JSON-LD
JavaScript Object Notation for Linked Data—a method of embedding structured data into web pages that search engines can read and interpret.
Why JSON-LD matters
Unlike older formats like Microdata or RDFa that require markup woven throughout your HTML, JSON-LD sits in a separate script block. This separation keeps code cleaner, makes implementation easier, and allows you to add structured data without touching existing markup.
Search engines parse JSON-LD to understand content precisely. Is this an article? A product? An event? What's the price, availability, author, or date? This explicit structure helps search engines generate rich results that stand out in search listings.
Common JSON-LD schemas
Organisation: Details about your business—name, logo, social profiles, contact information. Helps search engines understand your brand and display accurate business information.
BreadcrumbList: The navigational path to the current page. Google often displays this in search results, replacing generic URLs with contextual breadcrumb trails that improve click-through rates.
Article: Blog posts and news content with metadata like publish date, author, and featured image. Enables article-rich results in search and news aggregators.
Product: E-commerce items with prices, availability, ratings, and reviews. Powers product-rich snippets showing prices and ratings directly in search results.
JSON-LD and rich results
Enhanced search listings—star ratings beneath review pages, FAQ accordions, recipe cards, event dates, product prices—all rely on structured data. These rich snippets increase visibility and click-through rates significantly.
Not every page with JSON-LD gets rich results. Google chooses which enhancements to display based on query relevance, data quality, and overall page authority. But without structured data, rich results are impossible.
Implementation in every build
We implement JSON-LD on every Fernside site: organisation schema, breadcrumb navigation, and page-specific schemas where appropriate. This foundation maximises search visibility without requiring ongoing maintenance.
Test your structured data with Google's Rich Results Test. This validates JSON-LD syntax and shows which rich results your page qualifies for.
Related terms
Why it matters
Understanding “JSON-LD” helps you speak the same language as our design and development team. If you need help applying it to your project, book a Fernside call.