Marketing and SEO termsUpdated
Structured data (JSON-LD)
Also called: JSON-LD, schema markup, schema.org, rich results
Definition
Structured data is machine-readable markup that describes what a page is about, such as an article, product, event or organization, using a shared vocabulary like schema.org. Google recommends the JSON-LD format and uses structured data to understand pages and show rich results.
Formats and vocabulary
Google accepts three formats: JSON-LD, Microdata and RDFa. It recommends JSON-LD where your setup allows it. JSON-LD sits in its own <script type="application/ld+json"> block rather than being woven through your HTML, which makes it easier to add and maintain. Most of the vocabulary comes from schema.org.
A typical company site describes itself as an Organization with its name, logo and website, and uses the sameAs property to list its official profiles elsewhere, such as its LinkedIn Page.
Markup can be written by hand, generated by your CMS or added by an SEO plugin. Whichever you use, make sure only one source outputs each type, so you don't publish two conflicting descriptions of the same thing.
Rich results
Rich results are search listings with extras such as ratings, dates or images. Valid structured data makes a page eligible for them but doesn't guarantee Google will show one.
- Mark up only what visitors can see on the page.
- Keep it consistent: names, logos and details in the markup should match what the page shows.
- Validate with Google's Rich Results Test before publishing.
- Watch Search Console's rich result reports, since markup can break after a redesign.
Structured data and embedded content
Your markup describes your page, not what loads inside an iframe. Don't add markup for LinkedIn posts or recommendations that appear only inside an embed and aren't visible as text on your page. If you want testimonials to count, write or quote them in your own page copy with permission, then mark that up. Why embedded text isn't credited to your page is covered in do embedded LinkedIn posts help SEO?
Related terms
- Open Graph tags
- Open Graph tags are <meta> tags in a page's HTML head, such as og:title and og:image, that tell social networks which title, description and image to show when someone shares the page's link. LinkedIn uses them to build link previews.
- Core Web Vitals
- Core Web Vitals are three metrics that describe a page's real-world user experience: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness and Cumulative Layout Shift for visual stability. Each has a published “good” threshold.
- Social proof
- Social proof is evidence that other people trust, use or recommend you, such as testimonials, reviews, client logos, follower counts or endorsements. Visitors lean on it as a shortcut when deciding whether a business or person is credible.
Show your LinkedIn on your website
Paste a LinkedIn URL and embed it with one snippet. Free plan, no credit card.
Put your LinkedIn on your website today
Create your first widget in about two minutes. Free plan, no credit card required.