Technical basics
Schema Markup for Local Businesses: A Plain-English Guide
What structured data can explain—and what it cannot promise.
By Gabe Olivares · Updated October 27, 2026 · 2 min read
Structured data adds machine-readable descriptions to a page. JSON-LD is a common format for describing an organization, a person, an article, or other supported information. Visitors should be able to find the same facts in the visible page.
Start with accurate facts
Use your real business name, website, relevant location information, and verified contact details. Choose types that fit the page. Do not add fake reviews, unsupported credentials, or services you do not offer.
What it can do
It can make information explicit and, for supported Google features, help a page meet requirements for a richer search presentation. Feature-specific eligibility rules still apply. Valid markup alone does not guarantee a search appearance, higher rankings, or an AI recommendation.
What to avoid
Do not treat a markup checklist as a substitute for useful content. Google says no special schema is required for its AI features. Useful customer questions belong on the page whether or not a particular search feature supports them.
Check and maintain it
Validate syntax, use Google’s Rich Results Test for supported features, and check that the data matches the visible page. Review it whenever the business details change. A technically valid block with an old phone number still describes the wrong information.
Source: Google Search Central. For a broader plan, see what local businesses need for search.