Schema markup for small businesses: the 4 types that matter

Structured data is a label you add to your pages so search engines and AI tools don't have to guess. Most small businesses only need four types.

What is schema markup?

Schema markup, or structured data, is code that describes what's on a page using a shared vocabulary from schema.org. It's usually a small JSON-LD snippet in the page's head. Visitors never see it. Machines read it to understand facts like your business name, address, hours, services and the questions you answer.

Which schema types does a small business need?

• LocalBusiness, or a more specific type like Plumber, Dentist or Restaurant. Name, address, phone, hours, website, service area and links to your social profiles. Put it on your homepage and contact page.
• Service. One per main service page, describing the service and the area you serve.
• FAQPage. On pages with question-and-answer content, matching the visible text.
• BlogPosting. On blog posts, with the headline, author and publish date.

What does LocalBusiness schema look like?

Here's a simple example for a made-up plumber. Swap in your own details:

How do I add schema to my website?

In Webflow, paste the JSON-LD inside a script tag in the page's custom code, in the head section. In WordPress, SEO plugins like Yoast or Rank Math add the basics, and a code snippets plugin handles anything custom. Other site builders usually have a header code box that works the same way.

How do I check my schema is working?

Run the page through Google's Rich Results Test or the Schema Markup Validator at validator.schema.org. Fix any errors, and make sure what the code says matches what's on the page. Mismatched schema can do more harm than none.