JSON-LD
JSON-LD (JavaScript Object Notation for Linked Data) is the recommended format for implementing Schema.org markup. It's embedded in a script tag and doesn't interfere with visible content.
Why It Matters for GEO
JSON-LD is the format preferred by Google and AI engines for reading structured data. It's easier to maintain than inline Microdata and provides cleaner separation of content and markup.
When an AI engine crawls your page, it reads both the visible text and hidden machine-readable code. JSON-LD is that hidden code. It tells the AI "this page belongs to a consulting company named X, this article was written by expert Y, and these are the services offered." Without JSON-LD, AI must guess your page's context from text alone — and guesses lead to fewer citations.
How to Implement
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Company",
"url": "https://example.com"
}
</script>
Best Practices
- Place in
<head>or end of<body> - Validate with Google Rich Results Test
- One script per schema type (or nested)
- Keep data consistent with visible content
Practical Example
A B2B software company adds JSON-LD to their pricing page. The markup includes a Service type, a price range, and an Offer with a free trial. When a user asks ChatGPT "which B2B analytics tools offer a free trial under $500/month?", the AI can now extract that information directly from the company's page and include it in the answer with a citation. Before the JSON-LD was added, the same information existed on the page as plain text — but the AI couldn't reliably parse it.
Common Mistakes
- Invalid JSON syntax: A missing comma or bracket breaks the entire schema. Always validate with Google's Rich Results Test before publishing.
- Data mismatch: If your JSON-LD says the price is €500 but the page displays €750, search engines will flag the inconsistency and may ignore the markup.
- Forgetting to update: JSON-LD that references outdated prices, old team members, or removed services actively hurts credibility. Treat it like visible content — keep it current.
- Using Microdata instead: Inline Microdata is harder to maintain, more error-prone, and less well-supported by modern AI crawlers. JSON-LD is the standard for a reason.