Schema markup
Structured data added to a web page's code that labels key facts, such as business name, address, hours, services and FAQs, so search engines and AI tools can read them reliably.
Schema markup is a standard way of labeling information on a web page so machines can understand it. It uses a shared vocabulary from Schema.org, usually added as a small block of code called JSON-LD. Visitors don’t see it; search engines and AI tools do.
For example, your contact page might say “Open Monday to Friday, 8 to 5” in normal text. Schema markup adds a label that says, in effect: this is a LocalBusiness, these are its opening hours, this is its phone number.
Why it matters to a small business
Search engines and AI assistants are good at reading text, but labeled facts remove guesswork. Schema can help Google show details like review stars, FAQs or events in results, though Google decides when to show them. Google explains how it uses it in its introduction to structured data.
Useful types for small businesses include LocalBusiness (or a more specific type like Dentist or Plumber), Service, FAQPage, Event, Product and Review. The facts in your schema should match what’s on the page and on your Google Business Profile. See NAP consistency.
Example
A bakery adds LocalBusiness schema with its name, address, phone, hours and accepted payment types, and Event schema for its monthly baking classes. When the hours change, the schema is updated at the same time as the page text.
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