How adding simple code to your website can help more customers find your business in 2025
Schema markup is a simple code that helps search engines understand what your business does. Adding this "hidden" code to your website makes your business stand out in search results with eye-catching features like star ratings, pricing, and business hours—without changing how your site looks to visitors.
When customers search for businesses like yours online, search engines like Google have to figure out what your website is about. Without help, they sometimes get it wrong or miss important details.
Schema markup is like giving search engines a cheat sheet about your business. It's hidden code that tells search engines exactly what your business does, where you're located, what products you sell, your prices, your hours, and even what customers think of you.
Think of it like this: If your website is a book, schema markup is like adding an index, chapter titles, and clear labels that make it easy for search engines to find and share the right information about your business.
"Schema markup isn't about changing how your website looks to visitors—it's about helping search engines understand your business better so they can send you more customers."
Search engines guess what your business is about based on your website text.
You tell search engines exactly what your business is, what you offer, and important details like your hours, location, and prices.
Without schema: "Main Street Bakery sells cakes and pastries in Portland."
With schema: "Main Street Bakery at 123 Main St, Portland is open 7am-6pm, specializes in gluten-free cakes ($15-45), has 4.8/5 stars from 127 reviews, and offers online ordering with same-day pickup."
As a small business owner, you're competing with bigger companies with larger marketing budgets. Schema markup helps level the playing field by making your business stand out in search results—without costing you anything but a little time.
In 2025, search engines and AI assistants are how most customers find local businesses. When someone searches for "hair salon near me" or asks their phone "where can I get my car fixed?", businesses with schema markup are more likely to be recommended because search engines have clear, specific information about them.
Did you know? According to a 2024 study, search listings with rich results (powered by schema) get 30% more clicks than standard listings.
Schema markup especially helps with voice search, which over 70% of consumers now use regularly. When someone asks Siri, Alexa, or Google Assistant about businesses like yours, these systems rely heavily on structured data to decide which business to recommend.
Instead of just a blue link, your listing can include star ratings, prices, availability, and other eye-catching details that attract more clicks.
When someone asks their phone or smart speaker about products or services you offer, clear schema helps these devices find and suggest your business.
Schema can help you appear in Google's Knowledge Panel, local business packs, and other premium positions without paying for ads.
Clear data about your business helps search engines match you with the right customers at the right time, improving your overall visibility.
Search listings with schema-powered rich results get 30-50% more clicks than plain listings. Those rich snippets with star ratings and prices catch people's eye and build trust before they even visit your site.
When someone asks their phone "what's the best pizza place nearby?" or "where can I get my car fixed?", schema helps voice assistants confidently recommend your business based on your services, hours, and reviews.
Schema helps your business appear in local search features like the "Local Pack" and Google Maps listings. For local businesses, this increased visibility in geographic searches is incredibly valuable.
While schema itself isn't directly a ranking factor, the improved click-through rates and engagement it creates do positively influence your search rankings over time. It's an indirect but effective SEO boost.
As AI systems increasingly influence how people find businesses, having your information structured with schema ensures these systems can accurately understand and recommend your business to potential customers.
A small Portland bakery added schema markup highlighting their gluten-free options and 4.8-star rating. Within 3 weeks, they saw a 27% increase in website visits and reported that new customers specifically mentioned finding them through voice search.
The story of schema is actually pretty interesting, and understanding it helps explain why it's so valuable for your business today. Don't worry—we'll keep this simple and relevant!
The concept of "schema" started with philosophers and psychologists trying to understand how humans organize knowledge in our minds. They discovered we naturally create mental frameworks to make sense of the world.
When computers came along, they needed similar frameworks to organize information. Database schemas were created to give structure to data so computers could store and find information efficiently—just like our brains do.
The real breakthrough for businesses came in 2011 when Google, Bing, Yahoo, and Yandex (major search engines) created Schema.org. For the first time, they agreed on a standard way for websites to communicate with search engines about what their content means.
Search engines began showing special "rich results" for websites using schema markup. These eye-catching search listings with stars, prices, and other details dramatically increased clicks for businesses using schema.
As voice search became mainstream and AI assistants gained popularity, schema markup became even more important. These technologies rely heavily on structured data to understand and recommend businesses.
Today, schema markup has evolved from a technical SEO tactic to a fundamental marketing necessity for small businesses. With the right schema markup, even small local businesses can stand out in search results and compete with larger companies.
The evolution of schema has made powerful search marketing capabilities accessible to small businesses. You don't need a big budget or technical expertise to benefit—just the right knowledge and tools, which we'll cover in the next sections.
By understanding what schema is and how it developed, you can better appreciate why it's worth implementing on your business website, even if you're not technically inclined.
Don't worry—adding schema markup to your website is easier than you might think. You have several options based on your comfort level with technology:
Use a website platform or plugin that handles schema for you.
Best for:
Business owners who want the simplest solution with minimal technical work.
Use Google's Schema Markup Helper to generate the code, then add it to your site.
Best for:
Those comfortable with copy-pasting code but who don't want to write it from scratch.
Create custom schema markup code for your specific business needs.
Best for:
Businesses with technical resources or specific requirements not covered by standard solutions.
Popular options include Rank Math, Yoast SEO Premium, or Schema Pro. All are easy to install from your WordPress dashboard.
The plugin will guide you through entering your business name, address, phone number, hours, and other details.
Choose options like LocalBusiness, Product, Service, or FAQ schema depending on your business needs.
After saving your settings, use Google's testing tools (covered later) to verify everything works correctly.
Tip: Rank Math offers a free version with excellent schema options, making it ideal for small businesses on a budget.
These platforms typically have built-in schema options within their SEO settings.
Complete all business information fields provided by your platform.
Shopify has schema apps in its app store. Squarespace and Wix have more limited options but cover the basics automatically.
Tip: Even with built-in options, verify what schema types are being added. You may need additional apps or custom code for specific schema types not covered by default settings.
Google offers a free tool that helps you create schema code without having to write it from scratch:
Visit Google's Schema Markup Helper (search for this term to find the current URL)
Select the type of content you want to mark up (e.g., Local Business, Product, etc.)
Enter your website URL and click "Start Tagging"
Highlight elements on your page and assign the appropriate tags
For example, highlight your business name and select "name", highlight your phone number and select "telephone", etc.
Click "Create HTML" to generate your schema code
Add the generated code to your website's HTML
This typically goes in the <head> section of your website. If you're not comfortable editing HTML, ask your web developer or use Option A instead.
If you need specific schema types or have a complex website, you might want to create custom schema code:
Visit Schema.org to browse available schema types
Find the schema types most relevant to your business (LocalBusiness, Restaurant, Service, Product, etc.)
Create your JSON-LD code
JSON-LD is the recommended format. It's a block of code that goes in your website's <head> section.
Test your code using Google's Rich Results Test
This will verify that your schema code is valid and eligible for rich results.
Add the code to your website
Place the JSON-LD script in the <head> section of your website's HTML.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Main Street Bakery",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Portland",
"addressRegion": "OR",
"postalCode": "97201"
},
"telephone": "(503) 555-1234",
"openingHours": "Mo,Tu,We,Th,Fr 07:00-18:00",
"priceRange": "$$",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "127"
}
}
</script>
Tip: If this feels overwhelming, start with Option A using plugins or built-in platform features. You can always expand to custom code later as your needs grow.
No matter which method you choose, always test your schema implementation with these free tools:
There are hundreds of schema types available, but you don't need to use them all. Here are the most valuable ones for small businesses, in order of priority:
| Schema Type | What It Does | Best For | Impact Level |
|---|---|---|---|
| LocalBusiness | Identifies your business name, address, phone, hours, etc. | Any business with a physical location |
|
| Product | Shows product details, prices, availability, and images | E-commerce and retail businesses |
|
| Service | Describes services you offer, areas served, and pricing | Service-based businesses |
|
| Review | Displays star ratings and review counts in search results | Any business with customer reviews |
|
| FAQ | Shows your FAQs directly in search results | Any business with a FAQ section |
|
| Event | Promotes events with dates, locations, and ticket info | Businesses that host or participate in events |
|
| VideoObject | Helps videos appear in video search results | Businesses that create video content |
|
| HowTo | Displays step-by-step instructions in search results | Businesses offering tutorials or instructions |
|
LocalBusiness (or a more specific type like Restaurant, Store, etc.)
This covers your basic business information that customers need to find and contact you.
Product (if you sell products) or Service (if you offer services)
These highlight what you sell and can dramatically improve how your offerings appear in search.
Review schema (if you have customer reviews)
This can display star ratings in search results, which significantly increases click-through rates.
FAQ Schema
If your website has frequently asked questions, this can display them directly in search results.
Event Schema
If you host workshops, sales events, or other activities, this helps promote them in search.
HowTo or VideoObject Schema
If you create instructional content or videos, these can help them appear prominently in relevant searches.
Even with the best intentions, businesses sometimes make mistakes when implementing schema. Here are the most common issues to avoid:
Using the wrong schema type for your business can confuse search engines and actually hurt your visibility.
A local plumber using Restaurant schema instead of LocalBusiness or Service schema.
Solution: Always match the schema type to your actual business type or content.
Missing essential information in your schema makes it less useful for search engines and can reduce its effectiveness.
Adding LocalBusiness schema but leaving out your address, phone number, or hours.
Solution: Fill out all relevant fields for each schema type you implement.
Technical errors in your schema code can prevent search engines from understanding it at all.
Using the wrong format for dates, phone numbers, or addresses in your schema.
Solution: Always test your schema with validation tools to catch format errors.
Inconsistencies between your schema and website content can be seen as deceptive and hurt your search rankings.
Claiming a 5-star rating in schema when your actual reviews are 3-star, or listing services you don't actually offer.
Solution: Always ensure your schema data matches your actual business information.
Adding too many schema types or unnecessary schema can confuse search engines about your business's primary purpose.
A small local bakery adding schema for every possible business type: Restaurant, Store, Service, etc.
Solution: Focus on the most relevant schema types for your specific business.
Adding schema but not testing it can leave errors undetected, preventing you from getting any benefits.
Adding schema to your site but never checking if it's correctly implemented or recognized by search engines.
Solution: Always test your schema with Google's Rich Results Test and monitor in Search Console.
Sarah, a florist in Seattle, added LocalBusiness schema to her website but accidentally used incorrect format for her business hours. For three months, her hours showed up incorrectly in Google, causing confused customers to arrive when her shop was closed.
After receiving complaints, she tested her schema and discovered the error. Once fixed, not only did her hours display correctly, but her business also started appearing in the Local Pack for "florists near me" searches—something that hadn't happened before.
The lesson: Always test your schema implementation, and if you're not seeing benefits, check for common errors like incorrect formats or missing information.
These tools make schema implementation easier, even if you're not technically inclined:
Google's Rich Results Test
Shows exactly how your page might appear in search results with schema.
Schema.org Validator
Checks your schema code for technical errors and format problems.
Google Search Console
Monitors your schema implementation and alerts you to any errors.
Google's Schema Markup Helper
Helps you create schema without coding by tagging elements on your page.
Schema Generator Tools
Various online tools that create schema code based on form inputs.
JSON-LD Generators
Creates the specific JSON-LD format code that Google prefers.
Rank Math
Comprehensive SEO plugin with excellent schema options, even in the free version.
Yoast SEO
Popular SEO plugin with schema features (more extensive in premium version).
Schema Pro
Dedicated schema plugin with extensive options for various business types.
| Tool Name | Best For | Ease of Use | Cost | Technical Skill Required |
|---|---|---|---|---|
| Rank Math | WordPress users |
|
Free / $59+/yr Premium | Minimal |
| Google Schema Helper | One-time schema creation |
|
Free | Low |
| Schema Pro Plugin | Advanced WordPress users |
|
$79+/year | Moderate |
| Wix Business Info Settings | Wix website users |
|
Included with Wix | Minimal |
| Custom JSON-LD Code | Custom or complex needs |
|
Free (DIY) or $150+ (hired help) | High |
| Shopify SEO Tools | Shopify store owners |
|
Included with Shopify | Low |
Google's Structured Data Guidelines
Official documentation on how to implement schema correctly for Google search.
Schema.org Full Documentation
Complete reference guide to all available schema types and properties.
Moz's Beginner's Guide to Structured Data
Easy-to-follow guide with practical examples for beginners.
Freelance SEO Specialists
Can implement schema for a one-time fee, typically $100-300 depending on complexity.
Local Web Agencies
Often offer schema implementation as part of broader SEO packages.
Website Platform Support
Some web platforms offer professional services to implement technical features like schema.
Schema markup is simply a code that helps search engines understand what your website content is about. It's like giving Google a cheat sheet that clearly labels your business information, products, services, and more. This helps search engines display your business more attractively in search results.
Instead of Google guessing what your page is about, you're telling it directly: "This is my business name. This is my address. These are my hours. Here are my products and their prices." This clear communication helps your business stand out in search results.
No, you don't need to be a coder to implement schema markup. Many website platforms like WordPress have plugins that handle the technical part for you. There are also user-friendly tools like Google's Schema Markup Helper that can generate the code without any programming knowledge.
If you're using platforms like Wix, Squarespace, or Shopify, they often have built-in tools to add the most common types of schema markup. For WordPress users, plugins like Rank Math or Yoast SEO make adding schema point-and-click simple.
Most businesses start seeing changes in how their website appears in search results within 1-2 weeks after adding schema markup. However, the full benefits, like improved click-through rates and potentially higher rankings, typically develop over 1-3 months as search engines process and utilize your structured data.
Google typically needs to recrawl your website to discover the new schema markup, which can take a few days to a couple of weeks. You can speed this up by submitting your URL to Google Search Console after implementing schema.
Start with LocalBusiness schema (including address, hours, and contact info), then add Product schema if you sell products, or Service schema if you offer services. Adding Review schema to showcase customer ratings and Organization schema for your company information are also high-impact options for small businesses.
Focus on the schema types that match your primary business function first. For example, a restaurant would prioritize Restaurant schema with menu information, while a plumber would focus on Service schema detailing their service areas and offerings.
Yes! Schema markup significantly improves your chances of appearing in voice search results. When someone asks their smart speaker or phone a question related to your business, devices often prioritize answers from websites with clear, structured data. Schema helps these devices quickly find and confidently share information about your business.
For example, when someone asks "What time does [your business] close today?" or "Where can I find a plumber near me with good reviews?", having the right schema markup makes it much more likely that voice assistants will recommend your business.
While schema markup itself is not a direct ranking factor, it indirectly improves rankings in several ways. First, it increases click-through rates because your listings look more appealing with stars, prices, and other rich information. These higher click rates signal to Google that your site is relevant, which can improve rankings over time.
Schema also helps search engines understand your content better, which improves how they match your business to relevant searches. Additionally, schema can help you appear in special search features like the Local Pack or Knowledge Panel, which significantly increases visibility.
Even if your website platform doesn't have built-in schema tools, you can still add schema markup. One option is to use Google's Schema Markup Helper to generate the code, then add it to your website's HTML. Another option is to create a Google Business Profile (formerly Google My Business), which provides many of the same benefits for local businesses without needing to modify your website.
For more complex needs, you might consider hiring a freelance developer or SEO specialist for a one-time project to add the necessary schema code to your site. This typically costs $100-300 depending on complexity but can provide lasting benefits.
Now that you understand what schema markup is and how it can benefit your business, here's a simple action plan to get started:
Based on your business type, determine which 2-3 schema types will provide the most value. Most small businesses should start with LocalBusiness schema plus either Product or Service schema.
Based on your website platform and technical comfort level, decide whether to use built-in tools, plugins, or custom code to add schema. Most small business owners will want to use the plugin/platform approach.
Before implementation, make sure you have all your information ready: business name, address, phone, hours, services/products, prices, etc. Ensure this information matches what's on your website and Google Business profile.
Add your schema markup using your chosen method, then immediately test it using Google's Rich Results Test to ensure it's working correctly. Fix any errors that appear.
After implementation, monitor your search appearance and traffic. Once you've successfully implemented your core schema types, consider adding additional types like FAQ, Event, or HowTo schema as relevant to your business.
While many small business owners can implement schema with the tools and resources we've covered, don't hesitate to get help if you need it. Whether that's asking your web designer, hiring a freelancer for a quick project, or using a plugin that handles the technical parts for you.
The most important thing is to get schema markup working for your business, not how you get there. The benefits—increased visibility, more clicks, better appearance in search results, and voice search opportunities—make it well worth the effort.
Start small with the most important schema types for your business, test to make sure they're working, and then build from there as you see results.
Waves and Algorithms
Ken Mendoza and Toni Bailey are the pioneering founders of Waves and Algorithms, specializing in making advanced technologies accessible to small businesses. Their work focuses on helping local businesses leverage AI, structured data, and modern web standards to compete in the digital landscape.
With extensive backgrounds in marketing technology, web development, and small business consulting, Ken and Toni bring a unique perspective that bridges complex technical concepts with practical, actionable strategies for business owners.
Their mission is to demystify digital marketing technologies for small businesses, ensuring that even those without technical backgrounds can take advantage of powerful tools like schema markup to grow their online presence.
Take what you've learned about schema markup and start implementing it today. Your customers are searching—make sure they find you.