JSON-LD
JSON-LD adds structured data to your website so Google can display rich results like star ratings, FAQs, and business hours in search.
JSON-LD is a way to give Google extra information about your website in a format it can easily read. It sits in your page's code (invisible to visitors) and tells search engines exactly what your content is about. Your business name, your hours, your reviews, your FAQ answers, your product prices. All structured in a way Google can parse instantly.
When you see a Google search result with star ratings, a FAQ dropdown, or a recipe with cook time and calories, that's structured data at work. JSON-LD is Google's preferred format for adding it.
Why It Matters for Your Business
Pages with structured data can earn "rich results" in Google, which take up more space and get significantly more clicks. Research from Search Engine Journal shows rich results can improve click-through rates by 20-30% compared to plain results.
For local businesses, JSON-LD lets you feed Google your exact business name, address, phone number, hours, and service area in a format it trusts. This helps with local SEO and can improve how your business appears in Google Maps and the knowledge panel.
The Basics
It's a script tag in your HTML. JSON-LD lives inside a <script type="application/ld+json"> tag in your page's code. It doesn't change how your page looks. Visitors never see it. Only search engines read it.
Schema.org is the vocabulary. JSON-LD uses terms defined by Schema.org, a project backed by Google, Microsoft, and others. There are schemas for businesses, products, articles, events, FAQs, recipes, and hundreds of other content types.
Common types for small businesses. LocalBusiness (your name, address, hours), FAQ (questions and answers on your pages), BreadcrumbList (your site's navigation trail), and Product (if you sell things online).
Google has a testing tool. The Rich Results Test at search.google.com/test/rich-results lets you paste a URL and see if your structured data is valid and eligible for rich results.
FAQ
What is JSON-LD in simple terms?
It's a hidden block of code on your website that tells Google exactly what your page is about. Think of it like filling out a form for Google. Instead of making Google guess that your page is about a business at 123 Main St, you tell it directly in a format it understands.
Do I need JSON-LD if I already have good SEO?
JSON-LD and traditional SEO work together. SEO gets your page ranked. JSON-LD helps your result stand out once it's there. Without structured data, your result is a plain blue link. With it, you might get star ratings, FAQ dropdowns, or other enhancements that grab more clicks.
Can I add JSON-LD myself?
If you're comfortable editing HTML, yes. Google's Structured Data Markup Helper can generate the code for you. Most modern website platforms also have plugins or built-in tools that add it without touching code. If your developer builds your site, ask them to include it from the start.