Website Schema Generator: Build WebSite JSON-LD Fast

WebSite schema is one of the more overlooked structured data types, mostly because it describes the site as a whole rather than a specific page or product. Enter your site name and URL, decide whether to add a sitelinks search box, and copy the resulting JSON-LD into your homepage.

What WebSite schema does

The WebSite type tells search engines the formal name of your site and its root URL, which helps establish the entity search engines associate with your brand in results and knowledge panels. Added alongside it, the potentialAction property, using the SearchAction type, is what makes a site eligible for Google's sitelinks search box, the small search field that can appear directly under a brand's result when someone searches for the company by name.

The search URL placeholder explained

The sitelinks search box only works if your search results URL includes the literal placeholder {search_term_string} exactly where the search query would normally go, for example https://example.com/search?q={search_term_string}. Google replaces that placeholder with whatever a user types into the search box. Get the placeholder wrong, misspell it, drop the curly braces, or point it at a URL that does not actually run a search, and the feature will not activate even though the rest of the schema is valid.

Where this schema belongs

WebSite schema goes on the homepage only, not on every page of the site, since it describes the site as a whole rather than any individual page. Getting a sitelinks search box to actually appear also depends on Google's own discretion and typically requires the domain to have a reasonable amount of existing brand search volume, so treat the markup as a necessary condition rather than a guarantee.

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