Schema markup generator for tech startups
Tech startups should use the Organization type, unless you have a storefront customers visit. Fill in the form and I’ll build valid JSON-LD you can paste into your site’s head.
Organization JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://larchwoodlabs.example/#organization",
"name": "Larchwood Labs",
"description": "A Calgary software startup building scheduling tools for field service teams.",
"url": "https://larchwoodlabs.example/",
"telephone": "+1-403-555-0142",
"email": "hello@larchwoodlabs.example",
"logo": "https://larchwoodlabs.example/images/logo.png",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"foundingDate": "2019",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Field service scheduling",
"Workforce management",
"Route optimisation",
"Mobile apps"
],
"slogan": "Scheduling that keeps crews moving.",
"keywords": [
"SaaS",
"field service",
"scheduling software"
],
"sameAs": [
"https://www.instagram.com/larchwoodlabs",
"https://www.linkedin.com/company/larchwoodlabs"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your startup’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for tech startups
Type: Organization. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
@type | Organization fits a software company with no customer-facing location. LocalBusiness would imply a place people visit. |
logo | Google can use your Organization logo in search results. Use a square, legible version at a stable URL. |
sameAs | Link LinkedIn, GitHub, Crunchbase and your social profiles. It helps search tools and AI connect them to one company. |
foundingDate | A simple fact that AI tools often quote. Keep it accurate. |
description | Say what you build and for whom in one sentence. That’s the line AI tools reach for. |
Common mistakes
Using LocalBusiness for a remote software company. Organization is more accurate.
Using a different company name in schema than on your site or LinkedIn. Consistency matters.
Adding SoftwareApplication review stars from your own testimonials. Self-serving review markup isn’t eligible for review stars in Google.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for tech startups covers the rest.
Schema for tech startups: questions
Organization is fine and widely understood. Corporation is a valid subtype if you prefer it. I keep it simple unless there’s a reason to be more specific.
Yes, on your product page, separate from the Organization schema. Include real details like operating system and category, and keep pricing current.
It helps AI tools and search engines identify your company and its profiles. It doesn’t guarantee a mention. Clear product pages matter as much.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta