What is JSON-LD?

JSON-LD (JSON for Linking Data) is a way to write structured data using ordinary JSON. It's the format Google recommends for schema markup because it's clean, easy to add, and kept entirely in a single <script> block — separate from your visible HTML.

What does JSON-LD look like?

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Acme Inc.",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png"
}
</script>

Two special keys do the heavy lifting: @context tells parsers the vocabulary is schema.org, and @type declares what kind of thing you're describing.

JSON-LD vs Microdata vs RDFa

There are three ways to add structured data. Microdata and RDFa weave attributes into your visible HTML, which is fiddly and error-prone. JSON-LD keeps everything in one block you can generate, paste and update independently — which is exactly why it won.

JSON-LD and SEO

For JSON-LD SEO, the format itself doesn't rank you — but it's the most reliable way to become eligible for rich results, and the easiest to maintain at scale. Generate valid JSON-LD with any of our tools (FAQ, Product, Local Business), learn how to add it, then check it with our validator.