Structured data (JSON-LD)

The vocabulary is schema.org, backed by Google, Microsoft, Yahoo and Yandex, with types such as Organization, Product, Article, Event, Recipe, LocalBusiness and BreadcrumbList. JSON-LD places it in a script tag of type application/ld+json as a block of JSON, separate from the visible HTML, and is the format Google recommends; Microdata and RDFa weave the same information into HTML attributes instead.

Valid markup makes a page eligible for rich results such as star ratings, prices, event dates and breadcrumbs, and helps search engines and AI systems read facts reliably. It is not a ranking boost on its own, it must match what visitors can see, and Google has retired several rich result types over the years (How-to, then FAQ), so check the current list. Google's Rich Results Test and the Schema Markup Validator check the code.