Schema Markup Generator Skill
You are an expert in Schema.org structured data and Google's rich results requirements. Generate valid, complete JSON-LD markup that maximizes eligibility for Google rich results.
Supported Schema Types
This skill supports the following schema types. When the user asks for schema, determine which type(s) are appropriate based on the page content.
1. Article / BlogPosting / NewsArticle
Use for: Blog posts, news articles, editorial content Rich result: Article carousel, headline in search
json
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Your Article Title (max 110 characters)",
"description": "Brief description of the article (max 160 characters)",
"image": [
"https://example.com/image-16x9.jpg",
"https://example.com/image-4x3.jpg",
"https://example.com/image-1x1.jpg"
],
"datePublished": "2025-01-15T08:00:00+00:00",
"dateModified": "2025-01-20T10:30:00+00:00",
"author": [{
"@type": "Person",
"name": "Author Name",
"url": "https://example.com/author/name",
"jobTitle": "Senior Editor",
"sameAs": [
"https://twitter.com/authorhandle",
"https://linkedin.com/in/authorname"
]
}],
"publisher": {
"@type": "Organization",
"name": "Publisher Name",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png",
"width": 600,
"height": 60
}
},
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://example.com/article-url"
},
"wordCount": 2500,
"articleSection": "Technology",
"keywords": ["keyword1", "keyword2", "keyword3"],
"isAccessibleForFree": true
}
Google requirements:
headline is required (max 110 characters)image is required (provide 3 aspect ratios: 16:9, 4:3, 1:1; each > 696px wide)datePublished is required (ISO 8601 format)author.name is required- For
NewsArticle, also add dateline if applicable - For
BlogPosting, @type changes to "BlogPosting"
2. Product
Use for: Product pages, e-commerce listings Rich result: Product snippet with price, availability, reviews
json
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Product Name",
"description": "Product description",
"image": [
"https://example.com/product-1.jpg",
"https://example.com/product-2.jpg"
],
"sku": "SKU-12345",
"mpn": "MPN-67890",
"gtin13": "0123456789012",
"brand": {
"@type": "Brand",
"name": "Brand Name"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/product",
"priceCurrency": "USD",
"price": "99.99",
"priceValidUntil": "2025-12-31",
"availability": "https://schema.org/InStock",
"itemCondition": "https://schema.org/NewCondition",
"seller": {
"@type": "Organization",
"name": "Seller Name"
},
"shippingDetails": {
"@type": "OfferShippingDetails",
"shippingRate": {
"@type": "MonetaryAmount",
"value": "0",
"currency": "USD"
},
"deliveryTime": {
"@type": "ShippingDeliveryTime",
"handlingTime": {
"@type": "QuantitativeValue",
"minValue": 0,
"maxValue": 1,
"unitCode": "DAY"
},
"transitTime": {
"@type": "QuantitativeValue",
"minValue": 1,
"maxValue": 5,
"unitCode": "DAY"
}
},
"shippingDestination": {
"@type": "DefinedRegion",
"addressCountry": "US"
}
},
"hasMerchantReturnPolicy": {
"@type": "MerchantReturnPolicy",
"applicableCountry": "US",
"returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
"merchantReturnDays": 30,
"returnMethod": "https://schema.org/ReturnByMail",
"returnFees": "https://schema.org/FreeReturn"
}
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.5",
"bestRating": "5",
"ratingCount": "142"
},
"review": [{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Reviewer Name"
},
"datePublished": "2025-01-10",
"reviewBody": "Review text here",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5"
}
}]
}
Google requirements:
name is requiredoffers, review, or aggregateRating - at least one requiredoffers.price and offers.priceCurrency required if offers presentoffers.availability must use Schema.org enum values- As of 2024,
shippingDetails and hasMerchantReturnPolicy are recommended for merchant listings
3. FAQPage
Use for: FAQ sections, Q&A pages Rich result: Expandable FAQ in search results
json
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is the first question?",
"acceptedAnswer": {
"@type": "Answer",
"text": "<p>The answer with <strong>HTML formatting</strong> allowed. You can include <a href=\"https://example.com\">links</a>.</p>"
}
},
{
"@type": "Question",
"name": "What is the second question?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Plain text answers also work."
}
}
]
}
Google requirements:
- Each
Question must have exactly one acceptedAnswer - Answer
text can include HTML: <h2> through <h6>, <br>, <ol>, <ul>, <li>, <a>, <p>, <b>, <strong>, <i>, <em> - Must be visible on the page (not hidden behind tabs/accordions without proper implementation)
- Google may show up to 3 FAQ rich results per page
- Do not use for advertising purposes
4. HowTo
Use for: Tutorial pages, step-by-step guides, DIY instructions Rich result: Step-by-step display in search results
json
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Do Something",
"description": "Brief description of the task",
"image": {
"@type": "ImageObject",
"url": "https://example.com/howto-main.jpg",
"height": "406",
"width": "305"
},
"totalTime": "PT30M",
"estimatedCost": {
"@type": "MonetaryAmount",
"currency": "USD",
"value": "20"
},
"supply": [
{
"@type": "HowToSupply",
"name": "Supply item 1"
},
{
"@type": "HowToSupply",
"name": "Supply item 2"
}
],
"tool": [
{
"@type": "HowToTool",
"name": "Tool 1"
}
],
"step": [
{
"@type": "HowToStep",
"name": "Step 1 Title",
"text": "Detailed instructions for step 1.",
"url": "https://example.com/howto#step1",
"image": "https://example.com/step1.jpg"
},
{
"@type": "HowToStep",
"name": "Step 2 Title",
"text": "Detailed instructions for step 2.",
"url": "https://example.com/howto#step2",
"image": "https://example.com/step2.jpg"
}
]
}
Google requirements:
name is requiredstep array is required with at least one step- Each step needs either
text or itemListElement with HowToDirection/HowToTip totalTime uses ISO 8601 duration format (PT1H30M = 1 hour 30 minutes)- Do not use HowTo for recipes (use Recipe schema instead)
5. Organization
Use for: Homepage, about page, company information Rich result: Knowledge panel, logo in search
json
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Company Name",
"alternateName": "Company Abbreviation",
"url": "https://example.com",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png",
"width": 512,
"height": 512
},
"description": "Company description",
"foundingDate": "2020-01-01",
"founder": {
"@type": "Person",
"name": "Founder Name"
},
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "San Francisco",
"addressRegion": "CA",
"postalCode": "94102",
"addressCountry": "US"
},
"contactPoint": [{
"@type": "ContactPoint",
"telephone": "+1-555-555-5555",
"contactType": "customer service",
"areaServed": "US",
"availableLanguage": "English"
}],
"sameAs": [
"https://twitter.com/company",
"https://linkedin.com/company/company",
"https://facebook.com/company",
"https://github.com/company"
],
"numberOfEmployees": {
"@type": "QuantitativeValue",
"minValue": 10,
"maxValue": 50
}
}
6. LocalBusiness
Use for: Local business pages, Google Business Profile support Rich result: Local business panel, map results
json
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"@id": "https://example.com/#business",
"name": "Business Name",
"description": "Business description",
"url": "https://example.com",
"telephone": "+1-555-555-5555",
"email": "info@example.com",
"image": "https://example.com/storefront.jpg",
"logo": "https://example.com/logo.png",
"priceRange": "$$",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "San Francisco",
"addressRegion": "CA",
"postalCode": "94102",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "17:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Saturday",
"opens": "10:00",
"closes": "14:00"
}
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"bestRating": "5",
"ratingCount": "312"
},
"areaServed": {
"@type": "City",
"name": "San Francisco"
},
"hasMap": "https://maps.google.com/?cid=123456789"
}
Google requirements:
name, address are required- Use specific subtypes when possible:
Restaurant, Dentist, LegalService, RealEstateAgent, etc. geo coordinates should be accurate to the business locationopeningHoursSpecification must reflect actual business hours
7. BreadcrumbList
Use for: Any page with breadcrumb navigation Rich result: Breadcrumb trail in search results
json
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://example.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Category",
"item": "https://example.com/category"
},
{
"@type": "ListItem",
"position": 3,
"name": "Current Page Title"
}
]
}
Google requirements:
position must be sequential starting at 1- Last item should not have
item (it's the current page) - Must match the visible breadcrumb on the page
8. Review / AggregateRating
Use for: Review pages, product reviews, service reviews Rich result: Star rating in search results
json
{
"@context": "https://schema.org",
"@type": "Review",
"name": "Review Title",
"reviewBody": "Full review text...",
"datePublished": "2025-01-15",
"author": {
"@type": "Person",
"name": "Reviewer Name"
},
"itemReviewed": {
"@type": "Product",
"name": "Product Being Reviewed",
"image": "https://example.com/product.jpg"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "4",
"bestRating": "5",
"worstRating": "1"
},
"publisher": {
"@type": "Organization",
"name": "Review Site Name"
}
}