What is JSON?
JSON or JavaScript Object Notation is an open-standard file format that uses human-readable text to transmit data objects consisting of attribute and value pairs. It happens to be the preferred choice for structured data with Google. Therefore, JSON is an unofficial language of SEO in 2019-2020 and if you haven’t heard about it, you should pick it up ASAP.
Why is it so important?
Google recommends implementing various forms of structured data into your website, documents, and apps to allow bots to more easily understand your content and transmit it to Google enhancements such as carousels, position zero, knowledge panel cards, and more. You may also show up in other Google tools and custom search sites because of structured data. In short, you can get more traffic by gaining coveted spots, boosting your website authority, SERPs, and organic traffic.
Therefore, let’s start this series of articles by reviewing what I consider the easiest to implement: Video structured data.
JSON for Video
Here is a super simple version of structured data and perhaps the easiest to begin with. Before I get in too deep, let me start off by saying there are ways to dynamically apply JSON to save time for large organizations, but make sure you have a seasoned pro setting everything up and tracking it all for the first month of use. Here is the simplest form of a standard (non-amp) structured data video in JSON:
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "Introducing the self-driving bicycle in the Netherlands",
"description": "This spring, Google is introducing the self-driving bicycle in Amsterdam, the world’s premier cycling city. The Dutch cycle more than any other nation in the world, almost 900 kilometres per year per person, amounting to over 15 billion kilometres annually. The self-driving bicycle enables safe navigation through the city for Amsterdam residents, and furthers Google’s ambition to improve urban mobility with technology. Google Netherlands takes enormous pride in the fact that a Dutch team worked on this innovation that will have great impact in their home country.",
"thumbnailUrl": "https://example.com/photos/1x1/photo.jpg",
"uploadDate": "2016-03-31T08:00:00+08:00",
"duration": "PT1M54S",
"contentUrl": "https://www.example.com/video/123/file.mp4",
"embedUrl": "https://www.example.com/embed/123",
"interactionCount": "5647018"
}
Fields to Edit:
- name – the title of the video
- description – the video description
- thumbnailUrl – a thumbnail image URL (can use multiple images with slightly different code)
- uploadDate – the date the video was originally uploaded/published
- duration – how long the video lasts
- contentUrl – where on the internet the video is found (YouTube, Vimeo, etc.)
- embedUrl – a specific URL to share the video
- interactionCount – optional; if static, use a rounded number like +XX,000 to account for more views
If this is your first time writing JSON, remember that all data must be wrapped in double quotes ("") with a comma at the end, except for the last item. There are many ways to implement this script into your website—directly into the code inside a <script> tag, referencing the script in the head, through GTM, etc. If you need assistance, let us know!
Citations
- JSON – access wikipedia.org. Retrieved 11 September 2019.