When you hear the words “structured data” in the world of SEO, it may sound like an intimidating, technical term. However, structured data is essential for search engines to better understand and interpret your website content. Structured data helps search engines like Google understand the context of your web pages, which can lead to enhanced search results, better rankings, and a greater overall user experience.

Two of the most widely-used formats for structured data are JSON-LD and Microdata. These formats are both designed to help search engines, like Google, pull relevant information from your site and display it in rich results, but they have key differences that can impact your SEO strategy.

In this comprehensive guide, we’ll compare JSON-LD and Microdata in-depth. We will help you understand which format is best suited for your SEO campaign and explain how you can implement these formats effectively on your website. Let’s dive in!

What is Structured Data?

Before we dive into the differences between JSON-LD and Microdata, it’s important to have a clear understanding of what structured data is.

Structured data refers to data that is organized in a specific format to help search engines better understand the information on your web page. By providing context to content like products, events, reviews, and people, structured data helps search engines present rich results (like featured snippets, star ratings, etc.) in search results.

The Schema.org vocabulary is the most commonly used framework for structured data. It’s a collaboration between major search engines (Google, Bing, Yahoo, and Yandex) and is used to mark up content so that search engines can easily parse and display that information in a more visually appealing way.

What is JSON-LD?

JSON-LD stands for JavaScript Object Notation for Linked Data. It’s a lightweight data format that uses a script tag to embed structured data in your web pages. JSON-LD is usually placed in the <head> section or within the body of the webpage using a <script> tag.

Here’s an example of JSON-LD used for a local business:
{ "@context": "http://schema.org", "@type": "LocalBusiness", "name": "Business Name", "address": { "@type": "PostalAddress", "streetAddress": "123 St.", "addressLocality": "Example City", "addressRegion": "EX", "postalCode": "12345", "addressCountry": "US" }, "telephone": "+1-000-0000", "url": "https://www.sitename.com" }

In this example, the JSON-LD script tags provide important information about a business, such as its name, address, and contact details. This helps Google and other search engines understand the content and display it as rich snippets in search results.

What is Microdata?

Microdata is another way to add structured data to your website. Unlike JSON-LD, which uses a script tag, Microdata is integrated directly into the HTML markup of your website. You’ll need to add specific attributes to the HTML elements to indicate the type of structured data.

Here’s an example of Microdata for the same local business:

Business Name

123 St.
Example City,
EX
12345
US

+1-000-0000
Visit our website

In this case, the structured data is embedded directly into the HTML content of the page, using itemscope, itemtype, and itemprop attributes.

Key Differences Between JSON-LD and Microdata

Now that we understand what both formats are, let’s explore the key differences between JSON-LD and Microdata.

Syntax and Placement

The first noticeable difference between JSON-LD and Microdata is how they are implemented in your website’s code.

JSON-LD: It is placed in the <script> tags within the HTML head or body. It doesn’t require modifying the actual visible content of the page.
Microdata: It is integrated directly into the HTML elements using specific attributes (itemscope, itemtype, itemprop). This means you need to modify the HTML structure, which can make it more difficult to implement and maintain.

Flexibility and Ease of Use

JSON-LD is generally considered easier to implement and maintain compared to Microdata. You don’t need to touch the HTML structure or clutter up your existing content with additional markup. Since JSON-LD is added as a separate script, it’s much easier to read and update.

Microdata, on the other hand, requires you to modify your HTML content, which can lead to a messier codebase and make it harder to maintain in the long term.

Google’s Preference

Google has publicly stated that JSON-LD is its preferred format for structured data. Google’s John Mueller has even mentioned that JSON-LD is the most flexible format and is preferred for both SEO and rich snippets.

However, Google also supports Microdata and RDFa, but if you have the choice, JSON-LD is the safer and more future-proof option.

Compatibility

While both formats are supported by major search engines (Google, Bing, etc.), JSON-LD offers better compatibility with modern JavaScript frameworks and dynamic content. This makes it a better choice for websites that rely heavily on JavaScript for rendering content.

Microdata works well with static content, but if your site uses dynamic JavaScript elements, JSON-LD is usually the better choice.

Search Engine Recommendations

JSON-LD: It’s easy to implement and supported by all major search engines, and it’s the format Google recommends for marking up structured data.
Microdata: While Google supports Microdata, it’s not as widely recommended for complex or large-scale websites due to the need for extra HTML markup and maintenance.

Impact on SEO

Both JSON-LD and Microdata can have a positive impact on SEO, but JSON-LD generally provides a cleaner, more efficient way to mark up structured data without cluttering the page’s HTML. Using JSON-LD can help you generate rich snippets, improve your visibility in search engine results, and enhance your overall SEO performance.

When to Use JSON-LD and Microdata

So, which format should you choose for your SEO campaign? It depends on your website’s structure and specific needs.

Use JSON-LD If:

You’re working with a JavaScript-heavy website.
You want a cleaner, more flexible markup solution.
You prefer ease of implementation and maintenance.
You aim for a future-proof structured data solution, as Google prefers JSON-LD.
You don’t want to modify the existing HTML structure of your website.

Use Microdata If:

You’re working with static HTML content and don’t have dynamic elements.
You’re comfortable modifying HTML elements directly and can keep track of changes.
You’re working on a small website where Microdata is easier to implement without cluttering the code.

How to Implement Structured Data Using JSON-LD

Implementing JSON-LD is straightforward. Here’s a step-by-step guide to adding structured data to your site using JSON-LD.

Step 1: Identify the Content to Markup

Identify the type of content on your page that you want to mark up. For example, it could be a product, article, local business, or event.

Step 2: Choose the Appropriate Schema Type

Visit Schema.org to find the right type for your content. For example, if you’re marking up a local business, you would use the LocalBusiness schema.

Step 3: Generate JSON-LD Markup

Use tools like Google’s Structured Data Markup Helper or JSON-LD generators to generate the structured data.

Step 4: Add the JSON-LD Code to Your Website

Once you have the JSON-LD markup, add it to your website within the <script type="application/ld+json"> tags, either in the <head> or at the bottom of the body section of your HTML.

Step 5: Test Your Markup

Use Google’s Structured Data Testing Tool or Rich Results Test to test if your structured data is correctly implemented and recognized by search engines.

JSON-LD vs Microdata in SEO Campaigns

In the ongoing discussion between JSON-LD and Microdata, it’s important to keep in mind that both formats serve the same purpose—helping search engines understand the context of your content. However, JSON-LD is favored by Google due to its simplicity and ease of integration, especially for more complex, dynamic websites.

If you are looking to future-proof your SEO strategy, JSON-LD is the way to go. It is easier to manage, doesn’t clutter your HTML, and integrates smoothly with JavaScript-heavy websites.

Microdata may still be useful for smaller, simpler websites that don’t require as much dynamic content or flexibility. But for most modern SEO campaigns, JSON-LD is the best choice for implementing structured data efficiently.

FAQs About JSON-LD and Microdata

Here are the FAQs (frequently asked questions) about JSON-LD and Microdata.

What is the difference between JSON-LD and Microdata for SEO?

JSON-LD is a lightweight, flexible format that is placed in <script> tags and is favored by Google. Microdata is embedded within the HTML elements of a page using specific attributes. JSON-LD is generally preferred because it’s easier to manage, especially for dynamic websites.

Does Google prefer JSON-LD over Microdata?

Yes, Google has explicitly stated that JSON-LD is its preferred format for structured data because it is easier to implement, more flexible, and more scalable for modern websites.

Can I use both JSON-LD and Microdata on the same page?

Technically, yes. However, it’s generally recommended to stick to one format for consistency. Using both formats could lead to redundancy and potential confusion.

How do I know if my structured data is working properly?

You can use Google’s Structured Data Testing Tool or Rich Results Test to ensure your structured data is properly implemented and that search engines can read it.

Is JSON-LD only useful for SEO, or can it help with other purposes?

While JSON-LD is primarily used for SEO, it can also be beneficial for other applications, such as integrating with APIs, sharing data across websites, and creating linked data for semantic web technologies.

Conclusion

Both JSON-LD and Microdata have their place in structured data implementation, but if you’re aiming to future-proof your website and optimize for SEO with minimal effort, JSON-LD is the more efficient option. By utilizing structured data, you enhance your website’s visibility in search engines, improve rich snippets, and provide a better user experience. At WebAllWays, we understand the ins and outs of structured data, and we’re ready to help you integrate it seamlessly into your SEO campaign for improved performance.

Read Other How to do SEO Related Posts

Are you interested in reading and exploring How to do SEO related posts? Here is the complete list: