JSON-LD, explained properly.
What is JSON-LD?
JSON-LD (JavaScript Object Notation for Linked Data) is Google's preferred method for adding structured data to a web page. It is a script added to the head of your HTML that describes your content in a language search engines can read, and its vocabulary lives at Schema.org. Think of it as a label on a tin. The tin (your page) contains food, but JSON-LD tells Google exactly what kind: "this is a recipe, it takes 30 minutes, it has 4.5 stars." That is what powers rich results in search. A recipe page, for example, can use JSON-LD to declare cook time, ingredients and star rating, which unlocks star ratings showing under your listing.
Why JSON-LD is Google's preferred format
There are three ways to add structured data: JSON-LD, Microdata and RDFa. Google recommends JSON-LD because: - It is separate from the HTML, so it is easier to add, edit and maintain. - It does not require changes to the visible page content. - It is less likely to break if someone edits the HTML. The official guidance is in Google's structured data documentation.
A simple JSON-LD example
``` <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "LocalBusiness", "name": "BrisTechTonic", "url": "https://www.bristechtonic.co.uk" } </script> ``` Validate your markup with the Rich Results Test.
JSON-LD and rich results
Correctly implemented JSON-LD is what enables rich snippets: star ratings, FAQs, product prices and event dates showing directly in search results. It is one of the highest-return technical SEO tasks available.
JSON-LD: common questions.
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