Schema markup, also called structured data, is a small block of code on a page that describes facts in a standard vocabulary from schema.org. Instead of a search engine guessing that a line of text is your opening hours, the markup says so directly. Visitors never see it. Search engines and other software read it to understand who you are, what you offer and where you are.
It is useful, and it is often oversold. Here is what it does, which types matter for a small business and how to check yours.
What structured data can and cannot do
It can make your facts unambiguous: your business name, address, hours, service area, the social profiles that belong to you and how your pages fit together. For some content types, such as events, products and recipes, Google may show richer search results, for example a date or a price under the link.
It cannot make a page rank by itself, and it cannot add facts that are not on the page. Google’s guidelines require markup to match visible content; markup describing things visitors cannot see is a policy problem, not a trick. Google also says no special structured data is needed to appear in its AI features. Rich results are never promised either, even with perfect markup.
Types that suit most small businesses
- ✓LocalBusiness or a more specific type — such as Plumber, Dentist, Restaurant or HairSalon, with name, address, hours and area served
- ✓Organization — your official name, logo and the profiles that belong to you
- ✓BreadcrumbList — shows how a page sits within your site’s structure
- ✓Event — for classes, tastings, workshops and other dated happenings you publish
- ✓Product with Offer — for catalog items that show a price on the page
Rules that keep you out of trouble
Keep it truthful and current. If your hours change for the holidays, update the page and the markup together. Do not mark up reviews you wrote yourself or copied from another site; Google does not show self-serving review stars for a business describing itself. Use one consistent business name and address everywhere, matching your Google Business Profile and directory listings.
FAQ markup deserves a special note. Google limited FAQ rich results to a small set of authoritative government and health sites, so most businesses no longer see them in search. A clear FAQ section is still helpful to visitors, and the markup does no harm when it matches the page, but do not expect the expandable questions to appear.
How to check your markup
- ✓Rich Results Test — Google’s free tool shows which rich results a page qualifies for
- ✓Schema Markup Validator — checks your markup against the schema.org vocabulary
- ✓Search Console enhancements — reports errors across your whole site over time
- ✓Compare with the page — every marked-up fact should be visible to visitors
The usual format
Most sites add structured data as JSON-LD, a short script block in the page’s code. It sits apart from the visible design, so it can be updated without touching the layout. Website builders and plugins often add basic markup automatically; check what yours produces before adding more, because duplicate or conflicting blocks confuse the picture.
When to bother
For a five-page local business site, basic business markup and accurate page content cover most of the benefit. More detailed markup pays off when you publish events, sell products with listed prices or run several locations. If you are working with us, ask at the consultation what the essential search setup on your site covers, and if you later want someone to keep pages and markup maintained as you grow, Monthly SEO is an optional add-on, with no promise of rankings or rich results.
What to expect, honestly
- ✓Markup is not a ranking promise — search engines decide what to show
- ✓We do not add facts you have not given us — markup reflects your real details
- ✓Rules change — search engines update which rich results they show
One example of what your site could look like
This is one sample we designed. Yours is built around your business, your photos and your words, and we have more examples if you want to compare directions.
How it works
1. Consultation
We learn your services, customers and goals, in English or Spanish.
2. We write and design
We draft the words and build the site around your business.
3. 10 revision rounds
You review and request changes until it is right.
4. Launch and care
We launch, then Website Care keeps it hosted, backed up, checked weekly and A/B tested.
Keep reading
AI search basics · Local SEO · Not showing on Google · Monthly SEO
