JSON-LD is designed around the concept of a "context" to provide additional mappings from JSON to an RDF model.
The context links object properties in a JSON document to concepts in an ontology.
Based on the RDF model, this allows the person described in the document to be unambiguously identified by an IRI.
The use of resolvable IRIs allows RDF documents containing more information to be transcluded which enables clients to discover new data by simply following those links; this principle is known as 'Follow Your Nose'.
The encoding is used by Schema.org,[8] Google Knowledge Graph,[9][10] and used mostly for search engine optimization activities.