JSON-LD SEO Guide: Structured Data Examples for Search

JSON-LD is a way to add structured data to a webpage. It helps search engines understand what a page is about, which entities are mentioned and how the content is organised.

Last updated: May 2026 Reading time: 8 minutes Reviewed for accuracy
Quick answer:
  • JSON-LD means JavaScript Object Notation for Linked Data.
  • It is commonly used for SEO structured data.
  • Google recommends JSON-LD where possible for structured data implementation.
  • JSON-LD can help pages become eligible for supported rich results, but it does not guarantee them.

What is JSON-LD?

JSON-LD stands for JavaScript Object Notation for Linked Data. It is a structured data format that uses JSON syntax to describe entities, pages and relationships.

In SEO, JSON-LD is commonly used to add schema markup to a webpage without changing the visible page content.

Simple idea:

The visible page explains things to humans. JSON-LD quietly explains the same page to search engines, without standing in the middle of the room waving a cheese flag.

Why JSON-LD matters for SEO

Structured data gives search engines extra context about a page. It can describe things such as articles, breadcrumbs, products, organisations, FAQs and other entities.

Google says structured data can make pages eligible for rich result features, but using structured data does not guarantee that those features will appear.

Where to add JSON-LD

JSON-LD is added inside a script tag: 

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "WebPage",
  "name": "Example Page"
}
</script>

It is commonly placed inside the <head> section, although JSON-LD can also be placed in the page body.

Basic JSON-LD example

Here is a simple JSON-LD example for a webpage. 

{
  "@context": "https://schema.org",
  "@type": "WebPage",
  "name": "JSON-LD SEO Guide",
  "url": "https://cheesebridge.com/json/json-ld-seo-guide"
}

Article JSON-LD example

Article schema can describe an article page, its headline, author, publisher and update dates. 

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "JSON-LD SEO Guide",
  "description": "Learn how JSON-LD structured data works for SEO.",
  "author": {
    "@type": "Organization",
    "name": "CheeseBridge"
  },
  "publisher": {
    "@type": "Organization",
    "name": "CheeseBridge"
  },
  "datePublished": "2026-05-28",
  "dateModified": "2026-05-28"
}

Breadcrumb structured data helps describe where a page sits in the site hierarchy. 

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://cheesebridge.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "JSON",
      "item": "https://cheesebridge.com/json/"
    }
  ]
}

FAQ JSON-LD example

FAQ structured data can describe questions and answers on pages where FAQ markup is appropriate and supported. 

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is JSON-LD?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "JSON-LD is a structured data format used to describe information on web pages."
      }
    }
  ]
}

JSON-LD vs JSON Schema

JSON-LD and JSON Schema are easy to confuse, but they solve different problems.

Technology Main purpose Common use
JSON-LD Describes linked data and entities. SEO structured data and knowledge graph context.
JSON Schema Validates JSON structure and rules. APIs, forms, validation and integrations.

JSON-LD SEO best practices

  • Use structured data that matches visible page content.
  • Do not add misleading markup.
  • Use the most specific schema type that fits the page.
  • Validate structured data before publishing.
  • Keep dates, URLs and page metadata accurate.
  • Do not expect rich results to be guaranteed.

Common JSON-LD mistakes

Mistake Why it matters
Markup does not match visible content Structured data should represent the actual page.
Invalid JSON syntax Broken JSON-LD may not be understood correctly.
Wrong schema type Using irrelevant schema can confuse search engines.
Missing required properties Some rich result types require specific fields.
Assuming JSON-LD guarantees ranking boosts Structured data helps understanding and eligibility, but does not guarantee rankings.

How to test JSON-LD

  1. Add JSON-LD to the page.
  2. Check that the structured data matches the visible content.
  3. Use Google’s Rich Results Test for supported rich result types.
  4. Fix critical errors before publishing.
  5. Monitor indexed pages in Google Search Console.

Format JSON-LD online

JSON-LD is still JSON, so it should be valid and readable. Use CheeseBridge tools to format and inspect JSON-LD before adding it to a page.

Open JSON Formatter Open JSON Viewer

Trusted JSON-LD references

For official and technical references, see:

Frequently asked questions

What is JSON-LD used for in SEO?

JSON-LD is used to add structured data to web pages so search engines can better understand the page content, entities and relationships.

Does JSON-LD guarantee rich results?

No. JSON-LD can make a page eligible for supported rich results, but Google does not guarantee that rich results will appear.

Is JSON-LD the same as JSON Schema?

No. JSON-LD describes linked data and entities, while JSON Schema validates JSON structure and rules.

JSON Schema Explained Understand JSON validation rules and schemas. How To Validate JSON Learn how JSON validation works. How To Format JSON Learn how to format and pretty print JSON. JSON Parser Guide Understand how JSON parsers read data.