JSON-LD (JavaScript Object Notation for Linked Data) is a format for adding structured data to your web pages. This data tells search engines such as Google precisely what your page represents — an article, product, business, recipe or event — so they can display richer search results.
Why is JSON-LD important?
Without structured data, Googlebot has to work out on its own what your pages mean. With JSON-LD you tell it explicitly:
- Rich snippets — stars on reviews, prices on products, FAQ accordions in the search results. This increases your click-through rate.
- Knowledge panels — Google displays business information, opening hours and contact details in a separate panel.
- GEO — AI search engines use structured data to better understand your content and cite it as a source.
What does JSON-LD look like?
JSON-LD is placed as a JavaScript block in the HTML of your page:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "WP Agency",
"url": "https://wp-agency.uk",
"address": {
"@type": "PostalAddress",
"addressLocality": "London"
}
}
</script>This tells Google: “This website belongs to an organisation called WP Agency, based in London.” The visitor sees nothing of this code, but Google can use the information in the search results.
Commonly used schema types
| Type | What it describes | Result in Google |
|---|---|---|
| Organization | Business details | Knowledge panel |
| Article | Blog or news article | Publication date, author |
| Product | Product information | Price, availability, reviews |
| FAQPage | Frequently asked questions | Expandable questions in search results |
| LocalBusiness | Local business | Address, opening hours, map |
| BreadcrumbList | Navigation path | Breadcrumb display in search results |
JSON-LD in WordPress
WordPress adds limited structured data by default. For full control you use SEO plugins:
- Yoast SEO — automatically generates JSON-LD for articles, organisation and breadcrumbs.
- Rank Math — offers an extensive schema builder for all types.
These plugins add the JSON-LD code to your pages automatically. You do not need to write any code.
JSON-LD and SEO
Structured data is not a direct ranking factor, but it does increase your visibility. Pages with rich snippets receive more clicks than standard results. Combine JSON-LD with good alt tags, descriptive anchor texts and high-quality content for the best SEO results.
