---
title: Tealium SEO (JSON-LD) Tag Setup Guide
description: This article describes how to set up the Tealium SEO (JSON-LD) tag in your Tealium iQ Tag Management account.
url: https://docs.tealium.com/client-side-tags/tealium-seo-json-ld-tag/
---
## Tag Configuration

First, go to the tag marketplace and add the Tealium SEO Tag to your profile. For more information, see [Manage Tags](https://docs.tealium.com/manage-tags/#add-a-tag).

After adding the tag, configure the below settings:

* **Homepage URL**: Enter the complete homepage URL (including the protocol).
* **Site Name**: Enter the name of your site/company.
* **Search URL**: Enter the search URL and replace the query string value with `search_term_string`.  
For example, if your search URL is `http://query.example.com/search?q=smartphones`. Replace the value of `smartphones` with `search_term_string` so the final URL becomes:`http://query.example.com/search?q=search_term_string`
* **Use Path for Breadcrumb**: Choose whether or not you want to auto-generate the path breadcrumb.
  * **Yes** (default): uses the pathname to build the breadcrumb.
  * **No**: uses the Data Mappings to build the breadcrumb.

* **Build Product Data**: Choose whether or not to automatically add the product details.
  * **Yes** (default): Use the E-Commerce extension to automatically build product data for product pages (recommended for E-Commerce sites).
  * **No**: Does not add product data.

## Load Rules

[Load rules](https://docs.tealium.com/about-load-rules/) determine when and where to load an instance of this tag on your site.

Recommended load rule: **All Pages**.

## Data Mappings

Mapping is the process of sending data from a [data layer variable](https://docs.tealium.com/iq-tag-management/data-mappings/manage/) to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see [Data Mappings](https://docs.tealium.com/iq-tag-management/data-mappings/manage/).

The destination variables for the Tealium SEO Tag are built into its data mapping tab. Available categories are:

### Standard

| **Destination Name**     | **Description**                                                                                                                                                                  |
|:-------------------------|:---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|
| Site Name                | Your company or site name                                                                                                                                                        |
| Homepage URL             | The complete homepage URL                                                                                                                                                        |
| List of Breadcrumb Names | Array of breadcrumb names                                                                                                                                                        |
| List of Breadcrumb URLs  | Array of breadcrumb URLs                                                                                                                                                         |
| Custom JSON-LD Data      | Sets a specific value in the JSON-LD object. Add custom data by replacing `custom` with your data name. Supports dot notation nesting. For example, `json_ld.contactPoint.@type` |

### How to Create Custom JSON-LD Data Mappings

Custom JSON-LD data is created using data mappings and dot-notation naming. You will need to know what the final JSON-LD should look like in your page to determine the mappings. Let's use the example of creating a `contactPoint` object.

In the final JSON-LD, the `contactPoint` object might look like this:

```
<script type="application/ld+json">
{
  "@context" : "http://schema.org",
  "@type" : "Organization",
  "url" : "http://www.example.com",
  "contactPoint":
   {
      "@type": "ContactPoint",
      "telephone": "+1-888-555-1212",
      "contactType": "sales"
   }
}
</script>
```

In the tag, the entire object is represented by the `json_ld` name in the data mappings. From there, each item within the final object is referenced by using dot-notation. For example, to set all of the values from the example above, you would create the following data mappings:

* `json_ld.@context`
* `json_ld.@type`
* `json_ld.url`

The tag will create sub-objects within the final JSON-LD based on the dot-notation structure you specify in the mappings. To create the `contactPoint` object in the example above, create data mappings with `contactPoint` at the second level and each property at the third level:

* `json_ld.contactPoint.@type`
* `json_ld.contactPoint.telephone`
* `json_ld.contactPoint.contactType`

In this case, let's assume you have a data layer variable named `contact_phone` that contains the phone number to set within the contactPoint telephone property.

1. Create a data mapping for `contact_phone` and select the Custom JSON-LD Data destination.

2. Click the `json_ld.custom` name to edit it, then change the value to `json_ld.contactPoint.telephone`.

### E-Commerce

Since the Tealium SEO Tag is e-commerce enabled, it will automatically use the default E-Commerce Extension mappings. Manually mapping in this category is generally not needed unless:

* you want to override any Extension mappings
* an e-commerce variable you want is not offered in the extension

Use the following mappings if **Build Product Data** is set to `Yes`.

| **Destination Name**          | **Description**                 |
|:------------------------------|:--------------------------------|
| List of Product Names         | Array of product names.         |
| List of Product Brands        | Array of product brands.        |
| List of Product SKUs          | Array of product SKUs.          |
| List of Prices                | Array of prices.                |
| List of Product Image URLs    | Array of image URLs.            |
| List of Product Part Numbers  | Array of product part numbers.  |
| List of Product Rating Values | Array of product ratings.       |
| List of Product Review Counts | Array of product review counts. |
| List of Product Descriptions  | Array of product descriptions.  |
| Product Price Currency        | Array of product currency.      |

## Creating Custom JSON-LD with Data Mappings

Custom JSON-LD data is created using data mappings and dot-notation naming. You will need to know what the final JSON-LD should look like in your page to determine the mappings. Let's use the example of creating a `contactPoint` object.

In the final JSON-LD, the contactPoint object might look like this:

```
<script type="application/ld+json">
{
  "@context" : "http://schema.org",
  "@type" : "Organization",
  "url" : "http://www.example.com",
  "contactPoint":
   {
      "@type": "ContactPoint",
      "telephone": "+1-888-555-1212",
      "contactType": "sales"
   }
}
</script>
```

In the tag, the entire object is represented by the `json_ld` name in the data mappings. From there, each item within the final object is referenced by using dot-notation. For example, to set all of the values from the example above, you would create the following data mappings:

* `json_ld.@context`
* `json_ld.@type`
* `json_ld.url`

The tag will create sub-objects within the final JSON-LD based on the dot-notation structure you specify in the mappings. To create the `contactPoint` object in the example above, create data mappings with `contactPoint` at the second level and each property at the third level:

* `json_ld.contactPoint.@type`
* `json_ld.contactPoint.telephone`
* `json_ld.contactPoint.contactType`

In this case, let's assume you have a data layer variable named `contact_phone` that contains the phone number to set within the contactPoint telephone property.

1. Create a data mapping for `contact_phone` and select the **Custom JSON-LD Data** destination.
![](https://docs.tealium.com/images/client-side-tags/json-ld-tag-data-mapping-custom.jpg)

1. Click the `json_ld.custom` name to edit it, then change the value to `json_ld.contactPoint.telephone`.


### Creating Custom JSON-LD with JavaScript

You can inject custom JSON objects using the [JavaScript Code Extension](https://docs.tealium.com/advanced-javascript-code-extension/) scoped to this tag. The tag exposes a JavaScript utility function for adding custom objects called `u.injectJSONLD()`. It takes one parameter, an array of objects.

Example of adding a [ContactPoint Schema](http://schema.org/ContactPoint):

```
u.injectJSONLD([{
    "@context": "http://schema.org",
    "@type": "Organization",
    "url": "https://www.example.com",
    "contactPoint": [{
        "@type": "ContactPoint",
        "telephone": "+1-877-555-1212",
        "contactType": "Lead",
        "contactOption": "TollFree",
        "areaServed": "US"
    }]
}]);
```

## Vendor Documentation

* [Intro to Structured Data](https://developers.google.com/search/docs/guides/intro-structured-data)
* [schema.org - Full Hierarchy](http://schema.org/docs/full.html)
* [Site name and breadcrumb data - Google Developers](https://developers.google.com/search/docs/guides/enhance-site#add-your-sites-name-logo-and-social-links)
* [Product Data - Google Developers](https://developers.google.com/search/docs/data-types/products)