Learn how to use schema markup and structured data to earn rich snippets in Google search results and improve click-through rates.
Structured data is code added to your website that provides search engines with explicit information about your content. It uses a standardised vocabulary called Schema.org to describe entities like businesses, products, events, and FAQs. When Google understands your content more precisely, it can display enhanced results — known as rich snippets — that stand out in search results and attract more clicks.
Local businesses should implement LocalBusiness schema, which can include your business name, address, phone number, opening hours, and accepted payment methods. FAQ schema allows you to mark up question-and-answer content on your page, which may appear expanded in search results. Review schema displays star ratings alongside your listing. Each of these rich snippets increases visibility and trust before a visitor even reaches your site.
If you use a website builder, look for a schema or structured data plugin. For custom sites, add JSON-LD code in the head section of your HTML. Google's Rich Results Test tool lets you check whether your schema is implemented correctly. Even basic LocalBusiness schema can improve how your business appears in local search results and Google Maps.
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