Structured data: helping Google understand your website

What is structured data in simple terms?

Structured data is additional information in your website code. It tells search engines that a text block is a company, an address, a service, an opening hour or a question with an answer.

The most common vocabulary is Schema.org. For small businesses, types such as Organization, LocalBusiness, Service, WebPage, BreadcrumbList and FAQPage are especially relevant. In practice, this is usually implemented as JSON-LD.

• Schema.org provides the vocabulary
• Google recommends JSON-LD for structured data
• The markup must match the visible page content

Does structured data improve rankings?

Structured data does not guarantee position one. Google also states that valid markup does not guarantee a rich result. The realistic benefit is better clarity and eligibility for certain search result features.

For small companies, this helps connect the main business, services and local information. It does not replace clear content, page structure, speed or real local relevance.

Which schema types do small businesses need?

Most small websites need a lean setup, not every schema type available. The homepage often uses Organization or LocalBusiness. Local businesses should use a specific LocalBusiness subtype where it fits.

Service pages can use Service, articles can use Article or BlogPosting, and BreadcrumbList clarifies site structure. FAQPage only makes sense when the questions and answers are visible on the page.

• Homepage: Organization or LocalBusiness
• Location pages: LocalBusiness
• Service pages: Service
• Guides: Article or BlogPosting
• Navigation: BreadcrumbList

What belongs in LocalBusiness markup?

LocalBusiness markup usually includes name, URL, logo or image, phone number, address, opening hours, price range, geo data and profile links. Service-area businesses should avoid publishing an address that customers should not visit.

Consistency matters. Name, address and phone number should match the website, Google Business Profile and business directories. Wrong opening hours or outdated phone numbers reduce trust.

• Add name, URL, phone and logo
• Use address carefully
• Keep opening hours current
• Use service area where relevant
• Do not invent ratings

How is structured data implemented?

There are three formats: JSON-LD, Microdata and RDFa. For most small websites, JSON-LD is the easiest to maintain because it is separate from visible HTML.

A managed website subscription can connect schema markup with ongoing maintenance: Starter from 79 € per month for basic company data, Business from 149 € for multiple service pages, Premium from 299 € for broader content and care.

How do you test structured data?

Use Google Rich Results Test to check eligibility for Google-supported rich results. Use Schema Markup Validator for a broader Schema.org check.

Also review Google Search Console after launch and after larger changes. A valid test does not mean the data is strategically correct or that Google will show an enhanced result.

• Test with Google Rich Results Test
• Validate with Schema Markup Validator
• Check Search Console
• Compare markup with visible content

Which schema mistakes are common?

The most common mistake is overdoing it: fake reviews, FAQ markup on pages without visible FAQs, or product markup for pure services. Structured data should describe what is really on the page.

The second mistake is lack of maintenance. Phone numbers, opening hours, locations and URLs change; the JSON-LD must change too.

• Do not mark up invisible content
• Do not invent ratings or prices
• Do not copy the same LocalBusiness block everywhere
• Review markup after relaunches