JSON-LD

JSON-LD (JavaScript Object Notation for Linked Data) is the structured data format Google recommends for most schema markup. Instead of adding microdata attributes throughout the visible HTML, JSON-LD places a separate <script type="application/ld+json"> block in the page head or body.

For SEO, JSON-LD helps search engines understand entities, page type, relationships, reviews, FAQs, products, organizations, breadcrumbs, and other structured facts. Well-formed JSON-LD can make pages eligible for rich results, but it does not guarantee rankings or enhanced SERP features.

Best practices: use the most specific Schema.org type that matches the page, keep JSON-LD consistent with visible content, validate it with Google's Rich Results Test or Schema Markup Validator, avoid marking up content that users cannot see, and update schema when the page changes.