JSON-LD basics

JSON-LD is a way to describe your page in machine-readable JSON. Browsers ignore it. Search engines and many AI crawlers use it to understand entities, content types, and relationships on a URL.

You place it in a <script type="application/ld+json"> block, usually in the document head. The JSON must match what people actually see on the page. If the script is not valid JSON, search engines skip that block.

When the script cannot be read

A page can have a JSON-LD script and still describe nothing, if every block fails to parse. We open JSON-LD could not be read in that case. A page with no script at all stays on the missing structured data check. Noindex pages and wp-login are skipped.

On https://example.com/guides/leather-care, a trailing comma is enough to drop the block:

<!-- Before -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Leather care",
}
</script>

<!-- After -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Leather care"
}
</script>

Common types

• Article for blog posts, news, and long-form editorial pages.
• Organization for your brand on the homepage.
• FAQPage when you publish visible questions and answers.

Learn more: Organization schema, Article schema, and FAQ schema.

Generate markup in SEO Perception

Use our free JSON-LD generator to build Article, Organization, or FAQ markup from your crawl data. Open it from SEO Possibilities when we detect a gap, or visit the tool directly.

For a broader view of robots.txt, llms.txt, and structured data together, see AI discoverability.