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What is JSON-LD?

JSON-LD is the structured data format Google recommends: a script block of labeled facts about the page, kept separate from the visible HTML.

Updated

JSON-LD (JavaScript Object Notation for Linked Data) is a way to write structured data as a block of JSON inside a <script type="application/ld+json"> tag. It is the format Google recommends, because it is separate from the visible HTML and easy to add, generate and update.

What does JSON-LD look like?

A product in JSON-LD
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Trail Runner 2 shoe",
  "image": "https://shop.example/img/trail-runner-2.jpg",
  "offers": {
    "@type": "Offer",
    "price": "129.00",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  }
}
</script>
  • @context names the vocabulary, almost always schema.org.
  • @type says what the thing is: Product, Article, LocalBusiness, Event and so on.
  • @id (optional) gives a node a stable identifier so other nodes can refer to it, which is how one page’s Organization, WebSite and Article are linked together in a graph.

Where should JSON-LD go?

In the <head> or the <body>; Google reads both. It can also be injected with JavaScript, as long as it is in the rendered page. Keep the values in sync with what the page shows: a price in JSON-LD that differs from the visible price breaks Google’s guidelines.

How do I test it?

Paste the URL into the schema checker or Google’s Rich Results Test. Search Console also reports structured data errors for the rich result types it supports.

Sources