Ben Borgers

How to use JSON-LD to improve SEO on a developer blog

January 6, 2020

I want the title, description, and publish date to be really clear when Google looks at my blog posts. After some searching, I decided to add metadata to my articles in the JSON-LD format.

JSON-LD is a specific set of data that you often add to the <head> of your blog post, which hidden metadata about your page.

I did a bunch of fiddling with Google’s structured data testing tool, and finally landed on adding this to the blog post template of my Gatsby blog:

<script type="application/ld+json">
    "@context": "",
    "@type": "BlogPosting",
    "headline": "How to use JSON-LD to improve SEO on a developer blog",
    "image": "",
    "publisher": {
      "@type": "Organization",
      "name": "Ben Borgers",
      "url": "",
      "logo": {
        "@type": "ImageObject",
        "url": "",
        "width": "1200",
        "height": "630"
    "url": "",
    "datePublished": "2020-01-06T00:00:00.000Z",
    "dateCreated": "2020-01-06T00:00:00.000Z",
    "dateModified": "2020-01-06T00:00:00.000Z",
    "description": "Adding data to your developer blog in the JSON-LD format, like the title, description, share image, author, and date published, can make it easier for Google to parse and index your articles.",
    "author": {
      "@type": "Person",
      "name": "Ben Borgers",
      "url": ""
    "mainEntityOfPage": {
      "@type": "WebPage",
      "@id": ""

Most of the lines are fairly self-explanatory:

  • Defining that the page is a blog post (type “BlogPosting”)
  • Defining the title, description, and share image for the page
  • Recording dates when the blog post was published, created, and modified

Google’s testing tool also complained that I didn’t have an author and a publisher, so I added both.

The mainEntityOfPage property defines what this page is an “entity”, or part, of. In my case, these blog posts are a part of my larger blog.

Adding this script tag to the blog post template of my Gatsby blog has allowed Google to more easily parse and index my articles.

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