{"id":57446,"date":"2023-02-28T12:35:10","date_gmt":"2023-02-28T12:35:10","guid":{"rendered":"https:\/\/www.clickintelligence.co.uk\/?p=57446"},"modified":"2023-03-16T13:12:45","modified_gmt":"2023-03-16T13:12:45","slug":"google-clarifies-why-json-ld-is-recommended-for-structured-data","status":"publish","type":"post","link":"https:\/\/staging-uk.clickintelligence.com\/us\/google-clarifies-why-json-ld-is-recommended-for-structured-data\/","title":{"rendered":"GOOGLE CLARIFIES: Why JSON-LD Is Recommended For Structured Data"},"content":{"rendered":"<p><span data-contrast=\"auto\">Google has made an update to its guidelines for structured data. Although it approved of 3 structured data formats, it has made the decision to back 1 out of the 3 in particular: JSON-LD. This guide will explain why Google recommends this format, along with detailing what structured data is, the format types available, and much more.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"none\">What Is Structured Data<\/span><\/b><b><span data-contrast=\"none\">?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Do you work in digital marketing? If so, you will have seen a term that is growing more and more in prevalence in the SEO world: structured data. The reason is that, to maintain or grow your current SEO results, you need to place an emphasis on ensuring your website has structured data.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So, what is it?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In summary, structured data is used to better describe your website to the search engines \u2013 aka Google \u2013 so they understand what you have to offer. Yes, they can pick out keywords to gain an idea about your content, and they can use backlinks to learn the validity of your content, but a lack of data structure can leave them lost.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Structured data takes your content, translates it into code that is easily read by search engines, and ensures your pages are presented the right way in search results.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, say you run an online business that sells video games. Without structured data, your product pages will appear on Google like any old listing \u2013 and that&#8217;s not good. You fail to stand out, catch the eye of viewers, and tell them the key information they want to see. With structured data, on the other hand, your &#8220;rich snippet&#8221; search result could display the game&#8217;s box art, its price, review score, whether it is in stock, and so on \u2013 and that&#8217;s great.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"2\"><b><span data-contrast=\"none\">Structured Data Types Approved By Google<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">When it comes to structured data types, there are 3 <\/span><span data-contrast=\"auto\">Google supported formats<\/span><span data-contrast=\"auto\"> available. These are:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">JSON-LD<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Microdata<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">RDFa<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Let&#8217;s take a closer look at each type:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"3\"><b><span data-contrast=\"none\">JSON-LD<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">What is JSON-LD<\/span><span data-contrast=\"auto\">? This is a structured data format that has moved to the front of the line. This is because Google has recommended JSON-LD as the format to use for your website&#8217;s structured data.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The implementation of JSON-LD is done with the assistance of a &lt;script&gt; tag. This is placed in either the HTML web page body or within the page head. Additionally, it is also separate from any present HTML tags for the page.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"3\"><strong>Microdata\u00a0<\/strong><\/h4>\n<p><span data-contrast=\"auto\">You know that JSON-LD is separate from HTML tags. However, that&#8217;s not the same story with Microdata. In fact, its method of defining a web page&#8217;s data is to use these HTML tags and attributes.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The structured markup of a web page with Microdata sees it interleaved with the current content. This means that it is typically found within the page&#8217;s body.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h4 aria-level=\"3\"><b><span data-contrast=\"none\">RDFa<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">RDFa doesn&#8217;t differ too much from the aforementioned Microdata. Whenever you have user-visible content, it utilizes the present HTML tag attributes in a similar way. The difference between the 2, however, is minor variations to the syntax of RDFa and Microdata.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"none\">Why Is JSON-LD Preferred?\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">With the options available, why is it that <\/span><span data-contrast=\"auto\">Google preferred structured data<\/span><span data-contrast=\"auto\"> with JSON-LD over the others enough to announce this? The search giants clarified this answer themselves in their <\/span><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/intro-structured-data\"><span data-contrast=\"none\">Introduction to structured data markup in Google Search<\/span><\/a><span data-contrast=\"auto\">:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<blockquote><p><i><span data-contrast=\"auto\">In general, Google recommends using JSON-LD for structured data if your site&#8217;s setup allows it, as it&#8217;s the easiest solution for website owners to implement and maintain at scale (in other words, less prone to user errors).<\/span><\/i><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">As mentioned in the previous section, Google is still fine with users opting for Microdata or RDFa. That said, they would rather you go with JSON-LD for the points they have highlighted. Compared to the other 2 options, JSON-LD is viewed as the most straightforward format to implement, edit, and scale.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Furthermore, it also comes with a range of Google features. See it as a reward for following Google&#8217;s guidance!\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"2\"><b><span data-contrast=\"none\">What Google Features Are Enabled With JSON-LD?\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">As mentioned, there are numerous benefits up for grabs if you decide to opt for JSON-LD over the other structured data formats. Here are the features you can use:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Rich Results<\/span><\/b><span data-contrast=\"auto\">: With the addition of JSON-LD, there is a greater chance your web pages will benefit from rich results. Everything from articles and videos can gain enhancement through Rich Cards. There are other ways your search results could be boosted by schema markup. Breadcrumbs, for instance, helps Google to categorize all the content on your webpage, and sections may appear separately and within the &#8220;People also ask&#8221; section of search results.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Actions In Gmail<\/span><\/b><span data-contrast=\"auto\">: It&#8217;s not only about search. JSON-LD can also help by improving another aspect: Gmail. When interacting with customers through this email platform, users can be presented with call-to-actions like subscription renewals, event RSVPs, social media prompts, product review requests, etc. The bonus is that all of this can be done by the user within Gmail.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Product Reviews<\/span><\/b><span data-contrast=\"auto\">: Do you sell products? In that case, it is possible the reviews you receive could be featured in your search results. Okay, it&#8217;s not going to display what a customer has written. Yet it can take the product rating and display this on the SERP, complete with a star rating that includes extra visual appeal.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Knowledge Graph Cards<\/span><\/b><span data-contrast=\"auto\">: If your website has gained enough credibility to be viewed as an authority in your industry, you could gain preferential treatment from Google. This includes it being added to the Knowledge Graph. This extends to Knowledge Graph cards, where added information is provided \u2013 located to the right of the usual search results \u2013 about events and organizations.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2 aria-level=\"2\"><b><span data-contrast=\"none\">Benefits Of Schema Markups For SEO<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">So, what do you gain from an SEO perspective with schema markups and putting in the effort with your structured data? The answer: a lot.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">While you cannot rely on schema markups to propel you up the search rankings, no solid evidence exists that says it has a direct impact on your organic search results. You will still need to place a heavy emphasis on those keywords, backlinks, high-quality content, and so on.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">However, those rich snippets are key to boosting click-through rates. It&#8217;s not hard to see why. They improve the visibility of your pages in SERPs in a big way. The added image, data, and other eye-catching components are like taking a plain donut and adding the toppings. The donut on its own is tasty, but that extra addition, that extra visual flair, turns it into an irresistible treat.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Another major benefit is that it helps the web crawlers to better analyze your web pages. There is no confusion on their end. As a result, and due to this added context, they guarantee your content is being displayed in the right place for the right audience.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"none\">Getting Started With Structured Data And JSON-LD<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Are you ready to boost your structured data efforts with JSON-LD? <\/span><a href=\"https:\/\/www.staging-uk.clickintelligence.com\/seo-auditing\/\"><span data-contrast=\"none\">SEO Auditing<\/span><\/a><span data-contrast=\"auto\"> should be the first step of the process. You need to learn about the current state of your structured data, including what alterations have to be made.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Then it&#8217;s a case of getting to grips with the JSON-LD format. Google&#8217;s <\/span><a href=\"https:\/\/codelabs.developers.google.com\/codelabs\/structured-data\/index.html#0\"><span data-contrast=\"none\">Add Structured Data To Your Web Pages<\/span><\/a><span data-contrast=\"auto\"> provides a handy step-by-step guide. Although if you&#8217;d prefer more direct assistance, don&#8217;t hesitate to contact the team here at Click Intelligence.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google has made an update to its guidelines for structured data. Although it approved of 3 structured data formats, it has made the decision to back 1 out of the 3 in particular: JSON-LD. This guide will explain why Google recommends this format, along with detailing what structured data is, the format types available, and&hellip;<\/p>\n","protected":false},"author":4,"featured_media":57456,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[587,640],"tags":[],"acf":[],"cp_meta_data":{"_wpml_word_count":["{\"total\":1349,\"to_translate\":{\"en\":1349}}"],"_edit_lock":["1678974817:15"],"_edit_last":["15"],"_wpml_media_featured":["1"],"_wpml_media_duplicate":["1"],"_wpml_location_migration_done":["1"],"_mtsnb_override_bar":["a:1:{i:0;i:0;}"],"_easy_image_gallery_link_images":["off"],"_yoast_wpseo_focuskeywords":["[]"],"_yoast_wpseo_keywordsynonyms":["[\"\"]"],"_yoast_wpseo_estimated-reading-time-minutes":[""],"_yoast_wpseo_wordproof_timestamp":[""],"_thumbnail_id":["57456"],"_yoast_wpseo_primary_category":["587"],"_yoast_wpseo_metadesc":["This guide will explain what structured data is, why Google recommends JSON-LD, the other format types available, and much 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