When Google reads a normal web page, it has to work out what’s a phone number, what’s an address and what are the hours. Structured data removes the guesswork. The format Google recommends is JSON-LD, a small block in the page’s code that visitors never see.
In our October audit of Grand Strand business sites, 25 of 62 had no business structured data at all. That doesn’t stop them ranking, but it leaves Google to guess at details it could have been given exactly.
What a local business should include
- The type, as specific as fits: LocalBusiness, or a subtype such as Dentist, Plumber, Restaurant or LegalService.
- Name, address, phone, website and logo, matching your Google Business Profile exactly.
- Opening hours.
- The area you serve, if you’re a service-area business.
- Links to your official profiles (Facebook, Instagram, LinkedIn) as sameAs.
Rich results: what still shows up
Some structured data can make your result look different in Google, with stars, breadcrumbs or event dates. Google has cut back on several of these. Since 2023, FAQ rich results only show for a small set of well-known government and health sites, and how-to rich results were retired. Breadcrumbs, products, events, reviews for some types, and organization details still apply.
So add structured data to describe your business accurately, not to chase a particular look in the results. And never mark up something that isn’t on the page, such as reviews you wrote yourself; that’s against Google’s structured data guidelines.
Check yours
Google’s Rich Results Test shows what structured data a page has and whether it’s valid. Our free website check also flags when a home page has no business structured data.
Written by Nikita Huttenlocher, founder and lead engineer at Huttenlocher Technologies, a web design and software company in Myrtle Beach, South Carolina.