If you are a webmaster, an SEO manager or even just a regular fellow passionate about SEO, you know that schema markup matters, especially if you are a rich snippets fan. These 15 schema markup tools are for you.

Back in 2014, more than one-third of Google search results incorporated rich snippets, which included schema markup. Today, the popularity of such rich snippets continues to rise. Rankranger detected significant rich snippet usage in the U.K. and many other European markets (Canada as well).


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The increased popularity is more evident on mobile than desktop, which serves as proof of just how essential mobile has become over the last few years.

rich snippet popularity

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If the number of websites that use schema markup hasn’t changed since 2017 (and that was less than one-third), then there are still millions of businesses that are potentially losing an opportunity to give their website an SEO boost – and, hopefully, yours isn’t one of them. 🙂

Here are our top 15 picks for schema markup tools. Let’s jump right in!

Schema.org Vocabulary – this is home for any schema type you may need to find. This is a markup hierarchy that has most of the markup types that are out there (currently 614).

Schema.org type hierarchy

Each of these types has its own set of properties (at present, there are 905 of them). Let’s take an Organization Schema Markup type, for example. It acts as a company’s CV and includes schema markup type properties like the company’s official name, logo, contact info, location, et cetera.

Schema type properties

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Once you add a schema code relevant for your business to your website, the outcome could look something like this:


Is there such a thing as “too much schema markup”? As a rule of thumb, the more you add, the better. That said, Schema.org recommends focusing on the content that’s visible to your webpage visitors and not content that’s hidden in different taglines like <div>. What’s more, always keep in mind that having every possible recommended property with incomplete, poorly described data is way worse than having a few well defined and accurate recommended properties.

Still don’t know how to get started? This Schema.org’s doc has all the necessary info to help you get the ball rolling.

Schema Markup Databases

Google Search Gallery – a sample markup database that comes in handy if you’re looking for actual examples of markup codes to copy and paste to your CMS or source code. Once you do that, all that’s left to do is to simply nest there the descriptive content that fits your business needs.

From article markup to livestream badges and speakable markup (which allows search engines to identify your webpage content as news content that should be read out loud) – you’ve got it all!

Structured Data Linter – another collection of schema markup examples that you can take advantage of to generate rich snippets and verify the structured data in your HTML pages. Beyond that, you can see how a specific markup example renders as a rich snippet for schema.org.

The tool knows how to work with popular markup formats like microdata, JSON-LD, and RDFa, but, unfortunately, it does not understand microformats. So, if you’re in the mood for making rich snippets for highly specific topical realms (think certain people), you’d better go for the above Google Search Gallery.

Here’s an example of the markup code from Linter:


Are there any other similar markup code example libraries? For more JSON-LD schema markup examples, our SEO experts recommend visiting JSONLD-Examples or XooCode.

Schema Markup Generators

Merkle’s Schema Markup Generator – you can create schema markup for several schema types, including events, people, articles, job postings, breadcrumbs, website info, business/product info.

Merkle Schema Markup Generator

Merkle lets you know exactly what you need to make sure your schema markup works, and the tool puts it all together for you. The output code is in the JSON-LD format, but Merkle also understands the microdata format.

Schema Markup Generator by Schema App – the beauty of this tool is, it allows you to be broad or very specific when you generate markup code. For instance, you can create schema markup that’s more general like “Organization,” or you can go for something more precise like “Gated Residence Community.” Like Merkle, the tool has a link to Google’s Structured Data Testing Tool, so you can easily validate your code before copy-pasting it into your website.

Schema App Markup Generator Tool

Web Code Markup Generator – aside from helping you easily generate schema markups in JSON-LD or Microdata formats, this tool is also useful for creating HTML5, CSS3, Open Graphs, Twitter Cards, and more. Web Code also did a great job with user experience.

Like most schema markup generators, this one lets you pick a markup type that fits your needs – say a music album – and fill in the required fields in the form. Then, all you need to do is add the code on the right side of the screen to your website.

Webcode Markup Generator

Bonus schema markup generators: If you still want to see more options, check out Google’s Structured Data Markup Helper, which can help you add structured data markup to your website code and an email.

Other similar generators to explore include the Microdata generator and the Schema <Generator>.

Tools for Analyzing Text and Images

Natural Language – the tool leverages machine learning to understand your text’s structure and meaning – and you can train the algorithms to create custom text sentiment recognition and classification models for you.

With this tool, it’s easy to pull information about people, events, and more. Check out the below example to see how you can leverage that information to create schema markups.


Vision AI – the AI-powered tool brings lots of insights about your images to the table. The algorithms automatically detect objects, label them, and classify them into predefined categories. You can use those categories to build your schema markup. You can use any image, but our experts suggest uploading website page designs.

Vision AI Google

The tool can also recognize people’s emotions on the image, which can help you enrich your schema markup even further.

Vision AI faces

Google’s Testing and Verification Tools

Rich Results Test – wondering which rich results can be generated by the structured data on your webpage? This relatively new useful tool from Google can give you the answer. You can simply enter a URL or paste your code.

If you need a schema markup example, you can always check out the structured data gallery.


Structured Data Testing Tool – just as the name suggests, this tool lets you test your structured data. Many schema markup generators, like the one by Merkle, link to this testing tool so that you can validate your code.

The data structured testing tool works similarly to the rich results test, allowing you to verify your data through URL or actual code.

Structured Data Testing Tool

With this tool, you can easily understand which item types can be used to generate schema markup as well as change your code and test it as you go.

Structured Data Testing Tool2

You can also view all the details about an item type by simply clicking on one of them on the list of detected items.

Structured Data Testing Tool3

Do you know what the best feature of all these schema markup tools is? They are all available for free.

Now that you have these top SEO tools in your toolbox, we hope that your websites will deliver exceptional experiences to users, going beyond the regular blue ink.

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