JSON-LD (JSON for Linked Data) is the most common format for embedding structured data in HTML pages. It's a single `<script type="application/ld+json">` block, typically placed in the document head, containing schema.org markup as a JSON object.
Google explicitly prefers JSON-LD over the older microdata and RDFa formats. AI engines (ChatGPT, Claude, Perplexity) parse JSON-LD blocks and extract entities, relationships, and facts directly for citation. Modern SEO and AEO both rely on JSON-LD as the structured-data layer.
Common JSON-LD types worth shipping: Organization (your company), WebSite, Article or BlogPosting (each post), BreadcrumbList (navigation), FAQPage (Q&A), HowTo (step-by-step instructions), Product (when applicable), Person (authors), Review (customer testimonials).
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Frequently asked
What is JSON-LD used for?
JSON-LD embeds structured data (schema.org markup) in HTML pages so search engines, AI engines, and other parsers can extract entities and facts directly. The dominant format for structured data in 2026.
Where should I put JSON-LD on a page?
Inside a script tag with type='application/ld+json', typically in the document head. Multiple JSON-LD blocks per page are fine; engines parse each independently.
Is JSON-LD better than microdata?
Yes, in 2026. Google explicitly prefers JSON-LD. AI engines parse it more reliably. Microdata and RDFa are legacy formats; new sites should default to JSON-LD.