A Comprehensive Guide to JSON-LD Structured Data: Core Types, Industry Use Cases, and Complete Code Examples

This article compiles in detail the core types, industry-specific use cases, and full code examples of JSON-LD structured data, covering applications from basic entity markup to vertical fields such as e-commerce, media, and education. Each example is accompanied by detailed explanations to help developers, SEO specialists, and content operators quickly master JSON-LD annotation methods, enhancing web pages’display performance in search engines and their ability to drive traffic.

I. Core Concepts and Value of JSON-LD

JSON-LD (JavaScript Object Notation for Linked Data) is a JSON-based structured data format. It defines data semantics through standardized @context (e.g., https://schema.org), enabling search engines (such as Google and Bing) to accurately understand web content. This realizes rich search result displays (e.g., star ratings, event times, product prices), thereby boosting click-through rates (CTR) and improving SEO rankings.

Its core value includes:

• Enhancing search result readability: Displaying additional information in search results (e.g., article publication dates, product stock status).
• Improving content relevance: Helping search engines match users’precise needs (e.g., “New York 2025 Jazz Festival”).
• Supporting multi-scenario displays: Enabling content markup for industries like e-commerce, media, and local services.

II. Key Core Types of JSON-LD (Essentials for Beginners)

Core types form the foundation of complex JSON-LD structures. All specialized subtypes inherit from these basic classes and apply to general scenarios across industries.

1. Thing (Entity: Parent Class of All Types)

Definition: The most fundamental type in JSON-LD, serving as a universal parent class for all other types. It is used to mark ordinary entities without a clear classification.Use Cases: General goods, abstract concepts, or content without a specific category.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Thing",
  "name": "Starbucks Coffee Gift Set",
  "description": "A daily gift set including a 12oz ceramic mug, a bag of Pike Place Roast whole-bean coffee, and a box of vanilla latte K-Cups",
  "image": "https://example.com/images/starbucks-gift-set.jpg"
}

Key Notes: name (title) is a required field. You can add description (details) and image (visuals) to enrich content dimensions.

2. CreativeWork (Creative Work)

Definition: Covers all human-created content, including articles, books, films, and music. It is a foundational type for the media and publishing industries.Use Cases: Blog posts, e-books, music albums, design works, etc.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "CreativeWork",
  "name": "The Art of SEO: Mastering Search Engine Optimization (4th Edition)",
  "author": {
    "@type": "Person",
    "name": "Rand Fishkin"
  },
  "datePublished": "2025-02-15",
  "description": "A comprehensive guide to modern SEO, covering technical optimization, content strategy, and link building for Google and Bing",
  "publisher": {
    "@type": "Organization",
    "name": "O'Reilly Media"
  }
}

Key Notes: Associate with author (creator) and publisher (distributor). datePublished (release date) helps improve temporal relevance.

3. Event (Event)

Definition: Marks details of specific events, such as time, location, and participants. It is suitable for conferences, concerts, sports games, etc.Use Cases: Tech conferences, Broadway shows, NBA games, art exhibitions, etc.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "2025 SXSW Music Festival",
  "startDate": "2025-03-07T12:00:00-06:00",
  "endDate": "2025-03-16T23:00:00-06:00",
  "location": {
    "@type": "Place",
    "name": "Austin Convention Center",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "500 E Cesar Chavez St",
      "addressLocality": "Austin",
      "addressRegion": "TX",
      "postalCode": "78701",
      "addressCountry": "US"
    }
  },
  "organizer": {
    "@type": "Organization",
    "name": "SXSW LLC"
  },
  "description": "An annual music festival in Austin, Texas, featuring 2,000+ artists across 90+ venues, plus industry panels and networking events"
}

Key Notes: startDate/endDate must use the ISO 8601 format (including time zone). For location, associate with PostalAddress to ensure address accuracy.

4. Intangible (Intangible Entity)

Definition: Marks abstract entities without physical form, such as brands, patents, ratings, and memberships.Use Cases: Brand logos, Yelp ratings, tech patents, Amazon Prime memberships, etc.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Intangible",
  "name": "Apple Brand",
  "description": "A global technology brand founded in 1976, specializing in iPhones, MacBooks, and wearables like the Apple Watch",
  "logo": "https://example.com/logos/apple-logo.png",
  "brand": {
    "@type": "Brand",
    "name": "Apple Inc."
  }
}

Key Notes: Often used with subtypes like Brand (brand) and Rating (rating) to highlight attributes of abstract entities.

5. Organization (Organization)

Definition: Marks organizational entities such as companies, institutions, schools, and associations. It is a core type for local businesses and corporate official websites.Use Cases: Corporate sites (e.g., Google), university pages (e.g., Harvard), nonprofits (e.g., Red Cross), government agencies.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Google LLC",
  "url": "https://www.google.com",
  "logo": "https://google.com/logo.png",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-650-253-0000",
    "contactType": "customer support",
    "availableLanguage": "English, Spanish"
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1600 Amphitheatre Parkway",
    "addressLocality": "Mountain View",
    "addressRegion": "CA",
    "postalCode": "94043",
    "addressCountry": "US"
  }
}

Key Notes: contactPoint (contact information) and address (location) are high-priority details for users; ensure they are fully completed.

6. Person (Individual)

Definition: Marks personal information, including name, occupation, and affiliations. It is suitable for bloggers, public figures, and author profiles.Use Cases: Tech bloggers (e.g., Marques Brownlee), celebrities, university professors.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Marques Brownlee",
  "jobTitle": "Tech Reviewer & YouTuber",
  "birthDate": "1993-12-3",
  "url": "https://mkbhd.com",
  "affiliation": {
    "@type": "Organization",
    "name": "MKBHD Productions"
  },
  "email": "[email protected]"
}

Key Notes: Sensitive information (e.g., email) is optional. affiliation (affiliated organization) enhances credibility.

7. Place (Location)

Definition: Marks specific geographic locations, such as cities, scenic spots, and stores. It is a foundational type for local services and the tourism industry.Use Cases: Tourist attractions (e.g., Grand Canyon), shopping malls (e.g., Mall of America), parks (e.g., Central Park).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Place",
  "name": "Central Park",
  "description": "A 843-acre public park in Manhattan, New York, featuring lakes, gardens, and landmarks like Bethesda Terrace",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "59th St to 110th St",
    "addressLocality": "New York",
    "addressRegion": "NY",
    "postalCode": "10022",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "40.7812",
    "longitude": "-73.9665"
  },
  "openingHours": "Mo-Su 06:00-01:00"
}

Key Notes: geo (coordinates) improves map positioning accuracy. openingHours (operating hours) is critical for locations with time restrictions.

8. Product (Product)

Definition: Marks physical goods or services, including details like name, price, and brand. It is a core type for e-commerce websites.Use Cases: Amazon products, Walmart items, service-based products (e.g., Netflix subscriptions).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Sony WH-1000XM5 Wireless Noise-Canceling Headphones",
  "image": [
    "https://example.com/images/sony-xm5-black.jpg",
    "https://example.com/images/sony-xm5-controls.jpg"
  ],
  "description": "Premium wireless headphones with adaptive noise cancellation, 30-hour battery life, and Hi-Res audio support",
  "brand": {
    "@type": "Brand",
    "name": "Sony Electronics"
  },
  "sku": "WH1000XM5/B",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/sony-xm5",
    "priceCurrency": "USD",
    "price": "399.99",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock"
  },
  "review": {
    "@type": "Review",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "4.9",
      "bestRating": "5"
    },
    "author": {
      "@type": "Person",
      "name": "Alex Johnson"
    }
  }
}

Key Notes: offers (pricing) must link to price (cost) and availability (stock status). review (user feedback) enhances product credibility.

9. Action (Action)

Definition: Marks user or system actions, such as purchases, comments, or views. It is suitable for user behavior analysis and interaction scenarios.Use Cases: Amazon purchase actions, YouTube video views, blog comments.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Action",
  "name": "Purchase Sony XM5 Headphones",
  "actionStatus": "https://schema.org/CompletedActionStatus",
  "agent": {
    "@type": "Person",
    "name": "Alex Johnson"
  },
  "object": {
    "@type": "Product",
    "name": "Sony WH-1000XM5 Wireless Headphones"
  },
  "startTime": "2025-04-10T09:15:00-04:00",
  "endTime": "2025-04-10T09:20:00-04:00"
}

Key Notes: actionStatus (status) uses standard values (e.g., CompletedActionStatus for “finished”). Clearly link agent (initiator) and object (target).

III. JSON-LD for Articles & News (Essentials for Media/Content Industries)

For content like articles, news, and blogs, JSON-LD provides specialized types to help search engines identify attributes (e.g., author, publication time), boosting rankings in “information-based” searches.

1. Article (General Article)

Definition: A universal type for blogs, news sites, and corporate updates.Use Cases: Medium blog posts, CNN news articles, company blogs (e.g., Google Blog).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "2025 SEO Trends: How JSON-LD Improves Search Visibility",
  "author": {
    "@type": "Person",
    "name": "Neil Patel",
    "url": "https://neilpatel.com"
  },
  "datePublished": "2025-03-05T10:00:00-05:00",
  "dateModified": "2025-03-06T14:30:00-05:00",
  "publisher": {
    "@type": "Organization",
    "name": "Neil Patel Digital",
    "logo": {
      "@type": "ImageObject",
      "url": "https://neilpatel.com/logo.png"
    }
  },
  "description": "A breakdown of 2025 SEO trends, focusing on how JSON-LD structured data drives higher search rankings and CTR",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://neilpatel.com/blog/2025-seo-trends/"
  },
  "articleSection": "SEO Guides",
  "wordCount": "2850"
}

SEO Optimization Tips: dateModified (update time) marks timeliness. wordCount (length) signals content depth. articleSection (category) improves relevance.

2. BlogPosting (Blog Post)

Definition: A specialized type for blog platforms, highlighting “personal creation” attributes.Use Cases: WordPress blogs, Substack newsletters, Medium articles.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "How I Optimized My Blog SEO with JSON-LD (2025 Guide)",
  "author": {
    "@type": "Person",
    "name": "Sarah Miller",
    "description": "Lifestyle blogger & SEO enthusiast with 50k monthly readers"
  },
  "datePublished": "2025-02-20T09:30:00-05:00",
  "publisher": {
    "@type": "Organization",
    "name": "Sarah’s Lifestyle Blog"
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://sarahmiller.com/json-ld-blog-seo/"
  },
  "blogPostCategory": "SEO Tips",
  "keywords": "JSON-LD, Blog SEO, Structured Data 2025",
  "commentCount": "42",
  "interactionStatistic": {
    "@type": "InteractionCounter",
    "interactionType": {"@type": "LikeAction"},
    "userInteractionCount": "218"
  }
}

SEO Optimization Tips: blogPostCategory (category) and keywords (tags) strengthen content labeling. commentCount (comments) and userInteractionCount (likes) reflect popularity.

3. NewsArticle (News Article)

Definition: For time-sensitive news content, highlighting “news attributes” like sources and reporters.Use Cases: New York Times articles, CNN news, BBC reports.Complete Example:

{
  "@context": "https://schema.org",
  "@type": "NewsArticle",
  "headline": "New York City Announces $50M Funding for Public Transit Improvements",
  "author": {
    "@type": "Person",
    "name": "Michael Chen",
    "jobTitle": "Urban Affairs Reporter"
  },
  "datePublished": "2025-04-02T08:00:00-04:00",
  "dateModified": "2025-04-02T10:15:00-04:00",
  "publisher": {
    "@type": "Organization",
    "name": "The New York Times",
    "logo": {
      "@type": "ImageObject",
      "url": "https://nytimes.com/logo-nyt.svg",
      "width": 300,
      "height": 80
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://nytimes.com/2025/04/02/nyregion/nyc-transit-funding.html"
  },
  "description": "New York City Mayor Eric Adams announced a $50 million investment to upgrade subway stations in Brooklyn and Queens, including accessibility improvements and new signage.",
  "dateline": "New York, NY",
  "newsLocation": {
    "@type": "Place",
    "name": "New York City",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "New York",
      "addressRegion": "NY",
      "addressCountry": "US"
    }
  },
  "sourceOrganization": {
    "@type": "Organization",
    "name": "New York City Mayor’s Office"
  }
}

SEO Optimization Tips:

• dateline (news location) clarifies the geographic scope of the story, critical for local news visibility.
• sourceOrganization (information source) enhances credibility—linking to official agencies (like the Mayor’s Office) makes the news more authoritative in search engines.
• Include logo with specific width/height for the publisher to ensure correct display in search results.

IV. JSON-LD for Local Businesses (High-Impact for Offline Stores)

Local businesses (restaurants, cafes, retail shops) rely heavily on “near-me” searches. JSON-LD helps search engines display key details (hours, menus, ratings) directly, driving foot traffic. Below are examples of common local business types using locations familiar to U.S. audiences.

1. Restaurant (Restaurant)

Use Case: A neighborhood Italian restaurant in Chicago (e.g., “Giordano’s,” a well-known deep-dish pizza chain).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Giordano’s (River North, Chicago)",
  "image": [
    "https://giordanos.com/images/menu/deep-dish-pepperoni.jpg",
    "https://giordanos.com/images/locations/river-north-interior.jpg"
  ],
  "description": "Famous Chicago deep-dish pizza restaurant serving cheese-stuffed pies, salads, and Italian sandwiches since 1974.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "130 E Randolph St",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  },
  "telephone": "+1-312-332-1800",
  "openingHours": [
    "Mo-Thu 11:00-22:00",
    "Fri-Sat 11:00-23:00",
    "Sun 11:00-21:00"
  ],
  "offers": {
    "@type": "Offer",
    "name": "Classic Deep-Dish Pizza (Medium)",
    "description": "Cheese-stuffed deep-dish with tomato sauce and your choice of toppings",
    "price": "18.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  },
  "menu": "https://giordanos.com/menus/river-north",
  "servesCuisine": ["Italian", "Pizza"],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "3280",
    "bestRating": "5"
  },
  "hasMenu": {
    "@type": "Menu",
    "name": "Dinner Menu",
    "menuSection": {
      "@type": "MenuSection",
      "name": "Deep-Dish Pizzas",
      "hasMenuItem": {
        "@type": "MenuItem",
        "name": "Pepperoni Deep-Dish",
        "description": "Stuffed with mozzarella, pepperoni, and tangy tomato sauce",
        "price": "16.99"
      }
    }
  },
  "sameAs": [
    "https://facebook.com/GiordanosPizza",
    "https://instagram.com/giordanospizza",
    "https://yelp.com/biz/giordanos-chicago-2"
  ]
}

Local SEO Focus:

• servesCuisine (cuisine type) directly targets searches like “Italian restaurants in Chicago” or “best pizza in River North.”
• aggregateRating (average rating) is a top factor for user clicks—displaying a 4.5/5 score with 3k+ reviews builds trust.
• Link menu and hasMenu to help users find food options before visiting, reducing friction for potential customers.

2. Café (Café)

Use Case: A popular coffee shop in Seattle (e.g., “Ada’s Technical Books & Café,” a beloved spot for coffee and books in Capitol Hill).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "CaféOrCoffeeShop",
  "name": "Ada’s Technical Books & Café (Capitol Hill, Seattle)",
  "image": [
    "https://adasbooks.com/images/cafe/latte-art.jpg",
    "https://adasbooks.com/images/store/bookshelves.jpg"
  ],
  "description": "A community café and bookstore serving specialty coffee, pastries, and tech-focused books in Seattle’s Capitol Hill neighborhood.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1535 15th Ave",
    "addressLocality": "Seattle",
    "addressRegion": "WA",
    "postalCode": "98122",
    "addressCountry": "US"
  },
  "telephone": "+1-206-323-1535",
  "openingHours": [
    "Mon-Fri 08:00-20:00",
    "Sat-Sun 09:00-19:00"
  ],
  "offers": {
    "@type": "Offer",
    "name": "Oat Milk Latte",
    "price": "5.25",
    "priceCurrency": "USD",
    "description": "House-brewed espresso with oat milk and latte art"
  },
  "servesCuisine": ["Coffee", "Pastries", "Light Breakfast"],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "1850",
    "bestRating": "5"
  },
  "amenityFeature": [
    {
      "@type": "LocationFeatureSpecification",
      "name": "Free Wi-Fi",
      "value": "True"
    },
    {
      "@type": "LocationFeatureSpecification",
      "name": "Indoor Seating",
      "value": "True"
    }
  ],
  "sameAs": [
    "https://facebook.com/adasbooks",
    "https://twitter.com/adasbooks",
    "https://yelp.com/biz/adas-technical-books-and-cafe-seattle"
  ]
}

Local SEO Focus:

• amenityFeature (amenities) targets users searching for “cafés with free Wi-Fi in Seattle” or “places to work with coffee”—a high-intent query for remote workers.
• Combining CaféOrCoffeeShop with a bookstore angle (via description and image) helps the business stand out from generic coffee chains.

3. RetailStore (Retail Store)

Use Case: A boutique clothing store in Austin (e.g., “By George,” a well-known local fashion retailer in the Domain).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "RetailStore",
  "name": "By George (The Domain, Austin)",
  "image": [
    "https://bygeorgeaustin.com/images/store/domain-exterior.jpg",
    "https://bygeorgeaustin.com/images/collections/spring-2025.jpg"
  ],
  "description": "Austin’s premier boutique for men’s and women’s designer fashion, featuring brands like Rag & Bone, Reformation, and Acne Studios.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "11410 Century Oaks Terrace #150",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78758",
    "addressCountry": "US"
  },
  "telephone": "+1-512-477-1600",
  "openingHours": [
    "Mon-Sat 10:00-21:00",
    "Sun 11:00-19:00"
  ],
  "offers": {
    "@type": "Offer",
    "name": "Reformation Linen Dress",
    "description": "Sustainable linen midi dress in sage green",
    "price": "148.00",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  },
  "merchantCategory": "Fashion Boutique",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "920",
    "bestRating": "5"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Spring 2025 Collection",
    "itemListElement": [
      {
        "@type": "Offer",
        "name": "Rag & Bone Denim Jacket",
        "price": "225.00",
        "priceCurrency": "USD"
      },
      {
        "@type": "Offer",
        "name": "Acne Studios Sneakers",
        "price": "350.00",
        "priceCurrency": "USD"
      }
    ]
  },
  "sameAs": [
    "https://instagram.com/bygeorgeaustin",
    "https://facebook.com/bygeorgeaustin",
    "https://shop.bygeorgeaustin.com"
  ]
}

Local SEO Focus:

• merchantCategory (store type) clarifies the business as a “fashion boutique,” avoiding confusion with large retail chains.
• hasOfferCatalog (product collection) showcases popular items, enticing users to visit by highlighting in-demand brands.

V. JSON-LD for E-Commerce (Critical for Product Pages)

E-commerce sites rely on JSON-LD to display product details (price, stock, reviews) in search results, reducing “click-to-purchase” friction. Below are examples using well-known U.S. e-commerce scenarios.

1. PhysicalProduct (Physical Product)

Use Case: A wireless speaker sold on Amazon (e.g., “Bose SoundLink Mini II,” a top-selling portable speaker).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Bose SoundLink Mini II Wireless Bluetooth Speaker (Black)",
  "image": [
    "https://amazon.com/images/I/71XQZ7Y6FBL._SL1500_.jpg",
    "https://amazon.com/images/I/61Z7Z7Q7XBL._SL1500_.jpg"
  ],
  "description": "Compact wireless speaker with deep bass, 10-hour battery life, and waterproof design. Works with Bluetooth-enabled devices (phones, tablets, laptops).",
  "brand": {
    "@type": "Brand",
    "name": "Bose"
  },
  "sku": "786911-0100",
  "mpn": "786911-0100",
  "model": "SoundLink Mini II",
  "offers": {
    "@type": "Offer",
    "url": "https://amazon.com/Bose-SoundLink-Mini-Wireless-Speaker/dp/B0117RGG8E",
    "priceCurrency": "USD",
    "price": "179.99",
    "priceValidUntil": "2025-12-31",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock",
    "seller": {
      "@type": "Organization",
      "name": "Amazon.com Services LLC"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "125,000",
    "bestRating": "5",
    "worstRating": "1"
  },
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Emily R."
      },
      "reviewBody": "Perfect for travel—small enough to fit in a backpack, but the sound quality is amazing. Battery lasts all day!"
    },
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "4",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Michael T."
      },
      "reviewBody": "Great sound, but the price is a bit high. Worth it for Bose quality, though."
    }
  ],
  "itemCondition": "https://schema.org/NewCondition",
  "manufacturer": {
    "@type": "Organization",
    "name": "Bose Corporation"
  },
  "material": "Aluminum alloy",
  "weight": {
    "@type": "QuantitativeValue",
    "value": "1.5",
    "unitCode": "LB"
  },
  "dimension": {
    "@type": "QuantitativeValue",
    "value": "7.1",
    "unitCode": "INCH",
    "name": "Width"
  }
}

E-Commerce SEO Focus:

• priceValidUntil (price expiration date) signals to search engines that the current price is temporary (e.g., a sale), potentially boosting visibility for “discounted speaker” searches.
• weight and dimension (product specs) help users compare products—critical for items where size/portability matters (like portable speakers).
• Including 2–3 sample review entries provides social proof, while aggregateRating shows overall popularity.

2. DigitalProduct (Digital Product)

Use Case: A software subscription sold on Adobe’s website (e.g., “Adobe Creative Cloud All Apps,” a widely used design tool suite).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "DigitalProduct",
  "name": "Adobe Creative Cloud All Apps (1-Year Subscription)",
  "image": "https://adobe.com/images/products/creative-cloud/all-apps-bundle.jpg",
  "description": "Access to 20+ Adobe apps including Photoshop, Illustrator, Premiere Pro, and After Effects. Includes 100GB cloud storage and premium fonts.",
  "brand": {
    "@type": "Brand",
    "name": "Adobe"
  },
  "sku": "ADB-CC-ALL-1YR",
  "offers": {
    "@type": "Offer",
    "url": "https://adobe.com/creativecloud/plans.html#all-apps",
    "priceCurrency": "USD",
    "price": "54.99",
    "priceFrequency": "monthly",
    "priceValidUntil": "2025-12-31",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock",
    "seller": {
      "@type": "Organization",
      "name": "Adobe Inc."
    },
    "additionalProperty": {
      "@type": "PropertyValue",
      "name": "Free Trial",
      "value": "7 days"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "89,500",
    "bestRating": "5"
  },
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Sophia L."
      },
      "reviewBody": "Essential for my graphic design business—Photoshop and Illustrator work seamlessly together, and cloud storage lets me access files anywhere."
    },
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "4",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Liam M."
      },
      "reviewBody": "Great suite, but the monthly cost adds up. The 7-day free trial helped me confirm it’s worth the investment for video editing with Premiere Pro."
    }
  ],
  "platform": "Windows, macOS, iOS, Android",
  "requiresSubscription": true,
  "subscriptionTerm": {
    "@type": "Duration",
    "name": "1 Year",
    "durationValue": 1,
    "durationUnit": "year"
  },
  "additionalType": "https://schema.org/SoftwareApplication"
}

E-Commerce SEO Focus:

• priceFrequency (billing cycle) clarifies that the $54.99 is a monthly cost, avoiding user confusion—critical for subscription-based digital products.
• requiresSubscription and subscriptionTerm explicitly mark the product as a 1-year subscription, aligning with user searches like “Adobe Creative Cloud annual plan.”
• platform (compatible devices) targets users filtering by OS (e.g., “Creative Cloud for macOS”), ensuring the product appears in niche, high-intent queries.

VI. JSON-LD for Events (Driving Attendance for Concerts, Conferences)

Events rely on timely visibility in search results to drive ticket sales. JSON-LD marks key details like dates, venues, and ticket links, making it easier for users to find and register. Below are examples using well-known U.S. events.

1. MusicEvent (Music Concert)

Use Case: A Taylor Swift concert at SoFi Stadium in Los Angeles (part of her “The Tortured Poets Department Tour”—a highly anticipated 2025 event).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "MusicEvent",
  "name": "Taylor Swift: The Tortured Poets Department Tour - Los Angeles",
  "image": "https://taylorswift.com/images/tour/tpdt-la-sofi.jpg",
  "description": "Taylor Swift’s headline concert at SoFi Stadium in Los Angeles, featuring hits from her'The Tortured Poets Department'album and fan favorites from previous eras.",
  "startDate": "2025-08-15T19:00:00-07:00",
  "endDate": "2025-08-15T22:30:00-07:00",
  "location": {
    "@type": "Place",
    "name": "SoFi Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "1001 Stadium Dr",
      "addressLocality": "Inglewood",
      "addressRegion": "CA",
      "postalCode": "90301",
      "addressCountry": "US"
    },
    "geo": {
      "@type": "GeoCoordinates",
      "latitude": "33.9534",
      "longitude": "-118.3387"
    }
  },
  "performer": {
    "@type": "Person",
    "name": "Taylor Swift",
    "url": "https://taylorswift.com",
    "sameAs": "https://instagram.com/taylorswift"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Live Nation Entertainment",
    "url": "https://livenation.com"
  },
  "offers": {
    "@type": "Offer",
    "name": "General Admission Ticket",
    "url": "https://ticketmaster.com/taylor-swift-la-2025/event/0B005E83B8D74C9F",
    "priceCurrency": "USD",
    "price": "199.50",
    "availability": "https://schema.org/InStock",
    "ticketCategory": "General Admission",
    "validFrom": "2025-04-20T10:00:00-07:00"
  },
  "eventStatus": "https://schema.org/EventScheduled",
  "isAccessibleForFree": false,
  "maximumAttendeeCapacity": 70240,
  "sameAs": [
    "https://taylorswift.com/tour/los-angeles-2025",
    "https://facebook.com/events/123456789012345"
  ]
}

Event SEO Focus:

• eventStatus (e.g., EventScheduled) tells search engines the event is upcoming, ensuring it appears in “2025 Taylor Swift concerts” searches.
• maximumAttendeeCapacity (70,240—SoFi Stadium’s capacity) adds credibility and helps users gauge the event’s scale.
• Linking offers directly to Ticketmaster simplifies ticket purchasing, reducing drop-off between search and registration.

2. Conference (Industry Conference)

Use Case: The “2025 SXSW Conference & Festivals” in Austin (a renowned tech, music, and film conference).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Conference",
  "name": "2025 SXSW Conference & Festivals - Austin",
  "image": "https://sxsw.com/images/2025/sxsw-main-banner.jpg",
  "description": "A 10-day event in Austin featuring tech keynote speeches, music showcases, film screenings, and networking opportunities for creative professionals worldwide.",
  "startDate": "2025-03-07T09:00:00-06:00",
  "endDate": "2025-03-16T23:00:00-06:00",
  "location": {
    "@type": "Place",
    "name": "Austin Convention Center & Multiple Venues",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "500 E Cesar Chavez St",
      "addressLocality": "Austin",
      "addressRegion": "TX",
      "postalCode": "78701",
      "addressCountry": "US"
    }
  },
  "organizer": {
    "@type": "Organization",
    "name": "SXSW LLC",
    "url": "https://sxsw.com"
  },
  "offers": [
    {
      "@type": "Offer",
      "name": "Professional Badge",
      "url": "https://sxsw.com/attend/badges/2025/professional",
      "priceCurrency": "USD",
      "price": "1195.00",
      "availability": "https://schema.org/InStock",
      "validFrom": "2024-10-15T09:00:00-05:00",
      "validThrough": "2025-02-28T23:59:00-06:00"
    },
    {
      "@type": "Offer",
      "name": "Student Badge",
      "url": "https://sxsw.com/attend/badges/2025/student",
      "priceCurrency": "USD",
      "price": "695.00",
      "availability": "https://schema.org/InStock",
      "validFrom": "2024-10-15T09:00:00-05:00",
      "validThrough": "2025-02-28T23:59:00-06:00"
    }
  ],
  "eventStatus": "https://schema.org/EventScheduled",
  "subEvent": [
    {
      "@type": "Event",
      "name": "Tech Keynote: Future of AI in Creativity",
      "startDate": "2025-03-08T14:00:00-06:00",
      "location": {
        "@type": "Place",
        "name": "Austin Convention Center - Ballroom A"
      },
      "performer": {
        "@type": "Person",
        "name": "Sundar Pichai",
        "jobTitle": "CEO, Google"
      }
    }
  ],
  "sameAs": [
    "https://sxsw.com/2025",
    "https://twitter.com/SXSW",
    "https://linkedin.com/company/sxsw"
  ]
}

Event SEO Focus:

• subEvent (e.g., Sundar Pichai’s AI keynote) highlights high-profile sessions, attracting users searching for “SXSW 2025 AI talks” or “Google CEO SXSW speech.”
• Multiple offers (Professional vs. Student badges) cater to different audience segments, ensuring the conference appears in “SXSW 2025 student tickets” searches.
• validThrough (badge purchase deadline) creates urgency, encouraging users to register sooner.

VII. Key Best Practices for JSON-LD Implementation

To ensure JSON-LD works effectively (and avoids search engine penalties), follow these critical guidelines:

1. Prioritize Accuracy & Consistency
   • Match structured data to on-page content (e.g., if your product page lists a price of $199.99, JSON-LD must not show $179.99). Inconsistencies can lead to data rejection by Google.
   • Use official @context values (only https://schema.org—avoid custom or outdated URLs).
2. Avoid Over-Marking or Spam
   • Do not add irrelevant types (e.g., marking a café as a “Hospital” by mistake).
   • Never fabricate reviews or ratings—search engines penalize “fake” structured data.
3. Place JSON-LD Correctly
   • Embed JSON-LD in the <head> or <body> of the page (the <head> is preferred for faster crawling).
   • Use a single <script type="application/ld+json"> tag per main entity (e.g., one tag for a product, not multiple fragmented tags).
4. Test with Google’s Rich Results Test
   • Always validate JSON-LD using Google’s Rich Results Test before launching. This tool flags errors (e.g., missing name fields, invalid date formats) and previews how the data will appear in search results.
5. Update Data Timely
   • For time-sensitive content (events, sales), refresh JSON-LD when details change (e.g., update eventStatus to EventCancelled if a concert is called off, or price if a product goes on sale).

By implementing JSON-LD correctly—using industry-specific examples like those above—you can significantly improve your content’s visibility, user engagement, and conversion rates across search engines.

2. DigitalProduct (Digital Product)

Use Case: A software subscription sold on Adobe’s website (e.g., “Adobe Creative Cloud All Apps,” a widely used design tool suite).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "DigitalProduct",
  "name": "Adobe Creative Cloud All Apps (1-Year Subscription)",
  "image": "https://adobe.com/images/products/creative-cloud/all-apps-bundle.jpg",
  "description": "Access to 20+ Adobe apps including Photoshop, Illustrator, Premiere Pro, and After Effects. Includes 100GB cloud storage and premium fonts.",
  "brand": {
    "@type": "Brand",
    "name": "Adobe"
  },
  "sku": "ADB-CC-ALL-1YR",
  "offers": {
    "@type": "Offer",
    "url": "https://adobe.com/creativecloud/plans.html#all-apps",
    "priceCurrency": "USD",
    "price": "54.99",
    "priceFrequency": "monthly",
    "priceValidUntil": "2025-12-31",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock",
    "seller": {
      "@type": "Organization",
      "name": "Adobe Inc."
    },
    "additionalProperty": {
      "@type": "PropertyValue",
      "name": "Free Trial",
      "value": "7 days"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "89,500",
    "bestRating": "5"
  },
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Sophia L."
      },
      "reviewBody": "Essential for my graphic design business—Photoshop and Illustrator work seamlessly together, and cloud storage lets me access files anywhere."
    },
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "4",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Liam M."
      },
      "reviewBody": "Great suite, but the monthly cost adds up. The 7-day free trial helped me confirm it’s worth the investment for video editing with Premiere Pro."
    }
  ],
  "platform": "Windows, macOS, iOS, Android",
  "requiresSubscription": true,
  "subscriptionTerm": {
    "@type": "Duration",
    "name": "1 Year",
    "durationValue": 1,
    "durationUnit": "year"
  },
  "additionalType": "https://schema.org/SoftwareApplication"
}

E-Commerce SEO Focus:

• priceFrequency (billing cycle) clarifies that the $54.99 is a monthly cost, avoiding user confusion—critical for subscription-based digital products.
• requiresSubscription and subscriptionTerm explicitly mark the product as a 1-year subscription, aligning with user searches like “Adobe Creative Cloud annual plan.”
• platform (compatible devices) targets users filtering by OS (e.g., “Creative Cloud for macOS”), ensuring the product appears in niche, high-intent queries.

VI. JSON-LD for Events (Driving Attendance for Concerts, Conferences)

Events rely on timely visibility in search results to drive ticket sales. JSON-LD marks key details like dates, venues, and ticket links, making it easier for users to find and register. Below are examples using well-known U.S. events.

1. MusicEvent (Music Concert)

Use Case: A Taylor Swift concert at SoFi Stadium in Los Angeles (part of her “The Tortured Poets Department Tour”—a highly anticipated 2025 event).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "MusicEvent",
  "name": "Taylor Swift: The Tortured Poets Department Tour - Los Angeles",
  "image": "https://taylorswift.com/images/tour/tpdt-la-sofi.jpg",
  "description": "Taylor Swift’s headline concert at SoFi Stadium in Los Angeles, featuring hits from her'The Tortured Poets Department'album and fan favorites from previous eras.",
  "startDate": "2025-08-15T19:00:00-07:00",
  "endDate": "2025-08-15T22:30:00-07:00",
  "location": {
    "@type": "Place",
    "name": "SoFi Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "1001 Stadium Dr",
      "addressLocality": "Inglewood",
      "addressRegion": "CA",
      "postalCode": "90301",
      "addressCountry": "US"
    },
    "geo": {
      "@type": "GeoCoordinates",
      "latitude": "33.9534",
      "longitude": "-118.3387"
    }
  },
  "performer": {
    "@type": "Person",
    "name": "Taylor Swift",
    "url": "https://taylorswift.com",
    "sameAs": "https://instagram.com/taylorswift"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Live Nation Entertainment",
    "url": "https://livenation.com"
  },
  "offers": {
    "@type": "Offer",
    "name": "General Admission Ticket",
    "url": "https://ticketmaster.com/taylor-swift-la-2025/event/0B005E83B8D74C9F",
    "priceCurrency": "USD",
    "price": "199.50",
    "availability": "https://schema.org/InStock",
    "ticketCategory": "General Admission",
    "validFrom": "2025-04-20T10:00:00-07:00"
  },
  "eventStatus": "https://schema.org/EventScheduled",
  "isAccessibleForFree": false,
  "maximumAttendeeCapacity": 70240,
  "sameAs": [
    "https://taylorswift.com/tour/los-angeles-2025",
    "https://facebook.com/events/123456789012345"
  ]
}

Event SEO Focus:

• eventStatus (e.g., EventScheduled) tells search engines the event is upcoming, ensuring it appears in “2025 Taylor Swift concerts” searches.
• maximumAttendeeCapacity (70,240—SoFi Stadium’s capacity) adds credibility and helps users gauge the event’s scale.
• Linking offers directly to Ticketmaster simplifies ticket purchasing, reducing drop-off between search and registration.

2. Conference (Industry Conference)

Use Case: The “2025 SXSW Conference & Festivals” in Austin (a renowned tech, music, and film conference).Complete Example:

{
  "@context": "https://schema.org",
  "@type": "Conference",
  "name": "2025 SXSW Conference & Festivals - Austin",
  "image": "https://sxsw.com/images/2025/sxsw-main-banner.jpg",
  "description": "A 10-day event in Austin featuring tech keynote speeches, music showcases, film screenings, and networking opportunities for creative professionals worldwide.",
  "startDate": "2025-03-07T09:00:00-06:00",
  "endDate": "2025-03-16T23:00:00-06:00",
  "location": {
    "@type": "Place",
    "name": "Austin Convention Center & Multiple Venues",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "500 E Cesar Chavez St",
      "addressLocality": "Austin",
      "addressRegion": "TX",
      "postalCode": "78701",
      "addressCountry": "US"
    }
  },
  "organizer": {
    "@type": "Organization",
    "name": "SXSW LLC",
    "url": "https://sxsw.com"
  },
  "offers": [
    {
      "@type": "Offer",
      "name": "Professional Badge",
      "url": "https://sxsw.com/attend/badges/2025/professional",
      "priceCurrency": "USD",
      "price": "1195.00",
      "availability": "https://schema.org/InStock",
      "validFrom": "2024-10-15T09:00:00-05:00",
      "validThrough": "2025-02-28T23:59:00-06:00"
    },
    {
      "@type": "Offer",
      "name": "Student Badge",
      "url": "https://sxsw.com/attend/badges/2025/student",
      "priceCurrency": "USD",
      "price": "695.00",
      "availability": "https://schema.org/InStock",
      "validFrom": "2024-10-15T09:00:00-05:00",
      "validThrough": "2025-02-28T23:59:00-06:00"
    }
  ],
  "eventStatus": "https://schema.org/EventScheduled",
  "subEvent": [
    {
      "@type": "Event",
      "name": "Tech Keynote: Future of AI in Creativity",
      "startDate": "2025-03-08T14:00:00-06:00",
      "location": {
        "@type": "Place",
        "name": "Austin Convention Center - Ballroom A"
      },
      "performer": {
        "@type": "Person",
        "name": "Sundar Pichai",
        "jobTitle": "CEO, Google"
      }
    }
  ],
  "sameAs": [
    "https://sxsw.com/2025",
    "https://twitter.com/SXSW",
    "https://linkedin.com/company/sxsw"
  ]
}

Event SEO Focus:

• subEvent (e.g., Sundar Pichai’s AI keynote) highlights high-profile sessions, attracting users searching for “SXSW 2025 AI talks” or “Google CEO SXSW speech.”
• Multiple offers (Professional vs. Student badges) cater to different audience segments, ensuring the conference appears in “SXSW 2025 student tickets” searches.
• validThrough (badge purchase deadline) creates urgency, encouraging users to register sooner.

VII. Key Best Practices for JSON-LD Implementation

To ensure JSON-LD works effectively (and avoids search engine penalties), follow these critical guidelines:

1. Prioritize Accuracy & Consistency
   • Match structured data to on-page content (e.g., if your product page lists a price of $199.99, JSON-LD must not show $179.99). Inconsistencies can lead to data rejection by Google.
   • Use official @context values (only https://schema.org—avoid custom or outdated URLs).
2. Avoid Over-Marking or Spam
   • Do not add irrelevant types (e.g., marking a café as a “Hospital” by mistake).
   • Never fabricate reviews or ratings—search engines penalize “fake” structured data.
3. Place JSON-LD Correctly
   • Embed JSON-LD in the <head> or <body> of the page (the <head> is preferred for faster crawling).
   • Use a single <script type="application/ld+json"> tag per main entity (e.g., one tag for a product, not multiple fragmented tags).
4. Test with Google’s Rich Results Test
   • Always validate JSON-LD using Google’s Rich Results Test before launching. This tool flags errors (e.g., missing name fields, invalid date formats) and previews how the data will appear in search results.
5. Update Data Timely
   • For time-sensitive content (events, sales), refresh JSON-LD when details change (e.g., update eventStatus to EventCancelled if a concert is called off, or price if a product goes on sale).

By implementing JSON-LD correctly—using industry-specific examples like those above—you can significantly improve your content’s visibility, user engagement, and conversion rates across search engines.