Definition
JSON-LD (JavaScript Object Notation for Linked Data) is the recommended format for embedding structured data in web pages. It sits in a <script type="application/ld+json"> block in the page head, separate from the visible HTML — which means it can be added without touching the page layout. Google, Bing and AI engines all parse JSON-LD to extract entity facts and content metadata. For GEO, the three essential JSON-LD blocks are: Organization (brand identity, @id, sameAs links to verified profiles), Article (authorship, datePublished, headline), and FAQPage (question-answer pairs that engines can lift directly into answers). The @id field is particularly important: it creates a stable, unique identifier for your brand entity that search engines and AI systems can reference across pages and sites. Common mistakes include omitting @id, listing unverified sameAs URLs, and duplicating blocks across pages with inconsistent data — all of which weaken rather than strengthen entity signals.