Common Mistakes to Avoid When Using JSON-LD

JSON-LD (JavaScript Object Notation for Linked Data) has become a cornerstone of modern SEO and structured data implementation. It’s a powerful tool that helps search engines better understand your website’s content, improving your chances of appearing in rich results like featured snippets, knowledge panels, and more. However, improper use of JSON-LD can lead to missed opportunities or even penalties from search engines.

To help you get the most out of JSON-LD, we’ve compiled a list of common mistakes to avoid when implementing it on your website. By steering clear of these pitfalls, you can ensure your structured data is accurate, effective, and compliant with search engine guidelines.

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1. Using Incorrect Schema Types

One of the most frequent mistakes is using the wrong schema type for your content. Schema.org provides a wide range of schema types (e.g., Article, Product, Event, LocalBusiness), and choosing the wrong one can confuse search engines or result in your structured data being ignored.

How to Avoid:

• Use Schema.org’s official documentation to identify the correct schema type for your content.
• Tools like Google’s Structured Data Markup Helper can guide you in selecting the appropriate schema.

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2. Failing to Validate Your JSON-LD Code

Even a small syntax error in your JSON-LD code can render it invalid, preventing search engines from processing it. Common issues include missing commas, incorrect nesting, or improperly closed brackets.

How to Avoid:

• Always validate your JSON-LD code using tools like Google’s Rich Results Test or Schema Markup Validator.
• Test your structured data after every update to ensure it remains error-free.

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3. Not Matching JSON-LD Data with On-Page Content

Search engines cross-check your JSON-LD data with the visible content on your page. If there’s a mismatch, your structured data may be flagged as misleading or ignored altogether.

How to Avoid:

• Ensure that the information in your JSON-LD matches the content displayed on your webpage.
• For example, if you’re marking up a product, the price, name, and availability in your JSON-LD should match what’s shown on the product page.

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4. Overloading Pages with Irrelevant Markup

Adding too much structured data or irrelevant schema types can confuse search engines and dilute the effectiveness of your JSON-LD implementation.

How to Avoid:

• Only include structured data that is relevant to the specific page.
• Avoid marking up content that doesn’t provide value to users or search engines.

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5. Ignoring Updates to Schema.org

Schema.org is constantly evolving, with new schema types and properties being added regularly. Using outdated or deprecated schema can result in errors or missed opportunities.

How to Avoid:

• Stay updated with the latest changes to Schema.org by regularly checking their release notes.
• Periodically review your JSON-LD implementation to ensure it aligns with current best practices.

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6. Forgetting to Add Required Properties

Each schema type has required and recommended properties. Omitting required properties can make your structured data incomplete and unusable by search engines.

How to Avoid:

• Refer to Schema.org’s documentation for the schema type you’re using and ensure all required properties are included.
• Use tools like Google’s Rich Results Test to identify missing properties.

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7. Not Leveraging JSON-LD for Rich Results

Many website owners implement JSON-LD but fail to optimize it for rich results, missing out on valuable opportunities to enhance their search visibility.

How to Avoid:

• Identify which rich results are relevant to your content (e.g., FAQ, How-To, Product, Recipe).
• Implement the specific schema properties required to qualify for those rich results.

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8. Duplicating Structured Data

Some websites inadvertently include multiple instances of the same structured data, either due to CMS plugins or manual errors. This duplication can confuse search engines and lead to inconsistent results.

How to Avoid:

• Check your source code to ensure there’s only one instance of each structured data type per page.
• Use tools like Screaming Frog or Sitebulb to audit your site for duplicate structured data.

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9. Relying Solely on Plugins

While plugins like Yoast SEO or Rank Math can simplify JSON-LD implementation, relying solely on them without customization can lead to generic or incomplete structured data.

How to Avoid:

• Use plugins as a starting point, but customize the JSON-LD code to better reflect your content.
• Manually review and edit the structured data generated by plugins to ensure accuracy.

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10. Neglecting Mobile Optimization

With Google’s mobile-first indexing, structured data must be optimized for mobile as well as desktop. If your JSON-LD implementation is only tested on desktop, you may miss errors that affect mobile users.

How to Avoid:

• Test your structured data on both desktop and mobile versions of your site.
• Use Google’s Mobile-Friendly Test to ensure your site and its structured data are optimized for mobile.

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Final Thoughts

JSON-LD is a powerful tool for improving your website’s SEO and visibility in search results, but only when implemented correctly. By avoiding these common mistakes, you can ensure your structured data is accurate, effective, and compliant with search engine guidelines. Regularly validate your JSON-LD, stay updated with Schema.org changes, and always align your structured data with your on-page content.

Remember, structured data is not a “set it and forget it” strategy. Regular audits and updates are essential to maintaining its effectiveness and reaping the full benefits of rich results.