JSON-LD is a block of JSON in a script tag that describes the page using schema.org terms. Machines read it so they do not have to guess what the page is about.

Where do I put the script tag?

Anywhere in the HTML is valid. The head is the usual place. findable reads every application/ld+json block it finds.

Does JSON-LD guarantee rich results?

No. It makes your page eligible and easier to read. Search engines decide what to show.

Do I need a separate block for each type?

No. You can use several blocks, one object with a @graph array, or both. findable handles each.

JSON-LD schema basics: what findable checks and why

By findable team. Published 2026-10-15. Updated 2026-10-15.

Contents

What does a JSON-LD block look like?
Which checks cover the basics?
Which types does findable validate?
What are the common mistakes?
Where do you go next?
Key takeaways

JSON-LD tells machines what a page is. The text says "Alex Morgan wrote this on 15 October". JSON-LD says it in a form a program can read without guessing.

What does a JSON-LD block look like?

It is a script tag with a JSON object inside. The object needs a @context and a @type.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "JSON-LD schema basics",
  "author": { "@type": "Person", "name": "Alex Morgan" },
  "datePublished": "2026-10-15",
  "image": "https://example.com/cover.jpg"
}
</script>

Which checks cover the basics?

Check id	What it tests	Fix
`aeo_structured_data`	At least one JSON-LD block exists	Add a block
`jsonld_valid`	Every block parses as JSON	Fix the syntax error
`jsonld_context`	Each root has a schema.org `@context`	Add `"@context": "https://schema.org"`
`schema_empty_values`	No empty string values	Fill the field or remove it
`schema_urls_absolute`	`url`, `logo` and `image` are absolute http(s) URLs	Use the full URL

The usual cause of jsonld_valid is a trailing comma or an unescaped quote, often from a template that pastes page text into the JSON.

Which types does findable validate?

If a type is present, findable checks its required fields. If it is absent, those checks are skipped, so you are never punished for a type you do not need.

Type	What findable looks for
`Organization`	name, logo and url
`Article`	headline of 110 characters or fewer, named author, valid ISO dates, an image
`FAQPage`	each question has a name and an answer text
`Product`	offers, plus a price and currency on the offers
`WebSite`	name and url, and a SearchAction with a target and query-input
`VideoObject`	name, thumbnailUrl and uploadDate
`BreadcrumbList`	2 or more positioned, named items
`LocalBusiness`	address and telephone
`aggregateRating`	a ratingValue and a review or rating count

Pick the type that is true. Do not add Article to a product page to collect a check.

What are the common mistakes?

Marking up text that is not visible on the page.
Leaving a field as an empty string.
Using a relative path like /logo.png for logo or image.
Forgetting @context, so the block has no meaning to a parser.
Copying a plugin's output for a type that does not describe your page.

Where do you go next?

FAQ markup has its own guide: FAQ schema for answer engines. The full list of AEO ids is in every AEO check.

Key takeaways

Add at least one valid JSON-LD block with a schema.org @context.
Use absolute URLs and no empty values.
Mark up only what is visible and true.
Missing types are skipped, not failed.

FAQ

What is JSON-LD?: JSON-LD is a block of JSON in a script tag that describes the page using schema.org terms. Machines read it so they do not have to guess what the page is about.
Where do I put the script tag?: Anywhere in the HTML is valid. The head is the usual place. findable reads every application/ld+json block it finds.
Does JSON-LD guarantee rich results?: No. It makes your page eligible and easier to read. Search engines decide what to show.
Do I need a separate block for each type?: No. You can use several blocks, one object with a @graph array, or both. findable handles each.

How does findable score a page?

Family	Weight	Question it asks
SEO	50%	Can crawlers read and index this page?
AEO	25%	Is it easy to lift an answer from this page?
GEO	25%	Does the page give a generative model a reason to cite it?

The hosted audit waits up to 10 s for a page and fetches at most 5 MB. It reads robots.txt and llms.txt up to 512 KB each.

More guides

Every findable AEO Check ID and How to Fix It: All 35 AEO checks in findable explained, from aeo_faq to aeo_summary. See what each id tests, how loose the test is and how to fix it. AEO is 25% of the score.
Canonical Tags and Duplicate Content: How to Get Them Right: Use one canonical link per page that points to its own absolute URL. Learn the checks canonical, canonical_self and canonical_absolute and fix them.
FAQ Schema for Answer Engines: Markup and Checks: How to add FAQPage JSON-LD that answer engines can lift, and how findable tests aeo_faq, aeo_faq_count and faq_valid. Includes a working example.
Get Findable in 15 Minutes: A Step by Step Checklist: Install findable, audit a page and your site, fix the top failures, then add MCP, the web UI, the API and a CI gate. Every step has a copy-paste command.
Every findable GEO Check ID, Plus AI Crawler Checks: All 27 GEO checks in findable explained, plus the unscored Site checks for GPTBot, ClaudeBot and llms.txt. GEO is 25% of the score. Fixes included.
Image Alt Text, Dimensions and Lazy Loading Explained: Fix img_alt, img_dimensions, img_alt_quality, img_lazy_loading and img_modern_format. See what each image check in findable tests and how to pass.
llms.txt: What It Is and How findable Checks It: llms.txt is a plain Markdown file at your site root that points AI tools to your key pages. See the llms-txt check and how to write the file.
How to Write a Meta Description That Passes findable: Write a meta description of 120 to 160 characters, one per page, that matches the page. See the checks desc_exists, desc_length and desc_single.
Open Graph and Twitter Cards: Fix Your Share Previews: Add og:title, og:description, og:image, og:url and twitter:card so links unfurl well. See every social check findable runs and how to pass it.
robots.txt and AI Crawlers: GPTBot, ClaudeBot, PerplexityBot: How robots.txt rules decide whether GPTBot, ClaudeBot, PerplexityBot and Google-Extended can fetch your page, and how findable tests each one.
Every findable SEO Check ID and How to Fix It: A plain guide to all 98 SEO checks in findable, from title_length to csp. See what each id tests, when it passes and the fix. SEO is 50% of your score.
SEO vs AEO vs GEO: The Difference in Plain Words: SEO, AEO and GEO each target a different reader: a search crawler, an answer box, or a generative AI model. See what wins in each and how to check them.
Why AI Answer Engines Skip Your Site and How to Fix It: ChatGPT, Perplexity and Claude may ignore your pages for five fixable reasons, from robots.txt blocks to missing answers. Learn each cause and its check id.