WEBVTT

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JSON-LD, or JavaScript Object Notation for Linked Data, is a structured data

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format supported by major search engines like Google, Bing, and Yandex.

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It helps search engines understand your website’s content, which can lead

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to enhanced visibility through rich results and better indexing.

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While all major engines support JSON-LD, each acts on a specific subset of

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schema types, making it essential to tailor your markup for maximum

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impact. Google, Bing, and Yandex each support different schema.org types.

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Google focuses on a tightly curated list, including types like Article,

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Product, LocalBusiness, and VideoObject, which can trigger rich results.

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Bing supports a broader range, such as HowTo and FAQPage, even after

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Google deprecates them.

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Yandex also recognizes Product, Recipe, Organization, and more.

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AI-powered search tools, like Google AI Overviews and ChatGPT, use

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JSON-LD for factual extraction, making your content more

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machine-readable. FAQPage and QAPage serve different purposes.

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FAQPage is for static, editorial content where you provide both questions

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and answers, while QAPage is for user-generated, community-driven Q&A.

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In 2025, Google will only show FAQ rich results for government or health

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authority sites, but Bing and Yandex still support FAQPage.

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Google is also deprecating several types, such as HowTo and ClaimReview,

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so review your markup regularly.

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Bing continues to support schema types that Google has dropped, including

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HowTo and FAQPage, making it worthwhile to include these for Bing’s ten

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percent desktop market share. For maximum coverage, use a safe core set:

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Product, Article, Recipe, Event, LocalBusiness, Organization, Review,

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FAQPage, VideoObject, Breadcrumb, and JobPosting.

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Google ignores unsupported types rather than penalizing them, so there’s

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no downside to broader coverage.

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The keywords property is accepted by types inheriting from CreativeWork,

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like Article, WebApplication, and FAQPage.

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While Google does not use keywords for direct ranking, they help with topic

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understanding and are valuable for Bing, Yandex, and AI search tools.

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Use relevant, search-intent phrases and vary keywords by entity.

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For non-article pages with substantial editorial content, add Article schema

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as a separate entity to improve freshness signals and authority.

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Always keep dateModified current for optimal results.