Fluxx Tech
Schema markup is a small piece of code that tells search engines exactly what your page contains: your business name, address, opening hours, services, prices, FAQs and more. Visitors don’t see it, but Google uses it to understand your page, and sometimes to show richer results.
Why schema helps
• Clarifies your business details for Google
• Can make pages eligible for rich results, such as product details or breadcrumbs, depending on Google’s current features
• Supports local SEO by confirming name, address and phone
• Helps search and AI systems understand your content’s structure
Schema types for local businesses
Schema type | Where to use | Key details |
LocalBusiness (or a specific type like Dentist, Restaurant) | Homepage, contact page | Name, address, phone, hours, geo-coordinates, logo, URL |
Organization | Homepage | Name, logo, social profiles |
Service | Service pages | Service name, area served, provider |
Product | Product pages | Name, price, availability, reviews |
FAQPage | Pages with FAQ sections | Questions and answers visible on the page |
BreadcrumbList | Site-wide | Page hierarchy |
Article / BlogPosting | Blog posts | Headline, author, date |
Event | Event pages | Name, date, location |
How to add schema
• WordPress: SEO plugins such as Rank Math or Yoast add basic schema; customise for your business type
• Shopify: many themes include Product schema; apps can extend it
• Custom sites: add JSON-LD code in the page head or body
• Google Business Profile is separate; schema on your website supports it
JSON-LD is Google’s recommended format and is easiest to maintain.
Rules to follow
• Mark up only information that is visible on the page
• Keep details accurate and consistent with your Google Business Profile
• Don’t add fake reviews or ratings to schema
• Use the most specific business type available
How to test
1. Google Rich Results Test: checks eligibility for rich results
2. Schema Markup Validator: checks the code structure
3. Search Console → Enhancements: shows detected structured data and errors over time
Frequently asked questions
Does schema improve rankings directly? Not directly, but it helps Google understand your pages and can improve how they appear.
Do I need a developer to add schema? Plugins handle basics. Custom schema for specific business types usually needs a developer.
Will Google always show rich results? No. Google decides when to show them, and features change over time.
