Schema markup for small businesses

Last updated 10 October 2026 · By the XKey team

What schema markup does

A person reading your contact page knows which string of digits is your phone number and that "Mon–Fri 9–5" means your opening hours. A machine has to guess. Schema markup labels these facts using a shared vocabulary from schema.org, usually in a format called JSON-LD that sits in the page's code without changing how it looks. Google recommends JSON-LD because it's the easiest to add and maintain.

What it can and can't do

Structured data can make your result eligible for extra features – star ratings on products, event dates, breadcrumbs and more – and it helps Google and AI assistants connect your website with your business. It doesn't guarantee those features, and it isn't a direct ranking boost. Google ignores markup that describes things not visible on the page, and misleading markup can lead to a manual action.

The schema types most small businesses need

• Organization or LocalBusiness (or a more specific type such as Plumber, Dentist or Restaurant) – your name, logo, address, phone, hours, area served, website and sameAs links to your official profiles. Put it on your home page and contact page. Create it with the local business schema generator.
• WebSite – your site name, which helps Google show the right name above your results.
• BreadcrumbList – shows where a page sits on your site, and can replace the address in your search result with a tidy path.
• Product – for shops: price, currency, availability and reviews from real customers.
• Article – for blog posts and guides: headline, author and dates.
• Event – for gigs, classes and open days with dates and locations.

What changed recently

Google has been cutting back the rich results it shows. HowTo rich results were removed in 2023. FAQ rich results were limited to government and health sites the same year, and on 7 May 2026 Google stopped showing them for everyone. There's no penalty for keeping FAQ markup, but it no longer earns extra space in Google, so it isn't worth adding new. Star ratings for a business reviewing itself – on its own LocalBusiness or Organization markup – haven't been shown since 2019.

How to add schema markup

On WordPress, plugins such as Yoast and Rank Math add the basics automatically. Shopify, Wix and Squarespace include some markup too – check what's already there before adding more, so you don't end up with two conflicting versions. For custom sites, paste the JSON-LD into the page's <head> or just before </body>.

How to check it

Run the schema checker on the page. It validates your JSON-LD, lists the types found and shows any properties Google requires that are missing. Re-check after every redesign or plugin update – broken markup is one of the most common things a site change quietly breaks.

Frequently asked questions

Is schema markup a ranking factor?

Not directly. It helps search engines understand your pages and can make them eligible for rich results, which can improve clicks.

Do AI assistants use schema markup?

AI search tools read structured data along with the visible page. Clear Organization or LocalBusiness markup makes it easier for them to connect your website with the right business details.

Should I remove my FAQ schema?

There's no need to rush. Google says it doesn't cause problems, though it no longer produces rich results. Remove it next time you're editing the page if you'd like tidier code.