Schema markup is invisible code on your website that tells search engines and AI specific facts about your business. Think of it as a label on a box — instead of Google having to open the box and guess what is inside, the label tells it exactly what is there.
For example, schema tells Google: this business is a plumber, it is located at this address, its phone number is this, it is open Monday to Friday 8am to 6pm, and it has a 4.8 star rating from 47 reviews.
Without schema, Google has to figure all of this out from your text content — and it often gets it wrong or misses details. With schema, there is no guessing.
For full details on the types of schema I implement, see Structured Data & Schema Markup.
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Frequently Asked Questions
Can I add schema to my existing website?
Yes. Schema can be added to any website regardless of platform. It involves adding code to your pages that is invisible to visitors but readable by search engines and AI.
Will schema markup affect how my website looks?
No. Schema markup is invisible to visitors. It is code in your page source that only search engines and AI systems read. Your website looks and functions exactly the same.
What types of schema should a local business use?
At minimum: LocalBusiness schema with your NAP, opening hours, and services. FAQ schema for question-and-answer sections. Article schema for guides and blog posts. Product schema if you list specific services with prices.
How do I know if my website has schema already?
You can test any page at search.google.com/test/rich-results. Paste your URL and Google will show what structured data it finds. Most local business websites have no schema at all.
Does schema directly improve rankings?
Schema is not a direct ranking factor, but it helps Google understand your content better, which can improve how you appear in search results. It also enables rich results like star ratings and FAQ dropdowns, which increase click-through rates.