What is JSON-LD schema markup?

Our Multi Script Generator is for JSON Schema script markup which is structured data you add to your page's HTML - a small block of code that tells Google exactly what your content is: a product, a review, a business, a FAQ. It doesn't change what visitors see, but it dramatically changes how search engines and AI tools read and present your page.

Google uses it to generate rich results - star ratings, price snippets, FAQ dropdowns, and sitelinks that appear directly in search, before anyone clicks. For Shopify stores, this is one of the highest-leverage SEO improvements you can make.

The format is application/ld+json - a single JSON script tag that lives in your page's <head> or Liquid template.

★
Star ratings in search results
AggregateRating
Price & stock snippets
Product + Offer
❓
FAQ dropdowns in SERP
FAQPage
🏠
Breadcrumb navigation
BreadcrumbList
🏢
Business info & hours
LocalBusiness
🔍
Sitelinks search box
WebSite

Why use this generator?

Built specifically for Shopify and ecommerce - not a generic one-size-fits-all tool

⚡

One clean script, no bloat

Combine multiple schema types into a single @graph block. Reduces duplicate code, improves text-to-script ratio, and keeps page load fast.

✓

Google rules enforced

FAQPage is always output standalone. Review and AggregateRating nest inside Product by default - exactly how Google expects them for rich result eligibility.

🔗

Platform-aware nesting

Already using a Shopify review app? Uncheck the nesting toggle and keep your schemas separate - no conflicts with Judge.me, Yotpo, or Okendo output.

📝

Fill only what you have

Empty fields are never included in the output. No invalid "" values, no broken schema. Only the properties you actually enter make it into the script.

📊

Built-in validation hints

Flags missing required fields - price, image, author - before you even open Google's Rich Results Test. Fewer round-trips, faster implementation.

📄

Copy or download, paste & go

Each output block has its own copy button. Combined schema and standalone FAQ copy separately, ready to drop into your Shopify Liquid template or theme editor.

Google's key schema rules for Shopify stores

✓
One FAQPage per page maximum
Google ignores any additional FAQPage blocks. This tool always outputs it as a separate standalone script so you can manage it independently of your main schema.
✓
AggregateRating must reference a specific item
When nesting inside Product, the item reference is inherited automatically. When standalone, you must specify the item name and type - the tool prompts you for this.
⚠
Don't duplicate what your platform already outputs
Shopify's base theme and many review apps output their own schema. Adding a second Product or Review block causes conflicts. Use this tool to supplement missing fields, not replace existing ones.
⚠
Only include data visible on the page
Google requires that schema properties match visible page content. Don't add a rating in your schema if reviews aren't displayed on the page - it will trigger a manual action.
✗
Never use schema to mark up content you don't own
Schema is for your own page's content only. Marking up third-party reviews, products, or businesses you don't control is a guideline violation.

How to use this tool

1

Select your schema types

Use the left sidebar to choose which schemas apply to the page you're optimising. A product page typically needs Product, BreadcrumbList, and AggregateRating. A homepage needs WebSite and Organization.

2

Fill in the fields

Only fill what you have. Required fields are marked with a red asterisk. Leave anything blank that isn't relevant - blank fields are excluded from the output automatically.

3

Set nesting options for Review & AggregateRating

If your Shopify review app already outputs review schema, uncheck "Nest inside Product". Otherwise leave it checked - nested is correct and preferred by Google.

4

Click Build Schema

Your output appears below the tool. The main combined block and any standalone scripts (FAQPage) each have their own Copy button.

5

Paste into your Shopify template

Use a custom Liquid code block or the theme editor to add the script to the correct template. See the Shopify implementation guide below for exact steps - including where to place each script type for product pages, collection pages, and the homepage.

product.liquid / collection.liquid / index.liquid

6

Validate with Google

Click the "Test in Google" button to open Rich Results Test with one click. Check for warnings - especially on Product schema where price and image are required for rich result eligibility.

Ecommerce

Content

Shopify / Ecommerce JSON-LD Generator

Output:
No schemas built yet

Select a schema type from the left to begin.

Review & AggregateRating nest inside Product by default.
FAQPage always outputs as its own standalone script.

Adding JSON-LD Schema to Shopify - Implementation Guide

How to add structured data scripts to your Shopify theme templates using Liquid code blocks

ⓘ
This guide assumes you've already generated your JSON-LD using the Schema Generator above. The steps below cover how to get that code into your live Shopify store - safely, cleanly, and in the right place.

1Which template file to edit

Each page type in Shopify has its own Liquid template. Add your schema to the template that matches the page you're optimising - not globally to every page.

product.liquid

  • Product schema
  • AggregateRating (nested)
  • Review (nested)
  • BreadcrumbList

📚 collection.liquid

  • CollectionPage schema
  • BreadcrumbList
  • Organization

🏠 index.liquid

  • WebSite schema
  • Organization
  • LocalBusiness

📄 article.liquid

  • Article / BlogPosting
  • Person (author)
  • BreadcrumbList

👥 page.liquid

  • FAQPage (standalone)
  • Person
  • LocalBusiness

🏭 theme.liquid

  • WebSite (site-wide)
  • Organization (site-wide)
  • Avoid adding page-specific schema here
⚠
Don't add product or FAQ schema to theme.liquid - it loads on every page. Google will see product schema on your contact page, homepage, etc. and may penalise or ignore it. Page-specific schemas belong in page-specific templates.

2Method A - Theme editor (no code, easiest)

Works in most modern Shopify themes. Best for adding static, hardcoded JSON-LD to a single page or template section.

1

Open Online Store → Themes

From your Shopify admin, go to Online Store → Themes and click Customize on your active theme.

2

Navigate to the correct page template

Use the page type dropdown at the top of the editor (it defaults to Homepage). Switch to Products, Collections, or whichever template you need.

3

Add a Custom Liquid block

In the left panel, click Add section (or Add block inside an existing section). Search for Custom Liquid and add it. Position it at the bottom of the template - it won't affect visible layout.

4

Paste your JSON-LD script

Copy the output from the Schema Generator and paste it directly into the Custom Liquid text box. The full <script type="application/ld+json">...</script> block goes in as-is.

5

Save and validate

Click Save, then open the live page and run it through Google's Rich Results Test.

⚠
Custom Liquid in the theme editor is static. If you paste a hardcoded price or product name, it won't update when the product changes. For dynamic data, use Method B (code editor with Liquid variables) below.

3Method B - Code editor with Liquid variables (recommended for product pages)

This method makes your schema dynamic - product name, price, image, and availability pull directly from Shopify's data objects so the schema always stays in sync with your store.

1

Go to Edit Code

In your Shopify admin: Online Store → Themes → ... (Actions) → Edit code.

2

Find your template file

In the left file tree, open the Templates folder. Click the file you need - e.g. product.liquid or product.json (in newer themes). For JSON-based themes, you'll create a section snippet instead - see step 3b below.

3

Paste your schema at the bottom of the file

Scroll to the bottom of the template file. Paste your schema block after all existing content. For cleanliness, wrap it in a Liquid comment so it's easy to find later.

Dynamic product schema - copy & adapt

Replace the static values from the generator with these Liquid variable equivalents. Shopify fills them in automatically at render time.

product.liquid - dynamic JSON-LD
{% comment %} JSON-LD Product Schema - generated via Schema Generator {% endcomment %}
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Product",
      "name": {{ product.title | json }},
      "description": {{ product.description | strip_html | json }},
      "image": {{ product.featured_image | img_url: 'master' | prepend: 'https:' | json }},
      "url": {{ shop.url }}{{ product.url }},
      "sku": {{ product.selected_or_first_available_variant.sku | json }},
      "brand": {
        "@type": "Brand",
        "name": {{ product.vendor | json }}
      },
      "offers": {
        "@type": "Offer",
        "price": {{ product.price | money_without_currency | remove: ',' }},
        "priceCurrency": {{ cart.currency.iso_code | json }},
        "availability": {% if product.available %}"https://schema.org/InStock"{% else %}"https://schema.org/OutOfStock"{% endif %},
        "url": {{ shop.url }}{{ product.url }}
      },
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.8",
        "reviewCount": "124"
      }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": {{ shop.url | json }} },
        { "@type": "ListItem", "position": 2, "name": {{ product.type | json }}, "item": "{{ shop.url }}/collections/{{ product.type | handleize }}" },
        { "@type": "ListItem", "position": 3, "name": {{ product.title | json }}, "item": "{{ shop.url }}{{ product.url }}" }
      ]
    }
  ]
}
</script>
⚠
AggregateRating note: Shopify doesn't expose review counts natively in Liquid. If you use a review app (Judge.me, Yotpo, Okendo), check their docs - most provide their own Liquid objects like product.metafields.reviews.rating. Replace the hardcoded values above with those, or remove the aggregateRating block if your review app outputs its own schema.

Organisation / WebSite schema for the homepage (static - goes in theme.liquid or index.liquid)

index.liquid or theme.liquid (inside <head>)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "WebSite",
      "name": {{ shop.name | json }},
      "url": {{ shop.url | json }},
      "potentialAction": {
        "@type": "SearchAction",
        "target": {
          "@type": "EntryPoint",
          "urlTemplate": "{{ shop.url }}/search?q={search_term_string}"
        },
        "query-input": "required name=search_term_string"
      }
    },
    {
      "@type": "Organization",
      "name": {{ shop.name | json }},
      "url": {{ shop.url | json }},
      "logo": {{ shop.brand.logo | image_url: width: 600 | prepend: 'https:' | json }},
      "email": {{ shop.email | json }},
      "sameAs": [
        "https://www.facebook.com/yourpage",
        "https://www.instagram.com/yourhandle"
      ]
    }
  ]
}
</script>

4Method C - Creating a standalone schema snippet

For online store 2.0 themes (Dawn, Refresh, etc.) with JSON-based templates, the cleanest approach is a dedicated Liquid snippet that you include wherever needed.

1

Create a new snippet file

In Edit Code, open the Snippets folder and click Add a new snippet. Name it something clear like schema-product or schema-faq.

2

Paste your schema into the snippet

Drop your full <script type="application/ld+json"> block (with Liquid variables if needed) into the new snippet file and save.

3

Include the snippet in your template

In product.liquid (or whatever template applies), add one line at the bottom to pull in the snippet:

product.liquid - include snippet
{% comment %} Schema markup {% endcomment %}
{% render 'schema-product' %}
{% render 'schema-faq' %}

This keeps your template files clean and lets you update schema across the whole store by editing one snippet file - without touching individual templates.

5Where to place the script tag

📌 Placement rules

Google can read JSON-LD anywhere in the page - <head> or <body>. However, for Shopify specifically:

  • Product / Article / Collection schema - place at the bottom of the template body. Easier to maintain and won't delay head rendering.
  • WebSite / Organization - can go in <head> via theme.liquid since they're site-wide and static.
  • FAQPage - place near the FAQ content on the page, or at the bottom of the template. Keep it as a separate <script> block - never merge into your main @graph.
  • Never place schema inside a conditional that hides it - e.g. inside {% if template == 'product' %} blocks that may not render. Google needs to be able to read it reliably on every page load.

6Testing & validation

1

Google Rich Results Test

Paste your live page URL (after saving and publishing) into search.google.com/test/rich-results. It shows exactly which rich result types are detected and flags any errors or warnings.

2

Schema.org validator

validator.schema.org gives a broader structural check. Useful for catching type errors and missing required properties that Google's tool might not flag clearly.

3

Google Search Console - Rich Results report

After a few days of Google crawling, check Search Console under Search appearance → Rich results. This shows real-world eligibility across your whole store - not just a single URL.

✓
Pro tip: Use the Rich Results Test on your staging/preview URL before publishing. Shopify theme previews are accessible to Google's testing tool - you can validate before going live.