A JSON-LD guide for beginners

The views of the author are entirely his own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

What is JSON-LD?

JSON-LD is synonymous with JavaScript object notation for linked data, which consists of multidimensional arrays (think: list of attribute-value pairs).

It is an implementation format for structuring data similar to Microdata and RDFa. Typically, in terms of SEO, JSON-LD is implemented using the vocabulary Schema.org, a joint effort of Google, Bing, Yahoo !, and Yandex in 2011 to create a unified structured data vocabulary for the web. (However, Bing and other search engines have not officially declared their support for Schema.org’s JSON-LD implementations.)

JSON-LD is considered to be simpler to implement because you simply paste the markup into the HTML document, rather than wrapping the markup around HTML elements (as would be done with microdata).

What is JSON-LD doing?

JSON-LD annotates elements on a page, structuring the data, which can then be used by search engines to disambiguate the elements and establish facts surrounding the entities, which is then associated with creating a more organized set and global.

Figure 1 – Conceptual visualization of JSON-LD taking unstructured content on the Web, annotating and structuring content to create an organized and structured result.

Where in the HTML (for a Web page) is JSON-LD live?

Google recommends adding JSON-LD to the <head> section of the HTML document; However, it is correct if the JSON-LD is in the <body> section. Google can also enter dynamically generated tags in the DOM.

Distribution JSON-LD

The immutable tags (think: you do not need to memorize them, just copy / paste)

<Script type = “application / ld + json”> {

When you see JSON-LD, the first thing you should always see is a <script> tag. The <script> tag with an attribute of type says, “Hey browser, I call the JavaScript that contains JSON-LD.”


Result of the image for the bulb symbol png Pro Tip: Close each label you open when you open it. Think: Salt goes with pepper, and the opening braces come with a closing splint.

Note: If your JSON-LD is not in the braces, it is not parsed (ie, it is rolled up).

The second element that retains a permanent place in the JSON-LD markup is the @context with the value of. The @context says, “Hey browser, that’s the vocabulary I’m referring to. You can find it at.” The advantage for an SEO is that we get to use any Article types, and article properties that Schema.org defines.

Also, you probably notice that cute eyelashes similar to the end of the statement. The commas mean “There’s more. Do not stop analyzing the data.”

Result of the picture for the bulb symbol Pro Tip: Consider your commas (and always check in Google Structured Data Testing Tool). Commas are a traditional wound for many programmers and JSON-LD offers no comfort here. Missing commas mean incorrect marking.

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The final element of the Copy / Paste JSON-LD Schema team is the @type specification (after the colon, it becomes any annotation of data). @type specifies the type of element that is marked. A complete list of all types of articles can be found at

In the example below, @type says: “Hey, I use the Person item type (you can find it at ” If you type the URL in the browser, the element type documentation and technical specifications must appear, including element properties (and often some examples of use cases).

@type for nesting: When you are using a nested element type, you will need to nest another @ type (which is especially important for understanding product and breadcrumb tags).

Pairs of attribute-values

The next step is to annotate information about the item type. You can find element properties on the Schema.org page of the item type.

In terms of JSON-LD syntax, there are two important elements for each article property:

Object property – This name comes from the Schema.org vocabulary and must always be double quotes (this may sound pedantic here, but actually the curly and single quotation marks are different and will interfere