Last updated: August 04, 2025 Reading time: 15 minutes
“What is shema markup used for?”
“What are rich results?”
“What is structured data?”
You’ve probably stumbled upon these questions while you’re doing your SEO research. Honestly, it’s totally normal if these terms make your eyes glaze over a bit. They’re quite technical, to be fair.
In this blog post, we’re going to break down what schema markup is used for in plain, understandable, no-jargon language.
So, let’s get started!
Why do I add schema markup to my clients’ websites… even if they don’t see it?
Caption: Line graph showing website impressions from Google Search Console for marketingbyrocio.com. The graph is flat from January to late March 2025, then begins rising steadily in April, followed by a sharp increase starting in May. It reflects the impact of consistent blogging and a pivot to using schema markup.
In early 2025, I decided to stop playing around. I’d written dozens and dozens of blog posts for SEO by then for other businesses, from Queerency to the queer dating app HER. I’d worked in digital marketing for nearly 10 years. So I thought to myself: why the hell haven’t I taken my own blog seriously?
So I committed: since early 2025, I’ve posted 20+ blog posts.
Within 3 months, it was already working. I was seeing slow and steady growth.
But once I went all-in on schema markup? That’s when things boomed.
Now, schema is baked into everything I do:
- New service page? Boom: ServicePage schema.
- New blog post? You bet I’m including FAQPage and BlogPosting schema.
When I’m working with clients? It’s not a playground. We’re not just throwing content at the wall.
I now always include schema in blog posts, because I know it works quietly in the background to boost visibility.
Caption: Google Search Console performance report for blog pages on expansivetherapy.com, comparing total impressions before and after schema markup was added. The purple solid line (after implementation) shows a noticeable increase in impressions compared to the purple dotted line (before implementation).
Take my client Expansive Therapy, for example. A few weeks ago, on a whim, I added schema markup to all 140+ of their blog posts. It took me less than 30 minutes. I knew it’d be an easy win.
And it was.
Check out this 3-week comparison:
- On July 6th, I implemented schema markup across all their blog posts.
- Before schema: 173K impressions, 870 clicks
- After schema: 190K impressions, 923 clicks
This was quiet SEO that made a loud difference.
This is now what I want to do for other clients, and what I’ll explain to you in this blog post.
Caption: Google Search Console clicks report comparing 3 weeks before and 3 weeks after schema implementation for blog posts on expansivetherapy.com. The blue solid line (after) consistently trends above the dotted line (before), showing increased clicks.
What is schema markup used for?
You can think of schema markup as labels for your website. Something like those clear, specific labels you’d see on shelves in a well-organized store. The products don’t change, but this lets everyone know exactly where to find what they’re looking for.
Schema markup is a code that helps search engines like Google understand your content better. Instead of guessing what your business does or what information you’re sharing, schema markup tells search engines what they’re looking at:
“This is a local business.”
“These are the customer reviews.”
“This is the business address and phone number.”
It doesn’t make your website look different to visitors, because they won’t see the schema markup at all. But it makes your content much clearer to Google and other search engines that are constantly trying to organize information for people searching for services like yours.
Just like this Redditor simply put it, schema markup is a code that explains code:
More importantly, schema markup isn’t just for big sites. It’s just as important for solo business owners who want to steadily grow their online visibility.
Why is schema worth paying attention to? Is it really that important?
We’ve already established that schema markup improves how your content shows up in search results. But it goes beyond just looking good in search results.
Schema helps Google and AI tools to show your content more accurately when people ask questions that are related to your services. And as more people use AI assistants, having properly structured information becomes even more valuable.
Schema also builds trust and authority. When potential customers see the important details (business hours, phone number, reviews, and services) in your business clearly laid out, it shows them that you care about them, that you’ve really thought about their user experience. This makes it easier for them to take the next step, whether that’s calling, visiting, or booking an appointment.
The bottom line? Schema markup is for search engines and it’s for your customers, too. When people search and see messy, inconsistent info about your business, it sends the wrong message. First impressions matter, and unclear details are uninviting to potential customers.
Schema helps make sure your information is clear, accurate, and easy to understand, so people know exactly what you offer and why you’re the better choice over competitors.
Small details, big difference.
If you appreciate the quiet power of doing things right (even when no one’s watching), you’ll love Business, Not Usual. One monthly email about queer-led marketing, ethics, and the invisible work that makes businesses shine. Sign me up!
Schema, structured data, AI, and rich results: How they’re all related
There are other technical terms like “structured data” and “rich results” that you might have come across already. They may sound intimidating at first, but to fully understand how schema markup works, it’s best that we go through them as well.
What is structured data?
If you’ve ever searched for a business and seen extra details like star ratings, hours, or FAQs right on the search results, that’s structured data at work.
Google Search Central explains that structured data is a standardized format for providing information about a page and classifying the page content. This means that structured data is a way of organizing information on your website so that search engines can understand it more clearly.
This is where schema markup comes in. Schema markup is the specific language (or code) used to add structured data to your website. For example, instead of just showing your homepage in search results, structured data can help Google display your business hours, location, pricing, or even customer ratings right on the search page.
In simpler terms: structured data is the format, and schema markup is the tool you use to apply it. Together, they help your content stand out in search and make it easier for both people and search engines to understand what you offer.
What are rich results?
Ever notice how some search results have way more detail, like star ratings, images, prices, FAQs, and even reviews right on the Google results page? Those extra features are called rich results or rich snippets.
Rich results aren’t random. They show up when Google has enough structured information about a page. And this is where schema markup comes in handy.
You can add schema markup that will tell Google what your content is about. It helps organize your information in a way search engines can easily understand and use. When structured data matches what Google is looking for, your content becomes eligible for rich results.
For example:
- A local business might show hours, location, and customer reviews.
- A product page might show price, availability, and ratings.
- A FAQ page might show expandable questions and answers directly in search.
All in all, rich results can increase clicks, build trust, and give searchers the info they need faster.
Caption: A screenshot showing a correct example of rich results, including items that are eligible for Google Search’s rich results and are properly crawlable.
How is schema markup connected to AI?
Whether we like it or not, AI is thriving. And you can see it in voice assistants, search summaries, chatbot answers… everywhere. But here’s the thing: AI still needs help understanding the web.
Earlier this year, I spoke with Anni Lundy, Digital Marketing Director at LWT, who told me something that I haven’t been able to shake:
“Whenever I see people who are like, Oh, don’t use AI, don’t do this, I want to scream, oh my god, use AI! Because what you’re doing is reinforcing the stereotype that’s already in there.
You have to go in and use it, because …even your queries matter. What you’re asking for, it matters. And I can’t tell you many times I’ve [seen an answer to a query and] been like, Nope, that’s not true.
You are representing a demographic that may not be [using AI], and that matters.” – Anni Lundy (edited for clarity)
Well, now you could imagine the role schema markup can play in AI search results!
Schema markup is like adding labels or definitions to the content on your website. It tells AI and search engines what your business is. Are you a therapist? An entrepreneur of color? A local legal service? Schema helps make that clear in a format AI can easily read.
Why does that matter?
Because AI is everywhere and using schema markup on your site provides AI with better, more reliable data to work with. AI relies on clean, structured information, and schema markup is one of the best ways to deliver that. If you want your business to be visible in AI-driven results, schema makes that possible.
How does schema impact local visibility?
Schema markup really shines for small businesses. It acts like detailed digital signs that tell everyone exactly what your business does, where you’re located, and even your service hours.
Plus, it helps local businesses show up in Google Maps, “near me” searches, and AI-driven summaries, which are becoming increasingly common. When someone searches for “therapists near me” or “legal services in my area,” properly implemented local SEO schema gives you a much better chance of appearing in the results.
The best part? This works for all kinds of local businesses. Whether you’re implementing schema markup for therapists, schema markup for lawyers, or even schema markup for midwives, the principles remain the same.
Can you DIY your schema markup?
Though schema markup may sound technical and complex, the good news is you can absolutely DIY your website’s schema markup, especially with the tools available today.
Google’s Structured Data Markup Helper walks you through the basics. If you’re using WordPress, plugins like Yoast SEO or Rank Math can handle the basic stuff for you, too. You can even ask various AI platforms to help create schema markup for specific situations.
Schema markup for small businesses often starts with the essentials: your business name, address, phone number, hours, and services. These are straightforward to implement, and most modern website builders offer built-in support for this kind of structured data.
But here’s where it gets tricky: complex schema can be more challenging. If you need to highlight more detailed information, you might want to bring in someone with technical experience.
The key thing to remember is whether you DIY or work with a professional, understanding the basics puts you in control of the process. You’ll know what questions to ask and what results to expect, which is valuable no matter who implements the technical stuff.
Which schema markups are best for different small businesses
Schema markup isn’t one-size-fits-all. There are different types of schema for different kinds of businesses, and choosing the right one is very important. Think of it like choosing the perfect sign to hang in your shop window.
Here are some common types of schema markups and who they’re best for.
LocalBusiness Schema
This schema type is ideal for any brick-and-mortar business, such as salons, restaurants, plumbers, dentists, and similar services. It provides Google with important details like your business name, location, hours, phone number, and more. With this information, your business is more likely to appear in map results and “near me” searches.
Service Schema
Best for businesses that provide home services, consultations, or trades. This schema highlights the specific services you offer, making it easy for potential customers to see important details right away.
Product Schema
Ideal for online stores and retailers. This type of schema helps display product information such as price, availability, and reviews. It’s important because it makes your listings stand out in search results with rich details.
FAQ Schema
FAQ sections are a great way to help visitors and customers understand your services and business. With FAQ schema, common questions and answers can appear directly in search results. This helps build trust, establish authority, and can increase clicks to your site.
Review & Rating Schema
Customer feedback is a powerful way to boost trust and credibility. This schema is valuable for businesses that want to showcase customer reviews and ratings. By adding it, you can display star ratings and testimonials directly in your search listings.
Frequently asked questions about schema markup
We use schema markup to help search engines understand what our website is about. You can look at it like you’re giving search engines a helpful cheat sheet.
If you want better visibility in search, especially locally, then yes! Schema can really help your business stand out.
It’s a little bit of code you add to your website to label things like your business name, hours, services, or reviews so Google knows exactly what they are.
Schema itself isn’t harmful but if you use it the wrong way (like, for example, adding fake reviews) it can hurt your rankings. Even worse, you can get penalized.
You can test it using Google’s Rich Results Test or Search Console . If it shows no errors and you start seeing rich results, then it’s working.
Metadata gives general info about a page (like the title or description), while schema markup gives more detailed, structured info about specific things on the page.
Keep it accurate, up to date, and make sure you’re using the right type for your business. It’s also really important that you test it regularly.
Google prefers JSON-LD. This language is favored because it is easier to implement and maintain, is non-intrusive since it keeps structured data separate from the HTML code, and allows for simpler updates and troubleshooting.
Yes, JSON-LD is one of the main formats used to apply structured data. Google supports other formats like Microdata and RDFa but prefers JSON for because it is cleaner, easier to implement and maintain, and keeps structured data separate from the HTML content.
Absolutely! Especially now that AI and smart search features rely on it more than ever. It helps your business stand out with rich results, improves visibility in voice and local searches, and enhances click-through rates by providing clear, structured data that search engines trust
To get rich results, add the appropriate schema markup to your content following Google’s guidelines, and ensure the information matches what’s actually on your page. Use supported formats like JSON and verify your markup with Google’s Rich Results Test to increase your chances of appearing with enhanced search features.
Need help with your schema markup? We’re here for you!
Handling SEO, schema markup, and structured data on your own can feel a bit overwhelming especially when you’re already juggling so much as a business owner.
That’s why we at Marketing by Rocio are here to help. We handle the behind-the-scenes work, like adding schema markup and other detailed SEO touches, so you don’t have to worry about the techy stuff. Even if you’ve never heard of it, it’s part of how we take care of our clients and help their websites get noticed where it counts.
With years of hands-on experience across a variety of industries, we’ve got proven SEO strategies that are tailored to fit your specific goals.
Contact us today!
