Schema markup for small businesses
Last updated 3 July 2026 | Websites for Trades editorial team
1 min readSchema markup is hidden JSON-LD code that tells Google exactly what your page is about. It doesn't change how the page looks, but it can change how your listing appears in search results (rich snippets) and improves how confidently Google ranks you.
The four schemas worth having
1. LocalBusiness
Goes on your homepage. Tells Google your name, address, phone, opening hours, geographic coordinates. This is non-negotiable for local SEO.
2. Service
Goes on each service page. Tells Google what the service is and who it's for.
3. FAQ
Goes on pages with visible FAQs. Can get your questions shown directly in Google search results, large CTR boost.
4. Review / AggregateRating
Goes wherever you display real reviews. Can show review stars in search results. Important: only use for genuine reviews, fake schema is a manual penalty.
How to add it
WordPress: Yoast or Rank Math plugins handle most of this automatically. Custom-built: drop JSON-LD into the page <head>. Schema.org has full reference. Test with Google's Rich Results Test.
What schema is not
It's not a magic ranking boost. It's a clarity tool. Use it to confirm what your page is, not to fake what it isn't.
Services that fit this guide
Key terms
Useful glossary definitions for this guide.
Frequently asked questions
What schema markup should a small business use first?
Most local small businesses should start with LocalBusiness schema on the homepage, Service schema on key service pages, and FAQ schema where visible questions and answers appear.
Does schema markup improve rankings?
Schema markup is not a guaranteed ranking boost. It helps search engines understand the page and can make eligible results more useful in search.
Can I add FAQ schema without showing FAQs on the page?
No. FAQ schema should match questions and answers that are visible to users on the page.
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