JSON-LD
JSON-LD, short for JavaScript Object Notation for Linked Data, is a structured data format used to embed machine-readable information directly into a webpage's HTML. It allows a site to describe entities such as products, articles, organizations, events, and reviews in a standardized vocabulary that search engines can parse without needing to interpret the page's visible content. JSON-LD is the format Google recommends for structured data implementation, and it is the most widely used method for adding schema markup to a modern website.
Unlike other structured data formats, JSON-LD is not embedded inline within HTML elements. It is placed as a single, self-contained script block, typically within the page's <head> or <body>, using a <script type="application/ld+json"> tag. This separation means JSON-LD can describe a page's content without altering the surrounding HTML or requiring markup to be attached to individual visible elements, which makes it easier to implement and maintain, particularly on sites where content and template code are managed separately.
Structure Of JSON-LD
A JSON-LD block is built on the schema.org vocabulary and typically includes three core components:
@context - specifies the vocabulary being used, almost always "https://schema.org"
@type - defines the entity being described, such as Product, Article, Organization, FAQPage, or LocalBusiness
Properties - key-value pairs that describe attributes of that entity, such as name, description, price, author, or datePublished
Multiple entities can be described in a single JSON-LD block, and entities can be nested within one another, such as an Article type that includes a nested Organization type to describe its publisher.
Common JSON-LD Types Used In Marketing
Organization - describes a business, including its name, logo, social profiles, and contact information
Article - describes blog posts and news content, including headline, author, and publish date
Product - describes items for sale, including price, availability, and reviews
FAQPage - describes a set of questions and answers, often used to support AEO and featured snippet eligibility
LocalBusiness - describes a physical business location, including address, hours, and service area
BreadcrumbList - describes a page's position within a site's navigational hierarchy
Common JSON-LD Errors
Invalid syntax, such as missing commas or unclosed brackets, which can cause the entire block to fail validation
Markup that describes content not actually present or visible on the page
Missing required properties for a given schema type, which prevents the entity from qualifying for related search features
Duplicate or conflicting JSON-LD blocks describing the same entity differently across a page
Referencing an outdated or incorrect schema.org type or property name
Implementation And Validation
JSON-LD is typically added through a website's CMS, a dedicated schema plugin, or directly in template code by a developer. Because it lives in a single script block, it can be generated dynamically using page data, which makes it practical to apply consistently across large numbers of pages, such as an ecommerce catalog or a blog archive. After implementation, JSON-LD should be tested using a structured data validation tool to confirm the markup parses correctly and matches an eligible schema.org type before it is expected to influence how a page is understood or displayed in search results.
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JSON-LD
JSON-LD, short for JavaScript Object Notation for Linked Data, is a structured data format used to embed machine-readable information directly into a webpage's HTML. It allows a site to describe entities such as products, articles, organizations, events, and reviews in a standardized vocabulary that search engines can parse without needing to interpret the page's visible content. JSON-LD is the format Google recommends for structured data implementation, and it is the most widely used method for adding schema markup to a modern website.
Unlike other structured data formats, JSON-LD is not embedded inline within HTML elements. It is placed as a single, self-contained script block, typically within the page's <head> or <body>, using a <script type="application/ld+json"> tag. This separation means JSON-LD can describe a page's content without altering the surrounding HTML or requiring markup to be attached to individual visible elements, which makes it easier to implement and maintain, particularly on sites where content and template code are managed separately.
Structure Of JSON-LD
A JSON-LD block is built on the schema.org vocabulary and typically includes three core components:
@context - specifies the vocabulary being used, almost always "https://schema.org"
@type - defines the entity being described, such as Product, Article, Organization, FAQPage, or LocalBusiness
Properties - key-value pairs that describe attributes of that entity, such as name, description, price, author, or datePublished
Multiple entities can be described in a single JSON-LD block, and entities can be nested within one another, such as an Article type that includes a nested Organization type to describe its publisher.
Common JSON-LD Types Used In Marketing
Organization - describes a business, including its name, logo, social profiles, and contact information
Article - describes blog posts and news content, including headline, author, and publish date
Product - describes items for sale, including price, availability, and reviews
FAQPage - describes a set of questions and answers, often used to support AEO and featured snippet eligibility
LocalBusiness - describes a physical business location, including address, hours, and service area
BreadcrumbList - describes a page's position within a site's navigational hierarchy
Common JSON-LD Errors
Invalid syntax, such as missing commas or unclosed brackets, which can cause the entire block to fail validation
Markup that describes content not actually present or visible on the page
Missing required properties for a given schema type, which prevents the entity from qualifying for related search features
Duplicate or conflicting JSON-LD blocks describing the same entity differently across a page
Referencing an outdated or incorrect schema.org type or property name
Implementation And Validation
JSON-LD is typically added through a website's CMS, a dedicated schema plugin, or directly in template code by a developer. Because it lives in a single script block, it can be generated dynamically using page data, which makes it practical to apply consistently across large numbers of pages, such as an ecommerce catalog or a blog archive. After implementation, JSON-LD should be tested using a structured data validation tool to confirm the markup parses correctly and matches an eligible schema.org type before it is expected to influence how a page is understood or displayed in search results.
Back to Glossary
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