EntitySEO.wikiThe Entity SEO Reference

Schema.org and JSON-LD

From EntitySEO.wiki, the entity SEO reference · Last reviewed · By · Published by Local Blitz · How we research

Schema.org is a shared vocabulary of types (such as Organization, Person and LocalBusiness) and properties for describing things on the web. JSON-LD is the format Google recommends for adding it: a script block of JSON that names each entity, its properties and its links to other entities. Markup must describe what is visible on the page, and Google does not guarantee it will produce any search feature.

What is schema.org?

Schema.org is “a collaborative, community activity” founded by Google, Microsoft, Yahoo and Yandex; since April 2015 its development has run through the W3C Schema.org Community Group.[1] Officially documented Its data model is a hierarchy of types descending from Thing, each with properties whose values can be text or other items.[2]

What is JSON-LD?

JSON-LD (JSON for Linking Data) is a W3C standard for expressing linked data in JSON; version 1.1 became a W3C Recommendation on 16 July 2020.[3] Google says it recommends JSON-LD for structured data.[4] Officially documented

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://www.example.com/#organization",
"name": "Example Co",
"url": "https://www.example.com/",
"logo": "https://www.example.com/logo.png",
"sameAs": ["https://www.linkedin.com/company/example-co"]
}
</script>

Which keywords matter for entities?

KeywordRoleGuide
@contextDeclares the vocabulary (schema.org)—
@typeWhat kind of thing it isOrganization, Person
@idA URI naming the node so others can reference it[3]@id
sameAsReference pages that unambiguously identify the item[5]sameAs
about / mentionsThe subject of a page and other entities it refers to[6][7]Related entities

What rules does Google set?

Google says no special schema is needed for AI Overviews or AI Mode, but structured data should match visible text.[11] Bing says structured data may support clearer grounding in Copilot.[12] AEO.wiki compares the details in structured data for AEO and schema markup examples.

What about FAQ markup?

Google stopped showing FAQ rich results on May 7, 2026.[13] FAQPage remains valid schema.org vocabulary,[14] so this wiki still marks up visible FAQ blocks for other consumers, without expecting a Google rich result.

Frequently asked questions

Is JSON-LD better than Microdata?

Google supports JSON-LD, Microdata and RDFa, and recommends JSON-LD because it is easiest to implement and maintain.

Does schema markup improve rankings?

Google does not describe structured data as a general ranking factor. It helps Google understand pages and makes them eligible for some features.

Where should JSON-LD go on the page?

Anywhere in the HTML head or body. Google reads it in either place.

References

Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.

  1. ^ "About Schema.org". Schema.org.
  2. ^ "Data model". Schema.org.
  3. ^ "JSON-LD 1.1: A JSON-based Serialization for Linked Data". W3C Recommendation. Published July 16, 2020.
  4. ^ "Introduction to structured data markup in Google Search". Google Search Central.
  5. ^ "sameAs property". Schema.org.
  6. ^ "about property". Schema.org.
  7. ^ "mentions property". Schema.org.
  8. ^ "General structured data guidelines". Google Search Central.
  9. ^ "Rich Results Test". Google Search.
  10. ^ "Schema Markup Validator". Schema.org.
  11. ^ "AI features and your website". Google Search Central. Last updated December 10, 2025.
  12. ^ "Bing Webmaster Guidelines". Microsoft Bing Webmaster Tools.
  13. ^ "Latest Google Search documentation updates (changelog)". Google Search Central. Entries for May–June 2026.
  14. ^ "FAQPage type". Schema.org.
Categories: Structured data