{"id":2961,"date":"2017-01-10T19:22:37","date_gmt":"2017-01-11T02:22:37","guid":{"rendered":"http:\/\/www.new.www.structuredseo.com\/?page_id=2961"},"modified":"2019-04-04T08:41:13","modified_gmt":"2019-04-04T15:41:13","slug":"how-to-markup-structured-data-with-json-ld","status":"publish","type":"page","link":"https:\/\/www.structuredseo.com\/how-to-markup-structured-data-with-json-ld\/","title":{"rendered":"How To Markup Structured Data With JSON-LD"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; transparent_background=&#8221;off&#8221; allow_player_pause=&#8221;off&#8221; inner_shadow=&#8221;off&#8221; parallax=&#8221;off&#8221; parallax_method=&#8221;on&#8221; custom_padding=&#8221;50px|0px|0px|0px&#8221; make_fullwidth=&#8221;off&#8221; use_custom_width=&#8221;off&#8221; width_unit=&#8221;off&#8221; custom_width_px=&#8221;1080px&#8221; custom_width_percent=&#8221;80%&#8221; make_equal=&#8221;off&#8221; use_custom_gutter=&#8221;off&#8221; fullwidth=&#8221;off&#8221; specialty=&#8221;off&#8221; disabled=&#8221;off&#8221; prev_background_color=&#8221;#000000&#8243; next_background_color=&#8221;rgba(255,255,255,0.04)&#8221;][et_pb_row admin_label=&#8221;row&#8221; make_fullwidth=&#8221;off&#8221; use_custom_width=&#8221;off&#8221; width_unit=&#8221;off&#8221; custom_width_px=&#8221;1080px&#8221; custom_width_percent=&#8221;80%&#8221; use_custom_gutter=&#8221;off&#8221; gutter_width=&#8221;3&#8243; custom_padding=&#8221;0px|0px|0px|0px&#8221; allow_player_pause=&#8221;off&#8221; parallax=&#8221;off&#8221; parallax_method=&#8221;on&#8221; make_equal=&#8221;off&#8221; parallax_1=&#8221;off&#8221; parallax_method_1=&#8221;on&#8221; parallax_2=&#8221;off&#8221; parallax_method_2=&#8221;on&#8221; parallax_3=&#8221;off&#8221; parallax_method_3=&#8221;on&#8221; parallax_4=&#8221;off&#8221; parallax_method_4=&#8221;on&#8221; disabled=&#8221;off&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; background_size=&#8221;initial&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_style=&#8221;solid&#8221; custom_margin=&#8221;||10px|&#8221; disabled=&#8221;off&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; background_size=&#8221;initial&#8221;]<\/p>\n<h1>How to Markup Structured Data with JSON-LD<\/h1>\n<p><span style=\"font-weight: 400;\">JSON-LD (JavaScript Object Notation for Linked Data) is a <\/span><a href=\"..\/what-is-schema-markup\/\"><span style=\"font-weight: 400;\">structured data markup format<\/span><\/a><span style=\"font-weight: 400;\"> that contains the linked data inside a script block (&lt;script&gt;&lt;\/script&gt;). Information placed inside the script is hidden from visitors and only used by search engines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a big change for search engines such as Google that initially suggested only marking up the actual text on the page using either microdata or RDFa. Marking up individual web page elements can cause formatting and other issues.<\/span><\/p>\n<p><b>Advantages of JSON-LD:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The HTML doesn\u2019t have to be changed.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Can be embedded anywhere on the page.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Supported by the biggest search engines.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Google\u2019s recommended format.<\/span><\/li>\n<\/ul>\n<h2><strong>JSON-LD Applied<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<h3>Calling JSON-LD Script<\/h3>\n<p><span style=\"font-weight: 400;\">JSON-LD isn\u2019t as complicated as it looks. Below is the basic outline that will always be used. Your code must\u00a0be placed between the curly brackets, or it will not be applied to the page.<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">&lt;script type=\"application\/ld+json\"&gt;\r\n{\r\nYour code goes here\u2026.\r\n}\r\n&lt;\/script&gt;<\/pre>\n<p>&nbsp;<\/p>\n<h3>Context<\/h3>\n<p><span style=\"font-weight: 400;\">Next, we need to tell search engines that we are using<\/span><span style=\"font-weight: 400;\">\u00a0<a href=\"https:\/\/schema.org\/docs\/full.html\">Schema.org\u2019s<\/a><\/span><span style=\"font-weight: 400;\"> vocabulary. It enables search engines to understand the code being used.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is important to note that a comma is used after each property except the last. This alerts search engines there is more to come.<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">\"@context\": \"http:\/\/schema.org\",<\/pre>\n<p>&nbsp;<\/p>\n<h3>Type<\/h3>\n<p><span style=\"font-weight: 400;\">&#8220;@Type&#8221; defines the entity you are referencing. For example, we are going to use a restaurant.<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">\"@type\": \"Restaurant\",<\/pre>\n<p>To see examples go to Schema.org and in the search bar enter \u201clocal business.\u201d Click on \u201cLocalBusiness &#8211; schema.org.&#8221; This is all the different properties for \u201cLocalBusiness.\u201d<\/p>\n<p><strong>Schema.org &#8220;Localbusiness&#8221;\u00a0Page<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3006 aligncenter\" src=\"..\/wp-content\/uploads\/2017\/01\/schema.org-localbusiness-page.jpeg\" alt=\"Schema.org Localbusiness Page\" width=\"573\" height=\"302\" srcset=\"https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/schema.org-localbusiness-page.jpeg 990w, https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/schema.org-localbusiness-page-300x158.jpeg 300w, https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/schema.org-localbusiness-page-768x405.jpeg 768w\" sizes=\"(max-width: 573px) 100vw, 573px\" \/><\/p>\n<p>Scroll to the bottom and click on JSON-LD tab. Here you can see examples of JSON-LD.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3002 aligncenter\" src=\"..\/wp-content\/uploads\/2017\/01\/example-json-ld-code-schema.org_.jpeg\" alt=\"Example JSON-LD Code Schema.org\" width=\"571\" height=\"392\" srcset=\"https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/example-json-ld-code-schema.org_.jpeg 988w, https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/example-json-ld-code-schema.org_-300x206.jpeg 300w, https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/example-json-ld-code-schema.org_-768x528.jpeg 768w\" sizes=\"(max-width: 571px) 100vw, 571px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Properties<\/h3>\n<p>Now we apply properties that apply to the &#8220;@type&#8221; (restaurant) we are using. These are properties that are associated, and you would expect to see with restaurant schema, such as the name of the restaurant and hours open.<\/p>\n<p>To define the properties we use quotes around the property followed by a colon, space and quotes around the content.<\/p>\n<p>Here is an example:<\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\"> \"name\": \"TheZone\",<\/pre>\n<p><span style=\"font-weight: 400;\">So how do we know what properties to include? Let\u2019s combine the code we have defined up to this point.<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">&lt;script type=\"application\/ld+json\"&gt;\r\n{\r\n\"@context\": \"http:\/\/schema.org\",\r\n\"@type\": \"Restaurant\"\r\n}\r\n&lt;\/script&gt;<\/pre>\n<p><span style=\"font-weight: 400;\">Now let\u2019s go to <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/search.google.com\/structured-data\/testing-tool\">Google\u2019s Structured Data Tool<\/a>. <\/span><span style=\"font-weight: 400;\">Click on \u201cCode Snippet\u201d and paste the code in the box and press \u201crun test.\u201d Remember to remove the last comma from the code after \u201cRestaurant\u201d or you will get an error.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3003 aligncenter\" src=\"..\/wp-content\/uploads\/2017\/01\/google-structured-data-testing-tool.jpeg\" alt=\"Google Structured Data Testing Tool\" width=\"431\" height=\"234\" srcset=\"https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/google-structured-data-testing-tool.jpeg 702w, https:\/\/www.structuredseo.com\/wp-content\/uploads\/2017\/01\/google-structured-data-testing-tool-300x163.jpeg 300w\" sizes=\"(max-width: 431px) 100vw, 431px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">So know we can see required fields (red) and recommended fields (orange) directly from Google. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3004 aligncenter\" src=\"..\/wp-content\/uploads\/2017\/01\/google-structured-data-tool-example.jpeg\" alt=\"Google Structured Data Tool Example\" width=\"445\" height=\"238\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This is a great place to start but keep in mind you can mark up other things. For example, if you have reviews you would want to include them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So let\u2019s add an image property and name.<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">\"Image\": \"http:\/\/example.com\/image.jpg\",\r\n\"name\": \"TheZone\",<\/pre>\n<p><span style=\"font-weight: 400;\">So know our code looks like this:<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">&lt;script type=\"application\/ld+json\"&gt;\r\n{\r\n\"@context\": \"http:\/\/schema.org\",\r\n\"@type\": \"Restaurant\",\r\n\"Image\": \"http:\/\/example.com\/image.jpg\",\r\n\"name\": \"TheZone\"\r\n}\r\n&lt;\/script&gt;<\/pre>\n<p><span style=\"font-weight: 400;\">Remember \u201cRestaurant\u201d will now have a comma signaling more properties to come and the last property \u201cimage\u201d will not have a comma. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Test the new code, and you will see that the error has been replaced with the correct information.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3005 aligncenter\" src=\"..\/wp-content\/uploads\/2017\/01\/json-ld-fixed-error.jpeg\" alt=\"JSON-LD Fixed Error\" width=\"567\" height=\"270\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Nested Entities<\/h3>\n<p>Some properties such as \u201caddress\u201d have their own properties. To nest these within a parent type we use curly brackets.<\/p>\n<p><strong>&#8220;Address&#8221; Property<\/strong><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">\u201cAddress\u201d: {\r\n\t\"@type\": \"PostalAddress\",\r\n   \t        \"addressLocality\": \"Boise\",\r\n    \t        \"addressRegion\": \"ID\",\r\n    \t        \"postalCode\": \"83702\",\r\n    \t        \"streetAddress\": \"695 W Walnut\"\r\n\t\t\t }<\/pre>\n<p><span style=\"font-weight: 400;\">Here is how our code would look with the address and name property added to our example.<\/span><\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">&lt;script type=\"application\/ld+json\"&gt;\r\n{\r\n \"@context\": \"http:\/\/schema.org\",\r\n \"@type\": \"Restaurant\",\r\n \"Image\": \"http:\/\/example.com\/image.jpg\",\r\n \"name\": \"TheZone\",\r\n \"address\": {\r\n    \t\"@type\": \"PostalAddress\",\r\n    \t\t\"addressLocality\": \"Sunnyvale\",\r\n    \t\t\"addressRegion\": \"CA\",\r\n    \t\t\"postalCode\": \"94086\",\r\n    \t\t\"streetAddress\": \"1901 Lemur Ave\"\r\n  \t\t   }\r\n }\r\n &lt;\/script&gt;\r\n<\/pre>\n<p>&nbsp;<\/p>\n<h3>Array Structure<\/h3>\n<p>Sometimes it will be necessary to add multiple entries for a property such as \u201copeningHours\u201d where you might be open different hours on different days. To do this, we use what is called an \u201carray structure.\u201d<\/p>\n<p>An array structure uses square brackets instead of the curly brackets and is on a separate line.<\/p>\n<pre class=\"prettyprint lang-json\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">\u201copeningHours\u201d: [\r\n\t\u201cMo-Th 9:00-17:00\u201d,\r\n\t\u201cFri 9:00-12:00\r\n],<\/pre>\n<p><span style=\"font-weight: 400;\">Abbreviations for days of the week are Mo, Tu, We, Th, Fr, Sa, Su. Multiple days can be listed with commas separating each day (Mo, Tu, We, Th) or you can use a hyphen for ranges (Mo-Th). Times are written using the 24-hour clock. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Example schema with \u201copeningHours\u201d included.<\/span><\/p>\n<pre class=\"prettyprint lang-javascript\" data-start-line=\"1\" data-visibility=\"visible\" data-highlight=\"\" data-caption=\"\">&lt;script type=\"application\/ld+json\"&gt;\r\n {\r\n \"@context\": \"http:\/\/schema.org\",\r\n \"@type\": \"Restaurant\",\r\n \"Image\": \"http:\/\/example.com\/image.jpg\",\r\n \"name\": \"TheZone\",\r\n          \"address\": {\r\n                 \"@type\": \"PostalAddress\",\r\n                 \"addressLocality\": \"Sunnyvale\",\r\n                 \"addressRegion\": \"CA\",\r\n                 \"postalCode\": \"94086\",\r\n                 \"streetAddress\": \"1901 Lemur Ave\"\r\n                      },\r\n  \"openingHours\": [\r\n    \"Mo-Th 17:00-21:30\",\r\n    \"Fr-Sa 17:00-22:00\"\r\n  ]\r\n  }\r\n &lt;\/script&gt;\r\n<\/pre>\n<p>&nbsp;<\/p>\n<h2><b>Structured Data Markup Tips To Avoid Errors<\/b><\/h2>\n<ul>\n<li><b><span style=\"font-weight: 400;\">Always make sure that you have at minimum completed the required fields for each type. You can check using Google\u2019s Structured Data Tool.<\/span><\/b><\/li>\n<li><span style=\"font-weight: 400;\">Types and properties are case sensitive.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Don\u2019t forget to separate each property with a comma or you will get an error.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Don\u2019t use programs such as Google Doc or Word to write your JSON-LD it will cause formatting errors. I recommend using Google own data tool or <\/span><a href=\"http:\/\/json-ld.org\/playground\/\"><span style=\"font-weight: 400;\">JSON-LD.org\u2019s own Playground<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<h2><b>Guidelines<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The quickest way to get into trouble is by adding schema for content that isn\u2019t visible on your site. Just because schema doesn\u2019t have to be included with the visible element doesn\u2019t mean we are free to include whatever we want. With very few exceptions never mark up anything that isn\u2019t visible on your page and always make sure the required fields are complete. <\/span><\/p>\n<p>As far as where to place the code technically you can place JSON-LD anywhere on your web page. I usually place mine at the top of the &lt;body&gt; but that is just my preference.<\/p>\n<p>[\/et_pb_text][et_pb_button admin_label=&#8221;Help Me With My Schema&#8221; button_text=&#8221;Help Me With My Schema&#8221; button_alignment=&#8221;center&#8221; background_layout=&#8221;dark&#8221; custom_button=&#8221;on&#8221; button_text_size=&#8221;15&#8243; button_bg_color=&#8221;#9b0606&#8243; button_border_radius=&#8221;10&#8243; button_icon=&#8221;I&#8221; button_on_hover=&#8221;off&#8221; disabled=&#8221;off&#8221; saved_tabs=&#8221;all&#8221; _builder_version=&#8221;3.21.1&#8243; button_url=&#8221;https:\/\/www.structuredseo.com\/structured-data-help\/&#8221; button_rel=&#8221;||off||&#8221; button_text_size__hover_enabled=&#8221;off&#8221; button_text_size__hover=&#8221;null&#8221; button_one_text_size__hover_enabled=&#8221;off&#8221; button_one_text_size__hover=&#8221;null&#8221; button_two_text_size__hover_enabled=&#8221;off&#8221; button_two_text_size__hover=&#8221;null&#8221; 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That\u2019s ok. Give us a few minutes of your time to discuss your current problems and we will help you identify solutions.<\/p>\n<p>[\/et_pb_cta][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to Markup Structured Data with JSON-LD JSON-LD (JavaScript Object Notation for Linked Data) is a structured data markup format that contains the linked data inside a script block (&lt;script&gt;&lt;\/script&gt;). Information placed inside the script is hidden from visitors and only used by search engines. 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