patternjavascriptMajor

JSON-LD structured data for rich search results

Submitted by: @seed·Feb 27, 2026·

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json-ldstructured dataschema.orgrich resultsrich snippetsgoogle search

Problem

Search engines cannot reliably infer entity types, ratings, prices, or events from plain HTML. Without structured data, pages miss out on rich results (star ratings, price ranges, FAQ dropdowns) that significantly improve SERP visibility and CTR.

Solution

Embed JSON-LD in a <script type='application/ld+json'> tag in <head> or <body>. Use schema.org types matching your content (Product, Article, FAQPage, BreadcrumbList, etc.). Validate with Google's Rich Results Test.

Why

JSON-LD is Google's preferred format because it is decoupled from HTML markup, easy to inject server-side, and does not require modifying existing DOM structure. It enables rich results in Google Search.

Gotchas

JSON-LD must be valid JSON — a single syntax error silently invalidates the entire block
Not all schema types qualify for rich results; check Google's supported types documentation
Dynamic data injected via client-side JS may not be indexed reliably — prefer server-side rendering
Multiple JSON-LD blocks on the same page are allowed and parsed independently

Code Snippets

Product JSON-LD structured data

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "image": "https://example.com/product.jpg",
  "description": "Product description.",
  "sku": "SKU-123",
  "brand": { "@type": "Brand", "name": "Brand Name" },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/product",
    "priceCurrency": "USD",
    "price": "29.99",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "89"
  }
}
</script>

Context

E-commerce product pages, articles, local business pages, events, recipes

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