JSON-LD

The preferred format for structured data, written as JSON inside a script tag.

JSON-LD (JavaScript Object Notation for Linked Data) is the format Google, Bing, and AI engines prefer for structured data. It's embedded in a page's HTML inside a <script type="application/ld+json"> tag, separate from the visible content.

JSON-LD describes entities (Organization, Article, FAQPage, Product, etc.) in a machine-readable way so AI engines can understand what a page is about without parsing its HTML.

Related terms

FAQPage Schema

JSON-LD structured data that marks up a page's Q&A content for search engines.

Article Schema

JSON-LD markup that identifies a page as an article with author, date, and publisher.

Schema.org

The open vocabulary of structured data types used across search and AI engines.