SEO Glossary: JSON LD




In a nutshell: What is JSON-LD?

JSON-LD is a syntax recommended by the W3C. It makes it possible to present data in a clear and structured way. Among other things, this enables search engines to better understand data on a website.

What is JSON-LD?

The term JSON-LD written out in full means "JAVASCRIPT Object Notation for Linked Data". This is a syntax that is based on JSON. JSON-LD supports the structured embedding of data and linking it to a page.


This tells other external programs and search engines which data should be displayed in a structured form using linked data. As a result, the structured data can be exchanged and automatically processed by common web applications. Incidentally, it does not matter what file format the data is in.



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What advantages does JSON-LD offer?


The advantages of JSON-LD are listed below:


  • Thanks to the syntax, compatibility is established between many standards (web applications)


  • Many different web applications can read JSON-LD, which enables a high level of interoperability


  • JSON-LD enables quick and easy implementation. In this way, many basic functions work without much effort.


  • The syntax is easy to read and understand. This makes it easy to use.


  • If structured data is integrated using JSON-LD, it is separated from the actual content of a website. This results in fewer errors.


  • No great effort is required to present data in a structured way. This means that data can be made available to search engines quickly and easily.


How is structured data integrated using JSON-LD?

Um strukturierte Daten mit JSON-LD einzubinden, werden sie im Quellcode hinzugefügt. Allerdings werden alle Daten in <script>-Tags eingefügt. Dadurch werden die Daten vom eigentlichen Websiteinhalt eindeutig getrennt.


Im Prinzip besteht die Möglichkeit, die Daten an einer beliebigen Stelle im HTML- oder PHP-Dokument einzubinden. Allerdings empfiehlt Google hierfür den Header-Bereich. Sprich: Das <head>-Tag.


How is JSON-LD data structured?


Below is an insight into how structured data is created using JSON-LD:


  • Ganz am Anfang werden die JSON-LD Daten mit einem <script>-Tag geöffnet


  • The type is specified immediately afterwards. Here we show that it is linked data. So it reads as follows: type="application/ld+json".


  • The required values are listed directly below. The most important values here are @type and @context. With @type it is specified that all subsequent data in the script is related to this object. For example, a recipe or a person can be specified here.


  • @context is used to indicate and signal that the data has been entered according to predefined, standardized guidelines. Google provides precise guidelines for structured data that you can use as a guide


Example of a JSON-LD script code:


<script type=“application/ld+json“>

{„@context“: „“,“@type“: „Recipe“,“name“: „Frischer Zupfkuchen“,“author“: „Max Mustermann“,“image“: „“,“description“: „Ein leckeres Rezept für Zupfkuchen“,“prepTime“: „PT25M“,“totalTime“: „PT1H20M“,“recipeIngeredient“:   [    „100g Zucker“,    „300g Mehl“,    „250g Butter“]}



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Conclusion on the topic of JSON-LD

JSON-LD is ideal for outputting a wide variety of structured data. As a result, they are understood uniformly by different web applications and search engines.


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