JSON-LD

A JavaScript-based format for embedding structured data in web pages using JSON syntax, recommended by Google for SEO.

May 1, 2026 / About 1 min read

SEO

JSON-LD (JavaScript Object Notation for Linked Data) is a method of encoding structured data using JSON syntax, embedded in web pages via script tags. It is Google's recommended format for implementing structured data because it separates the data from the HTML markup, making it easier to implement and maintain.

JSON-LD is added to a page by placing a script tag with type="application/ld+json" in the HTML head or body. The JSON content describes the page using Schema.org vocabulary, specifying the type of content and its properties. For example, a glossary term page might include a DefinedTerm object with name, description, and inDefinedTermSet properties.

Compared to alternative formats like Microdata and RDFa, JSON-LD offers several advantages. It does not require modifying existing HTML elements, it can be dynamically generated by JavaScript frameworks, and it is easier to read and debug. These benefits have made JSON-LD the dominant format for structured data implementation.

For URL shortening services, JSON-LD is used to mark up content pages with appropriate Schema.org types: BreadcrumbList for navigation, CollectionPage for list pages, DefinedTerm for glossary entries, and Article for blog posts.

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Related Terms

Structured Data

Machine-readable code added to web pages that helps search engines understand the content and display rich results.

Schema.org

A collaborative vocabulary of structured data types and properties used to describe web content for search engines.

Rich Snippet

An enhanced search result that displays additional information like ratings, prices, or images alongside the standard title and description.

SEO Audit

The work of systematically diagnosing / improving a website's technical SEO elements (crawl efficiency, indexing status, redirect configuration, structured data).

QR Code SVG

A method of outputting a QR code in Scalable Vector Graphics (SVG) format. It is a resolution-independent format used both in print and on the web.

HTML

The standard markup language for creating web pages. HTML defines the structure of content using elements like headings, paragraphs, and links.

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FAQ

Should I use JSON-LD or Microdata?

Google recommends JSON-LD. JSON-LD can be written separately from the HTML body, making implementation and maintenance easier. Microdata adds attributes directly to HTML elements and tends to become complex.

Where should JSON-LD be placed on the page?

It's valid in either the <head> or <body>. It's commonly placed in the <head>, but when dynamically generated, it may be placed at the end of the <body>.

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