JSON-LD
The JSON based syntax recommended by Google for adding schema markup.
Key takeaways
- JSON-LD is the JSON based syntax recommended by Google for adding schema markup.
- Place one script tag per page with a graph of the entities that page describes.
- Avoid: hand-editing JSON that breaks on a missing comma.
What is JSON-LD?
JSON-LD lives in a script tag in the head or body and does not require markup changes to visible content. It is the simplest way to ship structured data without disrupting design.
The format itself is defined in the W3C's JSON-LD specification.
Why JSON-LD matters for SEO in 2026
JSON-LD keeps structured data separate from your page layout, so it's easier to add, review and maintain. Google recommends it, and it's the format most CMSs and frameworks support.
For a wider view of where this fits, see our full SEO glossary or explore the SEO and GEO service we run for clients.
How to apply JSON-LD on your site
Knowing the concept is only half of it. Work through these steps in order to put JSON-LD into practice on your own pages:
- Place one script tag per page with a graph of the entities that page describes.
- Reference shared entities such as your organisation by @id instead of repeating them.
- Generate it from the same data the page renders, so the two can't drift apart.
Common mistakes to avoid
Most sites that struggle with JSON-LD fall into the same traps. Check your pages against each of these before moving on:
- Hand-editing JSON that breaks on a missing comma.
- Leaving old JSON-LD in place after the page content changes.
- Injecting it only with client-side JavaScript that some crawlers don't run.
Questions about JSON-LD
The JSON based syntax recommended by Google for adding schema markup.
JSON-LD keeps structured data separate from your page layout, so it's easier to add, review and maintain. Google recommends it, and it's the format most CMSs and frameworks support.
Start here: place one script tag per page with a graph of the entities that page describes. Then reference shared entities such as your organisation by @id instead of repeating them.
The most common is hand-editing JSON that breaks on a missing comma. Another is leaving old JSON-LD in place after the page content changes.