Photo: Semantic JSON code displayed on a screen.
Photo by Ferenc Almasi on Unsplash

I spent today learning about JSON for Linking Data and Structured Data for the Semantic Web.

I started from this good intro article and then made my way to Google's Advanced SEO pages.

I decided to implement this functionality for my site's articles, although there are other types I can implement later on.

Creating JSON+LD schema for my site was not as easy as I expected. I couldn't find any GatsbyJS or React plugins that did what I wanted out of the box. The closest one was react-schemaorg which seems to wrap the <script> tag generation - not something I'd use a plugin for.

In the end, I wrote code to generate the JSON+LD schema based on the necessary props for this type.

As I was writing it, I was confused by the examples provided by Google, specifically which @type I should use between Article, NewsArticle, and BlogPosting.

As far as I can tell, there aren't any significant differences from an SEO standpoint; I decided to go with the generic Article type.

I ended up with the following helper code (src/components/article-schema.js):

function ArticleSchema({
}) {
  // load metadata defined in gatsby-config.js
  const { siteMetadata } = useSiteMetadata();
  // load the site's logo as a file/childImageSharp by its relative path
  const { siteLogo } = useSiteLogo();

  const authorProfiles = [

  const img = image ? getImage(image.image) : null;
  const imgSrc = image ? getSrc(image.image) : null;

  const jsonData = {
    '@context': ``,
    '@type': `Article`,
    // helper that generates `'@type': 'Person'` schema
    author: AuthorModel({
      sameAs: authorProfiles,
    url: canonicalURL,
    headline: title,
    description: description,
    keywords: tags.join(','),
    datePublished: date,
    dateModified: lastUpdated || date,
    // helper that generates `'@type': 'ImageObject'` schema
    image: ImageModel({
      url: siteMetadata.siteUrl + imgSrc,
      width: img?.width,
      height: img?.height,
      description: image.imageAlt,

    // helper that generates `'@type': 'Organization'` schema
    publisher: PublisherModel({
      name: siteMetadata.title,

      // helper that generates `'@type': 'ImageObject'` schema
      logo: ImageModel({
        url: siteLogo.src,
        width: siteLogo.image.width,
        height: siteLogo.image.height,
    mainEntityOfPage: {
      '@type': `WebPage`,
      '@id': siteMetadata.siteUrl,

  return (
      <script type="application/ld+json">
        {JSON.stringify(jsonData, undefined, 4)}
ArticleSchema.defaultProps = {
  tags: [],

ArticleSchema.propTypes = {
  title: PropTypes.string.isRequired,
  description: PropTypes.string.isRequired,
  date: PropTypes.string,
  lastUpdated: PropTypes.string,
  tags: PropTypes.arrayOf(PropTypes.string),
  image: PropTypes.object,
  canonicalURL: PropTypes.string,

export default ArticleSchema;

Since you can call react-helmet multiple times, I opted to call <ArticleSchema ... /> directly from blog-post.js, the component that renders my blog posts and articles.

Once everything was set up, I tested the results in Google's rich results tester.

Here's the result:

Rich Results Tester

I then realized that including a <article> tag in HTML is also interpreted as Semantic Markup, competing with my JSON+LD definitions, duuuh!

I promptly removed the <article>, <header>, and <section> tags.

Since Google does not define itemProp in its schema, specifying it is superfluous, but for now, I annotated the article's body as:

<div dangerouslySetInnerHTML={{__html: post.html}} itemProp="articleBody" />

I now have all my posts correctly configured to show up in Google's search gallery, which in time will hopefully result in more organic traffic to my articles!

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