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A Guide to JSON-LD for Beginners

February 08, 2017

By alexis-sanders

@type for nesting: When you use a nested item type, you’re going to need to nest another @type (this is particularly important to understanding product and breadcrumb markups).

Attribute-value pairs

The next step is to annotate information about the item type. You can find item properties within the item type’s page.

In terms of the syntax of JSON-LD, there are two important elements for each item property:

  1. Item Property This comes from the vocabulary and should always be in double straight quotation marks (it may sound pedantic here, but for real the curly and single quotation marks are

Posted by alexis-sanders

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.

Figure 1 – A conceptual visualization of JSON-LD taking the unstructured content on the web, annotating, and structuring the content to create an organized, structured result.

Where in the HTML (for a webpage) does JSON-LD live?

Google recommends adding JSON-LD to the section of the HTML document; however, it’s okay if the JSON-LD is within the section. Google can also grasp dynamically generated tags in the DOM.

JSON-LD breakdown

The immutable tags (Think: You don’t need to memorize these, just copy/paste)


When you see JSON-LD, the first think you should always see is a tag. The tag with a type attribute says, “Hey browser, I’m calling the JavaScript that contains JSON-LD.”

Image result for light bulb symbol png Pro Tip: Close every tag you open when you open it. Think: The salt goes with the pepper, and opening braces come with a closing brace.

Note: If your JSON-LD isn’t in the curly braces, it isn’t being parsed (i.e., curl it up).

“@context”: “”,

The second element that retains a permanent place in JSON-LD markup is the @context with the value of The @context says, “Hey browser, this is the vocabulary I’m referencing. You can find it at” The benefit for an SEO is that we get to use any of the item types and item properties that defines.

Additionally, you’re probably noticing that cute, eyelash-like comma at the end of the statement. Commas mean “There’s more. Don’t stop parsing the data.”

Image result for light bulb symbol png Pro Tip: Mind your commas (and always check in Google’s Structured Data Testing Tool). Commas are a traditional sore-spot for many programmers and JSON-LD offers no solace here. Missed commas mean invalid markup.

“@Type”: “…”,

The final element in the JSON-LD Schema copy/paste squad is the @type specification (after the colon, it becomes all data annotation). @type specifies the item type being marked up. You can …read more

Source:: Moz Blog