In short
Schema markup is code that tells search engines and AI tools exactly what your page is about. For a small business, the most useful types are Organization or LocalBusiness, Service, Article, BreadcrumbList and, where it fits, FAQPage. Always mark up only what is visible on the page, keep it accurate, and test it with Google's Rich Results Test and the Schema Markup Validator.
What is schema markup in plain language?
Schema markup, also called structured data, is code on a page that describes its content in a standard vocabulary from Schema.org. Instead of leaving a machine to guess that a block of text is an address, a price or a question, you label it. Google explains the basics in its introduction to structured data.
The usual format is JSON-LD, a small block of code in the page’s HTML that visitors never see. Search engines and AI tools can read it quickly and consistently.
Does schema help rankings?
Not directly. Google says structured data helps it understand a page and can make a page eligible for certain rich results. It is not a ranking switch. Where it helps most is clarity: it tells search engines and AI assistants who you are and what each page is about, which supports the consistent facts that AEO and GEO depend on.
Which schema types should a small business use?
| Type | Use it on | What it describes |
|---|---|---|
| Organization or LocalBusiness | Home page, contact page | Name, address, phone, logo, social profiles, opening hours |
| Service | Each service page | What you offer, who it is for, where |
| Article or BlogPosting | Blog posts | Headline, author, date published and updated |
| BreadcrumbList | Almost every page | Where the page sits in your site |
| FAQPage | Pages with a real FAQ | Questions and answers shown on the page |
| Person | About page, author bios | Founder or author details |
What goes into your Organization markup?
- Your exact business name, matching your signage and Google Business Profile.
- Your website address and logo.
- Phone number, email and address, identical to everywhere else.
- Links to your official profiles, such as LinkedIn and Facebook, in the
sameAsfield. - A short description written in plain language.
Consistency matters more than volume. If your phone number in the markup differs from the one on your contact page, you create the confusion that markup is supposed to remove.
What are the rules you must follow?
- Mark up only what is visible. Google’s guidelines say structured data must reflect the page content that users can see.
- Be accurate. Do not invent reviews, ratings, prices or awards. Fake markup can lead to manual actions.
- Keep it current. Update markup when hours, prices or services change.
- Do not mark up hidden or irrelevant content to try to trick search engines.
What about FAQ markup specifically?
Google restricted FAQ rich results in 2023 to well-known, authoritative government and health websites, so most businesses will not see the expandable FAQ display. Markup can still describe a genuine FAQ clearly, but the visible answers are what count. Our guide to writing an FAQ that AI assistants can quote goes into more detail.
How do you add schema to a WordPress site?
- Check what your theme or SEO plugin already outputs. Many add Organization, WebSite, BreadcrumbList and Article markup.
- Fill in your business details completely in the plugin or theme settings.
- Add Service or FAQ markup only where the page really contains that content.
- Avoid duplicating markup from two plugins at once, which creates conflicts.
How do you test your markup?
- Google’s Rich Results Test shows whether a page is eligible for Google’s rich results and lists errors.
- The Schema Markup Validator checks general Schema.org syntax, including types Google does not use for rich results.
- Search Console’s enhancement reports show issues across your whole site over time.
Fix errors first. Warnings are suggestions, so review them but do not chase a perfect score at the cost of accuracy.
A business markup example
This fictional example shows the pattern for a local business in JSON-LD. Replace every value with your real, current details, and make sure the page shows the same information. Place it in a script block of type application/ld+json on the matching page.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Example Business",
"url": "https://example.rw/",
"logo": "https://example.rw/logo.png",
"telephone": "+250 7XX XXX XXX",
"address": {
"@type": "PostalAddress",
"streetAddress": "KG 000 St",
"addressLocality": "Kigali",
"addressCountry": "RW"
},
"openingHours": "Mo-Fr 08:00-17:00",
"sameAs": [
"https://www.linkedin.com/company/example",
"https://www.facebook.com/example"
]
}Google lists name and address as required for LocalBusiness markup, and telephone, opening hours, geo coordinates and price range among recommended properties (Google: LocalBusiness structured data). Use the most specific business type that applies.
Which type for which business?
| Business | Schema type to consider |
|---|---|
| Restaurant | Restaurant (with servesCuisine and menu) |
| Hotel or guesthouse | Hotel or LodgingBusiness |
| Real estate agency | RealEstateAgent |
| Accountant or law firm | AccountingService or LegalService, or ProfessionalService |
| Dentist or clinic | Dentist or MedicalClinic |
| Shop | Store, or a more specific store type |
| Any organisation | Organization, with sameAs links |
You can browse all types on schema.org. If no specific type fits, LocalBusiness or Organization is a safe general choice.
Article markup in brief
For guides and news, Article or BlogPosting markup states the headline, author, publisher, date published and date modified. Make sure these match the visible byline and dates, and update the modified date only when you make a real change.
Common validation errors and fixes
| Error | Cause | Fix |
|---|---|---|
| Missing field | A required property is absent | Add it, or remove the type if you cannot fill it |
| Invalid date | Wrong format | Use ISO 8601, such as 2026-10-05 |
| Relative URL | A web address without the full domain | Use fully qualified URLs |
| Mismatch with the page | Markup says one thing, the page another | Make the page and markup agree |
| Duplicate markup | Two plugins output the same type | Keep one source |
Does schema help with AI answers?
Structured data helps machines understand a page, but it is not a switch for AI citations. Google’s guidance on Google Search Central: AI features and your website recommends verifying that structured data matches the visible text, and says no additional requirements apply to appear in AI Overviews or AI Mode. Treat schema as one tidy layer on top of clear pages and consistent facts.
What we saw in Kigali
In our October 2026 snapshot of 20 Kigali restaurant, café and hotel websites, 12 had some JSON-LD but only 6 declared a business type such as Restaurant or Hotel in their markup. It is a small sample, but it suggests many local businesses leave this basic step undone.
Common questions
Do I need a plugin?
Not always. Many themes and SEO plugins output basic markup. What you need is complete, accurate business details and a check for duplicates.
Can wrong schema hurt me?
Yes. Inaccurate or misleading markup can lead to manual actions, and it also teaches machines the wrong facts. Only mark up what is true and visible.
How often should I review it?
Whenever your details change, and at least every six months. Re-test with the Rich Results Test and the Schema Markup Validator.
Which mistakes are the most common?
- Copying markup from another business and forgetting to change the details.
- Marking up the same fact differently on different pages.
- Adding review or rating markup with no real reviews on the page.
- Leaving test or staging web addresses in the markup after launch.
How does Vatam use schema?
This site publishes Organization, Service, Article, BreadcrumbList and FAQ markup that matches the visible text on each page, and we keep it in step with the business details in the settings. Our technical SEO service audits structured data as part of a site health check, and our brand and entity management work keeps your facts consistent across the web.
Sources and further reading
- Google: introduction to structured data
- Rich Results Test
- Schema Markup Validator
- Google: LocalBusiness structured data
- Google Search Central: AI features and your website
Want your structured data checked? Request a free AI visibility audit at /contact/.
Frequently asked questions
What is schema markup?
Schema markup, also called structured data, is code added to a page that describes its content in a standard vocabulary from Schema.org, such as who the business is, what it sells or what a page answers. Search engines read it alongside the visible text.
Does schema markup improve rankings?
Google says structured data helps it understand a page and can make a page eligible for some rich results, but it is not a direct ranking boost. Treat it as clear labelling, not a shortcut.
Which schema types should a small business start with?
Start with Organization or LocalBusiness on your home page, Service on service pages, Article on blog posts and BreadcrumbList across the site. Add FAQPage only where a real, visible FAQ exists.
Can I add schema without a developer?
Often yes. Many themes and SEO plugins add basic markup automatically, and you can add JSON-LD with a plugin or a snippet. Always test the result before and after.
How do I test my schema?
Use Google's Rich Results Test to check eligibility for Google features and the Schema Markup Validator to check general Schema.org syntax. Fix errors first, then review warnings.