JSON+LD

What is JSON-LD?

JSON-LD is a format for describing structured data in a script tag in your HTML. It is used to communicate precise information about your content to search engines - products, prices, reviews, organization, FAQ 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 HTML code and easy to implement and maintain.

JSON-LD vs. other formats

• JSON-LD: Implemented as a <script type="application/ld+json"> tag. Separate from HTML. Easy to generate dynamically from the backend. Google recommendation.
• Microdata: Attributes are added directly to HTML elements. Tightly coupled to the HTML structure, harder to maintain.
• RDFa: Similar to microdata but with a different attribute name set. 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 webshops

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

JSON-LD in Shoporama

Shoporama automatically generates JSON-LD for product pages with:

• Product schema with name, description, URL, images (all variants), SKU, GTIN, MPN and brand
• Quote 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 complement the structured social media data

Everything is automatically generated - no need to add code manually.

Test and validate

• Google Rich Results Test: Check if 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 registered for your site and any errors.