What is Schema markup?

Why it matters for your business

People can read your page and understand that “Mon–Fri 8–6” are your opening hours. Search engines can usually work that out too, but schema markup removes the guesswork. It labels the facts on your page in a format search engines understand, using the shared vocabulary at schema.org.

Schema markup can make pages eligible for certain enhanced search results, and it helps search engines connect your website with your business details. Google recommends the JSON-LD format, a small block of code that doesn’t change how your page looks.

Example

A plumber’s website might include LocalBusiness (or the more specific Plumber) markup listing the business name, address, phone number, opening hours, service area and website.

How to check or improve it

1. Use the most specific type that fits your business, such as Restaurant, Dentist or HairSalon.
2. Make sure everything in the markup matches what’s visible on the page. Google’s guidelines require this.
3. Test your pages with Google’s Rich Results Test or the Schema Markup Validator.
4. Don’t add fake reviews or ratings to your markup. Google doesn’t allow businesses to mark up reviews of themselves for star ratings.