Schema markup for small businesses

Last updated 30 August 2026 | Written and reviewed by Keiron

2 min

Schema markup is machine-readable data that describes entities and page content. JSON-LD is Google's recommended format in most cases. Valid markup can make a page eligible for supported search features, but eligibility does not guarantee that a feature appears and structured data is not a shortcut to higher rankings.

Choose types that match the visible page

1. LocalBusiness

Use the most specific supported LocalBusiness subtype on a page that clearly represents the business. Include only truthful details that apply, such as name, URL, telephone, opening hours and a real customer-facing address where appropriate. Service-area businesses must not invent offices or expose a private address contrary to their operating model.

2. Service

Service markup can describe a genuinely offered service and its provider. It should match the page's visible service name, description and area served rather than being copied onto unrelated pages.

3. FAQ

FAQPage markup must match questions and complete answers visible to users. Google now generally limits FAQ rich results to well-known, authoritative government and health sites, so most small businesses should not expect an expanded FAQ result. Publish the answers because they help people, not to manufacture a snippet.

4. Review / AggregateRating

Only mark up genuine reviews that are visible on the page and permitted for the relevant schema type. Google does not show self-serving review rich results for LocalBusiness and Organization pages, so adding your own testimonials to AggregateRating does not create legitimate local-business stars.

How to add it

A CMS plugin can generate JSON-LD, but inspect the output rather than assuming its settings are correct. On a custom site, render a JSON-LD script from the same trusted data used on the page. Validate supported features with Google's Rich Results Test and use Schema.org's validator for broader vocabulary.

What schema is not

Structured data does not replace useful content, internal links, eligibility or verification. Google can ignore markup that is misleading, invisible, irrelevant or unsupported. Treat it as a precise description of evidence already present.

Use Google's structured data guidelines as the policy source and re-check them when templates change.

Services that fit this guide

SEO

Add schema as part of broader technical and on-page optimisation.

Website audit

Find missing structured data, indexing issues and content gaps.

Website design

Build schema, FAQs and service structure into the site foundation.

Key terms

Useful glossary definitions for this guide.

Frequently asked questions

What schema markup should a small business use first?

Start with the most specific type that accurately describes the visible page and business. LocalBusiness and Service can be relevant, while FAQPage should be used only when complete questions and answers are visible.

Does schema markup improve rankings?

Google does not describe valid structured data as a guaranteed ranking boost. It helps systems understand content and can make an eligible page available for supported search features.

Will FAQ schema give a small-business site an FAQ rich result?

Usually not. Google generally limits FAQ rich results to authoritative government and health sites, and markup never guarantees display. Visible answers can still be useful to visitors.

Related Guides

Keep reading practical guides that connect to this topic.