How to Generate JSON-LD Schema Markup Without Writing Code
Pick a schema type, fill in a short form and get valid JSON-LD to paste into your page โ then test it properly.
JSON-LD is not difficult to read, but it is unforgiving to write. A missing comma or an unclosed bracket and the whole block is ignored. A schema generator takes the facts you already know โ your business name, a product price, an event date โ and outputs code that is valid every time.
This walkthrough uses the free SeoSpidie schema markup generator. If you want to understand what structured data is first, read structured data for beginners.
Step 1: Pick the type that matches the page
Choose the schema type that describes the main thing on the page, not everything your business does:
- A product page โ Product
- A blog post or news story โ Article or BlogPosting
- Your contact or home page for a shop, clinic or office โ LocalBusiness (or a more specific subtype)
- The homepage of a company โ Organization
- An event listing โ Event
- A recipe, course, job or software app โ the matching type
Step 2: Fill in the form with visible facts
Enter the details exactly as they appear on the page. If the page shows a price of 49.00, the schema should say 49.00 too. If there are no reviews on the page, leave the rating fields empty. Google's guidelines require structured data to match visible content, and mismatches are the most common reason rich results are withheld.
Fill in as many recommended fields as you honestly can โ images, brand, identifiers such as GTIN for products, author for articles. Complete markup gives search engines more to work with.
Step 3: Copy the code
The generator outputs a complete JSON-LD script block. Copy it as one piece. Do not edit inside it unless you are comfortable with JSON โ that is how syntax errors creep in.
Step 4: Add it to your page
Paste the block into the page's HTML, either in the head or anywhere in the body. Both work. In a CMS, look for a "custom HTML", "header scripts" or schema field on that specific page โ schema for one product should not be added site-wide.
Step 5: Test it
- Run the live URL through Google's Rich Results Test to confirm the type is detected and see any errors or warnings.
- Fix errors (missing required fields) first. Warnings about optional fields are worth fixing when you have the data.
- Check the Enhancements section of Search Console over the following weeks.
- Use the free site audit report to confirm which schema blocks the page now contains, along with its other SEO basics.
Tips from real-world use
- One entity, one description. If your theme already outputs Organization schema, do not add a second, conflicting one.
- Update schema with the page. Change the price, change the markup. Shops should generate schema from the same data as the visible price.
- Use absolute URLs for images and links in your markup.
- Do not chase retired features. HowTo rich results are gone and FAQ results are limited to a small set of sites, so focus on types that still display.
For shops, structured data works hand in hand with your product feed. Make sure the GTINs you use are valid with the GTIN validator before adding them.
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Frequently asked questions
Do I need to know how to code to add schema?
No. You only need to paste one block of code into the page or a CMS field. The generator writes the code.
Where exactly should JSON-LD go?
Anywhere in the page's HTML. The head is the most common place, but the body works too.
Can I use the same schema on every page?
Organization schema can sit on the homepage or site-wide. Product, Article and Event schema must be specific to each page.
Why does the Rich Results Test show no results for my page?
Either the code is missing from the live page, a required field is empty, or the type you used is not one Google shows as a rich result.