SEO Glossary: JSON LD




In a nutshell: What is JSON-LD?

JSON-LD is a syntax recommended by the W3C. It allows data to be represented in a clear and structured way. This enables search engines, among others, to better understand data on a website.

What is JSON-LD?

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


This tells other external programs and search engines, with the help of "Linked Data", which data should be displayed in a structured way. Consequently, the structured data can be exchanged by common web applications and processed automatically. By the way, it does not matter which file format the data has.



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What are the advantages of JSON-LD?


The following are advantages that JSON-LD brings:


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


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


  • JSON-LD allows a quick and easy implementation. This way many basic functions work without much effort.


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


  • When structured data is included 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. Thus, data can be made available for search engines quickly and easily.


How to integrate structured data 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?


The following is an insight into how structured data is built using JSON-LD:


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


  • Directly after this, the type is indicated. Here we show that it is Linked Data. So it is called as follows: type="application/ld+json".


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


  • With @context is indicated and signaled that the data are entered according to specified, uniform guidelines. Google provides precise guidelines for structured data, which 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 JSON-LD

JSON-LD is perfectly suited to output data of various types in a structured way. Thus, they are uniformly understood by different web applications and search engines.


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