AM Schema markup tells search engines what a page is about in a format they can read directly: this is a product with this price, this is a business at this address, this article was published on this date. The generator turns a simple form into JSON-LD, the format Google recommends, so you do not have to write the code by hand.
It is free and runs in your browser. Nothing is sent to your site until you paste the code in.
How to use the schema markup generator
- Choose a type: Product, FAQPage, Organization, LocalBusiness, Article, BreadcrumbList or WebSite.
- Fill in the form fields for that type. Required fields are marked, and the tool warns you if one is empty or in the wrong format.
- For Product, add the offer (price, currency, availability), brand, GTIN and, if you have real reviews, the rating value and review count.
- Copy the JSON-LD output. It comes wrapped in a
<script type="application/ld+json">tag. - Paste it into the page's HTML, in the head or the body.
- Open Google's Rich Results Test from the link in the tool and test the live URL.
What each type is for, and what Google shows today
Valid schema.org markup and a Google rich result are not the same thing. Google supports only some types for rich results, and it has removed several in recent years. The table reflects Google's documentation as of September 2026.
| Type | Use it on | Google status |
|---|---|---|
| Product | Product pages | Supported for product snippets and merchant listings (price, availability, ratings) |
| FAQPage | Pages with a list of questions and answers | No longer shown as a rich result in Google Search since May 2026; still valid schema.org |
| Organization | Homepage or about page | Used for logo and business details; no required properties |
| LocalBusiness | Business location pages | Supported; name and address are required |
| Article | Blog posts and news | Supported; helps Google read the headline, images, dates and author |
| BreadcrumbList | Any page with a breadcrumb trail | Supported on desktop results; no longer shown on mobile since January 2025 |
| WebSite | Homepage | Used for the site name shown in results; the sitelinks search box was retired in November 2024 |
The FAQ and HowTo changes
In August 2023, Google limited FAQ rich results to well-known, authoritative government and health websites and cut back HowTo rich results, which it removed entirely later that year. In 2026 Google went further: FAQ rich results stopped appearing in Google Search on May 7, 2026, and Google scheduled FAQ support in the Rich Results Test and Search Console reports to end in June 2026. FAQPage is still a valid schema.org type, and Google says leaving the markup on your pages causes no problems. It simply will not produce a rich result in Google. The generator still offers FAQPage because other search engines and tools can read it and it describes your content accurately. It does not offer HowTo.
Note: Because the Rich Results Test no longer checks FAQPage, use the Schema Markup Validator to confirm FAQ markup is well formed.
Required fields the tool checks
- Product (merchant listing): name, image, and an offer with price and currency. Google recommends brand, GTIN, availability, shipping and return policy details. For product snippets on review pages, Google needs a name plus a review, rating or offer.
- LocalBusiness: name and a full postal address. Telephone, opening hours, geo coordinates and URL are recommended.
- Article: no strictly required properties, but headline, image, datePublished and author are what Google uses.
- BreadcrumbList: an ordered list of items, each with a position, name and URL.
- WebSite: the site name and homepage URL.
- FAQPage: at least one question with an accepted answer.
How it works
Each type has a template based on the schema.org vocabulary and Google's structured data documentation. The form fills the template, drops empty optional fields so you do not publish blank values, formats prices as numbers and dates in ISO 8601, and escapes quotes so the JSON stays valid. The output is plain JSON-LD, which works on any platform: Shopify, WooCommerce, WordPress or static HTML.
Best practices
- Mark up only what is on the page. The price, rating and availability in your markup must match what visitors see. Google treats mismatches as a structured data problem, and Merchant Center compares your product data with your pages too.
- Check what your theme already outputs. Many Shopify themes, including Dawn, already print Product markup. Adding a second Product block creates duplicates with conflicting data. View the page source or run the Rich Results Test first.
- Use a real GTIN. If your product has a barcode, include it. The GTIN lookup tool checks that the number is valid, and the missing GTIN guide explains when you can leave it out.
- Keep dates and prices current. Static markup goes stale when prices change. On stores, markup generated from product data is safer than hand-pasted code.
If you build niche sites, the AM Jarvis AI Site Builder adds schema to the product pages it creates automatically. For stores in Merchant Center, the Google Shopping SEO guide covers how product data and markup work together.
Common mistakes
- Fake ratings. Review markup must come from real reviews shown on the page. Invented ratings violate Google's guidelines.
- Expecting FAQ stars or dropdowns. They are gone from Google. Keep FAQs for readers, not for rich results.
- Markup on the wrong page. Organization belongs on the homepage or about page, not on every product.
- Stopping at "valid". Valid markup can still be ineligible. Read the warnings, not just the errors.