JSON-LD
JSON-LD (JSON for Linking Data) is a structured-data format used to embed machine-readable metadata in webpages — the format Google, Bing, and AI engines prefer for schema markup.
What is JSON-LD?
JSON-LD wraps Schema.org structured data in a JSON block that lives in the page's HTML — typically inside the head or at the bottom of the body. Search engines and AI engines parse the JSON-LD to understand the page's entity type, key facts, and relationships. JSON-LD won the format war over microdata and RDFa because it's clean, easy to validate, and decoupled from the page's visible HTML — you can update the schema without touching the visible content. Most modern AEO investments are JSON-LD investments.
Why it matters
- JSON-LD is the dominant structured-data format on the modern web.
- Decoupled from visible HTML — schema updates don't break the page rendering.
- Easier to validate (it's just JSON) than the older inline-attribute formats.
Use cases
- Article schema on every blog post. JSON-LD declaring Article type, author, datePublished, headline.
- FAQPage schema for question-shaped content. JSON-LD that powers FAQ rich results.
- Organization schema sitewide. JSON-LD that ties every page to the company entity in the Knowledge Graph.
How turgo helps
Every turgo content surface — glossary, help center, comparison pages — ships with valid JSON-LD by default, validated before publish using Google's Rich Results Test.
See turgo in action →
