Site structure · Format
JSON-LD
What is JSON-LD?
JSON-LD is a W3C standard for embedding linked data in a page as JSON, and it is the structured-data format Google recommends.
JSON-LD separates markup from layout: a script block describes the page's entities without touching the visible HTML. Its @id property lets separate blocks — and separate pages — refer to the same node, which is how a site-wide graph is stitched together.
Related entities
- EntityAn entity is a uniquely identifiable thing — a person, organization, place, product or concept — that a search engine can recognize independently of the words used to describe it.
- Knowledge GraphA knowledge graph stores facts as entities connected by typed relationships, so a machine can answer questions by traversing connections instead of matching text.
- Schema.orgSchema.org is a shared vocabulary, founded by Google, Microsoft, Yahoo and Yandex in 2011, for describing entities and their properties in machine-readable markup.
Field notes covering JSON-LD
- How to Build a Site-Wide Entity GraphStable @ids, hub pages, about and mentions, sameAs, and one registry that keeps markup, links and llms.txt from drifting — a seven-step build guide.
- What Is Schema Markup? A Plain-English Guide for Small BusinessesThe invisible code that tells Google and AI assistants exactly who you are, what you offer and how you're rated. The five types a small business needs, what schema won't do, and how to check yours.
Sources & identifiers
Search disciplinesSite structureAI systemsLocal searchDistribution & growthAgentic commerceHover to trace relationships · click to open