JSON-LD: structured data for rich results and understanding
Learn how JSON-LD works, what schema types to use, and how to test your structured data.
JSON-LD (JavaScript Object Notation for Linked Data) is a way to mark up your content so search engines understand it better.
It’s the recommended format for structured data.
What JSON-LD does
- Describes content: tells search engines what your content represents (article, product, FAQ, etc.)
- Enables rich results: can unlock special search features like star ratings, FAQs, or knowledge panels
- Clarifies ambiguity: helps search engines understand entities and relationships
JSON-LD lives in a <script type="application/ld+json"> block in your page head (or body).
Common schema types
- Article: for blog posts and news content
- Product: for ecommerce products with prices and availability
- QAPage: for a single answerable question with a clear accepted answer
- Organization: for company info and branding
- LocalBusiness: for local businesses with address and hours
- BreadcrumbList: for breadcrumb navigation
You don’t need to use every type. Pick what matches your content.
Testing structured data
Use Google’s Rich Results Test or our Schema Markup Tool to validate your JSON-LD.
Common mistakes to avoid:
- marking up content that isn’t visible to users
- misleading or inaccurate markup
- overusing schema just to hope for rich results
Use structured data to clarify, not trick.
Link back to the glossary
Quick definition: JSON-LD.
Related wiki terms
Q&A
Will JSON-LD guarantee rich results?
No, but it makes them possible. Google decides when to show rich snippets based on many factors, not just structured data.
Should I use JSON-LD or microdata?
Google recommends JSON-LD. It's easier to implement and doesn't interfere with your page layout.
Can I have multiple JSON-LD blocks?
Yes, but it's often cleaner to combine related types into a single block when appropriate.