Schema Won't Rank You. But It Might Get You Rich Results.
Structured data helps Google understand your content and may trigger rich results. It's not a ranking factor. The tools here are free.
Rich Results Test
Google's official validator. Shows if your schema qualifies for rich results and displays errors. This is what matters - not generic schema validation, but whether Google will actually use your markup. Test before deploying. Test after deploying.
Testing & Validation
Rich Results Test
USE ITThe only validator that matters for SEO. Shows which rich results your page is eligible for and highlights errors and warnings. Test URL or paste code directly. This tells you what Google sees, not what Schema.org technically validates.
Schema.org Validator
SITUATIONALOfficial Schema.org validator. Checks technical validity against the schema spec. Use this when the Rich Results Test shows errors you don't understand. More technically accurate, but Rich Results Test is more SEO-relevant.
Schema Generators
TechnicalSEO.com Schema Generator
USE ITBest free schema generator. Supports most common types: Article, LocalBusiness, Product, FAQ, HowTo. Clean interface, generates valid JSON-LD. Start here before writing schema manually.
Hall Analysis Schema Generator
SITUATIONALAnother good free generator. Different interface, similar output. Try if TechnicalSEO.com's generator doesn't have the schema type you need.
Schemantra
SITUATIONALMore advanced generator with nesting support. Good for complex schema requirements like nested Organizations or multiple authors.
Documentation & Reference
Schema.org
USE ITThe official vocabulary. All schema types, properties, and expected values documented here. When generators don't have what you need, write it yourself using Schema.org as reference.
JSON-LD
USE ITThe recommended format. Google prefers JSON-LD over Microdata or RDFa. Easier to implement (just paste in head), easier to maintain, easier to debug. Always use JSON-LD for new implementations.
Google Structured Data Documentation
USE ITWhat Google actually supports. Not everything in Schema.org triggers rich results. Google's docs show exactly which properties are required, recommended, and optional for each rich result type.
Enterprise Schema Tools
For large sites with complex schema requirements.
Schema App
SITUATIONALEnterprise schema management. Useful for large sites with thousands of pages needing automated schema generation. Overkill for most sites - the free generators work fine.
Schema.dev
SITUATIONALModern schema toolkit with validation and monitoring. Good for agencies managing multiple sites. Nice interface, but the free tools cover most use cases.
WordPress Schema
WP Schema
SITUATIONALDedicated WordPress schema plugin. Most SEO plugins (Rank Math, Yoast) include schema. Only need this if you need more control than your SEO plugin provides.
Schema Reality Check
Schema is not a ranking factor. Google has said this repeatedly. It helps Google understand your content and may trigger rich results, which can improve CTR.
What schema actually gets you:
- FAQ rich results (expandable questions in SERP)
- How-to steps displayed in search
- Review stars (if you have real reviews)
- Recipe cards, event listings, product info
- Better knowledge panel population
What schema won't do: Rank you higher, fix thin content, or substitute for actual quality. Do schema after you've done everything else. It's an optimization, not a strategy.