JSON-LD

JSON-LD (JavaScript Object Notation for Linked Data) is Google's recommended format for implementing structured data, keeping markup separate from HTML in a script tag.

Definition

JSON-LD is a lightweight data interchange format Google explicitly recommends for structured data implementation. Unlike Microdata (which requires modifying HTML attributes throughout the page), JSON-LD lives in a single <script type="application/ld+json"> tag in the page's <head> or <body>. It is easier to implement, maintain, and update. It also integrates cleanly with content management systems and tag management platforms.

Why JSON-LD Won Over Microdata

JSON-LD separates data from presentation. A developer can manage structured data without touching page templates. It is harder to accidentally break with CMS updates. It supports multiple entity types in a single block. Google has stated it is the 'easiest solution for website owners to implement and maintain at scale.'

JSON-LD in the AI Age

JSON-LD is becoming even more critical with the rise of AI search. LLMs and answer engines parse JSON-LD efficiently to extract entity relationships, facts, and attributes. Content with clean JSON-LD is more likely to be accurately cited in AI Overviews and other generative search features.

Note

JSON-LD can be dynamically generated using most CMS plugins (Yoast, Rank Math, Schema Pro) but custom JSON-LD gives you more control. Always verify dynamically generated JSON-LD for syntax errors.

In code

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Atomic Glue",
  "url": "https://atomicglue.com",
  "description": "Milwaukee digital agency"
}
</script>

Key takeaways:

• JSON-LD is Google's preferred structured data format

• It keeps markup separate from HTML for easier maintenance

• Clean JSON-LD improves AI search citation accuracy