SEO
JSON-LD vs. Microdata for Local Business Websites: Which Schema Format Should You Use?
A plain-English comparison of JSON-LD, microdata, and RDFa for local service websites, why Google recommends JSON-LD, and how to switch without breaking existing markup.
Structured data can be written in three formats: JSON-LD, microdata, and RDFa. All three describe the same Schema.org vocabulary. They differ in where the code lives and how easy it is to maintain.
For almost every local service business, the answer is JSON-LD. Here is why, and how to handle older sites that still use microdata.
What each format looks like
JSON-LD is a single block of code inside a script tag, usually in the page head or near the end of the body. It sits apart from your visible content, so a designer can change the layout without touching it.
Microdata adds attributes such as itemscope, itemtype, and itemprop directly to your HTML elements. The markup is woven through the page. RDFa works in a similar inline way with different attribute names.
Why Google recommends JSON-LD
Google's documentation says it recommends JSON-LD because it is the easiest to implement and maintain at scale. It supports all three formats for most features, so microdata is not wrong, but JSON-LD is less likely to break when someone edits the page.
JSON-LD also makes it easy to connect entities. You can give your business an @id and reference it from each Service, article, or review block, building a clear picture of how everything on your site relates.
When microdata still shows up
Older WordPress themes, some website builders, and plugins from years ago often output microdata. Some ecommerce templates still use it for products. If it validates and matches your content, it works.
The problem comes when a site has both: microdata from the theme and JSON-LD from a plugin, each describing the business slightly differently. Conflicting names, phone numbers, or addresses make your markup less trustworthy.
How to switch to JSON-LD safely
First, list every page type and what markup it has now. Use the Schema.org validator to see each item. Second, write the JSON-LD version with the same or better information. Third, remove the old microdata attributes, or disable the theme feature that adds them. Fourth, validate again and watch Search Console for a few weeks.
Do one page type at a time, starting with your homepage or main service page. Our schema diagnostics guide helps if something stops validating.
Keep markup matched to visible content
Whichever format you use, the rule is the same: markup must describe what visitors can actually see. Do not add a service, a price, or a review in markup that is not on the page. Google's guidelines are clear that mismatched markup can be ignored or trigger a manual action.
A simple recommendation
Use JSON-LD for all new markup. Remove duplicate or conflicting microdata. Build one clear LocalBusiness or specific subtype block with a stable @id, and reference it from other blocks. For a full starter kit, see schema markup for local service websites, or ask about our technical SEO service.
Frequently Asked
Questions & answers
Is JSON-LD better than microdata?
For most sites, yes. Google recommends JSON-LD because it is easier to maintain. Microdata still works if it validates and matches your content.
Can I use both JSON-LD and microdata on one page?
You can, but avoid describing the same business twice with different details. Conflicting markup can confuse search engines.
Where should JSON-LD go on the page?
Inside a script tag of type application/ld+json, usually in the head or near the end of the body. Google reads it in either place.
Will switching formats hurt my rankings?
Switching formats with equivalent information should not hurt rankings. Validate each page and monitor Search Console after the change.
Put this into practice
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