JSON-LD is a specific format for adding structured data (also called schema markup) to a webpage, helping search engines understand exactly what a piece of content actually represents — a recipe, a product, a review, an event — beyond just the raw visible text.
Why Structured Data Matters for SEO
- Can unlock rich results in search — star ratings, prices, and event dates shown directly in results
- Helps search engines understand content with far greater precision
- Can meaningfully improve click-through rates thanks to more visually prominent search listings
- Supports voice search and other AI-driven search experiences
An Example
A recipe page might include JSON-LD markup specifying the exact preparation time, ingredient list, and calorie count — data Google can then use to display a visually rich recipe card directly within its search results, rather than just a standard blue link.
Adding JSON-LD to WordPress
- SEO plugins like Rank Math and Yoast SEO generate much of this automatically
- Schema-specific plugins can add more specialized structured data types
- Google's own Rich Results Test tool can confirm markup is implemented and read correctly