Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • MozCon
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      Enhance Keyword Discovery with Bulk Analysis
      Moz Pro

      Enhance Keyword Discovery with Bulk Analysis

      Learn more
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Access 20 years of data with flexible pricing
      Moz API

      Access 20 years of data with flexible pricing

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. SEO Tactics
    3. Intermediate & Advanced SEO
    4. Should HTML be included in the structured data (schema) markup for the main body content?

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    Should HTML be included in the structured data (schema) markup for the main body content?

    Intermediate & Advanced SEO
    3
    3
    869
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • RosemaryB
      RosemaryB last edited by

      Lately we have been applying structured data to the main content body of our client's websites.  Our lead developer had a good question about HTML however.

      In JSON-LD, what is the proper way to embed content from a data field that has html markup (i.e. p, ul, li, br, tags) into mainContentOfPage. Should the HTML be stripped our or escaped somehow?

      I know that apply schema to the main body content is helpful for the Googlebot.  However should we keep the HTML?  Any recommendations or best practices would be appreciated.

      Thanks!

      1 Reply Last reply Reply Quote 0
      • Everett
        Everett last edited by

        As long as you're using the same Schema in both places I don't think it would hurt to have them both - JSON-LD in the HTML header and as structured data markup in the HTML where that entity exists on the page.

        You can play around with JSON-LD here to see what it would look like:
        http://json-ld.org/playground/

        1 Reply Last reply Reply Quote 0
        • RobertFisher
          RobertFisher last edited by

          Rosemary,

          People have a hard time with these questions because there can be more than one answer.

          --The answer is rough but I hope it makes sense.--

          I'd say it should be removed, although the best way to use that markup might be to mark up the actual html that is displayed rather than duplicating all of the "main content" inside of a JSON schema tag.

          Does it make sense for the JSON to look like below when you have the content already present on the page and could mark it up in the traditional tag format?

          |

          <scripttype="application ld+json"=""></scripttype="application>

          |
          | |

          {

          |
          | |

          "@context": "http://schema.org",

          |
          | |

          "@type": "WebSite",

          |
          | |

          "url": "https://www.example.com/",

          |
          | |

          "name" : "Example Group",

          |
          | |

          "alternateName" : "Example Enviro Group",

          |
          | |

          "potentialAction": {

          |
          | |

          "@type": "SearchAction",

          |
          | |

          "target": "https://www.example.com/?s={search_term_string}",

          |
          | |

          "query-input": "required name=search_term_string"

          |
          | |

          }

          "mainContentOfPage":"

          Lorem ipsum metus ullamcorper viverra. Aliquam

          Curabitur at lacus et quam scelerisque consequat. Vestibulum semper et ex quis commodo. Vestibulum lacinia ultricies neque et facilisis. Pellentesque feugiat luctus diam, et mollis elit posuere posuere. Nulla mattis libero lectus, at consequat sapien semper non. Duis lacinia mollis eros, in pulvinar enim interdum ac."

          |
          | |

          }

          |
          | | |

          Let me know if that helps... or not! Sorry for the layout issues, I think you will still get it.

          Robert

          1 Reply Last reply Reply Quote 3
          • 1 / 1
          • First post
            Last post

          Got a burning SEO question?

          Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


          Start my free trial


          Browse Questions

          Explore more categories

          • Moz Tools

            Chat with the community about the Moz tools.

          • SEO Tactics

            Discuss the SEO process with fellow marketers

          • Community

            Discuss industry events, jobs, and news!

          • Digital Marketing

            Chat about tactics outside of SEO

          • Research & Trends

            Dive into research and trends in the search industry.

          • Support

            Connect on product support and feature requests.

          • See all categories

          Related Questions

          • Collegis_Education

            Schema Markup Validator vs. Rich Results Test

            schema structured data

            I am working on a schema markup project. When I test the schema code in the Schema Markup Validator, everything looks fine, no errors detected. However, when I test it in the Rich Results Test, a few errors come back.
            What is the difference between these two tests? Should I trust one over the other?

            Intermediate & Advanced SEO | | Collegis_Education
            1
          • Insightful_Media

            Shopify: AggregateRating Schema Error

            Hi lovely community, I know google made some schema changes in Sept 2019. I got an AggregateRating Error:
            One of offers or review or aggregateRating should be provided. I am using a third-party app 'Shopify Product Review' to implement the rating. What I should do to solve this error. Thanks very much for the help! I found many people have this issue too in the community! Many thanks Pui

            Intermediate & Advanced SEO | | Insightful_Media
            0
          • RosemaryB

            Need a layman's definition/analogy of the difference between schema and structured data

            I'm currently writing a blog post about schema.  However I want to set the record straight that schema is not exactly the same as structured data, although both are often used interchangeably.  I understand this schema.org is a vocabulary of global identifiers for properties and things.   Structured data is what Google officially stated as "a standard way to annotate your content so machines can understand it..." Does anybody know of a good analogy to compare the two? Thanks!

            Intermediate & Advanced SEO | | RosemaryB
            0
          • Jonathan.Smith

            Should I include URLs that are 301'd or only include 200 status URLs in my sitemap.xml?

            I'm not sure if I should be including old URLs (content) that are being redirected (301) to new URLs (content) in my sitemap.xml. Does anyone know if it is best to include or leave out 301ed URLs in a xml sitemap?

            Intermediate & Advanced SEO | | Jonathan.Smith
            0
          • AMHC

            Removing duplicate content

            Due to URL changes and parameters on our ecommerce sites, we have a massive amount of duplicate pages indexed by google, sometimes up to 5 duplicate pages with different URLs. 1. We've instituted canonical tags site wide. 2. We are using the parameters function in Webmaster Tools. 3. We are using 301 redirects on all of the obsolete URLs 4. I have had many of the pages fetched so that Google can see and index the 301s and canonicals. 5. I created HTML sitemaps with the duplicate URLs, and had Google fetch and index the sitemap so that the dupes would get crawled and deindexed. None of these seems to be terribly effective. Google is indexing pages with parameters in spite of the parameter (clicksource) being called out in GWT. Pages with obsolete URLs are indexed in spite of them having 301 redirects. Google also appears to be ignoring many of our canonical tags as well, despite the pages being identical. Any ideas on how to clean up the mess?

            Intermediate & Advanced SEO | | AMHC
            0
          • IanOBrien

            Changing URL structure of date-structured blog with 301 redirects

            Howdy Moz, We've recently bought a new domain and we're looking to change over to it. We're also wanting to change our permalink structure. Right now, it's a WordPress site that uses the post date in the URL. As an example: http://blog.mydomain.com/2015/01/09/my-blog-post/ We'd like to use mod_rewrite to change this using regular expressions, to: http://newdomain.com/blog/my-blog-post/ Would this be an appropriate solution? RedirectMatch 301 /./././(.) /blog/$1

            Intermediate & Advanced SEO | | IanOBrien
            0
          • 19958

            Schema for a discount

            Hi! I'm trying to implement schema for a discount and it doesn't seem to be working. Is this the correct code? NAME OF ORDER HERE are  $DISCOUNT HERE What am I missing? Thanks!

            Intermediate & Advanced SEO | | 19958
            0
          • knielsen

            Copying my Facebook content to website considered duplicate content?

            I write career advice on Facebook on a daily basis. On my homepage users can see the most recent 4-5 feeds (using FB social media plugin). I am thinking to create a page on my website where visitors can see all my previous FB feeds. Would this be considered duplicate content if I copy paste the info, but if I use a Facebook social media plugin then it is not considered duplicate content? I am working on increasing content on my website and feel incorporating FB feeds would make sense. thank you

            Intermediate & Advanced SEO | | knielsen
            0

          Get started with Moz Pro!

          Unlock the power of advanced SEO tools and data-driven insights.

          Start my free trial
          Products
          • Moz Pro
          • Moz Local
          • Moz API
          • Moz Data
          • STAT
          • Product Updates
          Moz Solutions
          • SMB Solutions
          • Agency Solutions
          • Enterprise Solutions
          • Digital Marketers
          Free SEO Tools
          • Domain Authority Checker
          • Link Explorer
          • Keyword Explorer
          • Competitive Research
          • Brand Authority Checker
          • Local Citation Checker
          • MozBar Extension
          • MozCast
          Resources
          • Blog
          • SEO Learning Center
          • Help Hub
          • Beginner's Guide to SEO
          • How-to Guides
          • Moz Academy
          • API Docs
          About Moz
          • About
          • Team
          • Careers
          • Contact
          Why Moz
          • Case Studies
          • Testimonials
          Get Involved
          • Become an Affiliate
          • MozCon
          • Webinars
          • Practical Marketer Series
          • MozPod
          Connect with us

          Contact the Help team

          Join our newsletter
          Moz logo
          © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
          • Accessibility
          • Terms of Use
          • Privacy

          Looks like your connection to Moz was lost, please wait while we try to reconnect.