Structured data.

Structured data consists of additional information embedded in a page’s code that explains to search engines, in a fixed format, what the page is about. Instead of just reading text, Google is explicitly told: This is a business, this is its address, and these are its hours of operation. According to Google, the search engine uses this information to better understand content and can thereby generate enhanced displays in search results, known as “rich results.” For your business, this is a one-time technical task that provides Google with clear, unambiguous facts.

How Structured Data Works

You describe content using a common vocabulary that machines can read. This vocabulary usually comes from schema.org. Google accepts the JSON-LD, Microdata, and RDFa formats and recommends JSON-LD, which uses its own code block that’s easy to maintain. For businesses, the LocalBusiness type is the obvious choice: According to Google, the name and address are required, while opening hours and other details are optional.

Correct markup does not guarantee special display. Google explicitly states this. The FAQ results show just how quickly this can change: Starting in August 2023, Google displayed them only for well-known government and healthcare websites; according to Google’s change log, they have not appeared in search results at all since May 7, 2026. However, according to Google, unused markup does not cause any harm.

What Your Business Should Keep in Mind

Only mark up what visitors can actually see on the page. Google prohibits structured data for content that isn't visible on the page. If your business hours are included in the markup, they must also appear in the visible text.

Choose the most accurate type and omit any made-up stars. Google recommends using the most specific subtype of LocalBusiness. According to Google, rating information in LocalBusiness markup is intended only for sites that collect reviews of other businesses. It is therefore not intended for stars representing reviews of your own business on your own website.

Test after every change. Use Google's Rich Results Test to verify that the markup is valid. In projects, we often see that two plugins or an old theme are simultaneously outputting markup that contradicts each other—for example, with an outdated address.

Frequently Asked Questions About Structured Data

Is structured data worth it for a small business? Yes, if you keep it to the basics. Name, address, phone number, and hours of operation work well with your Google Business Profile and local SEO. While Google cites examples like Rotten Tomatoes, which saw a 25% higher click-through rate, those are large websites.

Should I delete my FAQ markup? You don't have to. It no longer results in any special treatment from Google, but according to Google, it doesn't hurt either. What's more important is that the questions on the page are helpful to visitors.

Do I need programming skills for this? For JSON-LD, all you need is a code block, which many systems can incorporate using a dedicated field. Other things that are often overlooked when building a website are covered in “SEO Basics That Are Most Often Forgotten When Building a Website.”

If you want your structured data, profile, and website to work together seamlessly, check out our SEO support services.