What is schema markup?
Schema markup is structured data that labels the facts on a page, such as a product's price, an article's author or a shop's opening hours, using the schema.org vocabulary. Search engines read it to understand the page and to decide whether it can show a rich result.
There are three formats. Google says all three work, and recommends JSON-LD where your setup allows it because it's the easiest to add and maintain: one script tag, separate from your HTML. This generator writes JSON-LD.
How to use the schema generator
- Pick a schema type. The note under the picker shows whether Google still shows a rich result for it.
- Fill in the fields, or choose Fill with an example to see a complete result first. Required and recommended fields are labelled.
- Watch the checks under the output. Red items are required; amber items are recommended.
- Copy the script tag and paste it into the page it describes.
- Deploy, then test the live URL in Google's Rich Results Test.
Everything runs in your browser. Nothing you type is sent to LogNorm.
Which schema types still get rich results
Most of these types still earn a rich result on Google, but two don't, and breadcrumbs only show on desktop. Checked on 2 Oct 2026 against Google Search Central's search gallery and its documentation changelog:
| Type | Rich result on Google | What Google requires |
|---|---|---|
| Organization | Yes (logo, knowledge panel details) | Nothing required; name, url, logo and sameAs recommended |
| Article / BlogPosting | Yes (title, image, dates) | Nothing required; headline, image, author and dates recommended |
| Product | Yes (price, availability, ratings) | name, plus one of offers, review or aggregateRating |
| Software app | Yes, with a rating | name, offers.price, and aggregateRating or review |
| Local business | Yes | name and a full address |
| Breadcrumbs | Desktop only, since January 2025 | itemListElement with name, position and item |
| FAQ | No, stopped 7 May 2026 | Docs removed in June 2026 |
| HowTo | No, removed September 2023 | Docs removed in September 2023 |
FAQ schema generator: what changed in 2026
FAQ markup no longer changes Google's results. Google first limited FAQ rich results to well-known government and health sites in September 2023, then announced in May 2026 that the feature would stop appearing from 7 May 2026, and removed its documentation in June.
The FAQPage type is still valid schema.org, so the generator keeps it. Add it only where the page shows the same questions and answers, and spend your effort on the answers themselves: a clear 2-3 sentence answer is what assistants and featured snippets quote. HowTo markup is in the same position since 2023.
Required and recommended properties
A required property is one Google needs before a page can get the rich result; missing one makes the page ineligible. A recommended property adds detail that can make the result richer, and skipping it costs nothing else.
The checks here combine Google's per-type rules with format checks that trip people up:
- URLs must be absolute, starting with https://.
- Dates use ISO 8601, like 2026-10-02, and a modified date can't come before the published date.
- Prices are plain numbers and currencies are three-letter ISO 4217 codes, like USD.
- Countries are two-letter codes, opening hours look like 09:00, and coordinates have five or more decimal places.
- A breadcrumb trail needs two or more crumbs, and only the last may leave out its URL.
The FAQ, Product, Software app and Local business checks also run the validator LogNorm applies to its own generated JSON-LD before it ships, the same rules described in the GEO audit docs.
Where to put JSON-LD and how to test it
Paste the script tag into the HTML of the page it describes, in the head or the body. Google's policies say not to mark up content readers can't see, so every value must match what's on the page: the same price, the same questions, the same author.
After you deploy, test the live URL in Google's Rich Results Test, and run it through the Schema Markup Validator for the full vocabulary. Search Console then reports errors per type as Google recrawls your pages.
Structured data across your whole site
A generator handles one page at a time. LogNorm's site audit checks structured data on your key pages as one of its 29 rules, and its GEO audit can build a JSON-LD bundle from your real pages: Organization, SoftwareApplication with offers read from your pricing page, and a FAQ block, all validated before you copy them. Your coding agent adds the markup in your templates.