What is JSON-LD?
Definition
JSON-LD (JavaScript Object Notation for Linked Data) is a method of encoding structured data as a JSON script embedded in a web page's `<head>` or `<body>`. It's Google's preferred format for schema markup because it's separate from the HTML content and easy to validate without changing the page's visual output.
Why JSON-LD matters for Shopify stores
Shopify's native product pages include basic JSON-LD Product schema automatically. But rich results like review stars, price availability, and FAQ dropdowns require additional JSON-LD blocks that Shopify doesn't add by default. Apps or theme customisation are needed to add these.
Shopify example
A product page has JSON-LD like `{"@type": "Product", "name": "...", "offers": {"@type": "Offer", "price": "49.99", "priceCurrency": "USD"}}` — enabling Google to show price directly in search results without clicking through.
How Sauron handles JSON-LD
Sauron generates and injects JSON-LD schema blocks for Product, FAQPage, BreadcrumbList, and LocalBusiness types — using your actual product data rather than generic templates.
See Product SEO on Autopilot feature →Common mistakes
- ✕ Using Microdata or RDFa instead of JSON-LD — technically valid but harder to maintain
- ✕ Malformed JSON that breaks the entire schema block and produces no rich results
- ✕ Describing content that doesn't exist on the visible page (Google's hidden content policy)
- ✕ Not validating with Google's Rich Results Test after changes
Related terms
Automate your Shopify SEO
Understanding JSON-LD is step one. Sauron handles the implementation — automatically, for your entire Shopify store.