What schema markup does
Schema markup uses the schema.org vocabulary to label facts on a page. A business name, a phone number, opening hours, a service, an author or a review each get a clear tag. Google says it works hard to understand pages, and structured data gives it explicit clues.
Google recommends JSON-LD, a block of code that sits apart from the visible content. It is the easiest format to add and maintain.
Useful types for a local business
| Type | What it describes | Where it goes |
|---|---|---|
| LocalBusiness | Name, address, phone, hours, geo and area served | Homepage and office pages |
| Service | A service you offer, its area and price | Each service page |
| BreadcrumbList | The page's place in your site | Every page below the homepage |
| Article | Author, dates and the publisher | Guides, answers and blog posts |
| Organization | Your brand, logo and social profiles | Sitewide |
What schema cannot do
Google says it does not guarantee that structured data shows up in results, even when it is valid. Rich results also change over time. Google ended FAQ rich results for all sites in 2026, though the markup itself remains valid for describing pages.
Markup must match what visitors see. Google's guidelines forbid marking up content that is not visible on the page or that misleads. Breaking those rules can cost a page its rich result eligibility through a manual action.
How to add and test it
- Add LocalBusiness markup with your exact name, address and phone.
- Keep those details identical to your Business Profile.
- Add Service markup to each service page.
- Test each template in the Rich Results Test.
- Watch the enhancement reports in Search Console.
Our sites build this markup from the same data that fills the page, so hours, prices and addresses never drift apart. Our technical SEO work adds it to client sites the same way.