How to add structured data (JSON-LD) to your website

Structured data is machine-readable information added to a page that tells search engines exactly what the page is about: a product with a price, an article with an author, a business with an address. Google recommends the JSON-LD format, a script block in the page that does not change what visitors see.

What does JSON-LD look like?

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Dental Clinic",
  "url": "https://www.example.com",
  "logo": "https://www.example.com/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/example-dental",
    "https://www.instagram.com/exampledental"
  ]
}
</script>

Which types should you add first?

Does FAQ markup still get rich results?

Since August 2023 Google shows FAQ rich results only for well-known, authoritative government and health websites, and it stopped showing HowTo rich results in September 2023. FAQPage markup is still valid Schema.org and still describes your questions and answers clearly to machines, including AI systems, so it is worth keeping where you have a real FAQ.

What are the rules?

• Mark up only content that is visible on the page.
• Fill in every property Google lists as required for the rich result you want.
• Keep it accurate: prices, ratings and dates must match the page.
• Do not mark up fake reviews or ratings; it can lead to a manual action.

How do you test it?

Use Google's Rich Results Test to see which rich results a page is eligible for, and the Schema Markup Validator to check the syntax against Schema.org. After publishing, Search Console's Enhancements reports show errors across the whole site.