Schema Markup Builder
Create valid JSON-LD for a visible article or software application.
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What is the Schema Markup Builder?
Schema markup is structured data, written in the schema.org vocabulary, that describes what a page contains in a machine-readable way. JSON-LD is the format Google recommends: a script block in the page's HTML listing properties such as the title, description and URL. Publishers, bloggers and web app developers add it so search engines can interpret page content precisely, and it is a prerequisite for several rich result types.
This builder produces a JSON-LD script tag for one of two types. For Article, it includes name, headline (the same as the title), description, URL and a publisher Organization name. For SoftwareApplication, it includes name, description, URL, applicationCategory set to UtilitiesApplication and operatingSystem set to Web. It requires a title and a complete http or https URL, escapes any < character so the snippet cannot break out of its script tag, and links to Google's Rich Results Test for checking. The snippet is generated in your browser; your live page is never fetched or inspected.
How to use it
- 1Choose Article or SoftwareApplication.
- 2Enter details that are visible on the page.
- 3Copy the JSON-LD and validate it with the Rich Results Test.
How it works
The form creates a schema.org JSON-LD object and serializes it with JSON.stringify. Only fields you provide are included.
Example
For an article, enter its title, canonical URL, description and publisher to generate an Article JSON-LD script.
Limitations & notes
- Markup must describe visible page content.
- Valid JSON-LD does not guarantee a rich search result; validate with Google’s Rich Results Test.
Frequently asked questions
Where do I put JSON-LD on a web page?
Paste the whole script block, including the opening and closing script tags, into the page's HTML, either in the head or the body; Google reads both. In a CMS, use a custom HTML block or a header code setting; in frameworks such as Next.js, render the script in the page component. Each page needs markup describing that specific page, not one site-wide copy with the same title and URL.
Does schema markup improve search rankings?
Google has said structured data is not a general ranking factor. Its value is helping Google understand the page and making it eligible for rich results such as review stars, product details or event listings. Eligibility is not a guarantee: Google decides whether to show a rich result based on quality, relevance and its policies. Markup that misrepresents a page can lead to a manual action that removes rich results.
Which properties does Google recommend for Article markup?
Google lists no strictly required Article properties, but recommends headline, image, datePublished, dateModified and author with a name and URL. This builder includes headline, description, URL and publisher, so for fuller markup add image, datePublished and author by editing the copied JSON before publishing. Write dates in ISO 8601 format, such as 2026-10-07T09:00:00+00:00, and make sure every value matches what visitors see.
Can SoftwareApplication markup show ratings or price in search?
Google's software app rich result requires a name, an offers object with a price (0 for free apps) and either aggregateRating or review. This builder outputs name, description, URL, applicationCategory and operatingSystem only, which is a valid base but not enough for that rich result as is. Add offers and genuine ratings yourself; ratings must come from real users and appear on the page.
What is the difference between JSON-LD, Microdata and RDFa?
All three express schema.org data. Microdata and RDFa add attributes to existing HTML elements, which ties the markup to the page layout and makes later edits error-prone. JSON-LD lives in a separate script block, so it can be added or updated without touching visible markup, and it is the format Google recommends. Google supports all three, so there is no need to convert existing valid markup.
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