JSON-LD (structured data)
Invisible code that tells Google and AI tools what a page contains, like its price or hours.
What is JSON-LD, and how does structured data help Google understand my business?
JSON-LD is a format for writing structured data using the schema.org vocabulary. It's a block of text the visitor never sees, which lays out in an orderly way what the page actually is: a store with its address and hours, a product with its price and availability, or a list of frequently asked questions.
Search engines read that spec sheet to understand the content without guessing, and can use it to show results with extra detail, like prices or star ratings. To any system reading the page, it hands over clear facts instead of text that has to be interpreted.
Why it matters to your business
Two businesses with similar-looking pages look different to a machine if one declares its data and the other doesn't. With structured data, your hours or a product's price are written down unambiguously, and that helps you show up well in local and product searches.
How we use this at Damorus
On La Roca, the homepage is declared as a store (HomeGoodsStore), each of the thirteen product pages as a Product, and there's markup for FAQs, breadcrumbs, a product list, and service by area. When Search Console flagged some alerts, we reviewed the markup, and the problem turned out to be the catalog, which listed ten products only half filled in. Pastime Lanes declares a bowling alley (BowlingAlley) with hours for each day, and The Medspa by Rayray declares a beauty business (HealthAndBeautyBusiness). The star rating in La Roca's markup stays empty until there are real reviews to show.
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