Schema markup is most easily represented in JSON-LD format. In fact, it is the format which Google recommends using when adding schema.org markup to your website. Additionally, many of Google’s search results page features (including rich snippets and Knowledge Graph cards) are enabled by JSON-LD markup. Using JSON-LD makes your content eligible to be presented in these creative ways, but does not guarantee that Google will present your content in this way. That being said, since Google recommends JSON-LD, it is your best choice of structured data formats.
Google Features Enabled by JSON-LD
- Rich Results: Schema markup for things like recipes, articles, and videos usually appear in the form of Rich Cards, as either a single element or a list of items. Other kinds of schema markup can enhance the appearance of your site in Search, such as Breadcrumbs, or a Sitelinks Search Box. A sitelinks box is usually found underneath a website’s main webpage result. It shows popular pages on the site as well as in-site search box.
- Product Reviews: If you’re a merchant, you can give Google detailed product information that they can use to display rich results. This can include adding information about product ratings from your website. Google may then take this rating information and display it within the search engine results page.
- Knowledge Graph Cards: If your website is reputable enough to be considered an authority on a subject, Google may treat the content on your site as factual and import it into the Knowledge Graph, where it can
power prominent answers in Search and across Google platforms. This is most easily displayed when you search for definitions of complex concepts such as “structured data”. Knowledge Graph cards appear for authoritative data about organizations, and events. As you can see in this example, this knowledge card appears on the right side of the search engine results page when you search for “Home Depot Company”. Simply searching “Home Depot” usually gives you a knowledge card of the location nearest you, and not necessarily a company overview.
- Actions in Gmail: JSON-LD markup can be used to enhance interaction with your customers directly in Gmail. It presents users with call-to-actions such as an event RSVP, subscription renewals, social media actions, etc. It can even prompt a product review that can be written without leaving Gmail. These actions enhance user experience by integrating some of the most common actions in one place, creating a more engaging experience for new and existing customers.
JSON-LD is very useful, however, it is very difficult and time-consuming to create your markup manually. Schema App is the most powerful JSON-LD creation tool in the world, allowing you to quickly and easily markup entire websites using the full schema.org vocabulary. Other major search engines like Yahoo, Bing and Yandex have similar features to those listed above, which can all be enabled by implementing JSON-LD markup. Schema App is your one-stop shop for JSON-LD creation and deployment, making it the simple solution for your website’s search result needs.
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Mark van Berkel is the Chief Technology Officer and Co-founder of Schema App. A veteran in semantic technologies, Mark has a Master of Engineering – Industrial Information Engineering from the University of Toronto, where he helped build a semantic technology application for SAP Research Labs. Today, he dedicates his time to developing products and solutions that allow enterprise teams to leverage Schema Markup to boost their SEO strategy and drive results.