JSON-LD is the preferred format for structured data (schema) to help search engines understand page entities. Use it to add schema types like Article, Product, or FAQ cleanly without changing the visible HTML.
What is JSON-LD?
JSON-LD (JavaScript Object Notation for Linked Data) is a lightweight data-interchange format that is used to add structured data to a webpage. It is a type of schema markup that helps search engines understand the content of a page in a more structured and machine-readable way. Unlike older forms of schema that were embedded directly into the HTML, JSON-LD is placed in a separate <script> tag in the page’s <head> or <body>, making it cleaner and easier to implement. It is the recommended format for structured data by Google.
Why JSON-LD Matters
JSON-LD is one of the most powerful tools in a modern SEO’s toolkit. By providing search engines with structured data, you can help them understand the entities on your page be they a person, an organization, a product, or an event. This deep understanding can lead to rich results (also known as rich snippets) in the search results, which can significantly boost your click-through rate (CTR). Rich snippets often include star ratings, product prices, or event dates, and they make your listing stand out from the competition. JSON-LD is also a key component of the E-E-A-T framework, as it helps you establish yourself as a trustworthy and authoritative entity.
Across Different CMS Platforms
Implementing JSON-LD is straightforward across all CMS platforms, but the methods may vary.
WordPress
WordPress users can easily add JSON-LD using plugins like Yoast SEO or Rank Math. These plugins have a built-in feature that allows you to add schema for articles, products, and FAQs with a simple user interface, so you don’t have to write the code yourself.
Shopify
For an e-commerce platform like Shopify, JSON-LD is essential for product and review schema. Many Shopify apps can automatically generate the necessary JSON-LD for your products, but it is a good practice to verify that it is valid and correct.
Wix
Wix has a solid set of built-in SEO tools that can automatically generate some basic JSON-LD for your pages. For more advanced schema, you can use the custom code feature to add the JSON-LD script directly to your page’s head section.
Webflow
Webflow gives you a high degree of control over your website’s code. You can use a custom code block to add JSON-LD to any page. This is a great way to provide rich snippets for your blog posts, events, or products.
Custom CMS
With a custom CMS, you have the most control and can build a system that automatically generates JSON-LD for all your pages. This is the most powerful and scalable solution, as it ensures that all your content has the necessary structured data.
Across Different Industries
The type of JSON-LD you use will depend on your industry and the nature of your content.
E-commerce
In e-commerce, the most important types of JSON-LD are Product schema and Review schema. Product schema helps search engines understand the product’s name, price, and availability, while Review schema allows you to display a star rating in search results.
Local Businesses
Local businesses should use Local Business schema to help search engines understand their name, address, phone number, and hours of operation. This can lead to a more prominent listing in local search results.
SaaS Companies
SaaS companies can use FAQ schema on their pricing or features pages to show a collapsible list of questions and answers in search results. They can also use Article schema for their blog posts to get a more prominent listing.
Blogs
For bloggers, Article schema is crucial. It tells search engines that your content is an article and provides additional information like the author and publication date. This can lead to a more prominent listing and a higher click-through rate.
Do’s and Don’ts of JSON-LD
Do’s
- Do use the correct schema type. Make sure your schema type (e.g., Product, Article) matches the content on your page.
- Do use the most specific schema type. For example, use Movie instead of CreativeWork.
- Do validate your JSON-LD. Use Google’s Rich Results Test tool to check for any errors before you publish.
- Do ensure your structured data is a true representation of the content on your page. Do not mark up content that is not visible to the user.
Don’ts
- Don’t use the wrong schema type. This can confuse search engines and may lead to a penalty.
- Don’t add schema to a page that doesn’t have the content. For example, don’t add Review schema to a page that doesn’t have any reviews.
- Don’t use structured data to trick search engines. Google has a very strict policy against spammy structured data.
Common Mistakes to Avoid
- Adding for a non-existent entity: For example, adding schema for a product that is not on the page.
- Failing to validate the code: A simple typo can render your JSON-LD useless. Always use a validation tool.
- Not updating the schema: If your product price changes, your schema should also be updated.
- Using structured data to trick search engines: For example, adding a 5-star rating to a product that doesn’t have any reviews.
FAQs
Is JSON-LD a ranking factor?
JSON-LD itself is not a direct ranking factor. However, it helps search engines understand your content better, which can lead to a rich result that can significantly boost your click-through rate and, as a result, indirectly improve your rankings.
Do I have to use JSON-LD for my structured data?
No, you do not. Google supports other formats, like Microdata and RDFa. However, JSON-LD is the recommended format because it is easier to implement and less prone to errors.
Can a page have multiple types of JSON-LD?
Yes, a page can have multiple types of JSON-LD. For example, a blog post about a product could have both Article schema and Product schema.
How do I test my JSON-LD to make sure it’s valid?
You can use Google’s Rich Results Test tool to check if your JSON-LD is valid and if it is eligible for any rich snippets. You can also use the Schema Markup Validator to check for any errors.
What is the difference between JSON-LD and a regular CDN?
JSON-LD is a data format for structured data, while a CDN is a network of servers used to deliver content quickly. They are completely unrelated concepts.
