JSON-LD structured data adoption grew from 34% to 41% of pages

HTTP Archive’s Web Almanac, an annual analysis built on its own crawl of millions of live pages, tracked structured-data format usage across the web and found JSON-LD growing from 34% of pages in 2022 to 41% in 2024. That places JSON-LD, the format Google recommends, behind two older and broader formats in absolute share: RDFa at 66% of pages and Open Graph at 64%. Twitter meta tags sat at 45%, Microdata at 26%, and Facebook-specific meta tags at 7%. The chapter, written by Andrea Volpini, treats these as adoption rates for each format independently, not as a single pie that sums to 100%, since a page commonly ships more than one of them at once.

What the Almanac measured#

HTTP Archive runs its crawl through its own WebPageTest infrastructure rather than sampling a handful of sites by hand. Its 2025 methodology page states the July 2025 crawl alone covered 16,213,084 websites, with 15,426,398 mobile and 12,155,374 desktop websites, each rendered in a real Chrome environment and logged into BigQuery for public querying. The 2024 structured-data chapter draws on the same monthly dataset and compares 2022 with 2024. The chapter does not spell out whether the crawl setup stayed identical across those two years, so the 34%-to-41% JSON-LD change is the Almanac’s own comparison, not one we re-ran.

What the numbers represent#

The crawl set is built from the Chrome UX Report’s list of sites visited by Chrome users, and the methodology page warns that testing a site’s home page is not necessarily representative of the whole site. It is not a uniform random sample of every page that exists. The chapter also measures format presence, not correctness or completeness: a page counted as having JSON-LD may carry a single minimal Organization block rather than the rich markup a publisher might assume when they read “41%.” And because formats overlap, a rise in JSON-LD adoption does not mean RDFa or Open Graph declined by a matching amount; each format’s share moves on its own.

Why we care#

JSON-LD’s growth is real, but it is still the newer format catching up, not the leader. Two-thirds of crawled pages already carry RDFa, and Open Graph, which the chapter says is often encoded as RDFa, sits at 64%, so a 41% JSON-LD share undercounts how much of a publisher’s actual competitive set already ships some form of structured markup.

The 34% to 41% figure spans two Almanac editions. The chapter reports the change itself and we did not re-run it, so read it as the Almanac’s own comparison and check the chapter if the exact crawl setup matters to you.

Presence is not quality. A rising JSON-LD percentage says more pages carry the format at all; it says nothing about whether that markup validates, matches on-page content, or covers the entity types that actually earn rich results.