Schema markup is code added to a webpage that labels its content in a structured way so search engines can understand what the page is about, not just what it says. It uses a shared vocabulary from schema.org to tag things like reviews, prices, business hours and events. Google uses this labeled data to decide whether a page qualifies for rich results, such as star ratings or FAQ dropdowns.
For a local service business, schema markup is often the difference between a plain blue link and a listing with star ratings, price ranges, or service areas shown right in the results. It doesn’t guarantee higher rankings, but it can make your listing more clickable. See our schema markup types page for the full list of formats.
Key takeaway
Schema markup labels your content for search engines. It can earn rich results and improve click-through rate, but it does not directly boost rankings.
How does schema markup work?
Schema markup works by wrapping page content in structured code, usually JSON-LD, that tells search engines what each piece of information means.
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