SEO & Metadata
What is JSON-LD?
JSON for Linking Data, a way to embed schema.org structured data into a page using plain JSON in a `<script type="application/ld+json">` block.
JSON-LD is the format Google explicitly recommends for adding structured data to web pages. It lives in its own <script> tag in the head or body, completely decoupled from the visual HTML. That separation is the whole appeal, the visible markup stays clean, and the structured data is easy to template, validate, and update.
Every JSON-LD block has two key properties: @context (almost always "https://schema.org") and @type (the schema.org type, Article, Product, Organization, etc.). The rest of the object's fields are the type's properties. Multiple blocks per page are fine and common.
For developers shipping marketing pages or content sites in 2026, JSON-LD is table stakes. The Brand.dev landing pages render JSON-LD for Organization, BreadcrumbList, FAQPage, and WebAPI types, the marginal cost is zero and the visibility uplift in AI search is real.
In the wild
- →
{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[…]} - →
{"@context":"https://schema.org","@type":"Organization","name":"Brand.dev","url":"https://brand.dev"}
How Brand.dev uses json-ld
Endpoints in the Brand.dev API where this concept comes up directly.
FAQ
JSON-LD vs Microdata?
JSON-LD is decoupled from the HTML, easier to template, and Google's recommendation. Microdata mixes schema attributes into the visible markup, which is harder to maintain. JSON-LD won.
Where should JSON-LD go in the HTML?
Anywhere, <head> or <body>. By convention, near the top of <head> for visibility.
Can I have multiple JSON-LD blocks on one page?
Yes. Use one block per schema type. A blog post commonly has separate blocks for Article, BreadcrumbList, and Organization.
Related terms
Structured data added to a page using the schema.org vocabulary so search engines can understand its meaning and show rich results.
Information on a page formatted so that machines can parse its meaning, not just its text, the foundation for rich snippets and AI-powered search.
JavaScript Object Notation, a lightweight text format for representing structured data, supported natively by every modern language.