← Back to glossary

JavaScript Object Notation for Linked Data—a method of embedding structured data into web pages that search engines can read and interpret. Unlike older formats like Microdata or RDFa that require markup woven into your HTML, JSON-LD sits in a separate script block, keeping your code cleaner and easier to maintain. It uses Schema.org vocabulary to describe content types: articles, products, events, organisations, FAQs, reviews, and hundreds more. When search engines parse this data, they can generate rich results—star ratings beneath listings, FAQ accordions, recipe cards, event dates, and product prices displayed directly in search results. These enhanced listings increase click-through rates significantly. Fernside implements JSON-LD on every site we build, covering organisation details, page-specific schemas, and breadcrumb navigation to maximise search visibility.