JSON LD is an implementation format for structuring data analogous to Microdata and RDFa. Typically, in terms of SEO, JSON-LD is implemented leveraging the Schema.org vocabulary, a joint effort by Google, Bing, Yahoo!, and Yandex in 2011 to create a unified structured data vocabulary for the web. Google Search uses structured data to understand the content of a page and also enable special search result features and enhancements.