What is JSON-LD and Structured Data?
JSON-LD is a way to describe your page content in a format search engines understand. Learn how structured data enables rich results and better snippets.
Structured data is markup that describes your page in a machine-readable way—for example, that a page is an article, a product, or a local business. JSON-LD is one of the formats Google supports: a script block in the page that carries this description without changing the visible HTML.
Why it matters
- Rich results — Valid structured data can unlock rich snippets (e.g. stars, FAQs, how-to steps) in search results.
- Understanding — Search engines use it to understand entities, dates, and relationships on the page.
- Not a ranking factor by itself — It doesn’t directly boost rankings, but rich results can improve CTR and visibility.
Common types
- Article — Headline, author, date for news and blog posts.
- Product — Price, availability, reviews for product pages.
- Organization — Company name, logo, contact.
- BreadcrumbList — Navigation path for the page.
- FAQPage — Questions and answers for FAQ rich results.
Common issues
- Invalid or missing — Broken JSON, wrong schema, or required properties missing so Google ignores or errors the data.
- Mismatch with content — Markup that doesn’t reflect what’s on the page can lead to manual actions.
How BearAudit checks it
BearAudit checks JSON-LD on each crawled page in Verifications and summarises types, errors, and rich results eligibility on the Schema & SERP page. Fix markup at the template level with Template Analytics when the same error repeats across many URLs.