What is schema markup (and why it matters for local SEO)?

Schema markup is a shared vocabulary of labels that search engines agree on, used to tell them exactly what the information on your page means. It is how you say, in a way Google understands, this text is a service, this number is a price, this is a review, these are our opening hours. Add it well and your listings can show richer detail and your business becomes far easier for Google and AI tools to understand.

In plain English: schema is the agreed set of labels. Adding those labels to your page is called structured data. Same idea, seen from two angles.

Schema markup and structured data: what's the difference?

People use the terms almost interchangeably, and that is fine. Schema is the vocabulary, agreed by the search engines at schema.org. Structured data is what you actually add to your page using that vocabulary. If you have read our guide to structured data, you already understand the core idea. This post looks at the labels themselves and where they help most.

The schema types that matter for a local business

A handful do the heavy lifting. LocalBusiness carries your name, address, phone and hours. Service describes each thing you offer. Review and AggregateRating handle ratings and stars. FAQPage marks up your questions and answers so they can appear directly in results. Breadcrumb shows Google how your pages fit together.

Key point: these labels are what earn the rich results you see on other listings, the stars, the prices, the questions. Without them, Google has to guess, and it usually shows a plain link instead.

How schema markup helps you get found

Two ways. It makes you eligible for rich results, which take up more space and win more clicks. And it gives AI search clean, trustworthy facts to quote when someone asks for a recommendation. It is one part of a complete on-page SEO checklist, and it works best when every page has it, applied consistently rather than by hand.

Frequently asked questions

Is schema markup the same as structured data?

Effectively yes, in everyday use. Schema is the vocabulary of labels, structured data is those labels applied to your page. When people say either, they usually mean the same practical thing.

Does schema markup improve my ranking?

Not directly, but it helps Google understand your page and makes you eligible for rich results, which lift your click-through rate. That improved engagement supports your ranking over time.

What format is schema markup written in?

Usually JSON-LD, the format Google recommends. It sits in the page code, separate from your visible content, and lists the facts about the page.

Do I have to add schema markup by hand?

You can, but it is easy to miss pages that way. On a well-built site it is generated automatically for every page, so it stays consistent and complete without anyone remembering to add it.

Want to know if your site speaks Google's language?

Schema is invisible on the page, so it is easy to have none and never realise. Our free website assessment checks whether your pages carry the right markup, and what it would unlock, reviewed by a real person.

Book your free website assessment