Schema markup guide for small businesses

What schema markup is

Schema markup, or structured data, is code added to a page that labels information in a standard way. Instead of Google working out that "01632 960123" is your phone number, the markup says so explicitly. The vocabulary comes from Schema.org, a shared standard used by Google, Bing and others.

Google's introduction to structured data explains how it uses it. Most sites use a format called JSON-LD, which sits in a block of code separate from the visible content. Google recommends it because it's easier to add and maintain.

What it can and can't do

Structured data can:

• Help Google understand who you are, what you sell and how pages relate.
• Make pages eligible for certain rich results, such as product prices and stock, review stars on some types of page, or breadcrumbs in place of a URL.

It can't:

• Guarantee rich results. Google decides whether to show them.
• Improve rankings by itself.
• Make up for weak content.

It also needs to match what's visible on the page. Marking up reviews or prices that visitors can't see breaks Google's structured data guidelines and can lead to a manual action.

Types worth considering

Most small business sites only need a few types.

Organization or LocalBusiness

Describes your business: name, logo, address, phone number, opening hours and links to your official profiles. LocalBusiness has more specific subtypes, such as Dentist, Plumber, or Restaurant. Add it once, usually on the home page or contact page.

BreadcrumbList

Describes where a page sits in your site's structure. Google may show breadcrumbs in results instead of the raw URL. Many website platforms add this automatically.

Product

For online shops. Includes name, image, price, currency, availability and reviews. Google's product structured data guide covers what's required for different features.

Article

For guides and news. Helps Google understand the headline, author and dates.

Event

For businesses that run classes, workshops or performances with set dates.

What's changed with FAQ markup

FAQ markup used to be popular because it could show expandable questions under your result. In 2023 Google reduced FAQ rich results so they show only for well-known, authoritative government and health websites. For most businesses, the markup won't create that visual result any more.

That doesn't mean FAQs are pointless. Clear questions and answers still help visitors and can help Google understand a page. Just don't add FAQ markup expecting extra space in results.

How to add it

You have three options:

1. Your website platform or a plugin. WordPress SEO plugins, Shopify themes and many builders add basic markup automatically. Check what's already there before adding more. 2. Google's tools. The Structured Data Markup Helper can help create basic code, though it's dated. 3. Write it by hand or ask a developer. For a single LocalBusiness block, this is quick.

Avoid stacking several plugins that each add their own markup. Duplicate or conflicting data is confusing.

How to test it

• Rich Results Test. Shows which rich results a page is eligible for and flags errors.
• Schema Markup Validator. Checks the markup against the Schema.org vocabulary more broadly.
• Search Console. The Enhancements section shows errors and warnings across the site for supported types.

Fix errors first. Warnings about optional fields are usually less urgent.

A worked example

A pottery studio in Totnes ran weekend workshops. Its event pages listed dates and prices in text, but nothing structured.

The owner added Event markup to each workshop page with the name, start date and time, location, price and availability, plus LocalBusiness markup on the contact page with opening hours and address. She tested each page with the Rich Results Test and fixed a date format error. When workshops sold out, she updated availability on the page and in the markup at the same time.

The markup didn't create demand on its own. But it gave Google clean, consistent information about each event, and kept the details people saw in search in line with the page.

Keep it accurate

Markup goes stale when details change. Moving premises, changing hours or updating prices means updating the structured data too. Build it into the same checklist you use for updating your Business Profile.

Do small sites need it at all?

You can rank well without any structured data. Google reads ordinary pages perfectly well. But basic markup is cheap to add, low risk when it's accurate and it removes ambiguity about your business details. For a shop, Product markup is close to essential if you want price and availability shown. For a local service, a single LocalBusiness block is usually enough.

Common mistakes

• Marking up reviews collected on other platforms as if they were on your page.
• Adding LocalBusiness markup with a different address from your Business Profile.
• Using FAQ markup on every page in the hope of extra listings.
• Copying markup from another site without changing the details.
• Forgetting to remove markup for discontinued products or past events.