When properly implemented, structured data can enable special search result features and enhancements, such as:
Rich snippets
Knowledge panels
Carousels
Voice search results
Featured snippets
What Is JSON-LD?
JSON-LD stands for JavaScript Object Notation for Linked Data. Unlike Microformats and Microdata, JSON-LD is not embedded into your HTML elements. Instead, it sits in a dedicated script block—completely separated from your HTML content.
JSON-LD has gained prominence as Google’s recommended format because it simplifies implementation and maintenance, reducing the likelihood of errors when updating your website.
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Interesting fact: JSON-LD was developed by the W3C, the same organization behind many web standards we use daily, including HTML and CSS.
It’s part of the broader semantic web initiative, aiming to make the internet more machine-readable while maintaining human-friendly interfaces.
How JSON-LD Works
JSON-LD provides context through a simple, readable format that both humans and machines can understand:
Script Placement
Separate Script Block: You place a <script type="application/ld+json"> block in your HTML document, usually in the head or just before the closing body tag.
JSON Format: Inside that script block, you write out your structured data in pure JSON, referencing recognized vocabularies like Schema.org.
Decoupled from Presentation: Since the data is separate from your HTML, it’s easier to maintain and update.
@context: Defines the vocabulary being used (typically schema.org)
@type: Specifies what kind of entity you’re describing
Properties: Name-value pairs that describe attributes of the entity
Nested objects: For representing complex relationships
Pros of JSON-LD
Clean Markup: Your HTML stays uncluttered, as the structured data is stored separately.
Ease of Maintenance: Updating your structured data is as simple as editing a JSON file.
Search Engine Friendly: Google and other search engines favor JSON-LD for its clarity and ease of parsing.
Dynamic Generation: Easier to generate programmatically compared to inline formats.
Less Prone to Errors: Changes to your HTML won’t accidentally break your structured data.
Cons of JSON-LD
Learning Curve: If you’re not familiar with JSON, there might be a small learning curve.
Tooling Required: Some older systems may not support JSON-LD natively so that you might need additional tools or polyfills in rare cases.
Separate Management: You need to ensure your structured data stays in sync with your visible content.
JSON-LD vs Other Structured Data Formats
Understanding how JSON-LD compares to other structured data formats helps explain why it has become the preferred choice:
Feature
JSON-LD
Microdata
RDFa
Implementation
Separate script block
Inline HTML attributes
Inline HTML attributes
Complexity
Low
Medium
High
Maintenance
Easy
Difficult
Difficult
HTML Impact
None
Modifies HTML
Modifies HTML
Google Preference
Recommended
Supported
Supported
Learning Curve
Moderate
Moderate
Steep
tip
While Google supports all three formats, they’ve publicly stated their preference for JSON-LD due to its ease of implementation and lower risk of markup errors.
As you can see, Microdata intertwines with your HTML structure, making it more difficult to maintain and update compared to the clean separation offered by JSON-LD.
Implementing JSON-LD on Your Website
Adding JSON-LD to your website is straightforward. Here’s how to get started:
Basic Implementation Steps
Determine what entity types and properties are relevant for your content
Create your JSON-LD script following Schema.org vocabulary
Place the script in your HTML’s <head> section or before the closing </body> tag
Test using Google’s Rich Results Test tool
Monitor performance in Google Search Console
Common Schema Types
Different types of pages require different schema types:
JSON-LD offers a clean, efficient, and powerful way to implement structured data without cluttering your HTML. While it might take a little getting used to if you’re steeped in traditional markup approaches, the benefits in maintainability, scalability, and SEO results are substantial.
The future of search is increasingly semantic, with search engines attempting to understand not just keywords but meaning and relationships. JSON-LD is perfectly positioned to bridge the gap between human-readable content and machine-understandable data.
Getting Started Today
Start with the most important pages on your site
Implement basic Organization and WebSite schema across your site
Add page-specific schemas based on content type
Test thoroughly before deployment
Monitor results in Google Search Console
Remember, structured data implementation is not a one-time task but an ongoing process that should evolve with your website and Google’s guidelines.
This article is part of our ongoing series on technical SEO strategies. Check out my other guides on website optimization, core web vitals, and more.
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