What is JSON-LD Schema?
JSON-LD (JavaScript Object Notation for Linked Data) is Google's preferred format for adding structured data (Schema.org markup) to web pages. It is a small JSON snippet placed in the <head> of your HTML that describes your content to search engines in a machine-readable way. This enables Rich Results — enhanced search listings that include star ratings, FAQs, breadcrumbs, prices, and more directly in Google's search results page (SERP).
Rich results typically have significantly higher click-through rates than standard blue links. A product page with review stars, a FAQ page with expandable answers in the SERP, or an article with a publication date — all of these are powered by JSON-LD schema markup.
FAQ
Does schema markup guarantee rich results?
No. Adding valid schema markup makes your content eligible for rich results, but Google decides whether to show them based on its own quality signals. The markup must be accurate, complete, and match the visible page content.
How do I test my schema?
Use Google's Rich Results Test at search.google.com/test/rich-results to validate your markup and see which rich result types your page is eligible for.