Digital Marketing Glossary
JSON-LD
JSON-LD, short for JavaScript Object Notation for Linked Data, is a format for adding structured data to a web page inside a script tag. It describes entities such as a business, article, product, or FAQ using shared vocabulary like Schema.org. Google recommends JSON-LD for structured data because it is separate from visible markup.
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Why JSON-LD Matters
Structured data helps search engines interpret page facts and may make content eligible for rich results. It supports entity optimization by connecting names, addresses, and profiles.
Eligibility is not a guarantee. Search engines decide whether to show enhancements, and markup must match visible content.
How It Works
A script block of type application/ld+json contains properties such as name, address, and url. Multiple entities can be linked in one graph using identifiers.
Validate markup with testing tools and keep it updated when page facts change. It is the most common way to implement structured data and schema markup.
JSON-LD Example
Hypothetical example: a law office adds JSON-LD describing its name, address, phone, and opening hours that match its contact page. Search engines can read those facts consistently.
JSON-LD vs. Microdata
Microdata adds attributes directly to HTML elements, while JSON-LD sits in a separate block. JSON-LD is usually easier to maintain.
Common Mistakes
A common mistake is marking up information that visitors cannot see, such as reviews that do not appear on the page.
Putting It Into Practice
Add JSON-LD for core facts first: organization, local business, and articles. Test after each site update.
Keep structured facts consistent with listings and page copy. Explore AEO services for structured data work.
Frequently Asked Questions
Does JSON-LD improve rankings directly?
No. It clarifies content and can enable rich results, but does not guarantee ranking.
Where does JSON-LD go?
In a script tag in the page head or body.