- JSON-LD is a common format for adding structured data to HTML pages.
- Schema should match visible content and page purpose.
- Organization, WebSite, Article, FAQPage and WebApplication are common starting points.
What structured data does
Structured data is machine-readable context. It does not replace visible content, but it can help crawlers identify organizations, articles, products, FAQs, software applications and other entities.
Why JSON-LD is popular
JSON-LD is usually placed in a script tag in the head or body of a page. It is easier to maintain than inline microdata and can describe page-level relationships clearly.
Choose the right schema type
Use schema types that match the page. A guide page may use Article or TechArticle. A homepage may use Organization, WebSite and WebApplication. A real FAQ section may use FAQPage when the questions and answers are visible.
Avoid schema spam
Do not add claims, reviews, prices, FAQs or product data that users cannot see on the page. Misleading structured data can reduce trust and create validation problems.
Schema and AI visibility
AI systems need entity clarity. Schema helps reinforce who publishes the page, what the page type is, what topic is covered and how the page relates to the broader site.
Practical checklist
- Add Organization and WebSite schema to important site pages.
- Use Article or TechArticle for guide content.
- Use FAQPage only when questions are visible.
- Keep @id and url values canonical.
- Validate JSON syntax before publishing.
- Update schema when page titles, URLs or content types change.
Implementation order
- Identify the real page type: guide, service, product, tool, contact or pricing.
- Add only schema fields that match visible content.
- Use consistent @id values for Organization and WebSite entities.
- Validate with Rich Results Test or Schema Markup Validator.
Frequently asked questions
Should every page use the same schema?
No. Structured data should match the real page type and visible content, such as Article for guides, Offer for pricing and WebApplication for tools.
Can hidden claims be added to schema?
No. Structured data should support visible page content. Adding claims users cannot see can create trust and policy issues.
Why is JSON-LD commonly used?
JSON-LD makes it easier to add structured data without changing visible HTML and is widely supported by search engines.