The short answer
JSON-LD (JavaScript Object Notation for Linked Data) describes a page's key facts in a small block of code. It sits in a script tag, separate from the words visitors read. Google recommends it for structured data. It tells search engines and other crawlers exactly what your business, product or article is.
- JSON-LD is a code format for structured data, placed inside a script tag on the page.
- It uses the Schema.org vocabulary, so types like Organization and Product mean the same thing everywhere.
- Google recommends JSON-LD over the older Microdata and RDFa formats.
- The markup must describe content that visitors can actually see on the page.
- Valid JSON-LD makes your facts easier to read, but it does not guarantee rich results or AI mentions.
What does JSON-LD mean in plain words?
Think of JSON-LD as a labeled fact sheet hidden in your page's code. Visitors never see it. Search engines and other machines read it first.
JSON is a simple text format for data. It uses names and values, like "name": "Example Dental Clinic". The LD part means linked data. Each fact points to a shared dictionary, so every machine reads it the same way.
That shared dictionary is Schema.org. It is a vocabulary that Google, Microsoft, Yahoo and Yandex started together. It defines types such as Organization, LocalBusiness, Product, Article and FAQPage.
Why does JSON-LD matter for a business?
Your page says many things at once. A crawler has to guess which text is your name, your price or your opening hours. JSON-LD removes the guessing.
Clear facts help Google show rich results, such as product prices, review stars or event dates. Eligibility depends on Google's rules for each type, and nothing is guaranteed.
Clear facts also support how machines understand your brand as one consistent entity. That helps search engines connect your site, your profiles and your logo. It is one small part of being described correctly in AI answers too.
Treat JSON-LD as a way to state facts precisely, not as a trick to win extra visibility.
How does JSON-LD work on a page?
You add a script tag with the type application/ld+json. Inside it, you write one object or a list of objects. Each object has an @context, an @type and its properties.
It can go in the head or the body of the page. Many sites add it through their CMS, a plugin or a template. Here is a simple example for a fictional clinic.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Dentist",
"name": "Example Dental Clinic",
"url": "https://www.example.com/",
"telephone": "+44 161 000 0000",
"address": {
"@type": "PostalAddress",
"addressLocality": "Manchester",
"addressCountry": "GB"
}
}
</script>How do you check your JSON-LD?
Broken JSON-LD is common. One missing comma can make the whole block unreadable. Check it whenever you change templates.
WebValet's free check looks for structured data as part of its AI readiness review. It takes about 20 seconds and needs no signup.
- 1
View the page source
Search for application/ld+json and confirm the block is in the HTML the server sends.
- 2
Run Google's Rich Results Test
It shows which rich result types Google can read from the page, and any errors.
- 3
Run the Schema Markup Validator
The validator at validator.schema.org checks any Schema.org type, not only Google's features.
- 4
Watch Search Console
The enhancement reports flag errors across many pages after Google recrawls them.
Common JSON-LD mistakes
Most problems come from copy-paste markup that drifted away from the real page.
- Marking up reviews, prices or questions that are not visible on the page.
- Using curly quotes or trailing commas, which break the JSON syntax.
- Giving a different business name or address than the one on your contact page.
- Injecting the markup only with client-side JavaScript, which some crawlers may never run.
- Leaving old markup in place after a rebrand, a move or a price change.
How JSON-LD relates to structured data and schema
These terms get mixed up often. Here is how they fit together.
| Term | What it is |
|---|---|
| Structured data | The general idea of describing page facts in a machine-readable way. |
| Schema.org | The shared vocabulary of types and properties. |
| JSON-LD | The code format Google recommends for writing that vocabulary. |
| Microdata and RDFa | Older formats that add attributes directly to visible HTML. |
| Rich result | An enhanced search listing that valid markup can make a page eligible for. |
Questions people ask
Is JSON-LD the same as schema markup?
Not quite. Schema markup is the vocabulary from Schema.org. JSON-LD is one format for writing it, and the one Google recommends.
Where should JSON-LD go on the page?
Google can read it in the head or the body. What matters most is that it is in the HTML and describes visible content.
Do AI chatbots read JSON-LD?
AI platforms do not publish exactly how they use structured data. Any crawler that fetches your HTML can see the block. Search engines clearly use it, and some AI answers draw on search indexes. Treat it as helpful groundwork, not a guaranteed lever.
Does WebValet check my JSON-LD?
Yes, the free check looks for structured data on your site as part of its readiness review. It does not rewrite your markup for you. If you want that done for you, the Hire Team Shaheer Malik plan covers hands-on fixes.