Structured data (schema.org) explained for small businesses
Structured data tells Google and AI, without ambiguity, who you are, what you offer and what it costs. What it is and what is worth marking up.
When you read a clinic's website you instantly understand that "Monday to Friday, 9am to 8pm" is the opening hours and "3 High Street" is the address. A machine is not so sure. Structured data is a way of telling it without ambiguity, using a shared vocabulary that Google, Bing and AI assistants understand.
What structured data is
It is a block of information, invisible to visitors, added to the page's code. It uses the schema.org vocabulary, a standard jointly maintained by the major search engines. With it you can state, for example:
- That you are a specific kind of business (dental clinic, school, photographer…).
- Your name, address, phone, hours and service area.
- The services you offer and their price.
- A page's frequently asked questions and their answers.
- That a page is an article, with its date and author.
What structured data is for
Being understood without mistakes
Instead of guessing, the search engine reads directly "this is the phone number", "this is the price". Less room for error.
Richer results
In addition, Google may use some of this data to show enhanced results (breadcrumbs, event information, products…). It is not guaranteed, but without that markup it is harder.
AI answers
Likewise, assistants summarising the web appreciate well-organised information. If your prices and services are marked up properly, they are more likely to be quoted correctly. More in how to get recommended by ChatGPT.
What to mark up on a business website
- The business: type, name, website, phone, email, city, service area and social profiles.
- Services and prices, if you publish them.
- The FAQs on each page.
- Breadcrumbs, so the website's structure is clear.
- Blog articles, with their date.
Important rules for structured data
- Only what is visible. The markup must match what the page says. In fact, marking up things that do not appear, or inventing them, can count as spam.
- No fake reviews. Marking up false ratings is against Google's guidelines.
- Consistency. Same name, address and phone as on your Google profile and directories.
How to check your structured data
Google has a free Rich Results Test: paste your page's address and it tells you what data it finds and whether there are errors. You will also see warnings in Search Console. If you are not familiar with it, start with Google Search Console explained.
How I do it
Every Nueva Página website includes structured data as standard: the business, services with prices, FAQs, breadcrumbs and, if there is a blog, the articles. It is part of the basic SEO included in every plan; details in the pricing section.
Structured data for a local business: an example
Picture a physiotherapy clinic. Its schema markup would say, in a format machines read, that it is a health business, what it is called, which street and town it is on, its phone number, its Monday-to-Friday hours and the services it offers with their prices. In addition, each service page would mark up its FAQs.
All of this uses a shared vocabulary: for example, the schema.org LocalBusiness type covers the details of a business with premises. Google explains which types it uses and how in its introduction to structured data. That way, when someone asks Google or an AI for physiotherapists open on Saturday, the clinic has already written down the answer. It goes with everything else in what basic SEO includes.
Frequently asked questions
Will structured data move me up on Google?
It is not a direct ranking lever, but it helps you be understood correctly and can improve how you appear.
Do I need to code to add it?
Ideally, whoever builds the website should add it. Some plugins add it, but often with incomplete or duplicated data.
Which format is best?
Google recommends JSON-LD, a block separate from the content that is the easiest to maintain.
Will my website include structured data?
Yes. Every Nueva Página website includes it as standard: the business, services with prices, FAQs and breadcrumbs. It is part of the basic SEO in every plan of the cost calculator.