JSON-LD

JSON-LD keeps a page's structured claims in one block that validators can check directly. Generate it from the same source as the visible page content to reduce the chance that the two versions become inconsistent.

Microdata and RDFa express the same vocabulary through attributes in visible HTML. A redesign can remove or break those attributes. JSON-LD sits in a separate script block, which is easier to review and can remain unchanged during visual updates.

Multiple JSON-LD blocks are permitted on one page. Link related objects with @id instead of repeating business details. Values must match visible content; markup that asserts a rating absent from the page can violate search engine policies. Server-rendering the block avoids depending on crawlers to execute client-side JavaScript.

Generate markup from the same data source as visible content. If staff update a price in the page copy but not in hand-written JSON-LD, the page presents two conflicting values.

Validate the rendered production page, not only the template or source file. Check that the JSON parses, required properties use the expected types, URLs resolve to canonical pages, and identifiers remain stable across related objects. Search engine testing tools can report eligibility for supported features, but passing a validator does not guarantee a rich result or ranking change.

Routeless research pages generate Dataset objects from the same source as their visible content, and tests confirm that the numbers match. See structured data for the uses and limits of the markup.