Structured Data Tools
Structured data tells search engines what a page is about – a product with a price, an event with a date, an article with an author. These tools validate schema.org markup, convert microdata to JSON-LD and generate it from simple forms, all in your browser.
Tools in this category
- Structured DataJSON-LD ValidatorValidate JSON-LD in your browser: paste JSON-LD or a whole HTML page to check syntax, schema.org types and properties, and Google rich result requirements.
- Structured DataMicrodata to JSON-LD ConverterConvert microdata and RDFa Lite in HTML to JSON-LD: itemscope, itemprop, itemref and typeof become a ready script block, checked against schema.org rules.
- Structured DataJSON-LD to Microdata ConverterConvert JSON-LD to microdata HTML: nodes become itemscope elements with itemtype, values become itemprop spans, links, time and meta tags, all safely escaped.
- Structured DataFAQ Schema GeneratorGenerate FAQPage JSON-LD from questions and answers: add, reorder or paste Q&A pairs, keep simple HTML in answers and copy a validated script block.
- Structured DataBreadcrumb Schema GeneratorCreate BreadcrumbList JSON-LD: build the trail from a page URL or by hand, reorder levels, leave the last item without a URL and copy a validated script.
- Structured DataOrganization Schema GeneratorGenerate Organization JSON-LD for your homepage: logo, sameAs profiles, contact points, address and company IDs, plus WebSite markup for the site name.
- Structured DataLocal Business Schema GeneratorCreate LocalBusiness JSON-LD: pick one of 50 subtypes, add address, map coordinates, opening hours by day, price range and cuisine, and copy the script.
- Structured DataArticle Schema GeneratorGenerate Article, NewsArticle or BlogPosting JSON-LD with headline, images, dates with time zone, several authors, publisher logo and paywall markup.
- Structured DataProduct Schema GeneratorCreate Product JSON-LD with price, availability, GTIN, shipping and return policy for merchant listings; add ratings only from real reviews shown on the page.
- Structured DataEvent Schema GeneratorCreate Event JSON-LD for concerts, conferences and online events: venue or stream URL, eventStatus, ticket offers, performers, organizer and time zones.
- Structured DataRecipe Schema GeneratorGenerate Recipe JSON-LD: times in minutes become ISO 8601, ingredients one per line, steps as HowToStep with sections, nutrition, diet and an optional video.
- Structured DataSoftware Application Schema GeneratorCreate SoftwareApplication JSON-LD for apps and games: category, operating system, price, version, screenshots and ratings from real users, checked live.
- Structured DataVideo Schema GeneratorGenerate VideoObject JSON-LD: thumbnails, upload date, duration as m:ss, player and file URLs, key moments with Clip or SeekToAction, and the LIVE badge.
- Structured DataPerson Schema GeneratorCreate Person JSON-LD for author and about pages: job title, employer, sameAs profiles and expertise, optionally wrapped in ProfilePage for profile pages.
Check what you already have
The JSON-LD Validator reads JSON-LD, or a whole HTML page with all its script blocks, microdata and RDFa. It reports JSON syntax errors with line and column, unknown types and properties, values in the wrong format – a sentence where a URL belongs, 31/12/2026 instead of an ISO date, “in stock” instead of InStock – and the properties Google requires for each rich result. Several files can be checked at once.
Convert between syntaxes
Microdata to JSON-LD turns itemscope/itemprop attributes and RDFa Lite into one script block, which is the usual first step when a theme or plugin used inline markup. JSON-LD to Microdata goes the other way for platforms that strip scripts.
Generate markup from a form
Each generator has its own fields, example and checks, and can import existing JSON-LD for editing:
- Pages and sites: Organization with logo, profiles and the WebSite site name; Breadcrumb; Person and ProfilePage for authors.
- Content: Article for news and blogs, Video with key moments, Recipe with steps and nutrition, FAQ.
- Commerce and places: Product with shipping and returns, Local business with opening hours, Event for venues and livestreams, Software application.
Ratings appear only where Google allows them, and only as fields for reviews that real users left on your page.
Good practice
Mark up what visitors can see on the page, keep prices and dates in sync with the visible text, and use one item per thing described. After publishing, confirm with Google’s Rich Results Test, which renders the live page.
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FAQ
Which format should I use: JSON-LD, microdata or RDFa?
Google supports all three, and recommends JSON-LD because it is kept apart from the visible HTML and is easiest to maintain. Use the converters to move existing microdata or RDFa to JSON-LD.
Does structured data improve rankings?
Not directly. It makes pages eligible for rich results – prices, ratings, event dates, breadcrumbs – which can make a result more useful. Eligibility does not guarantee that Google shows them.
Which rich results does Google no longer show?
How-to (removed in 2023), the sitelinks search box (2024), several features retired in 2025 such as fact checks and special announcements, practice problems (2026) and FAQ (since 7 May 2026). The validator says when markup targets a retired feature.
How do I check a page that is not public yet?
Paste its HTML or JSON-LD into the validator. Nothing is uploaded, so staging and local pages work the same way as live ones.
Where does the vocabulary come from?
From the official schema.org release 30.1, licensed under CC BY-SA 3.0. Google's requirements are taken from its Search Central documentation and dated in each report.