A web page is written for humans. Google has to guess that “6:30–12:30” is opening hours and that “€12” is a price. Structured data, written with the Schema.org vocabulary, tells it explicitly.
What it looks like
A small block of code, invisible to visitors, added to the page:
{
"@type": "Bakery",
"name": "Boulangerie Exemple",
"telephone": "03 89 00 00 00",
"openingHours": "Tu-Su 06:30-12:30"
}In plain words: “this is a bakery, here are its name, phone number and opening hours, Tuesday to Sunday”.
What you can gain
Google may show a rich result: price and availability of a product, star rating, date and place of an event. A more complete result catches the eye more. But nothing is guaranteed: Google alone decides whether to show these enhancements.
Example: an association that describes its bingo night with the “Event” type (date, place, entry price) gives Google everything it needs to show this information directly in the results.
The most useful types
- LocalBusiness and its variants (Restaurant, Bakery…): address, opening hours, phone.
- Event: concert, festival, bingo night (date, place, price).
- Product: price, availability, reviews.
- Article: title, date, author.
Good to know
- It is not a direct ranking factor: it helps Google understand the page, not rank it higher.
- The data must match what is visible on the page, otherwise Google may ignore it.
- Some enhancements have disappeared: since 2023, Google only shows questions and answers (FAQ) for well-known government and health websites.
Check your website
Google’s Rich Results Test shows, for a given address, the data found and any errors. We add this data to every website we build, including this one.
Source: Google Search Central, “Structured data” · Accessed 26 September 2026.