Schema Markup Explained for Business Owners: What It Is, Which Types Matter and What It Won’t Do
Schema markup is hidden code that tells Google your business name, address, hours and services. Here is which types matter for a local business, and what schema can’t do.
The short answer
Schema markup, also called structured data, is code on your website that visitors don’t see. It tells search engines facts about your business in a format they can read without guessing: name, address, phone, hours and the area you serve. Google publishes exactly which details it reads for local businesses (Google: Local business structured data). It helps search engines understand your site. It doesn’t guarantee a better ranking or a spot in AI answers.
Which types matter for most local businesses
- LocalBusiness, or a more specific type such as Plumber or Electrician: name, address, phone, hours, website and location (Google).
- Organization: your logo and official profiles.
- Review markup only where Google’s rules allow it. Read Google’s guidelines before you add it.
What schema won’t do
- It won’t put you in AI answers by itself. Google says there are no special optimizations needed for AI Overviews or AI Mode (Google Search Central).
- It won’t guarantee special search results. In 2023, Google cut back FAQ rich results so they show only for “well-known, authoritative government and health websites” (Google Search Central Blog, 2023). Adding FAQ markup no longer gets most business sites those expanded results.
- It won’t fix a thin page. If the page doesn’t answer the question, the markup won’t save it.
Getting it right
- Match the markup to what’s visible on the page. Don’t mark up hours or services the page doesn’t show.
- Use the most specific business type that fits.
- Test it with Google’s Rich Results Test.
- Update it when your hours, phone or address change.
FAQ
Do I need a developer to add schema?
Not always. Many website builders and plugins add basic business markup. Check that it’s correct with Google’s Rich Results Test.
Is FAQ markup still worth adding?
It no longer brings FAQ rich results for most businesses (Google, 2023). A clear FAQ section on the page still helps readers.
Sources: Google: Local business structured data · Google Search Central: AI features · Google Search Central Blog: Changes to HowTo and FAQ rich results, August 2023