Structured data is a way to label information in a format search engines can process. A business website can use it to describe the organization, while an article can identify its headline, author, and dates. It supports clear page content; it does not replace it.
Start with accurate business information
Check your name, website address, phone number, and the location or service area you actually represent. If your site has business markup, compare it with the visible page and your business records. Remove sample details left behind by a tutorial or theme.
South Bay Webs' homepage includes ProfessionalService markup describing the studio. That is an example of business information in code, not evidence that the markup improves a particular ranking.
Use the type that describes the page
Business markup describes a business; Article markup describes an article. Only add properties you can support. Do not insert ratings, qualifications, opening hours, or locations that are unverified. Google's introduction to structured data explains the purpose and links to its supported search features.
Correct two common expectations
Testimonials do not automatically produce review stars. Google's review-snippet rules exclude self-serving reviews of LocalBusiness and Organization entities, including reviews embedded from third-party widgets. You can display authentic testimonials for visitors without promising stars beneath your own business result. See the review-snippet guidelines.
An FAQ section does not buy more search-result space. Google retired FAQ rich results in May 2026. Answer questions because the answers help your visitors. The feature's removal is documented in Google's Search documentation updates.
Validate the implementation
Use the Rich Results Test to inspect supported Google rich-result types. The Schema Markup Validator can also help inspect general Schema.org markup. A type that does not qualify for a Google rich result can still be valid structured data.
After a content change, check the rendered page as well as the code. An old phone number or inaccurate date is still wrong even when a validator accepts its format.
Keep the work proportionate
For a small business, begin with a working site and useful service information. Add and maintain accurate markup where it fits. Do not use schema as a substitute for evidence of your work or an explanation of what customers can buy.
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