JSON-LD

JSON-LD is a format for adding structured data to a page using a script block of JSON, which is Google's recommended way to mark up entities and content for rich results.

JSON-LD stands for JSON for Linking Data. Instead of wrapping attributes around visible HTML elements, as microdata and RDFa do, it places all the structured data in a single script tag, usually in the head or body. This keeps the markup separate from the page layout, which makes it easier to generate, maintain, and inject with a tag manager or template. The data follows the Schema.org vocabulary, describing things like articles, products, organizations, FAQs, and breadcrumbs.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Title of the page",
  "author": { "@type": "Person", "name": "Author Name" },
  "datePublished": "2026-01-15"
}
</script>

Valid JSON-LD can make a page eligible for rich results such as star ratings, FAQ accordions, and breadcrumb trails in search. The structured data must accurately describe content visible on the page; marking up information that users cannot see violates Google's guidelines. Validate markup with the Rich Results Test and Schema.org validator, and watch the Enhancements reports in Search Console for errors.

Related: Missing structured data, Machine-readable entities, JavaScript SEO