JSON-LD
The recommended format for adding structured data to your page, so that Google understands your content better and shows it with rich snippets.
By Tanguy De Keyzer · Founder & digital strategist
JSON-LD is a notation format with which you add structured data to your page in a separate script block, apart from the visible HTML. Google uses this data to understand precisely what your page is about: a product, a company, an event or a frequently asked question. It is the format Google itself recommends over older methods.
Why does Google choose JSON-LD?
JSON-LD stands for JavaScript Object Notation for Linked Data and you place it in a <script type="application/ld+json"> block in the <head> or <body>. The big advantage is that it keeps your markup separate from your content. So you do not have to weave extra attributes throughout your HTML, as with older formats. That makes it easier to manage, less error-prone and simpler to adjust when your page changes.
This format is the practical way to implement schema markup and structured data according to the Schema.org standards.
What does it deliver in the search results?
Correct JSON-LD increases your chances of rich snippets: stars, prices, FAQ expanders or company data directly in the SERP. Those eye-catching results attract more attention and clicks. Increasingly, AI systems also draw on this data to compose answers, which benefits your visibility in an AI Overview.
How we view it
At Customer Impact we do not see JSON-LD as a technical trick, but as a way to help Google interpret your B2B offering correctly. For a service provider, a correctly tagged service page or organization block means the right people find you. We measure that by findability that delivers leads and revenue, not by isolated formatting details. It is a foundation that lasts for years without noise.
See also
From theory to growth.
We turn JSON-LD into measurable results for your business.