Quick answer
Structured data is code (usually JSON-LD) that tells search engines and AI tools what your page contains — business name, services, FAQs, reviews, and more. Small business websites benefit most from LocalBusiness, Service, FAQ, and Breadcrumb schema. It does not replace good content but helps machines extract accurate answers.
Who this applies to
UK small business owners whose developer mentioned schema, or who want better rich results and AI citability without enterprise SEO budgets.
Main explanation
Structured data sits in your page source, invisible to visitors but readable by crawlers. Google uses it for rich snippets; AI systems use it to verify facts. For a local trade or service business, LocalBusiness schema with correct address, phone, and area served is high value.
Schema types worth adding
- LocalBusiness — name, address, phone, area served
- Service — individual services you offer
- FAQPage — questions and answers on key pages
- BreadcrumbList — site navigation context
- WebSite — site name and search action
- Organization — logo, social profiles
Comparison table
| Schema type | Purpose | Priority |
|---|---|---|
| LocalBusiness | Business identity and location | Essential |
| FAQPage | FAQ rich results and AI answers | High |
| Service | Individual service detail | High |
| BreadcrumbList | Navigation context | Medium |
| Review | Star ratings in search | Medium if genuine reviews |
Common mistakes
- Marking up content that is not visible on the page
- Wrong business address or phone in schema
- Fake reviews in schema — policy violation
- Installing schema plugins that output duplicates or errors
Recommended next step
Every Pettifer Works site ships with appropriate schema — see SEO and website optimisation or compare packages on the pricing page.
