Understand what structured data (schema markup) is and why it matters for local businesses.
Module 7 · Lesson 5
Structured Data
Add structured data markup to your website to reinforce your local business signals and enhance search results.
Learning Outcomes
Identify the key LocalBusiness schema types relevant to your business.
Add LocalBusiness structured data to your website.
Validate your structured data using Google's Rich Results Test.
Key Concepts
What Is Structured Data?
Structured data (also called schema markup or schema.org markup) is code added to your website that provides Google with explicit, machine-readable information about your business. Rather than hoping Google correctly interprets your website content, structured data tells Google precisely: your business name, address, phone number, opening hours, reviews, services, price range, and much more. This helps Google accurately display your information in rich search results and supports your Google Business Profile's relevance.
LocalBusiness Schema
The most important schema type for local businesses is LocalBusiness (or a more specific subtype like Plumber, Restaurant, DentalClinic, etc.). LocalBusiness schema tells Google your exact NAP details, opening hours, geo-coordinates, website, price range, payment methods and service area. This reinforces the same signals as your Google Business Profile and can contribute to richer, more informative search result snippets.
JSON-LD Format
Google recommends implementing structured data using JSON-LD (JavaScript Object Notation for Linked Data). JSON-LD is placed in the <head> or <body> of your web pages as a script block. It does not affect the visible content of your page. A basic LocalBusiness JSON-LD block includes: @context, @type, name, address, telephone, url, openingHoursSpecification, and geo (latitude/longitude).
How to Create and Add Structured Data
Use the free generator at technicalseo.com/tools/schema-markup-generator/ to create your LocalBusiness JSON-LD without coding knowledge. Enter your business details, copy the generated code, and add it to the <head> section of your website's homepage (and ideally all pages). If you use WordPress, plugins like Yoast SEO or RankMath can add this automatically.
Validating Your Structured Data
After adding structured data, validate it using Google's Rich Results Test at search.google.com/test/rich-results. Enter your URL and Google will show you what structured data it detects and highlight any errors. Fix all errors reported — incomplete or incorrect structured data is worse than no structured data.
Step-by-Step Practice
Visit schema.org/LocalBusiness to understand the available properties for your business type.
Generate your LocalBusiness JSON-LD using technicalseo.com's schema generator.
Add the generated code to your website's homepage header.
Validate the markup using Google's Rich Results Test at search.google.com/test/rich-results.
Fix any errors reported by the validator and revalidate until the test passes cleanly.
Ian's practical tip: I understand what structured data is and why it matters for local SEO. I have generated and added LocalBusiness JSON-LD to my website. My structured data passes Google's Rich Results Test without errors. My structured data is synchronised with my Google Business Profile information.
Practical Activity
Complete and record this task
Keep your structured data synchronised with your Google Business Profile. If you update your opening hours or phone number in Google Business, update your website's structured data at the same time. Consistent signals across your profile and website reinforce each other and build Google's confidence in your information.