How It Works

JSON-LD (JavaScript Object Notation for Linked Data) is a lightweight method for encoding structured data using JSON. Google, Bing, and other search engines use structured data to understand page content and display rich results in search.

Supported Schema Types

  • Article — For blog posts, news articles, and editorial content. Can trigger headline display and article-specific rich results.
  • Organization — Defines a company or organization, enabling knowledge panel information and logo display in search results.
  • LocalBusiness — For brick-and-mortar businesses. Can trigger map listings, hours, and contact information in search results.
  • FAQPage — For pages with frequently asked questions. Can trigger expandable FAQ dropdowns directly in search results, significantly increasing your listing size.
  • HowTo — For instructional content with step-by-step processes. Can trigger how-to rich results with step summaries visible in search.
  • Product — For product pages. Can trigger price, availability, and review star displays in search results.

How to Implement

Copy the generated <script type="application/ld+json"> block and paste it into the <head> section of your HTML page. You can also place it in the <body>, though <head> placement is preferred. After implementation, use Google's Rich Results Test to verify your markup.

Frequently Asked Questions

What is JSON-LD and why does Google recommend it?

JSON-LD is a script-based format for embedding structured data in web pages. Google prefers it over Microdata and RDFa because it is easier to implement (it goes in a script tag, separate from your HTML markup), easier to maintain, and less prone to errors. It does not affect page rendering or layout.

Will adding schema markup guarantee rich results?

No. Schema markup makes your page eligible for rich results, but Google decides whether to display them based on relevance, search query, page quality, and other factors. However, having valid structured data is a prerequisite, so adding it maximizes your chances.

Can I have multiple JSON-LD blocks on one page?

Yes. You can include multiple JSON-LD script blocks on a single page, each describing a different entity. For example, a product page might include both a Product schema and an Organization schema. Google will read and process all of them.

How do I test my structured data?

Use Google's Rich Results Test (search.google.com/test/rich-results) to check if your page is eligible for rich results. For general schema validation, use the Schema.org Validator (validator.schema.org). Both tools accept URLs or code snippets.

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