Structured Data — How Google Understands What Is on Your Page

To a person it is obvious that "Mon to Fri 9 to 17" is an opening time. To a machine it is just text at first. Structured data is a small, invisible addition in the source code that clarifies exactly this: this is an opening time, this is a price, this is a review.

What it actually achieves

When Google can assign the details reliably, they appear more often directly in the search result. Star ratings under a hit, opening hours next to the company name, an expanded question with its answer. The result takes up more space and gets clicked more often, even without a better position.

Which types are worth it for small businesses

• LocalBusiness — name, address, phone, opening hours, coordinates. The basis for local visibility.
• FAQPage — questions and answers you already have on the page. Particularly useful because this content is also quoted more often in summaries.
• Product and Offer — for shops, with price, availability and currency.
• Article — for blog posts, with date and author.
• Breadcrumb navigation — makes the site structure visible in the result.

The most common mistake

Marking up what is not on the page at all. If you mark reviews that are nowhere visible to the visitor, that breaches the guidelines and the display is withdrawn permanently. The rule is simple: only mark up what a visitor can also see on the same page.

How to check that it works

Google provides a rich results test where you paste an address. It shows what was recognised and where something is missing. Search Console additionally has an ongoing report on all detected markup.

Where the limit is

Structured data does not turn a weak page into a strong one. It makes sure a good page is understood correctly. That order is worth respecting before a lot of time goes into it.

If you would like to know which markup is missing on your site, we are happy to check, no obligation.