An Introduction to JSON-LD for Technical SEO

A Guide to JSON-LD for Beginners

JSON-LD has been one of the most talked about pieces of technical SEO in 2017. Right up there with machine learning and voice search. In today’s post, Alexis Sanders will help explain what JSON-LD is, why it’s important, and how to get started using it on your own site.

Enter Alexis…

What is JSON-LD?

JSON-LD stands for JavaScript Object Notation for Linked Data, which consists of multi-dimensional arrays (think: list of attribute-value pairs).

It is an implementation format for structuring data analogous to Microdata and RDFa. Typically, in terms of SEO, JSON-LD is implemented leveraging the vocabulary, a joint effort by Google, Bing, Yahoo!, and Yandex in 2011 to create a unified structured data vocabulary for the web. (However, Bing and other search engines have not officially stated their support of JSON-LD implementations of

JSON-LD is considered to be simpler to implement, due to the ability to simply paste the markup within the HTML document, versus having to wrap the markup around HTML elements (as one would do with Microdata).

What does JSON-LD do?

JSON-LD annotates elements on a page, structuring the data, which can then be used by search engines to disambiguate elements and establish facts surrounding entities, which is then associated with creating a more organized, better web overall.