JSON-LD
Also known as JSON for Linking Data · ld+json
JSON-LD is a JSON-based format for embedding machine-readable structured data in a page using a script type="application/ld+json" block. It is Google's recommended way to describe entities like organizations, products, and articles.
What it is
JSON-LD (JSON for Linking Data) is a lightweight syntax for expressing schema.org vocabulary as a JSON object inside a script tag. Because it lives in a single self-contained block rather than being woven through the HTML, it is easy to generate, maintain, and validate. Search engines parse it to understand what a page is about beyond the visible text.
Why it matters
Structured data turns ambiguous prose into explicit, typed facts that machines can trust, which powers rich results in traditional search and helps answer engines like ChatGPT, Perplexity, and Google AI extract accurate entities. Clear JSON-LD increases the odds your brand, products, and FAQs are cited correctly rather than guessed at or omitted. It is the lowest-friction, highest-leverage signal for AI and search visibility.
How to verify
View page source or open DevTools and search for application/ld+json to confirm at least one block exists and contains valid JSON. Paste the URL or code into Google's Rich Results Test or the Schema Markup Validator to confirm it parses and detects a recognized @type.
How to fix
Add a script type="application/ld+json" block to the page head or body containing a valid schema.org object with @context set to https://schema.org and an appropriate @type. Start with the entity that best describes the page (e.g., Organization, WebSite, Article, Product) and validate before deploying.
Related terms
- Organization / WebSite SchemaStructured data that declares the entity behind a site using schema.org Organization (name, URL, logo, social profiles) and WebSite (site name, search action). It establishes who you are for search engines and answer engines.
- Structured Data ValidationConfirming that a page's JSON-LD parses cleanly and meets schema.org and Google requirements, with no blocking errors or missing required fields. Valid markup is a prerequisite for rich results and reliable entity extraction.
- FAQPage SchemaStructured data that marks up a list of genuine question-and-answer pairs using schema.org FAQPage, with each item as a Question and acceptedAnswer. Use it only when the page truly contains FAQs authored by the site.
- Question-Answer / FAQ StructureOrganizing key pages around the real questions users ask, each followed by a clear answer, so both readers and answer engines can locate responses quickly.
Official references
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