What it is
Structured data is code on your page (usually JSON-LD) describing facts in a standard vocabulary from schema.org. Google's introduction to structured data explains how it uses it, and its local business documentation lists supported properties.
The properties that usually matter
| Property | What to put | Check |
|---|---|---|
@type | The most specific accurate type, e.g. Plumber, HVACBusiness, or LocalBusiness | Matches what you actually do |
name | Your business name exactly as on signage and your profile | Same everywhere |
address | Your real address, if customers visit or it's shown publicly | Matches your Google Business Profile |
telephone | Your main number | Matches the number on the page |
url | Your homepage | Correct domain |
openingHoursSpecification | Your real hours | Updated when hours change |
areaServed | Areas you genuinely serve | No invented areas |
image, logo | Real images of your business | You have rights to use them |
Service-area businesses that don't serve customers at their address should follow Google's business representation guidelines for how they show their address on their profile, and keep the website consistent with that.
Rules worth following
Google's structured data general guidelines say, among other things, that markup should represent the page's content and shouldn't describe things hidden from users or mislead. In practice:
- Only mark up what's visible and true. If the page doesn't show opening hours, don't add them only in code.
- No invented ratings, awards or reviews.
- Keep it in sync. Old hours or a previous phone number in structured data cause confusion.
- Don't duplicate the same business with different details on different pages.
How to add and test it
- Gather verified facts first.
- Add JSON-LD to the homepage or contact page (and wherever else relevant).
- Test with Google's Rich Results Test and the Schema Markup Validator, then fix errors.
- After publishing, check Search Console's enhancement reports for issues.
- Put a reminder in your maintenance routine to update it when facts change.
Beyond LocalBusiness
Other types can help where accurate: BreadcrumbList for site navigation (schema.org BreadcrumbList), Article for guides (schema.org Article), and FAQ markup where it's appropriate under current guidelines. Don't add types that don't describe the page.
On MendRev sites
MendRev sets structured data from your verified details as part of our search basics. If we can't verify a fact, it doesn't go in the markup or on the page. More on the bigger picture is in local SEO basics.
Questions
Does structured data improve rankings?
Google says structured data helps it understand content and can make pages eligible for certain search features, but it doesn't guarantee those features will appear. Treat it as accuracy, not a ranking trick.
Can I add review stars with structured data?
Google's guidelines restrict self-serving review markup for local businesses on their own sites. Don't add review or rating markup unless you've checked the current guidelines allow it for your case.
Sources and further reading
- schema.org schema.org
- introduction to structured data developers.google.com
- local business documentation developers.google.com
- Google's business representation guidelines support.google.com
- structured data general guidelines developers.google.com
- schema.org BreadcrumbList schema.org
- schema.org Article schema.org
Official documentation changes. Check the current version before you rely on a rule, limit or setting.
Next step
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