What is JSON-LD? Why is it important?

What is JSON-LD in simple terms?

JSON-LD stands for JavaScript Object Notation for Linked Data. It's a code snippet to better describe a website so that search engines like Google, Bing, Yandex, and other search engines can better understand your website. This code snippet will be put into the head tag of your store. 

Typically, in terms of SEO, JSON-LD is implemented with the Schema.org vocabulary and Google Search - Structured Data. After implementing JSON-LD, Google can generate rich previews on search results, including Google Images. JSON LD is one of the formats to support Structured data. 

Example JSON-LD:

<script type="text/javascript">
  "@context": "http://schema.org",
  "@type": "Product",
  "aggregateRating": {
    "@type": "AggregateRating",
    "bestRating": "100",
    "ratingCount": "24",
    "ratingValue": "87"
  "image": "dell-30in-lcd.jpg",
  "name": "Dell UltraSharp 30\" LCD Monitor",
  "offers": {
    "@type": "AggregateOffer",
    "highPrice": "$1495",
    "lowPrice": "$1250",
    "offerCount": "8",
    "offers": [
        "@type": "Offer",
        "url": "save-a-lot-monitors.com/dell-30.html"
        "@type": "Offer",
        "url": "jondoe-gadgets.com/dell-30.html"

If you install SPO code snippet into your theme, JSON-LD will be included automatically. After you activate JSON-LD in SPO, the code snippet will be added to your store. 

Rich previews on Google: (in Red color, Standard result highlighted in Grey color)

Rich search result on Google after JSON LD is applied

Why is it important for my Shopify Store?

By enabling rich snippets, The click-through rate is proven to be higher than the ordinary Google search results. It can give more information to web surfers before they visit your stores. 

Why do I need to fill in my social media profile links?

After you fill in your social profile links, we will make them into the perfect format. It will be read by Google to generate a rich result. When visitors search your company name, they can directly visit the social profile and subscribe to be your fans.

The sample search result of Microsoft:

Can SPO code snippet support video JSON LD?

Yes, by May 2021 Google recommends adding video JSON LD for pages including video content. Our code snippet has included the support for product pages with videos. If your product pages contain media (videos or youtube videos), our JSON LD will detect them and put at the top of your product pages. 

If you're using the latest version of code snippet (20210731), the changes are deployed to your store. Otherwise, you can visit SPO dashboard page and the code snippet will be updated automatically. After that, just test with Google Rich Results Test. 

How can I activate JSON LD for my store?

You must activate the SPO theme app embed block in your theme editor => app embed block:

How can I test structured data for my store?

Just visit Rich Results Test, press "New Test" button on the top right-hand corner. Enter your URL and you're done. 

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