Structured Data: Video & SEO

Sep 11, 2019


json icon

 json icon

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 it happens to be the preferred choice of scripting 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 is telling us to implement various forms of the structured data into our website, documents, and apps to allow the bots to more easily understand our content and transmit it to google enhancements such as carousels, position zero, knowledge panel cards and more. You also may show up in other various google tools and custom search sites because of structured data. To sum it all up, you can get more traffic by getting the coveted spots boosting your  website authority, serps, and organic traffic.

Therefore, lets start of this series of articles by reviewing what I would consider the easiest to implement, Video structured data.

JSON for Video

Here is a super simple version of structure 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 saving 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“: “”,
@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“: “×1/photo.jpg”,
uploadDate“: “2016-03-31T08:00:00+08:00”,
duration“: “PT1M54S”,
contentUrl“: “”,
embedUrl“: “”,
interactionCount“: “5647018”

structured data image

structured data image

Fields to Edit:

  • name – the title of the video goes there
  • description – the video description
  • thumbnail URL – I have it set for one thumbnail but you can use multiple images (slightly different code)
  • upload date – the date the video was originally uploaded/published
  • duration – how long the video lasts
  • content url – where on the internet is the video found (youtube, vimeo, twitch, etc)
  • embed url – a specific url to share the video
  • interaction count – an optional field that unless dynamic will quickly become out of date. If static number is placed here, put a number like +XX,000 so it accounts for more views.

If this is your first time writing JSON, please remember that all data must be wrapped in quotations [“”] with a comma at the end, except for the last line item. There are many ways to implement this script into your website – directly into the code encased in a script tag, referencing the script in the head, through GTM, etc. If you need assistance, give us a shout out.


  • JSON – access Retrieved 11 September 2019.