JSON-LD stands for JavaScript Object Notation for Linked Data. It is a method for encoding structured data in a format that search engines can easily read, and it is Google's officially recommended way to implement Schema.org markup. Unlike Microdata or RDFa, which require you to embed attributes directly inside your HTML elements, JSON-LD is placed entirely in a separate <script type="application/ld+json"> tag - typically in the <head> of the page. This keeps your markup clean, easy to maintain, and easy to update without touching the visible HTML.

When Google crawls a page containing JSON-LD, it reads the structured data to understand the entities described: the page's author, publication date, product price, review rating, breadcrumb trail, FAQ questions, and more. This understanding enables rich snippets in search results - star ratings, price ranges, event dates, and other visual enhancements that increase click-through rates. Adding JSON-LD is one of the highest-leverage technical SEO actions you can take on any page.

JSON-LD vs. Microdata vs. RDFa

Structured Data Formats Compared JSON-LD Google recommended Separate script block Easy to add/update No HTML changes needed Best choice Used on this page Microdata Embedded in HTML tags Requires HTML edits Harder to maintain Still supported Acceptable Used by older CMSes RDFa Embedded attributes Complex syntax Rarely used Most complex option Avoid Legacy format
One page, multiple scripts: You can have multiple JSON-LD script blocks on a single page. It is common to have one for the Article schema, one for BreadcrumbList, and one for FAQ. Google reads all of them.

Common JSON-LD Schema Types

The most impactful JSON-LD schema types for SEO are: Article (for blog posts and news), Product (for ecommerce with price and availability), BreadcrumbList (for breadcrumb navigation in SERPs), FAQPage (for FAQ rich results), LocalBusiness (for local SEO), and Review/AggregateRating (for review snippets). Each of these can generate visual enhancements in Google Search that increase your CTR without changing your ranking position. The fastest way to implement JSON-LD correctly is to use Google's Rich Results Test tool to validate your markup before going live.

  • Article - blog posts, news articles
  • Product - ecommerce listings with price and availability
  • BreadcrumbList - breadcrumb trail in SERP URLs
  • FAQPage - expandable FAQ rich result
  • LocalBusiness - name, address, hours for local SEO
  • AggregateRating - star ratings in search results