What is structured data (schema)?
Structured data is hidden code that labels facts on a page, like your hours or address, for search engines. It can enable richer results but never guarantees them.
Structured data (often called schema, after the schema.org vocabulary) is a small block of code on a page that labels facts in a standard way: "this is the business name", "these are the opening hours", "this is a product price". Visitors do not see it. Search engines read it to understand the page more precisely.
What it can do
- Help search engines understand the page, such as which business, which service or which event it is about.
- Make a page eligible for rich results, such as star ratings, event dates, product prices or frequently asked questions shown in search.
Google is clear that structured data makes a page eligible for these features but does not guarantee them. Google decides what to show.
The rules that matter
- Only mark up what visitors can see. Google says not to add structured data about information that is not visible on the page, even if it is true.
- Keep it accurate. Wrong hours or fake reviews in structured data can get it ignored or count against you.
- Use the required fields for each type. Missing required fields make the markup ineligible for that feature.
- JSON-LD is Google's recommended format. Your web team handles this; you do not need to write code.
Common types for a small business
| Type | Used for |
|---|---|
| LocalBusiness (or a more specific type) | Name, address, phone, hours |
| Product | Items you sell online |
| Event | Classes, shows and events with dates |
| Article | Blog posts |
| BreadcrumbList | Showing where the page sits in your site |
How to check it
Google's Rich Results Test shows whether a page has valid structured data and which features it qualifies for. The URL Inspection tool in Search Console confirms Google found it.
We can do this for you. Open a request in your client portal if you want structured data added or checked on your site.
Common problems
- If the Rich Results Test shows errors, a required field is missing or formatted wrongly. Send the result to us.
- If you added markup and see no stars or extras in search, that is normal. Eligibility is not a guarantee.
- If your hours change, make sure the page and the structured data both get updated.
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