Schema markup labels information on a page in a machine-readable format. It helps describe the content. It does not replace clear writing or guarantee a search result.
The label under the hood
A structured data block can identify a business, article, service, or another supported type, with fields for the relevant facts. JSON-LD is one common way to include it in a page.
The vocabulary comes from schema.org. Use the type that fits the content and only include information that is accurate and supported by the visible page.
What it does for Google
Valid structured data can make a page eligible for supported rich results when the relevant requirements are met. Eligibility does not guarantee display. Google no longer shows FAQ rich results.
Clear content first. Accurate labels alongside it.
What it does for AI answers
Google does not require special schema for its AI search features. Clear content and accurate structured data serve different purposes. An optional llms.txt summary is a separate file, not the other half of a required AI setup. llms.txt.
The types a local business needs
- LocalBusiness or a specific subtype. The core identity: name, address, phone, hours, geo, and service area.
- Service or Product. What you offer, on each service or product page.
- FAQPage. Describes visible questions and answers. Google no longer shows FAQ rich results.
- BreadcrumbList. Where the page sits in the site, so engines understand structure.
- Person or Physician. For providers and team members, especially in healthcare and aesthetics.
- Article. For blog posts and guides, with author and date.
Validate the markup and compare it with the visible page. Correct stale details and avoid fabricated reviews, ratings, or credentials. A technically valid field can still contain an inaccurate claim.
Changing the website? Preserve accurate structured data alongside the pages it describes. Our website redesign SEO checklist covers URL mapping, launch checks and monitoring after the move.
We build it in
WTM Studio builds relevant structured data into the website alongside content and technical SEO. Start with the business facts, then choose the markup that describes them accurately. For healthcare practices, see dental website design. SEO and AI search What is llms.txt. Google’s June 2026 update.