Have you ever seen those Google results with stars, opening hours, prices, or FAQs right on the results page? Those are rich results, and they're generated thanks to Schema.org structured data.
How does it work?
You add a small JSON-LD code block to the HTML page. This code describes the page content in a format that Google understands: "this is a local business", "here are its hours", "here are its reviews".
The most useful types
- LocalBusiness — for shops and craftspeople (address, hours, phone)
- Article — for blog posts (author, date, description)
- FAQ — for frequently asked questions pages
- Product — for product pages (price, availability, reviews)
- Event — for events (date, venue, price)
The impact on SEO
Structured data isn't a direct ranking factor. But it significantly increases click-through rates: a rich result catches the eye and inspires trust. More clicks = more traffic = better rankings over time.
On this very website, we use Schema.org LocalBusiness. It's a practice we systematically apply to all the websites we build.