JSON-LD (JavaScript Object Notation for Linked Data) is a format for implementing structured data on websites. It’s Google’s recommended method for adding schema markup that helps search engines understand your content and potentially display rich results.
Why JSON-LD Matters
Search engines can better understand your content’s context and meaning. Rich results in search (star ratings, FAQs, breadcrumbs) attract more clicks. It’s easier to implement and maintain than other structured data formats. JSON-LD doesn’t interfere with your HTML structure since it lives in a script tag.
How JSON-LD Works
You add a script tag to your HTML containing JSON-LD code. This code describes your content using standardised vocabulary from Schema.org. Search engines read this structured data to enhance their understanding of your page content. They may use it to display enhanced search results.
Common Schema Types for Websites
Article - For blog posts and news articles. LocalBusiness - For business information including hours and location. Product - For e-commerce items with prices and reviews. FAQPage - For frequently asked questions. BreadcrumbList - For site navigation breadcrumbs. Organization - For company information and branding.
Example JSON-LD Structure
JSON-LD starts with a script tag and context declaration. The @type field specifies what kind of thing you’re describing. Additional properties provide specific information. Multiple items can be described on one page. The format is clean, readable, and doesn’t require microdata attributes throughout your HTML.
Benefits Over Other Formats
Unlike microdata, JSON-LD doesn’t require adding attributes throughout your HTML elements. It’s separate from page content, making it easier to maintain. You can add or update structured data without touching your design. It’s more future-proof as it separates data from presentation.
Implementation Tips
Use Google’s Structured Data Testing Tool to validate your JSON-LD. Add only accurate information that appears on the page. Keep JSON-LD updated when page content changes. Use appropriate schema types from Schema.org. Consider automated generation through your CMS or framework.
Impact on SEO
JSON-LD doesn’t directly improve rankings but enhances how your site appears in results. Rich snippets increase click-through rates. Better search engine understanding can lead to appearing for more relevant queries. It’s especially valuable for local businesses, e-commerce, and content-heavy sites.