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A practical guide to JSON-LD structured data

Structured data is how you earn rich results and help AI understand your pages. Here's what JSON-LD is, which types to use, and how to keep it valid.

Structured data describes what a page is in a format machines can trust — a recipe, a product, an article, an FAQ. Google uses it for rich results; AI engines use it to understand and cite you. JSON-LD is the recommended format: a script in the head, separate from your markup.

A minimal example

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Your title",
  "author": { "@type": "Person", "name": "Your name" }
}

Pick the type that fits the page

  • Article or BlogPosting for posts.
  • Product with Offer for anything you sell.
  • FAQPage where you answer common questions.
  • BreadcrumbList so the path shows in results.

The mistake is shipping JSON-LD that describes something the page doesn't show, or that fails validation. The Meta Tags & Schema skill generates schema from what each page actually is and keeps it passing Google's Rich Results test.

A practical guide to JSON-LD structured data