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Schema creator

Pick a type, fill in what the page shows, and get JSON-LD to paste into it. Empty fields are left out, never made up.

No FAQ or HowTo: Google no longer shows either as a rich result.

Service

One service a business offers: what it is, who provides it and where.

Google shows no rich result for Service. It still tells a reader, and an assistant, what the page is.

Google has no page for this type. The fields are schema.org’s, and the ones the schema checker looks for.

  1. NamenameRecommendedThe service’s name.
  2. KindserviceTypeRecommendedThe kind of service, in plain words.
  3. DescriptiondescriptionRecommendedWhat it includes.
  4. ProviderproviderRecommendedWho provides it.
  5. PlacesareaServedRecommendedThe places it is offered, one a line.
  6. Web addressurlRecommendedThe page about it.
Where the JSON-LD goesExample

index.html

<head>
  <title>Trail shoe · Acme</title>
  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@graph": [
      { "@type": "Product", "name": "Trail shoe",
        "offers": { "@type": "Offer", "price": "120.00",
          "priceCurrency": "USD" } },
      { "@type": "BreadcrumbList", "itemListElement": [
        { "@type": "ListItem", "position": 1,
          "name": "Shoes", "item": "https://example.com/shoes" } ] }
    ]
  }
  </script>
</head>

One block in the head holds the product and its place in the site together, in one @graph. Every value is on the page as well.

What does it check?

Rules from the rulebook, and how many of the sites mttr has read miss each.

  1. Add structured dataAdd valid JSON-LD that says what the page is.
    61%of sites miss it
  2. Match structured data to the pageUse the schema type that matches the page: Article for guides, Service or Product for offers, Organization or WebSite for the home page.
    50%of sites miss it

Questions

Where does the JSON-LD go?

Inside a script tag of type application/ld+json, in the page’s head or anywhere in its body.

Can a page have more than one block?

Yes. A product page can carry its Product, its BreadcrumbList and its Organization, each in its own block or together in one @graph.

Should the markup say things the page does not?

No. Everything in the structured data should be on the page for a person to read. Google treats markup that says more as spam.

The whole site

One page is one part. A read checks every page against the whole rulebook and says what to fix first.

Read a whole site