JSON-LD
The format used to embed structured data in a page: a block of JSON in a script tag that states machine-readable facts about the page. It is the format Google recommends and the one this audit looks for.
Updated August 21, 2026
JSON-LD sits apart from your visible markup, which is why it is the practical choice: designers can change the layout without breaking the facts. What matters is that the facts are true and match what a reader sees. Schema claiming a price the page does not show, or a rating nobody left, is worse than no schema at all — it is the kind of contradiction that costs trust with both search engines and models.
Related terms
- Structured data (schema). Hidden labels in your page's code that state facts in a machine-readable format, for example that a block of text is your business's name, address and phone number. It removes guesswork for machines.
- Entity clarity. How obvious it is what your business is called, what it does and where it operates. Low entity clarity means AI systems leave you out of specific, local or branded answers.
- Trust signals. Checkable evidence that you are a real, accountable business. This includes an about page, contact and legal details, references or case studies, and claims backed by sources. AI systems favor accountable pages over anonymous ones.