JSON-LD

What is JSON-LD?

JSON-LD is a format for describing structured data in a script tag within your HTML. It’s used to convey precise information about your content to search engines—such as products, prices, reviews, organization details, FAQs, and more—in a machine-readable format based on the schema.org vocabulary.

JSON-LD is Google’s preferred format for structured data because it is separate from the HTML code and easy to implement and maintain.

JSON-LD vs. Other Formats

• JSON-LD: Implemented as a standard script element with the type application/ld+json. Separate from HTML. Easy to generate dynamically from the backend. Google’s recommendation.
• Microdata: Attributes are added directly to HTML elements. Closely tied to the HTML structure; harder to maintain.
• RDFa: Similar to Microdata, but with a different set of attribute names. Rarely used in e-commerce.

JSON-LD example for a product

A simplified example of Product markup:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Nike Air Max 90",
  "image": "https://dinshop.dk/img/nike-air-max-90.jpg",
  "description": "Classic running shoe in black",
  "sku": "NAM90-BLK-42",
  "gtin13": "5060355123456",
  "brand": { "@type": "Brand", "name": "Nike" },
  "offers": {
    "@type": "Offer",
    "price": "899.00",
    "priceCurrency": "DKK",
    "availability": "https://schema.org/InStock"
  }
}

Relevant schema types for online stores

• Product + Offer: Product information including price, availability, and condition. The most important information for an online store.
• AggregateRating + Review: Customer reviews and aggregate ratings. Displays star ratings in search results.
• BreadcrumbList: Breadcrumb navigation for better SERP display.
• Organization: Company information, logo, and contact details.
• FAQPage: Frequently asked questions with answers; can be displayed directly in the SERP.
• Article: For blog posts and guides, including author, date, and image.

JSON-LD in Shoporama

Shoporama’s official themes (Delaware, DelawareDK, and Montana) automatically generate JSON-LD for product pages with:

• Product schema with name, description, URL, images, SKU, GTIN, MPN, and brand
• Offer with price, currency, availability, and price validity period
• AggregateRating with average rating and number of reviews
• Review with individual customer reviews, author, and rating
• Open Graph tags that supplement the structured data for social media

On an official theme, this happens automatically. If you’re using an older or custom-developed theme, your theme developer can add JSON-LD based on the examples above.

Test and validate

• Google Rich Results Test: Check whether Google can read and understand your JSON-LD data and potentially display rich results.
• Schema Markup Validator: Verify that the JSON-LD is syntactically correct.
• Google Search Console: See which rich results Google has detected for your site and any errors.