Schema markup, also called structured data, uses the Schema.org (external site, opens in a new tab) vocabulary to describe a page in a standard way, for example a local business with an address and phone number. Search engines may use it to understand the page and, in some cases, to show richer results. It does not guarantee special results or higher rankings.
- Page title The blue headline people click.
- Address A clean, secure web address.
- Description The short summary under the title.
- Extra details Hours, phone and map, from Google Business Profile and structured data.
What it does
Google explains that structured data (external site, opens in a new tab) is a standard format for giving information about a page and its content. Visitors do not see it. It sits in the page code.
An example for a local business
A business site can describe its name, address, phone number and opening hours. Google's preferred format is JSON-LD, a small block of data in the page.
{ "@type": "LocalBusiness",
"name": "Your Business",
"telephone": "+264 00 000 0000",
"address": { "addressLocality": "Rundu" } }Benefits and limits
- Helps search engines understand what a page is about.
- May make you eligible for richer results, where Google supports them.
- There is no guarantee any rich result will appear.
- The markup must match what visitors can see on the page.
- It does not fix thin or unclear content.
Common mistakes
- Marking up things that are not on the page. Details must match visible content.
- Copying markup from another business. Names and addresses will be wrong.
- Never testing it. Google provides tools to check structured data.
- Expecting stars or special boxes automatically. Google decides what to show.
Key terms and where the definitions come from
Show key terms and sources
These explanations are ADA's own words, adapted from the independent sources named. Those organisations do not endorse or work with ADA, and the examples are illustrations, not real clients.
What is structured data?
Structured data is extra information, in a standard format, that describes what a page is about, such as a business, an article or an event, so that machines can read it reliably.
Source: Based on Google Search Central, Introduction to structured data.
Reference: Google Search Central: Introduction to structured data (external site, opens in a new tab)
For a Namibian business: A school in Namibia can describe its name, address and opening hours in structured data so search engines read them correctly. It does not by itself make a page rank higher.
Related ADA service: Search visibility (SEO)
Common questions
Is schema markup the same as SEO?
No. It is one technical part of SEO. It helps machines understand a page.
Will schema make me rank first?
No. Google says structured data can make pages eligible for some features, not that it raises rankings.
Do I need a developer to add it?
Many website systems add the basics. Custom details usually need someone comfortable with code.
What is JSON-LD?
A way to write structured data as a small block of data inside the page. Google recommends it.
Can wrong markup hurt me?
Misleading or inaccurate markup can cause Google to ignore it or take action. Keep it accurate.
Need help with this?
Optional. You do not need any ADA service to use what you have just read.
- Search visibility (SEO)
Structured data for local businesses, tested before launch. - Website design
Business details marked up from the start.