What is schema markup?
Schema markup is structured data: a standard set of labels you add to a web page so search engines know what each piece of information means. Visitors never see it, but Google, Bing and AI tools can read it.
A person can tell that “Mon–Fri 8am–6pm” is your opening hours. A machine has to guess. Schema removes the guesswork.
The labels come from schema.org, a shared vocabulary backed by the major search engines. Google says structured data gives it “explicit clues about the meaning of a page”, and it recommends a format called JSON-LD, which sits in one tidy block rather than being mixed into your page text (Google Search Central: intro to structured data).
Which schema types does a small business actually need?
Most local businesses only need three or four types. LocalBusiness covers who you are, Service covers what you do, and Review or FAQ markup is optional extra context.
| Schema type | What it describes | Still worth adding? |
|---|---|---|
| LocalBusiness (or a subtype such as Plumber, Dentist, HairSalon) | Name, address, phone, opening hours, website, map location | Yes. This is the foundation for any local business |
| Service | A specific service you offer, the area you serve and who provides it | Yes, on each service page. It does not trigger a special Google result, but it adds clarity |
| FAQPage | Questions and answers on a page | Optional. Google no longer shows FAQ rich results, but the markup is still valid schema.org |
| Review / AggregateRating | Customer reviews and star ratings | Only in limited cases. Google will not show stars for reviews a business shows about itself |
| Organization | Your brand, logo and social profiles | Useful on the homepage, often combined with LocalBusiness |
If you also have a Google Business Profile, keep your schema details identical to it. Matching name, address and phone number across your website and your Google Maps listing is one of the simplest trust signals you can send.
What has changed with FAQ and review rich results?
Two popular shortcuts no longer work. FAQ rich results have gone from Google entirely, and review stars for your own business are not shown.
Google added a deprecation notice to its FAQ documentation on 8 May 2026, saying the feature would no longer appear in Google Search from 7 May 2026, and removed the documentation in June 2026 (Google Search Central: latest updates). If an older guide promises you expandable FAQ drop-downs under your listing, it is out of date.
Review stars have been restricted for longer. Google’s review snippet guidelines say that if a business controls the reviews about itself, its LocalBusiness or Organization pages are not eligible for star ratings (Google review snippet guidelines). So pasting your testimonials into Review schema will not put stars next to your homepage. Your real reviews on Google itself matter far more, as we explain in our guide to reviews and AI search.
Not sure what your site’s code says about you?
We check your structured data as part of every local SEO project and fix what is missing or wrong.
Does schema markup help with AI search?
It helps indirectly, by making your pages easier to understand, but there is no special “AI schema”. Google says so plainly.
Google’s guide to its AI search features states that structured data is not required for generative AI search and that there is no special schema.org markup you need to add. It still recommends using structured data as part of your normal SEO (Google AI optimisation guide).
In practice, clear facts help every system that reads your site. When your opening hours, service area and phone number are labelled consistently, there is less room for a search engine or chatbot to get them wrong. Treat schema as tidy housekeeping that supports good content, not as a trick. Our guide to answer engine optimisation covers the content side.
What does LocalBusiness schema look like?
It is a short block of code, usually placed in the page header or added by a plugin. Here is a simplified example for a fictional plumber.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Smith Plumbing Ltd",
"telephone": "+44 1622 000000",
"url": "https://www.example.co.uk/",
"address": {
"@type": "PostalAddress",
"addressLocality": "Maidstone",
"postalCode": "ME14 0AA",
"addressCountry": "GB"
},
"areaServed": "Kent"
}
</script>Google lists only name and address as required for LocalBusiness. Recommended extras include telephone, url, openingHoursSpecification and geo coordinates. If you work from home and do not show your address publicly, speak to your developer about the best approach rather than publishing a full home address.
How do you add schema to your website?
Most small business sites can add schema without touching code. The right method depends on how your site is built.
- WordPress: SEO plugins such as Yoast, Rank Math or All in One SEO add Organization or LocalBusiness schema through their settings screens.
- Shopify, Wix and Squarespace: these add some product or business markup automatically. Check what is there before adding more, so you do not create duplicates.
- Custom sites: your developer can add a JSON-LD block to the template, so it updates whenever your details change.
- Test it: run the page through Google’s Rich Results Test and the Schema Markup Validator to catch errors.
- Keep it truthful: only mark up information that visitors can also see on the page.
Planning a new site? Ask for structured data from day one. We build it into every web design project.
FAQs
Is schema markup a ranking factor?
Google does not describe structured data as a direct ranking boost. It helps Google understand your pages and can make them eligible for certain search features, which is why it remains part of good SEO.
Should I remove my FAQPage schema now Google has dropped FAQ rich results?
There is no need to rush. The markup is still valid schema.org and does no harm, but it will not create FAQ drop-downs in Google, so do not add it expecting a visual change.
Can I add star ratings to my own website with schema?
You can mark up reviews, but Google does not show review stars for a business’s own LocalBusiness or Organization pages when it controls those reviews. Focus on collecting genuine Google reviews instead.
Do I need special schema for ChatGPT or Google AI Overviews?
No. Google says there is no special markup needed for its generative AI features. Clear, accurate standard schema plus helpful content is the sensible approach.
How do I check if my site already has schema?
Paste a page URL into Google’s Rich Results Test or the Schema Markup Validator. Both are free and show which types they find and any errors.
