Which schema type to use
Organization goes on your home page and tells search engines your company's name, logo and profiles. SoftwareApplication describes a SaaS or app with its price, and with a real rating it can show stars in Google. Product is for things you sell, with a price and availability. Article, BlogPosting or NewsArticle describes a post with its headline, date and author. BreadcrumbList describes the path from your home page to this one, which helps search engines see where the page sits in your site.
A page can carry more than one: a blog post can have Article and BreadcrumbList, each in its own script tag.
Rules Google applies
Everything in the markup must be visible on the page. Do not add ratings that are not real reviews shown to visitors, or prices that differ from the page. Markup that misleads can lose rich results for the whole site.
Valid markup makes a page eligible for rich results, not certain to get them. Google decides per search. The markup still helps search engines and AI assistants understand the page.
Questions
Where do I put the JSON-LD?
Anywhere in the page's HTML, usually in the head. Use one script tag per type, on the page the markup describes.
Why does my software app not show stars?
Google shows the software app rich result only when the markup has a rating or a review, and only from real users. Without one, the markup is valid but plain.
What price should a free app use?
Set the price to 0 with a currency, like USD. For a freemium SaaS, 0 describes the free plan.
How do I test the markup?
Publish it, then paste the page URL into Google's Rich Results Test or the Schema.org validator. Our schema markup checker lists every type it finds on a live page.
Is what I enter stored?
No. The JSON-LD is built in your browser and nothing is sent anywhere.
Guides for this
- How to Write a Show HN Post: Title, First Comment and TimingHow to write a Show HN post for Hacker News: what qualifies, how to write a title within the 80 character limit, what to put in the first comment, when to post and how to handle the thread.
- Startup Launch Checklist: Every Step From Four Weeks Out to Week TwoA startup launch checklist for first-time founders: what to do four weeks out, the week before, on launch day and in the two weeks after, with the mistakes that sink most launches.