Build valid JSON-LD for Organization, LocalBusiness, FAQ, Article and Product without writing it by hand.
For the company itself, usually placed once on the home page.
Name, URL
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization"
}
</script>Paste the result into Google's Rich Results Test before shipping it, since eligibility depends on more than valid syntax.
Choose the one that matches what the page actually is. Organization for the company, LocalBusiness for a physical location, FAQPage for a page with visible questions, Article for a post, Product for a single item.
Required fields are marked and warned about if left empty. Everything else is optional, and blank fields are dropped rather than written out as empty strings.
Copy the version with the script tag and put it in the head or body. It is invisible to visitors and read only by crawlers.
It tells search engines what a page is about in a machine-readable form. It does not change your ranking directly, but it is what makes rich results such as FAQ dropdowns, star ratings and product prices possible.
Anywhere in the head or the body. JSON-LD is the format Google recommends precisely because it sits in one block and does not have to be woven through your markup.
Because an empty property is worse than an absent one. A field with a blank value can make a validator reject the whole block, so anything you leave empty is dropped.
No. Valid markup makes a page eligible, but Google decides whether to show a rich result based on quality and relevance too. Correct markup is the entry ticket, not the outcome.
No. The content in FAQPage markup has to be visible on the page. Marking up hidden answers goes against the guidelines and can lead to a manual action.
LocalBusiness if people visit or phone a physical location, since it supports address, opening hours and geo coordinates. Organization for a company without a public premises.
Run the output through Google's Rich Results Test and the Schema.org validator. This tool produces valid JSON, but only those tools can tell you about eligibility for a specific rich result.
Yes, completely free with no sign-up, like every tool in the Pinkontin toolbox.
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