Definition
JSON-LD (JavaScript Object Notation for Linked Data) is a lightweight format used to embed structured data in web pages, making it easier for browsers and search engines to interpret key information. By placing data in a clearly defined structure, JSON-LD can help convey details about products, services, events, or other entities, enhancing how this information appears in search results.
What is it?
Unlike traditional microdata or RDFa markup, JSON-LD keeps structured data separate from the main HTML body by embedding a script tag in the page’s head (or sometimes the body). This approach simplifies code maintenance and reduces the risk of formatting errors that can occur when integrating markup directly into the HTML. JSON-LD uses a “key-value” format, where each piece of data is labeled and easily interpretable by both browsers and crawlers. Many major search engines, including Google, encourage the use of JSON-LD for structured data because of its clarity and ease of implementation.
How is it used?
Developers and SEO professionals add JSON-LD scripts to a webpage to provide search engines with detailed information about the page’s content—such as product pricing, event dates, author details, or frequently asked questions. This additional context can enable rich results in search engine listings, potentially increasing click-through rates and user engagement. By keeping structured data separate from the main markup, JSON-LD allows teams to update or adjust the code without interfering with the primary HTML structure, fostering better collaboration between developers and marketers.
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