What is schema markup and does your business need it?
Schema markup explained: what structured data is, which types matter for local businesses and how it helps search engines and AI.
The idea
Humans read a page and understand that “Wollert VIC 3750” is an address. Machines have to guess. Schema markup removes the guesswork by labelling information in a standard vocabulary from Schema.org, usually in a JSON-LD script.
Types worth using
- Organization / LocalBusiness: name, logo, contact details, locations, opening hours
- Service: what you offer and where
- FAQPage: questions and answers on the page
- Article / BlogPosting: guides and news, with author and dates
- BreadcrumbList: where a page sits in your site
- Product: for online stores
What it does and doesn’t do
Schema doesn’t directly push you up the rankings. It helps search engines understand your pages, can make them eligible for enhanced results, and gives AI systems clean facts to work with.
Getting it right
Markup must match what’s visible on the page and be accurate. Test it with Google’s Rich Results Test and the Schema.org validator.
Frequently asked questions
Does schema markup improve SEO?
It improves understanding and eligibility for rich results rather than acting as a direct ranking boost.
What is JSON-LD?
A format for adding structured data in a script tag, recommended by Google.
Does schema help with AI search?
Clear, consistent structured facts make it easier for AI systems to describe your business accurately.
