JSON-LD

JSON-LD stands for JavaScript Object Notation for Linked Data. The W3C specification defines how familiar JSON syntax can represent connected entities and relationships using identifiers, contexts and properties. A webpage can include JSON-LD in a script element so software can recognize structured facts about an organization, person, article or other entity.

JSON-LD is a serialization format rather than a vocabulary. Schema.org provides commonly used entity types and properties; JSON-LD is one way to express them. Search engines may use appropriate markup to understand content and power supported features, but unsupported properties and syntactically valid blocks do not automatically create rich results.

Correct implementation starts with accurate on-page information, appropriate types, valid syntax and an update process. A structured-data block that claims a business offers services it does not provide is misleading even if it passes a parser. Validate against the consuming platform's policies, not just JSON syntax.