For a better understanding of the structure and essence of the content on the site by search robots, micro-markup is used. The result of the implementation is an improvement in the display of snippets in search results and thus an increase in their click rate.
Compare which link is more informative and attractive to the user:
In this article, we’ll talk about the JSON-LD markup format – what advantages it has and what tools will help you implement it, even if you don’t have any programming knowledge.
Why use JSON-LD?
Micro-markup is implemented using different types of syntax (i.e. ways to mark data in HTML page code):
- microformats (hCard, hCalendar, etc.);
- microdata;
- RDFa;
- JSON-LD.
The disadvantage of the first three methods is the cumbersome syntax and the need to insert HTML code into the tag
. To simplify the work, the JSON-LD data transfer format is used.
JSON-LD (“JavaScript Object Notation for Linked Data”) – literally “JavaScript Object Notation for Linked Data”. The format was developed in 2010 by the W3C consortium to simplify the transfer of related data, in particular it allows pages to be marked up using the Schema.org dictionary. Works based on JSON text format.
We wrote about how the dictionary of semantic markup (e.g. Schema.org) differs from its syntax (e.g. JSON-LD) and how to configure Schema.org micro-markup without the help of a programmer Here.
JSON-LD has a number of advantages over HTML markup:
- contains less code than Microdata or RDFa and is easier to understand;
- recommended Google as the main markup method;
- for popular CMS There are plugins that allow you to quickly implement micro-markup.
- Markup is implemented via JavaScript and is only visible to search robots.
Yandex and Google accept this format excellently. Pages with JSON-LD are also validated in both search engines.
JSON-LD syntax
Google recommends embedding JSON-LD code in the tag
. Although it is in . will work.
Basic JSON-LD markup design (immutable):
This construct tells the browser that a JavaScript with JSON-LD is being accessed.
The syntax of JSON-LD and JSON is identical. The only difference is that JSON-LD has so-called reserved keys that you can use to set the description context or map objects. Thus, the @context key points to a dictionary of objects and @type points to the entity type. There are 23 such keys in total – all of them are described on the official website W3.org.
Examples
“@context”: “http://schema.org”, // Data is described using the schema.org dictionary
“@type”: “Article”, // Entity Type – Article (full list of types – follow the link)
Attribute/value pairs are displayed after reserved keys. The syntax is:
“Property”: “Value”,
Attributes depend on the entity type. For example, in the description of an item there are some attributes, in a ticket booking service there are others, and in a product there are others. Each value has a strictly defined data format specified in the Schema.org dictionary.
Let’s look at JSON-LD micro-tagging using a dish recipe as an example:
In search results, a snippet with similar markup looks like this:
As you can see, the presence of attributes in microdata is not a guarantee that all attributes will appear in the snippet. However, they are certainly taken into account by the search engine when determining the relevance of a page for a search query and can have a positive effect on the ranking.
Before implementing micro-markup, we recommend that you familiarize yourself with it Recommendations for using structured data from Google.
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Useful tools for working with JSON-LD
Before implementing micro-markup based on JSON-LD, it is advisable to understand the syntax to understand the general logic. However, writing the code manually is labor intensive.
To speed up the work, use one of the generators:
- webcode.tools – a comprehensive code generator, contains 13 entity types for JSON-LD, each entity has the most relevant attributes.
- okocrm.com – a convenient generator that includes 14 popular types of entities: Article, Recipe, Breadcrumbs, Person, Restaurant, Organization, Cumulative Rating, Question-Answer, Video and others.
- searchbloom.com – a simple generator that contains 12 entity types for JSON-LD with popular attributes for each.
Once you’ve created the script, don’t rush to publish it on the website. First perform validation:
Please note that Google does not guarantee that the rich snippet will appear in search results, even if the verification tool does not find errors on microdata pages.
If you have implemented micro-markup and successfully passed the validation, but the search results still do not contain a rich snippet, you may have the following problem:
- the structured data on your page does not correspond to the content and misleads the user;
- the content of the marked page is not currently relevant to a particular user (taking into account their location, search history and other factors);
- The content remains hidden from the user.
We have discussed other reasons why the featured snippet does not appear on Google. Here.
If your website is running on one of popular CMSyou can use plugins to create JSON-LD markup.
In the future, you can track issues on pages with micro-markup in dedicated Google Search Console reports in the Improvements section:
This section displays page reports on the types of rich results Google found on your site. An important point is that this type must be supported by Google. Possible types: navigation bars, event, job offers, recipe and others. Full list of supported rich result types − Here.
Diploma
JSON-LD is just one type of microdata. Search engines also understand other formats. So, if your website already has micro markup implemented and rich snippets appear in search, you should not make any extra effort and switch to JSON-LD.
Using JSON-LD is beneficial when you have no micro-markup at all and the main audience comes to the site via Google. It is also possible to implement JSON-LD and HTML-based markup at the same time.
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