What is JSON-LD and how to implement Schema.org with it?

Google's recommended format for structured data — and how to add it to your site without changing the HTML

JSON-LD (JavaScript Object Notation for Linked Data) is the format recommended by Google for implementing Schema.org structured data in web pages. Instead of adding attributes directly to HTML tags (as the Microdata format requires), JSON-LD uses a separate ``

Practical examples by segment

Clothing store (Product): ``json { "@context": "https://schema.org", "@type": "Product", "name": "Women's Windbreaker Jacket", "description": "Lightweight and waterproof jacket for urban use and short hikes", "brand": { "@type": "Brand", "name": "BrandName" }, "offers": { "@type": "Offer", "price": "89.99", "priceCurrency": "USD", "availability": "https://schema.org/InStock" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.7", "reviewCount": "83" } } ``

Dental clinic (LocalBusiness): ``json { "@context": "https://schema.org", "@type": "Dentist", "name": "Bright Smile Dental Clinic", "address": { "@type": "PostalAddress", "streetAddress": "123 Main Street", "addressLocality": "Chicago", "addressRegion": "IL", "postalCode": "60601" }, "telephone": "+1-312-555-0100", "openingHours": ["Mo-Fr 08:00-18:00", "Sa 08:00-13:00"], "priceRange": "$$" } ``

Law firm (FAQPage on services page): ``json { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How long does a wrongful termination lawsuit take?", "acceptedAnswer": { "@type": "Answer", "text": "The average timeline for a wrongful termination case ranges from 1 to 3 years, depending on the jurisdiction, case complexity, and whether the parties reach a settlement before trial." } } ] } ``

Online course platform (Course): ``json { "@context": "https://schema.org", "@type": "Course", "name": "Excel: Zero to Advanced", "description": "Complete Excel course for finance, HR, and operations professionals", "provider": { "@type": "Organization", "name": "EduPro Courses" }, "hasCourseInstance": { "@type": "CourseInstance", "courseMode": "online", "duration": "PT20H" } } ``

Where to insert the JSON-LD on the page

The