Schema markup
Code on your website that tells search engines exactly what your content is about, in a format they can read.
Schema markup is code on your website that spells out what a page is about in a format search engines can read directly. It does not make you rank, but it removes guesswork about your address, hours, services and reviews. Local Owl adds it to client sites as part of the on-site work.
What it actually means.
Schema markup is structured data added to a webpage that describes its content to search engines. It uses the schema.org vocabulary, a shared standard maintained by Google, Microsoft, Yahoo, and Yandex. The most common format is JSON-LD, a small block of JSON embedded in the page's head.
For local businesses, the relevant schema types include LocalBusiness (and its subtypes like Dentist, Restaurant, Plumber), Service, FAQPage, BreadcrumbList, and Review. Adding these helps Google understand your pages well enough to surface them as rich results: star ratings under your search listings, FAQ accordions in the SERP, and event details in the knowledge panel.
Schema doesn't directly improve rankings, but rich results dramatically improve click-through rates. A search listing with stars and FAQ snippets attracts more clicks than a plain listing in the same position. Over time, higher CTR contributes to ranking improvements.
What this looks like in practice.
- FAQPage schema turns a page's FAQ section into expandable Q&A in the SERP.
- LocalBusiness schema feeds the knowledge panel with hours, phone, and address.
Related terms.
E-E-A-T
Google's framework for evaluating content quality, especially in industries that affect health, finances, or safety.
Read definitionKnowledge panel
The box on the right side of a Google search (or the top on mobile) that shows your business details directly.
Read definitionSERP
The page Google shows after you run a search. Modern SERPs include far more than blue links.
Read definitionWant this explained on a screenshare?
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