Structured data is code you add to your website that explicitly tells search engines and AI systems what your business is, what it does, where it's located, and how to contact it. Instead of making Google infer this information from your website text, structured data hands it over in a machine-readable format.
For local businesses, structured data is increasingly critical — it directly feeds voice search results, AI Overviews, and Google's rich result features.
What is Structured Data?
Structured data uses a standardized vocabulary called Schema.org to mark up webpage content. Think of it as a translation layer: your website says things in human language, and structured data repeats the same information in a language that machines understand precisely.
The recommended format is JSON-LD (JavaScript Object Notation for Linked Data), which Google explicitly recommends because it's easy to maintain and doesn't interfere with your page's visual content.
JSON-LD goes in a <script> tag in your page's <head>:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name",
...
}
</script>
The Core Schema Types for Local Businesses
1. LocalBusiness (Foundation)
This is the most important schema type for local SEO. Add it to your homepage and contact page.
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Mike's Plumbing",
"url": "https://www.mikesplumbing.com",
"telephone": "+15125551234",
"email": "hello@mikesplumbing.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Austin",
"addressRegion": "TX",
"postalCode": "78701",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 30.2672,
"longitude": -97.7431
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "18:00"
}
],
"priceRange": "$$",
"areaServed": {
"@type": "City",
"name": "Austin"
}
}
Use the most specific @type possible. Instead of LocalBusiness, use Plumber, Dentist, Restaurant, AutoRepair, etc. Schema.org has hundreds of business-type subtypes.
2. AggregateRating
Adding your review data to your schema makes you eligible for star ratings in search results — a significant click-through rate boost.
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "340",
"bestRating": "5",
"worstRating": "1"
}
Add this inside your LocalBusiness schema. Keep it updated as your review count changes.
3. FAQPage
FAQPage schema makes individual Q&A pairs eligible to appear as expandable entries in search results, and is heavily used by AI systems when generating answers.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Do you offer emergency plumbing services?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, we offer 24/7 emergency plumbing service throughout Austin and surrounding areas."
}
}
]
}
Add this to any page that has FAQ content — your FAQ page, your services pages, your homepage if it includes Q&As.
4. Service
Add Service schema for each service you offer. This helps Google and AI systems understand the breadth of what you do.
{
"@context": "https://schema.org",
"@type": "Service",
"serviceType": "Emergency Plumbing",
"provider": {
"@type": "Plumber",
"name": "Mike's Plumbing"
},
"areaServed": "Austin, TX",
"description": "24/7 emergency plumbing repair including burst pipes, drain clogs, and water heater failures."
}
5. BreadcrumbList
Breadcrumb schema helps Google understand your site structure and appears as clickable breadcrumbs in search results.
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.mikesplumbing.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Services",
"item": "https://www.mikesplumbing.com/services"
}
]
}
What Rich Results Can You Earn?
Implementing structured data makes you eligible for these Google rich results:
| Schema Type | Rich Result | |------------|-------------| | LocalBusiness | Knowledge Panel, local results | | AggregateRating | Star ratings in search snippets | | FAQPage | Expandable Q&A in search results | | Product | Price and availability in results | | Review | Individual review stars | | Event | Event cards in search |
Rich results typically improve click-through rates by 20–30%.
Testing and Validating Your Structured Data
Before your schema goes live, validate it:
- ▸Google Rich Results Test: search.google.com/test/rich-results — tests if your schema is eligible for rich results
- ▸Schema Markup Validator: validator.schema.org — checks for schema errors
- ▸Google Search Console: After publishing, the Enhancements section shows structured data status and errors
Common Mistakes to Avoid
Inaccurate information: Schema data must match your GBP profile and website exactly. Discrepancies can hurt rather than help.
Marking up content that's not on the page: Only mark up information that's visibly present on the page.
Using deprecated schema types: Schema.org is updated regularly. Check that you're using current types.
Not updating it: When your hours change, your phone number changes, or your review count grows substantially — update your schema.
Do You Need a Developer?
For basic LocalBusiness + FAQPage schema, you don't need a developer. Most website builders (WordPress, Squarespace, Wix) have plugins or built-in tools for adding structured data.
For more complex implementations across multiple pages and service types, a developer familiar with JSON-LD is helpful.
Get your structured data handled automatically
Ninja implements and maintains structured data for your business across your GBP, website, and directories — keeping everything accurate and AI-ready.
Learn How Ninja Works