By the Third Eye Marketing team · Updated 14 October 2026 · 6 min read
The short answerSchema markup (usually JSON-LD) labels the facts on your page, such as name, address, phone, hours, services and FAQs, so search engines and AI tools read them accurately. For a local business, the most useful types are LocalBusiness (or a specific subtype such as Restaurant), Organization, FAQPage and BreadcrumbList. It must match what is visible on the page, and it will not by itself guarantee rankings or recommendations.
What schema markup is
Schema.org is a shared vocabulary for describing things on the web. You add it to a page as a small block of JSON-LD in the page source. People never see it, but search engines and AI tools can read it to confirm who you are, where you are and what you offer.
The types that matter
- LocalBusiness or a more specific subtype (Restaurant, BarOrPub, Dentist, BeautySalon and so on), with name, address, telephone, openingHours, url, sameAs and geo.
- Organization for your brand, logo and social profile links.
- FAQPage for question-and-answer sections. Google reduced FAQ rich results in search in 2023, but the markup is still valid and gives machines clean question-and-answer pairs.
- BreadcrumbList to show where a page sits in your site.
- Menu details for restaurants, such as a link to the menu and whether you accept reservations.
A simple example
{
"@context": "https://schema.org",
"@type": "Restaurant",
"name": "Example Kitchen",
"url": "https://example.com/",
"telephone": "+1-604-555-0100",
"servesCuisine": "Indian",
"acceptsReservations": "True",
"address": {"@type": "PostalAddress", "streetAddress": "123 Main St", "addressLocality": "Vancouver", "addressRegion": "BC", "addressCountry": "CA"},
"openingHours": "Mo-Su 11:00-22:00",
"sameAs": ["https://www.instagram.com/example"]
}
This is a minimal illustration with made-up details. Use your real, verified facts, and keep them identical to your site and Google profile.
Common mistakes
- Marking up facts that do not appear on the page, or that are out of date.
- Fake or self-awarded review and rating markup, which breaks guidelines and trust.
- Different phone numbers or addresses in markup and on the page.
- Leaving markup in a template after the business details change.
How to check it
Use Google’s Rich Results Test or the Schema.org validator to confirm your markup parses, then check it matches the visible page. Our free visibility check reads your structured data the way an assistant would.
Sources
- Schema.org vocabulary for LocalBusiness, Restaurant, Organization, FAQPage and BreadcrumbList.
- Google Search Central documentation on structured data and FAQ rich results (changes announced August 2023).
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