JSON LD for On-Site SEO

What is JSON-LD and why should I use it for my Schema format?

JSON-LD (JavaScript Object Notation for Linked Data) is used to encode linked data using JSON to define the concept of context to specify the vocabulary for properties and types. In the end, JSON-LD’s goal is to organize data in a format that is easy for humans to read.

Here is a video by Manu Sporny to better explain JSON-LD.

Google accepting JSON-LD in 2015 as an acceptable schema markup now allows programmers to insert schema on a webpage without disrupting their existing content or HTML. JSON-LD is stand-alone not requiring HTML like microdata or RDFa does when adding schema to web content and has become the recommended formatting choice by Google. It is recommended placing JSON-LD code within the head () section of your website but it can be placed within the body () section of the website as well.

Below is an example of JSON-LD markup for a local business. You can define your business as “local business” (@type: “LocalBusiness”) or choose a type from schema.org that matches your business type more closely.

<script type="application/ld+json">
"@context": "http://schema.org",
"@type": "LocalBusiness",
"address": {
"@type": "PostalAddress",
"addressLocality": "Tampa",
"addressRegion": "FL",
"streetAddress": "100 Kennedy Blvd"
"description": "This is your business description.",
"name": "Steve's Web Design",
"telephone": "555-555-2345",
"openingHours": "Mo,Tu,We,Th,Fr 09:00-17:00",
"geo": {
"@type": "GeoCoordinates",
"latitude": "27.946710",
"longitude": "-82.460035"
"sameAs" : [ "http://www.facebook.com/example",
JSON-LD List of Resources

Structured Data Testing Tool

JSON-LD Validator