Get the structured data your page should already have

What is schema markup?

Schema markup is a block of code that tells search engines what a page is about in terms they can act on: this is a business, this is its phone number, this page is part of that site.

Search engines read the words on your page too, but they have to infer meaning from them. Schema removes the inference. It is the difference between a machine guessing that 01634 000000 is probably a phone number and being told that it is.

It is written as JSON-LD, sits in a script tag in the head, and is invisible to anyone reading the page.

Will schema markup improve my rankings?

Not directly. Google has said repeatedly that structured data is not a ranking factor on its own, and that is worth taking at face value.

What it does affect is how your result looks and whether you are eligible for the richer treatments: review stars, FAQ dropdowns, breadcrumbs in place of a raw URL. Those change how many people click a result that was going to appear anyway.

It also matters more than it used to for AI answers. Assistants summarising a page lean on explicit facts, and schema is the most explicit form your facts can take.

Why does the generated schema have REPLACE ME in it?

Because a postal address cannot be read reliably from a page, and marking up an address that turns out to be wrong is worse than having no address at all.

Everything else in the output is taken from what your page actually says. Where a required field could not be found, the generator writes a placeholder and tells you about it rather than filling the gap with something plausible.

Schema is a set of claims made to search engines on your behalf. Claims that are not true are the one thing worth being careful about.

Where do I put the code?

In the head of the page, or anywhere in the body. Google reads it from either, and most content management systems have a field for it.

On Wix, it goes in Settings then Custom Code, or per page under SEO Settings, Advanced, Structured Data Markup. On WordPress it is usually a header snippet plugin, though many SEO plugins output their own schema already.

Check what is already there before you paste. Two Organization blocks with different details is a common and avoidable mess, which is why the free half of this tool tells you what the page already declares.

Do I need schema on every page?

Organization and WebSite belong on every page and should be identical everywhere. WebPage and BreadcrumbList are per page and should describe that page specifically.

The @id values are what tie them together. Keeping them consistent across the site is what lets a search engine see one business with many pages rather than many businesses.