What is Schema Markup (Structured Data)?

Schema markup (also called structured data) is a shared vocabulary, defined at Schema.org, that lets website owners give Google explicit information about their content rather than making Google infer it.

Without schema, Google reads your homepage and tries to determine: Is this a business? What type? Where is it located? What does it offer? With schema, you explicitly tell it: "This is a LocalBusiness, name is FabBuilds, located at this address, offering these services, with this phone number and these hours."

The practical benefit is twofold. First, schema directly supports local SEO, properly implemented LocalBusiness schema with accurate address, phone, and service area information strengthens local rankings. Second, certain schema types unlock "rich results" in Google Search, FAQ schema can make your page show expandable questions directly in search results, taking up more visual space and increasing click-through rates. Review schema can show star ratings. Service schema can show price information.

Common schema types for small businesses include LocalBusiness (and its subtypes: MedicalBusiness, LegalService, RealEstateAgent, Restaurant), Service, FAQPage, BreadcrumbList, and Person.

Schema is added as JSON-LD code in the HTML head section of a page, it is invisible to visitors but readable by search engines. It does not affect the visual design of the page.

Implementation quality matters. Schema with errors or inconsistencies, such as a phone number in schema that differs from the phone number in page content, can hurt rather than help. A website audit should verify that schema is present, valid, and matches the visible content on the page.

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