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How to Add JSON-LD to Any Website

JsonLD.io
How to Add JSON-LD to Any Website

How to Add JSON-LD to Any Website (3 Methods Explained)

JSON-LD is how you tell Google what your pages are actually about. When implemented correctly, it can transform your plain search listings into rich snippets with star ratings, prices, FAQs, and other eye-catching elements.

The challenge? Most guides assume you're a developer or using a specific platform. This guide covers three methods for adding JSON-LD to any website—whether you're running WordPress, Shopify, Webflow, a custom-built site, or anything else.

What is JSON-LD?

JSON-LD (JavaScript Object Notation for Linked Data) is a script format that communicates structured information about your page content to search engines. It looks like this:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Joe's Coffee Shop",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Seattle",
    "addressRegion": "WA",
    "postalCode": "98101"
  },
  "telephone": "(206) 555-1234"
}

This snippet tells Google that the page is about a local business, where it's located, and how to contact it. Google uses this information to display enhanced search results and answer voice queries.

Google recommends JSON-LD over older formats like Microdata because it's easier to implement, doesn't require modifying your HTML structure, and can be added anywhere on the page.

Why Add JSON-LD to Your Website?

Before diving into implementation, here's what proper JSON-LD can do for your site:

Enable rich snippets. Star ratings, prices, FAQ accordions, recipe cards, event dates—these enhanced search results capture more attention and clicks than plain blue links.

Improve click-through rates. Sites with rich results consistently see 20-35% higher CTR compared to standard listings. More clicks from the same rankings means more traffic without additional SEO work.

Support voice search. When someone asks their phone "what time does Joe's Coffee Shop close?" or "how much does this product cost?", structured data provides the answer.

Feed AI systems. Google's AI Overviews and other AI-powered search features pull from structured data when generating answers. Proper markup increases your chances of being cited.

Method 1: Manual Implementation

The most hands-on approach is writing JSON-LD yourself and adding it directly to your pages. This gives you complete control but requires technical knowledge and ongoing maintenance.

Step 1: Determine the Right Schema Type

Visit schema.org to find the appropriate type for your content. Common types include:

  • Product — For e-commerce product pages
  • LocalBusiness — For businesses with physical locations
  • Article — For blog posts and news content
  • FAQPage — For pages with question-and-answer content
  • Organization — For company information
  • Person — For individual profiles or author pages

Step 2: Write the JSON-LD

Create your JSON-LD object following the schema.org specifications. Each type has required and recommended properties. For a Product, you might write:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Wireless Bluetooth Headphones",
  "image": "https://example.com/headphones.jpg",
  "description": "Premium wireless headphones with noise cancellation",
  "brand": {
    "@type": "Brand",
    "name": "AudioTech"
  },
  "offers": {
    "@type": "Offer",
    "price": "149.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "127"
  }
}

Step 3: Add to Your Page

Wrap your JSON-LD in a script tag and add it to your page's HTML, typically in the <head> section:


{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Wireless Bluetooth Headphones",
  ...
}

Step 4: Validate

Test your markup using Google's Rich Results Test at search.google.com/test/rich-results. This tool shows whether your JSON-LD is valid and which rich results it can generate.

Manual Implementation: Pros and Cons

Pros: Complete control over every property. No third-party dependencies. Works on any platform.

Cons: Time-intensive for sites with many pages. Requires technical knowledge. Must be updated manually when content changes. Easy to make syntax errors that break the entire script.

Method 2: Platform-Specific Plugins

If you're using a popular CMS, plugins can automate some of the JSON-LD generation.

WordPress

Yoast SEO automatically generates basic schema markup for posts and pages. The premium version adds more schema types and customization options.

Rank Math offers built-in schema support with a visual editor for customizing structured data per page.

Schema Pro is a dedicated schema plugin with support for 20+ schema types and conditional logic.

Shopify

Shopify includes basic Product schema by default, but coverage varies by theme. Apps like JSON-LD for SEO or Schema Plus extend this with additional schema types.

Wix

Wix automatically adds some structured data to pages. For more control, you can add custom JSON-LD through the Wix Editor's custom code feature in your site's <head> tag.

Webflow

Webflow doesn't have native schema support. You'll need to add JSON-LD manually through page-level custom code settings or use an HTML embed element.

Plugin Approach: Pros and Cons

Pros: Easier than manual coding. Often includes validation. Can auto-populate data from page content.

Cons: Platform-dependent—switching platforms means starting over. Limited to supported schema types. May conflict with other plugins. Still requires configuration per page or content type.

Method 3: Automated Generation

The third approach uses AI to analyze your page content and automatically generate appropriate JSON-LD across your entire site.

This is how JsonLD.io works. You add a single script tag to your site:

<script async src="https://jsonld.io/api/jsonld/API_TOKEN?format=js"></script>

The system then crawls your pages, analyzes the content, determines appropriate schema types, generates valid JSON-LD markup, and injects it dynamically. When page content changes, the schema updates automatically.

Automated Approach: Pros and Cons

Pros: Works on any platform. Scales automatically to any site size. No per-page configuration. Content changes trigger schema updates. No technical knowledge required after initial setup.

Cons: Less granular control than manual implementation. Requires trusting an external service. Monthly cost for ongoing use.

Which Method Should You Choose?

Choose manual implementation if you have a small site with stable content, technical resources available, and need precise control over every schema property.

Choose plugins if you're on WordPress or Shopify, comfortable with plugin configuration, and willing to trade some flexibility for convenience.

Choose automated generation if you have a site with many pages, limited technical resources, content that changes frequently, or need to implement structured data across multiple platforms.

For many sites, starting with automated generation and then manually overriding specific pages that need customization offers the best balance.

Common JSON-LD Mistakes to Avoid

Whichever method you choose, watch out for these common errors:

Invalid JSON syntax. A single missing comma or bracket breaks the entire script. Always validate your markup before deploying.

Mismatched content. Google's guidelines require that structured data accurately reflects visible page content. Don't include star ratings in your schema if users can't see reviews on the page.

Missing required properties. Each schema type has required fields. A Product without a name, or an Offer without a price, won't generate rich results.

Outdated information. Prices, availability, and other dynamic data must stay synchronized. Out-of-date structured data can result in Google ignoring your markup or displaying incorrect information.

Wrong schema type. Using Article schema on a product page or LocalBusiness on a purely online company creates confusion for search engines.

Testing Your Implementation

After adding JSON-LD, verify it's working correctly:

Google Rich Results Test (search.google.com/test/rich-results) — Shows which rich results your markup can generate and flags any errors or warnings.

Schema Markup Validator (validator.schema.org) — Validates general schema.org compliance without Google-specific rules.

Google Search Console — The Enhancements section shows which rich results your site is earning and any issues Google detected during crawling.

Allow a few days to weeks after implementation before checking Search Console, as Google needs time to re-crawl your pages and process the new structured data.

Getting Started

JSON-LD doesn't have to be complicated. Start with your most important pages—your homepage, key product pages, or high-traffic content. Get those working and validated, then expand from there.

If manual implementation feels overwhelming, and plugins don't fit your platform, an automated solution might be the fastest path to results.

The goal isn't perfect structured data on day one. It's getting valid, accurate JSON-LD on your pages so Google can start displaying those rich results that capture clicks your competitors are missing.

Want to skip the complexity? Try JsonLD.io free for 14 days—one script tag, automatic schema generation, works on any platform.