Structured data Googlecan actually read.
Rich results don't happen by accident. They happen because you handed Google clean, valid JSON-LD that says exactly what the page is. Pick a type, fill the fields, and get markup that's ready to paste, plus a lint that catches the missing fields that silently kill your rich result before it ever shows.
Your content
Your JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Do you offer a free consultation?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. Every engagement starts with a free 30-minute call to map the problem before any contract."
}
},
{
"@type": "Question",
"name": "How fast do you start?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Most projects kick off within a week of the call, once scope and access are sorted."
}
},
{
"@type": "Question",
"name": "What if it doesn't work?",
"acceptedAnswer": {
"@type": "Answer",
"text": "You keep every deliverable and recommendation regardless of whether you continue."
}
}
]
}
</script>How this may appear
Yes. Every engagement starts with a free 30-minute call to map the problem before any contract.
Most projects kick off within a week of the call, once scope and access are sorted.
You keep every deliverable and recommendation regardless of whether you continue.
Lint
Valid
Paste this into your page <head> or before </body>. Confirm in Google's Rich Results Test before publishing.
3 valid Q&A pairs
Each has a name and an acceptedAnswer, exactly what FAQPage requires.
Your move
Valid schema is step one. Owning the result is the goal.
Valid FAQPage JSON-LD with 3 Q&A pairs, ready to paste.
Clean JSON-LD gets you eligible for the rich result, and that's a real edge most pages never bother to earn. But eligibility only pays off when the title, the content, and the intent match line up behind it. Send me a page that should be winning and isn't, and I'll map the whole path, free, from the structured data to the click.
Plain English
Schema markup is how you talk to the crawler.
Structured data is a standardized vocabulary (schema.org) that you embed in a page so search engines understand what it contains instead of guessing. It's the difference between a page that says 'here are some words' and a page that says 'this is an article, by this author, published on this date, about this topic.' Google reads it, trusts it, and can reward it with rich results: the star ratings, FAQ accordions, breadcrumbs, and sitelinks that make your listing take up more of the page and pull more of the clicks.
JSON-LD is the format Google recommends and the only one this tool generates. It lives in a single <script type="application/ld+json"> block, separate from your visible HTML, so you can add it without touching layout. That separation is why it's the modern standard: no fragile inline microdata woven through your markup, just one clean object that describes the page. Google supports a long list of types, but a handful do the heavy lifting for most sites, FAQ, Article, LocalBusiness, and Product, which is exactly what this generator covers.
The catch is that schema only helps if it's valid and if it matches what's actually on the page. Markup with a missing required field is ignored. Markup that describes a price or a review that isn't visible to users is a manual-action risk. This tool builds the object correctly, omits empty fields so you don't ship null junk, and flags the required pieces you forgot, so the structured data you paste is the structured data Google will use.
The formula
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "...", ... } </script>
A FAQPage needs an @type of "FAQPage" and a mainEntity array of Question objects, each with a name and an acceptedAnswer. Miss the acceptedAnswer and Google drops the whole block. This generator builds the nesting for you and lints the required fields before you ship it.
Your markup isn't showing up. Here's why.
Rich result never appears.
Valid markup is necessary but not sufficient. Google decides when to show enhancements. Confirm it's valid in the Rich Results Test first, then give it days to weeks, eligibility isn't a guarantee of display.
Test flags a missing required field.
Each type has non-negotiables (Article needs a headline, Product needs a name and an offer). A missing required field disqualifies the whole block. The lint here catches these before you paste.
Markup describes content that isn't on the page.
Schema must reflect what users actually see. Marking up a 5-star rating or a price that doesn't appear on the page is a structured-data violation and can trigger a manual action. Mark up what's visible, nothing more.
Multiple conflicting blocks on one page.
Two FAQPage blocks, or a Product price that disagrees with the visible price, confuse the crawler. Keep one authoritative block per type per page and make every value match the page.
How to ship schema that actually wins rich results
01Use JSON-LD, not microdata
It's Google's recommended format and keeps structured data in one block instead of tangled through your HTML. Easier to add, easier to audit, harder to break.
02Fill every required field
Required fields aren't suggestions. One missing piece and the block is ignored. Use the lint here, then confirm in the Rich Results Test before publishing.
03Only mark up visible content
Schema has to match the page. Don't add prices, ratings, or FAQs that users can't see, that's a violation, not a shortcut, and it risks a manual penalty.
04Match the type to the page
A blog post is Article, a service location is LocalBusiness, a sales page is Product, an FAQ section is FAQPage. The wrong type earns nothing and can confuse the crawler.
05Add ratings only when real
AggregateRating drives the star snippet, but the reviews have to exist and be visible on the page. Fake or self-serving review markup is one of Google's named violations.
06Validate every time you ship
Markup that worked last quarter can break when the schema spec or Google's requirements shift. Re-run the Rich Results Test after any template change.
07Place it in the head or before </body>
JSON-LD can sit anywhere in the document, but the head or just before the closing body tag are the clean conventions. Keep one block per type and don't duplicate it.
08Keep it in sync with the page
When the price, date, or author on the page changes, change the markup too. Stale structured data that contradicts the visible page is worse than none.
The vocabulary
- Structured data
- Standardized markup (schema.org) that tells search engines what a page contains, enabling rich results.
- JSON-LD
- JavaScript Object Notation for Linked Data: Google's recommended format for structured data, embedded in a single script block.
- Rich result
- An enhanced search listing, star ratings, FAQ accordions, sitelinks, that structured data can make your page eligible for.
- schema.org
- The shared vocabulary of types and properties (Article, Product, FAQPage…) that all major search engines understand.
- @type
- The schema.org type of the object, FAQPage, Article, LocalBusiness, Product, that tells Google how to read the rest of the markup.
- Rich Results Test
- Google's free tool that checks whether your markup is valid and which rich results the page is eligible for.
Schema markup questions, straight answers
Schema markup is structured data you add to a page so search engines understand what it is, an article, a product, an FAQ. You don't strictly need it to rank, but it makes you eligible for rich results (star ratings, FAQ accordions, sitelinks) that take up more space in search and pull more clicks. For most sites it's a low-effort, high-upside addition.
Keep going
A calculator tells you what. A call tells you what to do about it.
Send me the account behind these numbers. I'll tell you straight where the money's leaking and what I'd fix first — free, and you keep it whether you hire me or not.