JSON-LD

A structured data format used to describe entities and their relationships in a machine-readable way. It is most commonly embedded in web pages to help search engines and platforms understand what content represents rather than just what it says. JSON-LD is widely regarded as the preferred structured data format because it JSON is clean, flexible, and separated from visible HTML.

JSON-LD is typically implemented inside a script tag using the application/ld+json MIME type. It does not execute as JavaScript. Instead, it provides a block of structured information that search engines can parse independently of page design. Most implementations rely on vocabularies defined by Schema.org, which standardizes how things like organizations, products, events, articles, and reviews are described across the web.

JSON-LD Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "What Is JSON-LD?",
  "author": {
    "@type": "Person",
    "name": "Douglas Karr"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Martech Zone"
  }
}
</script>

From a marketing and SEO perspective, JSON-LD enables enhanced search experiences such as rich results, knowledge panels, event listings, and product enhancements. By explicitly defining entities and attributes, brands reduce ambiguity and give search engines stronger signals around relevance, credibility, and intent. This often leads to improved visibility and higher click-through rates, even when rankings remain unchanged.

JSON-LD also plays an expanding role beyond traditional search. AI systems, voice assistants, and discovery platforms increasingly depend on structured data to build knowledge graphs and answer complex queries. As a result, JSON-LD is less about short-term optimization and more about future-proofing content for machine understanding.

Major platforms natively support or rely on JSON-LD, including Google for rich results and entity understanding, Microsoft through Bing and related services, and content and commerce platforms such as WordPress and Shopify. Together, these ecosystems have made JSON-LD a foundational component of modern digital publishing and structured content strategy.