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JSON-LD

JSON-LD (JSON for Linked Data) is the format Google prefers for structured data on web pages. It embeds Schema.org markup as a <script type="application/ld+json"> block, telling search engines exactly what kind of content a page contains.

Updated April 2026 · 4 min read
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Definition

JSON-LD (JSON for Linked Data) is the format Google prefers for structured data on web pages. It embeds Schema.org markup as a <script type="application/ld+json"> block, telling search engines exactly what kind of content a page contains.

What it means

Search engines need help understanding pages — they can parse text, but they can't always tell if '$29.99' is a product price or a shipping cost, or whether 'April 15, 2026' is a recipe's publish date or an event date. JSON-LD solves this by letting authors declare content types explicitly. Common types include Article, Product, FAQPage, HowTo, Recipe, LocalBusiness, Event, and Organization. Google, Bing, and Yandex all consume JSON-LD. JSON-LD is preferred over the older Microdata and RDFa formats because it's decoupled from the visible HTML — you can add it without changing your layout.

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Why it matters

Structured data is the difference between a plain blue-link search result and a rich result with star ratings, FAQ expansions, image thumbnails, or price badges. Rich results have dramatically higher CTR — often 2-3× a plain result. For content pages, adding FAQPage, Article, and BreadcrumbList JSON-LD is a 30-minute task that meaningfully lifts traffic.

Example

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "headline": "How to pick a mortgage", "author": {"@type": "Person", "name": "Jane Doe"}, "datePublished": "2026-04-15" } </script>

Related free tools

Free toolSchema Markup GeneratorGenerate valid JSON-LD for Article, Product, LocalBusiness, BreadcrumbList, and more. Copy straight into your <head>.Open tool →Free toolFAQ Schema GeneratorEnter Q&A pairs and get valid FAQPage JSON-LD — the exact markup Google uses for FAQ rich results in search.Open tool →

Frequently asked questions

Is JSON-LD the same as Schema.org?

JSON-LD is a format; Schema.org is a vocabulary. You use JSON-LD syntax to express Schema.org types. They're complementary.

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

Yes — common patterns include Article + BreadcrumbList + FAQPage on a single post. Each block is parsed independently.

How do I test my JSON-LD?

Use Google's Rich Results Test (search.google.com/test/rich-results) — it validates markup and shows which rich results are eligible.

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