What is JSON-LD?

By the Variask team · Updated

Definition

JSON-LD is the most common format for adding structured data to web pages. It is a block of JSON in a script tag that describes things on the page, such as an organization, product, article or FAQ, using schema.org vocabulary.

With Variask: The free schema, FAQ schema and brand facts generators write JSON-LD for you.

How it works

  • Add a script tag with type application/ld+json.
  • Describe the thing with an @type and its properties.
  • Use schema.org types such as Organization, Product and FAQPage.
  • Keep it matching what the page shows.

What it means for brands

  • JSON-LD is easier to maintain than inline markup.
  • Wrong or outdated JSON-LD can spread wrong facts.
Deep dive in Variask UniversityHow to set up Organization schema properly

Questions

JSON-LD:
common questions

Usually in the page head, though it works anywhere in the HTML.

JSON-LD is one format for schema markup. Microdata and RDFa are others.

Related terms

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Full glossary