downloadUrl

downloadUrl · Not mentioned by Google

Appears in

• SoftwareApplication

What is it?

downloadUrl provides a direct link where users can download the software binary or installer. For web apps, this can point to a signup page or app store listing. Schema.org defines it as the URL to download the file if the software can be downloaded.

Why this matters for AEO

When a user asks "Where can I download Debian Linux?", AI engines look for the downloadUrl field to provide a direct action link. Without it, the engine can only describe the software. With it, the engine can tell users exactly where to go to get the app.

What the specs say

Schema.org: URL. If the file can be downloaded, URL to download the binary. View on schema.org

Google: Not listed in Google's structured data documentation for SoftwareApplication. View on Google

How to find your value

• Native desktop app — Your website's download page
• iOS app — App Store listing URL
• Android app — Google Play Store listing URL
• Webflow app — Webflow Marketplace listing URL
• Web app / SaaS — Signup or launch page URL
• Open source — GitHub releases page or download page

Format and code

The value is a single URL string pointing to where the user can get the software.

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Debian GNU/Linux",
  "description": "The Universal Operating System",
  "operatingSystem": "Debian",
  "softwareVersion": "12.10",
  "applicationCategory": "Operating System",
  "downloadUrl": "https://www.debian.org/distrib"
}

Note on capitalization: The official schema.org property name is downloadUrl (lowercase "l"). Some implementations use downloadURL (uppercase). Use the lowercase form to match the schema.org specification.

Webflow implementation

Static pages

Add in Page Settings > Custom Code (Before </body> tag):

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Notion",
  "downloadUrl": "https://www.notion.com/download",
  "applicationCategory": "BusinessApplication",
  "operatingSystem": "Windows, macOS, iOS, Android",
  "offers": {
    "@type": "Offer",
    "price": 0,
    "priceCurrency": "USD"
  }
}
</script>

CMS template pages

Create a "Download URL" link field in your CMS collection. Reference it inside the JSON-LD block in your template's custom code.

In Schema HQ

Your CMS download link field is mapped to downloadUrl. For static pages, enter the URL directly in the Schema HQ editor. is mapped automatically

Real examples

Debian GNU/Linux (from debian.org):

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Debian GNU/Linux",
  "description": "The Universal Operating System",
  "operatingSystem": "Debian",
  "softwareVersion": "12.10",
  "applicationCategory": "Operating System",
  "downloadUrl": "https://www.debian.org/distrib",
  "releaseNotes": "https://www.debian.org/News/2025/20250315",
  "datePublished": "2025-03-15"
}

BuiltVisible example (from builtvisible.com):

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "[App Name]",
  "fileSize": "14mb",
  "downloadURL": "[download url]",
  "operatingSystem": ["[OS 1]", "[OS 2]"],
  "applicationCategory": "[category]"
}

Note: The BuiltVisible example uses downloadURL (uppercase L). The schema.org specification uses downloadUrl (lowercase l).

Related fields

• operatingSystem — Platform the download targets
• fileSize — Size of the downloadable file
• softwareVersion — Version available at the download URL
• offers — Pricing for the software

FAQ

Is downloadUrl the same as the app's homepage URL?

No. downloadUrl should point to where users can directly download or install the software, not the marketing page. Use url for the homepage and downloadUrl for the actual download or app store listing.

Should I use downloadUrl or downloadURL?

Use downloadUrl (lowercase "l"). This matches the official schema.org property name. While some implementations use the uppercase variant, the lowercase form is correct per the specification.