Free Schema Markup Generator

What is Schema Markup? A Guide for Local Businesses

Schema markup is structured data code that you add to your website to help search engines understand your content. Think of it as a translator between your website and Google. Without schema, Google has to guess what your business does, where it is located, and what services it offers. With schema, you tell Google directly — in a language it understands.

The most common format is JSON-LD (JavaScript Object Notation for Linked Data), which Google explicitly recommends. It is a block of code placed in your page's <head> section that describes your business in key-value pairs. It does not affect how your page looks to visitors. It only affects how search engines interpret it.

For local businesses, schema markup is especially powerful. It connects your website to Google's Knowledge Graph, which powers business panels, map listings, and rich results. When a potential customer searches "dentist near me" and sees your business with star ratings, hours, and a list of services directly in search results — that is schema markup at work.

Rich results such as review stars, breadcrumbs and business details make a listing larger and easier to scan than a plain blue link, from the same ranking position.

The 4 Schema Types Every Local Business Needs

1. LocalBusiness Schema. This is the foundation. It tells Google your business name, address, phone number, hours, website, logo, and geo coordinates. Google uses a specific @type for each industry. A dentist uses "Dentist," a plumber uses "Plumber," and an HVAC company uses "HVACBusiness." Using the correct type helps Google categorize your business accurately in local search results and the map pack.

2. FAQPage Schema. FAQ schema marks up the question-and-answer pairs on your page. Since 2023 Google shows FAQ rich results only for well-known government and health sites, but the markup still helps search engines and AI assistants understand your answers. This tool adds starter questions for your industry; write the answers yourself so they match your page.

3. Service Schema. Service schema tells Google exactly what services you offer, with descriptions and URLs for each. Most schema generators skip this entirely, but it is critical for service businesses. A plumber who marks up "Drain Cleaning," "Water Heater Repair," and "Leak Detection" as separate Service entities gives Google a much richer understanding of their business. This tool auto-fills services based on your industry selection.

4. BreadcrumbList Schema. Breadcrumb schema tells Google your site's navigation hierarchy. Instead of showing a plain URL in search results, Google displays a clean breadcrumb trail like "Home > Services > Dental Implants." This improves click-through rates and helps Google understand your site structure. Most businesses overlook this simple schema type.

How to Add Schema Markup to Your Website

Adding schema markup is straightforward regardless of your platform. Copy the JSON-LD code from this generator and paste it in your website's HTML before the closing </head> tag. The code does not affect your page's appearance. It is invisible to visitors.

WordPress: Install the "Insert Headers and Footers" plugin (free), go to Settings > Insert Headers and Footers, and paste your schema code in the "Scripts in Header" box. Webflow: Go to the page's settings, scroll to "Custom Code," and paste in the "Head Code" section. Squarespace: Go to Settings > Advanced > Code Injection and paste in the "Header" field. Wix: Go to Settings > Custom Code > Add Custom Code.

After adding the code, validate it using Google's Rich Results Test. Enter your page URL, and Google will show you exactly which schema types it detected and whether there are any errors. Fix any issues, re-validate, and you are done. Google will start processing your schema within days. Submit your page to Google Search Console for faster indexing.

Check markup that is already live

Already have structured data on your site? Our free schema checker reads the JSON-LD on any page and checks each item against Google's rich result rules: missing required fields, JSON errors, and types that no longer get rich results.

Use Cases by Industry

• Dental Practices — Generate Dentist schema with services like Teeth Cleaning, Dental Implants, and Invisalign. Add starter questions like "Do you accept insurance?" and "Are you accepting new patients?", then write your own answers for FAQPage schema. Combine with Service schema for each treatment.
• Home Services (Plumbers, HVAC, Electricians) — Use Plumber or HVACBusiness schema type. Mark up emergency services, free estimates, and service areas. Starter questions cover topics like "Do you offer 24/7 service?" and "How much does it cost?". Note that Google does not show review stars for a business's own reviews of itself, so keep reviews on Google Business Profile.
• Law Firms — Generate Attorney schema with practice areas like Personal Injury, Family Law, and Criminal Defense. FAQ schema answers "Do you offer free consultations?" and "What are your fees?" Service schema marks up each practice area as a distinct service with its own page URL.
• Restaurants & Salons — Use Restaurant or BeautySalon schema with opening hours, price range, and accepted payment methods. FAQ schema covers reservations, delivery, dietary restrictions, and gift cards. BreadcrumbList schema shows navigation paths like Home > Menu > Dinner.
• Real Estate Agents — Generate RealEstateAgent schema with service areas, specialties, and agent ratings. Service schema marks up Home Buying, Home Selling, and Property Valuation. FAQ schema answers "How much do you charge?" and "How long does it take to sell a home?"

Schema Markup Rich Results: What You Get

Schema markup can trigger several types of rich results in Google Search. Star ratings appear when you include aggregateRating in your LocalBusiness schema. Your average rating and review count display directly in search results. FAQ dropdowns appear when you use FAQPage schema, adding expandable question-and-answer sections below your listing that can take up significant space on the results page.

Business knowledge panels — those large information boxes on the right side of Google search results — pull data from your LocalBusiness schema, including hours, phone number, address, and photos. Breadcrumb trails replace plain URLs with clean navigation paths, making your listing look more professional and trustworthy.

A listing with review stars, breadcrumbs and business details takes up more space than a plain listing and is easier to scan.

Frequently Asked Questions