Definition
JSON-LD is the format Google recommends for structured data, added to a page inside a script tag separate from the visible HTML.
JSON-LD explained
Structured data can be written in three formats that Google supports: JSON-LD, Microdata and RDFa. Microdata and RDFa add attributes to existing HTML elements. JSON-LD instead places a block of JSON, in a script element of type application/ld+json, in the page's head or body.
Google describes all three as equally fine when valid, but recommends JSON-LD because it is the easiest to implement and maintain at scale and less prone to errors. It keeps markup separate from design, so front-end changes are less likely to break it, and it can be generated from the same data that builds the page.
Good JSON-LD uses the schema.org vocabulary, gives entities stable identifiers with @id so pages can reference each other, and stays in sync with the visible content. Test it with Google's Rich Results Test and the Schema Markup Validator, and recheck after template changes.
Example
Your developer adds a JSON-LD block to every product template, generated from the product database: name, image, price, currency and stock status. When a price changes in the database, the markup updates with it, so it always matches what shoppers see.
Why it matters
JSON-LD is the most practical way to add and maintain structured data, which supports rich results and clear entity signals.
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Technical SEO servicesSources
- Google Search Central: Introduction to structured data markup (updated 10 Dec 2025)
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Related terms
- Schema markupSchema markup is structured data using the schema.org vocabulary that describes a page's content, such as a product, article or business, for machines.
- Rich resultsRich results are search listings with extra visual details, such as ratings, prices, images or breadcrumbs, usually enabled by structured data.
- Product schemaProduct schema is structured data describing a product's name, image, price, availability and reviews, making the page eligible for richer listings.
- EntityAn entity is a distinct, well-defined thing, such as a company, person, product or place, that search engines and AI models recognize and connect to facts.