, so search engines can tell exactly what it is about: a business, an article, a breadcrumb trail. It's added as code that visitors don't see.

Google supports three formats but, according to its introduction to structured data, recommends JSON-LD in most cases, because it sits in a single script block and is the easiest to implement and maintain. Every snippet this generator creates is JSON-LD.

Does schema markup help SEO and AI search?

Structured data helps Google understand a page and makes it eligible for rich results, such as breadcrumb trails, article features and business details. It doesn't guarantee them: valid markup makes a page eligible, and Google decides what to show.

For AI search, schema works as a clarity signal. Clear Organization and WebSite markup removes doubt about your name, logo, website and profiles, and Google's AI features draw on its search index. No major AI platform has published exactly how it uses schema, so pair it with clear, well-structured content rather than relying on it alone.

Which schema types should I use?

Most business websites need Organization and WebSite on the homepage, BreadcrumbList on every other page, Article on blog posts, and LocalBusiness on each location page if they serve customers in person.

Did Google stop showing FAQ rich results?

Yes. According to Google's Search Central changelog, FAQ rich results stopped appearing in Google Search on 7 May 2026, and Google removed the feature's documentation in June.

That doesn't make FAQs pointless. Clear question-and-answer content still helps readers, and it matches how people ask AI assistants questions. FAQPage markup remains valid schema.org and does no harm, so keep it if you have it, but don't expect it to change how your results look in Google.

Schema markup examples

Ready-to-adapt JSON-LD for each type. Replace the example details with your own, and only include what's visible on your page.

Organization schema example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Studio",
  "legalName": "Example Studio Limited",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo.png",
  "description": "A London design studio creating brand identities for technology companies.",
  "email": "hello@example.com",
  "telephone": "+44 20 7946 0000",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example Street",
    "addressLocality": "London",
    "postalCode": "EC1A 1AA",
    "addressCountry": "GB"
  },
  "sameAs": [
    "https://www.linkedin.com/company/example-studio"
  ]
}
</script>

LocalBusiness schema example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Example Accountants",
  "url": "https://www.example.com/",
  "image": "https://www.example.com/images/office.jpg",
  "telephone": "+44 161 496 0000",
  "priceRange": "££",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Example Road",
    "addressLocality": "Manchester",
    "postalCode": "M1 1AA",
    "addressCountry": "GB"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 53.48095,
    "longitude": -2.23743
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Monday",
        "Tuesday",
        "Wednesday",
        "Thursday",
        "Friday"
      ],
      "opens": "09:00",
      "closes": "17:30"
    }
  ]
}
</script>

Article schema example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "How to Choose an Accountant for Your Start-up",
  "image": [
    "https://www.example.com/images/accountant-guide.jpg"
  ],
  "datePublished": "2026-09-14T09:00:00+01:00",
  "dateModified": "2026-10-02T14:30:00+01:00",
  "author": [
    {
      "@type": "Person",
      "name": "Jane Example",
      "url": "https://www.example.com/team/jane-example"
    }
  ]
}
</script>

BreadcrumbList schema example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://www.example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Services",
      "item": "https://www.example.com/services"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Tax returns"
    }
  ]
}
</script>

WebSite schema example

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

FAQPage schema example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How long does a brand identity project take?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Most projects take six to eight weeks from kick-off to final files."
      }
    }
  ]
}
</script>

How to add JSON-LD to your website

1. Copy the code from the generator, including the opening and closing script tags.
2. Paste it into the page, in the head or body. Google supports both. In WordPress and most other content management systems, an SEO plugin or a custom code field does this without editing templates.
3. Test it in Google's Rich Results Test, which shows the rich results the page is eligible for, and the Schema Markup Validator, which checks the markup against schema.org.
4. Monitor it in Google Search Console, where the enhancements reports flag errors across your whole site.

Common schema markup mistakes

• Marking up hidden content. Google's structured data guidelines say not to mark up content that isn't visible to readers.
• Inconsistent names. Google recommends using the same name in Organization markup as your site name.
• Phone numbers without a country code. Google asks for the country and area code in LocalBusiness phone numbers.
• Imprecise coordinates. Google asks for latitude and longitude with at least 5 decimal places.
• Relative or broken URLs. Use full URLs, starting https://, that actually work.
• Copying an example without editing it. Leftover example details are worse than no markup at all.

Frequently asked questions