What does JSON-LD mean, and how do I add schema markup?

15 October 2026 · By John Carlsson

JSON-LD is a JSON-based format for Linked Data, published as a W3C standard. It is the format Google recommends for structured data. You write a small block describing your page using schema.org types, place it in a script tag with type application/ld+json, then test it with Google's Rich Results Test.

What JSON-LD means

The name combines JSON, the widely used data format, with LD, which stands for Linked Data. The W3C JSON-LD 1.1 specification describes it as a JSON-based format to serialise Linked Data, and it became a W3C Recommendation on 16 July 2020.

In plain terms, it is a block of structured text that describes things on your page, such as your business, a product or an article, in a way machines can read without guessing. Three keywords appear in almost every block:

@context sets the vocabulary being used. For search, that is normally https://schema.org.
@type says what kind of thing is being described, for example Organization or Product.
@id is optional and gives the thing a unique identifier, so other blocks can refer to it.

Why Google recommends JSON-LD

Google's introduction to structured data lists three supported formats: JSON-LD, Microdata and RDFa. It says that, in general, Google recommends JSON-LD if your site's setup allows it, and calls it the easiest solution for website owners to implement and maintain at scale.

The reason is practical. Microdata and RDFa are attributes woven into your visible HTML. JSON-LD sits in its own script tag, so you can add or change it without touching the layout of the page. Google says the script can be placed in the head or the body of the page.

A simple Organization example

This is based on the example in Google's Organization documentation, changed to a UK business:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Plumbing Ltd",
  "url": "https://www.example.co.uk",
  "logo": "https://www.example.co.uk/images/logo.png",
  "telephone": "+44-1246-000000",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example Street",
    "addressLocality": "Chesterfield",
    "postalCode": "S40 1AA",
    "addressCountry": "GB"
  }
}
</script>

Google says there are no required properties for Organization, but recommends adding every property that applies, such as name, url, logo, address, telephone and sameAs links to your official profiles. It suggests putting this markup on your home page or a single page about your organisation, such as an About page, rather than on every page. If you are a local business, Google advises using the more specific LocalBusiness subtype instead of Organization.

Only include details that also appear on the page. Google's guidelines say structured data must be a true representation of the page content.

How to add and test schema markup

Write the JSON-LD for the page, using the properties listed in Google's documentation for that type.
Paste it inside a <script type="application/ld+json"> tag in the head or body of the page. On a CMS, this is usually done through a theme file, a code injection setting or a plugin.
Test it with the Rich Results Test. Google describes it as the official Google tool for testing structured data, and it shows which rich results the markup can generate.
For schema.org types that have no Google rich result, use the Schema Markup Validator, which validates all schema.org based structured data.
After publishing, use the URL Inspection tool in Search Console to confirm Google found the markup, and watch the rich result status reports for errors.

Valid markup does not guarantee anything appears in results. Google says it does not guarantee your structured data will show up in search results, even when it passes the Rich Results Test.

Our Schema tools can help you check markup across a page before and after you publish it.

Sources

Frequently asked questions

Is JSON-LD better than Microdata for SEO?

Google supports JSON-LD, Microdata and RDFa, and says that in general it recommends JSON-LD if your site's setup allows it, because it is the easiest to implement and maintain at scale. All three describe the same schema.org vocabulary. Google does not say one format ranks better than another, so choose the one you can keep accurate.

Does adding schema markup guarantee rich results?

No. Google's general structured data guidelines say it does not guarantee your structured data will show up in search results, even if it passes the Rich Results Test. Valid markup makes a page eligible for a rich result, and Google decides what to show. The markup must also be a true representation of the visible page content.