How to Add JSON-LD Schema Markup to Your Website

The short answer: what JSON-LD is and where it goes

JSON-LD is the structured data format Google recommends. It is a JSON object using the Schema.org vocabulary inside a <script type="application/ld+json"> tag. You can place it in <head> or <body>; it does not affect how the page looks.

Markup helps search engines understand exactly what a page is about: a company, a product, an article. In return the page may get a rich result with price, rating or breadcrumbs. There is no guarantee: the search engine decides.

The main rule: markup must match the visible content. Never mark up prices, reviews or questions that are not on the page.

Organization — for the homepage

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Studio",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": ["https://t.me/example"]
}

LocalBusiness — if you have an office or store

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Studio",
  "telephone": "+998 00 000 00 00",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example St",
    "addressLocality": "Tashkent",
    "addressCountry": "UZ"
  },
  "openingHours": "Mo-Fr 09:00-18:00"
}

Use a more specific subtype when one exists: Restaurant, Dentist, Store.

Product — for a product page

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "X1 Wireless Headphones",
  "image": "https://example.com/x1.jpg",
  "sku": "X1-BLK",
  "offers": {
    "@type": "Offer",
    "price": "0.00",
    "priceCurrency": "UZS",
    "availability": "https://schema.org/InStock"
  }
}

Fill price and availability from your database so the markup never drifts from the storefront.

Article — for blog posts

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Improve LCP",
  "datePublished": "2026-01-15",
  "dateModified": "2026-02-01",
  "author": { "@type": "Organization", "name": "Example Studio" },
  "image": "https://example.com/cover.jpg"
}

FAQPage — for a questions block

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "How long does delivery take?",
    "acceptedAnswer": { "@type": "Answer", "text": "One to three days." }
  }]
}

Google shows FAQ rich results only for a limited set of authoritative sites, but the markup remains valid and helps machines understand the page structure.

BreadcrumbList — breadcrumbs

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "Blog", "item": "https://example.com/blog" },
    { "@type": "ListItem", "position": 2, "name": "SEO", "item": "https://example.com/blog/seo" }
  ]
}

How to validate markup

1. Google's Rich Results Test shows which rich results a page is eligible for and which fields are required.
2. The Schema Markup Validator (validator.schema.org) checks syntax against the whole Schema.org vocabulary, including types Google does not use.
3. After publishing, watch the enhancement reports in Google Search Console to see errors across the whole site.

Common mistakes

• Static markup that goes stale: the price changed, but JSON-LD still has the old one.
• JSON syntax errors: a trailing comma breaks the whole block.
• Relative links instead of absolute ones in url, image and logo.
• The same Product markup on every catalog page.