Definition

JSON-LD is a JavaScript Object Notation format for Linked Data used to embed structured data in HTML <script type="application/ld+json"> blocks. Search engines parse JSON-LD to understand entities, products, FAQs, and organization details for rich results.

Detailed Explanation

Google recommends JSON-LD over microdata for ease of maintenance. Common types: Organization, LocalBusiness, Product, FAQPage, Article, BreadcrumbList.

Validate with Rich Results Test and monitor Search Console enhancement reports. Invalid markup won’t penalize the site but won’t earn rich snippets.

Keep JSON-LD synchronized with visible page content — mismatched FAQ schema is a spam signal.

Nepal Context

Nepali local businesses should implement LocalBusiness schema with areaServed, geo, and priceRange in NPR. Insurance and legal YMYL pages benefit from Article + Person author schema (FAQ rich results are now limited to well-known government and health sites).

Multi-location brands (banks, clinics) need separate LocalBusiness nodes per branch — not one generic Kathmandu address for all Nepal.

Practical Examples

  1. Beginner: Add Organization + WebSite schema with sameAs social profiles on homepage.

  2. Intermediate: Deploy BreadcrumbList and Service JSON-LD on service pages, matching the visible content.

  3. Advanced: Dynamic Product schema from feed for Daraz-style catalog pages with offers.priceCurrency: NPR.

How to Check It

  1. Paste the URL into the Rich Results Test to see which rich result types Google can read from the page.
  2. Use the Schema Markup Validator (schema.org) for types that have no Google rich result.
  3. In Search Console, review the enhancement reports (Breadcrumbs, Products, and so on) for errors after each template change.

Key Takeaways

  • JSON-LD is the preferred structured data format for Google.
  • Markup must reflect visible, accurate page content.
  • FAQ and HowTo schema can unlock rich results.
  • LocalBusiness schema supports local pack relevance in Nepal.
  • Test after every template change — CMS updates break markup silently.

Common Mistakes

  1. Hidden FAQ schema with no on-page FAQ content.
  2. Copy-pasting US address formats without NP region codes.
  3. Multiple conflicting Organization blocks on one page.