JSON-LD is a W3C-standard format to describe, in JSON, the entities and context of your content (company, service, article, FAQ). It uses the schema.org vocabulary so search engines precisely understand what is on the page, improving rich results eligibility and organic traffic quality.
What JSON-LD is and why it matters
JSON-LD stands for JavaScript Object Notation for Linked Data. Practically, it is a structured data block that clearly declares who your organization is, which service a page covers, what the article is about, and which breadcrumbs define its position.
- Disambiguation: explicitly states who is who on the page.
- Semantic consistency: connects pages, services, and brand via stable identifiers.
- Rich results eligibility: breadcrumbs, FAQ, logo, products, events, and more.
- Governance: easy to version and maintain, as it is decoupled from HTML.
How it works
JSON-LD is added in a script tag of type application/ld+json. Crawlers read the block and cross-check entities against visible content.
- @context: usually “https://schema.org”.
- @type: the entity type (e.g., Organization, Service, WebPage).
- @id: a stable identifier (URL or fragment such as #org) to merge information sitewide.
- @graph: a set of entities declared in the same block (Organization, WebSite, WebPage, Service, BreadcrumbList).
Best practices: keep it consistent with on-page content, use absolute URLs, update dateModified on relevant edits, and validate regularly.
JSON-LD in WordPress
Three common approaches (they can coexist):
- SEO plugin: integrated solutions output part of the schema automatically (WebSite, WebPage, Organization). Add targeted complements as needed (Service, FAQ, custom Breadcrumb).
- Theme/child theme: include JSON-LD per template (e.g., service pages) ensuring consistent @id values and required fields.
- Reusable blocks: standardized components for Service, FAQ, and Breadcrumb the editorial team can apply without code.
Essentials: keep a single block per entity (same @id across the site), avoid contradictions with front-end copy, and validate with rich results testing tools.
Why this matters for AI-driven search
AI search requires clear, consistent, entity-linked data. JSON-LD:
- Enables semantic understanding: helps models interpret your business and services correctly.
- Improves factual retrieval: provides trustworthy attributes for contextual answers.
- Strengthens brand presence: by consolidating entities (organization, services, content), it reduces ambiguity and increases confidence.
Flowup: specialists in structured data and technical SEO
Flowup implements JSON-LD with governance: we define the entity taxonomy, standardize @id values, apply the right types (Organization, WebSite, WebPage, Service, FAQ, Breadcrumb), align with on-page content, and set up continuous monitoring and validation.
- Technical delivery: ready-to-use, versioned, and documented JSON-LD blocks.
- Editorial scale: reusable components so your team can work autonomously.
- Measurement: audits, fixes, and Search Console coverage tracking.
Next step: request a quote
Want to raise your site’s semantic quality and prepare for AI-driven search? Talk to Flowup for a technical assessment and end-to-end JSON-LD implementation in WordPress.