Definition
JSON-LD, short for JavaScript Object Notation for Linked Data, is a way of writing structured data inside a script tag in a page's HTML. It describes the page's content using the schema.org vocabulary, such as an Organization, Product, Article or FAQPage, without changing the visible layout.
For example, Bizbloom's pricing page might include a JSON-LD block stating the product name, the software category, and each plan's price and currency. Because the markup sits in one block, developers can update it without touching the page design, but the values should always match what visitors see.
Why it matters
JSON-LD makes key facts about your pages explicit and machine-readable. Google recommends it as the preferred format for structured data, and it is easier to maintain than inline alternatives. For AI visibility, clear structured facts support entity recognition and consistent descriptions, although assistants do not publish how much they use markup. The main risk is drift: markup that says one thing while the page says another.
What to do
- Add Organization markup on your homepage and relevant types on product and article pages.
- Generate JSON-LD from the same data source as visible content to avoid mismatches.
- Validate markup with Google's Rich Results Test and the Schema Markup Validator.
Common questions
Is JSON-LD better than Microdata?
Both are valid formats for schema.org markup. Google recommends JSON-LD because it is kept separate from the visible HTML, which makes it easier to add, read and maintain. Microdata is embedded within HTML elements. Choose one approach per page and keep it consistent.
Where should JSON-LD go on a page?
It is usually placed in a script tag with the type application/ld+json, in the head or body of the page. Google can read it in either location, including when injected by JavaScript, though server-rendered markup is more reliable for crawlers that do not run scripts.