Where should the generated block go?

In the page head or anywhere in the body — Google accepts both. On WordPress the cleanest way is an mu-plugin with the wp_head hook; the tool produces that snippet too. Do not paste it into the content through the editor — the block would end up in the RSS feed and in excerpts.

I already have markup from Yoast. Do I need my own?

Usually not, and adding a second one is risky. First check the existing markup with this validator: often only a few fields are missing, and they are filled in the plugin's own settings.

Why is the markup there but no rich snippet in search?

Markup gives eligibility for a snippet, not a guarantee. Google decides on its own, based on the quality of the page and the type of query. On top of that, indexing the changes takes from a few days to weeks.

Can several types be combined on one page?

Yes, and that is normal: an article, breadcrumbs and organisation data coexist. The right way is to put them in a single block via @graph with cross-references through @id.

JSON-LD structured data: generator and validator

Create schema.org markup for an article, a product, a company or breadcrumbs — or check existing markup for missing required fields. It works without access to the site, so it suits staging and local development, where the official validators cannot reach.

Markup type Choose a type — the form will adapt to its fields.

Ready-made markup for <head>

Fill in at least one field to see the markup.

PHP snippet for wp_head

It will appear together with the markup.

Paste into the functions.php of a child theme or into a snippets plugin. If Yoast or Rank Math is already running on the site, first disable their markup of the same type, otherwise the page will end up with two competing blocks.

Before you read the result

«Valid per schema.org» and «will produce a rich result in Google» are different things. schema.org describes a vocabulary and requires almost nothing: markup with no fields at all is formally correct. Google has its own, far stricter list for every snippet type — and even full compliance with it does not guarantee display: the algorithms decide, based on page quality and the type of query.

The official Rich Results Test and validator.schema.org accept a public URL only. For staging, localhost or a site behind HTTP auth there is nothing to check with — this tool works on text and without a network.

Your JSON-LD Where to get it: page source (Ctrl+U) → search for application/ld+json. Or DevTools → Elements → head.

The markup is parsed in your browser — neither the page code nor the data you enter is sent anywhere.

Valid according to schema.org does not mean a rich snippet in Google

This is the main misunderstanding around structured data. The schema.org validator checks whether the markup matches the vocabulary — and it will happily accept a block missing half of the fields you need. Google has its own, far stricter list of requirements for each rich result type, and it is a breach of that list that produces the «Missing field» message in Search Console. Hence the two lists here: Google's required fields and the recommended ones. A missing required field means there will be no rich snippet at all. A missing recommended one means it will be poorer. Worth knowing separately: Google sharply restricted FAQPage and HowTo in 2023. FAQ snippets are now shown almost exclusively for government and healthcare sites, and HowTo was removed from desktop results. The markup remains useful for helping the search engine understand the page, but do not count on it changing how the result looks. Another common WordPress problem: Yoast and Rank Math both generate structured data. If they run at the same time, the page ends up with two Organization blocks or two Article blocks, and the search engine receives contradictory data.

Everything for WordPress, web development — and beyond

JSON-LD structured data: generator and validator

Valid according to schema.org does not mean a rich snippet in Google

Frequently asked questions