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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.

Website

The site itself, on its home page only: its name and address.

Google may use it for the site name it shows in results. It gives no other rich result. Google decides whether to show it.

Required and recommended as Google marks them in Site names in Google Search, last updated December 10, 2025.

  1. NamenameRequiredThe site’s name, as people say it.
  2. Other namealternateNameRecommendedA shorter name or initials it also goes by.
  3. Web addressurlRequiredThe home page.
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