Key takeaways
- Schema markup is a small block of code that describes your business in a format machines understand.
- Search engines and AI tools use it to understand who you are, what you offer, where you work and when you’re open.
- Start with Organization or LocalBusiness, then add Service and FAQ markup to key pages.
- Google shows FAQ rich results far less often than it used to, but the markup still helps machines understand the page.
- Test every change with Google’s Rich Results Test before you rely on it.
Schema markup is structured data added to your web pages, usually as a short JSON-LD script, that labels key facts: your business name, services, location, opening hours and common questions. Search engines and AI assistants read it to understand your site accurately. For most small businesses, LocalBusiness or Organization markup, plus Service and FAQ markup, covers what matters.
What is schema markup, in plain English?
People read your page and understand that “Open 7am to 5pm, Monday to Friday” means your hours. Machines have to guess. Schema markup removes the guessing. It’s a vocabulary, maintained at schema.org, that labels each fact so there’s no ambiguity.
Why it matters more now: AI search
Google still handles about 88% of Australian searches (StatCounter, October 2026). But more people now ask AI assistants and read AI summaries at the top of search results. These tools need to understand your business quickly and correctly. Clear content and accurate structured data both help.
Our guide to showing up in AI search covers the content side. Schema markup is the technical side of the same job.
Which schema types should a small business use first?
- Organization or LocalBusiness. Your name, website, logo, phone and, if you serve a local area, your address and service area. Use a more specific type where one fits, such as Plumber or Dentist. Put it on your home page or contact page.
- Service. On each service page, describe the service, who provides it and the area served.
- FAQPage. On pages with genuine questions and answers. Keep the markup matching the visible text exactly.
- BreadcrumbList. Shows how the page fits in your site’s structure. Many themes and SEO plugins add this automatically.
- Article. For blog posts: headline, author, date and image. Most SEO plugins handle this.
What about FAQ rich results?
Since 2023, Google has shown FAQ rich results only for a limited set of well-known, authoritative sites, such as government and health sites. Most business websites won’t see FAQ dropdowns in Google any more. FAQ markup is still worth adding where you have real questions, because it describes the page clearly for machines. Just don’t expect it to change how your search listing looks.
What does schema markup look like?
Here’s a simple LocalBusiness example. It sits in the page’s code, not in the visible content.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Smith Plumbing",
"url": "https://smithplumbing.com.au",
"telephone": "+61 7 5555 0123",
"address": {
"@type": "PostalAddress",
"addressLocality": "Brisbane",
"addressRegion": "QLD",
"addressCountry": "AU"
},
"areaServed": "Brisbane",
"openingHours": "Mo-Fr 07:00-17:00"
}
</script>Many WordPress SEO plugins add the basics for you. Check what yours outputs before adding more, so you don’t end up with duplicates that contradict each other.
How do I test my schema markup?
- Google’s Rich Results Test shows which rich results a page is eligible for, and any errors.
- The Schema Markup Validator at validator.schema.org checks the markup against the full vocabulary.
- Google Search Console reports structured data errors across your whole site over time.
Common mistakes to avoid
- Marking up content that isn’t visible on the page. Google treats this as spam.
- Fake or self-written reviews in review markup.
- Details that don’t match your Google Business Profile, such as different phone numbers or hours.
- Several plugins all adding their own, conflicting markup.
Keep your Google Business Profile and your schema saying the same thing. Consistency builds trust with both search engines and AI tools. Speed and technical health matter too. See how hosting affects Core Web Vitals.
Frequently asked questions
What is schema markup?
Structured data added to a web page that labels key facts, such as your business name, services, location and opening hours, in a vocabulary from schema.org that search engines and AI tools understand.
Does schema markup improve rankings?
Not directly. It helps search engines understand your content and can make pages eligible for rich results. Clear understanding supports good visibility in search and AI answers.
Which schema should a small business add first?
Organization or LocalBusiness markup, with your name, contact details and service area. Then Service markup on service pages and FAQ markup where you have genuine questions.
Is FAQ schema still worth it?
Google now shows FAQ rich results mainly for authoritative government and health sites. The markup still helps machines understand the page, so it’s worth adding where the questions are real.
How do I check my schema is working?
Use Google’s Rich Results Test and the Schema Markup Validator, then monitor Google Search Console for errors.
Sources
- Introduction to structured data, Google Search Central, accessed 13 Nov 2026
- Changes to HowTo and FAQ rich results, Google Search Central, August 2023
- Search engine market share, Australia, StatCounter, October 2026
- Schema.org, accessed 13 Nov 2026