If you’ve ever wondered why certain websites appear with extra details in search results—like star ratings, product prices, or frequently asked questions—you’re seeing the power of schema markup.
Schema markup is one of the most underused (but highly effective) SEO tools for small businesses.
It’s a simple code you can add to your website that helps Google (and other search engines) better understand and categorize your content. And the best part? When done right, schema helps you stand out in search results with rich snippets—those eye-catching features that can dramatically increase your click-through rate.
In this blog, I’ll walk you through:
What schema markup is and why it matters for small businesses
The different types of schema you can use (like local business, product, and FAQ schema)
How schema markup helps your website get noticed in search results
How to implement schema on your website (without needing a developer)
How MSW helps clients with schema as part of our Performance Marketing Program
Let’s dive into how you can use this simple tool to get a big boost in both search visibility and user engagement.
Schema markup is a type of structured data that you add to your website’s code. It tells search engines exactly what your content is about—so they can display it more effectively in search results.
Think of schema as a translator for Google. It takes your website content and translates it into a format that search engines can understand better.
Your site can show up in more rich results, such as:
Featured snippets
Knowledge panels
Star ratings
FAQs
Event details
These rich results don’t just look nice—they increase your click-through rate because they give people more information right in the search results.
There are many types of schema markup, but here are the key ones every small business should focus on:
If you’re a local business (like a dentist, plumber, or restaurant), you absolutely need local business schema.
This schema allows Google to better understand your:
Business name
Address (NAP: Name, Address, Phone number)
Business hours
Service area
Ratings and reviews
Website and social media links
By adding local business schema, you increase your chances of appearing in the local pack (those top 3 local businesses that show up in Google Maps).
Example:
For a small business like a restaurant, you can use schema to display:
The restaurant’s address
Hours of operation
Customer ratings
Reservation options
This schema can help you stand out when someone searches for “best restaurant near me” or “Mexican food in Lake Ozark.”
If you sell products (either on your website or in-store), product schema is key.
This markup tells Google:
The product name
Price
Availability
Product reviews
Example:
For an online store selling custom jewelry, product schema can show:
The price of the item
Customer reviews and ratings
Whether the item is in stock
Delivery options or estimated shipping
The more detailed your product schema, the more likely your products will show up with extra details in search results.
FAQ schema is a fantastic way to help your content appear directly in Google’s “People Also Ask” box or as a featured snippet.
FAQ schema allows you to markup your frequently asked questions and answers, helping Google show the relevant answers directly in search.
Example:
If you’re an accountant, you could add FAQ schema for common questions like:
“What documents do I need for tax preparation?”
“What’s the deadline for filing taxes in Missouri?”
By adding FAQ schema, these questions might show up right on the search results page—and they could drive people straight to your site.
If you have positive reviews or ratings, adding review schema can help showcase those reviews in search results. This is especially effective for service-based businesses like salons, contractors, and consultants.
Example:
For a hair salon, you could show reviews like:
⭐⭐⭐⭐⭐
“Best salon in Osage Beach! Friendly staff and amazing cuts.”
Schema allows these reviews to be visible right in the search results, which helps increase trust and clicks.
When you implement schema markup, it increases your chances of getting featured in rich snippets—the enhanced search results that include things like:
Star ratings from reviews
Pricing from products
Event dates and times
FAQ answers directly in the search results
Rich results are designed to give searchers more information without them having to click on your website. That means more visibility and more chances for your website to stand out in a crowded search result.
Here’s an example of what it looks like:
Without Schema:
A simple listing with just the page title, URL, and description.
With Schema:
A listing with your business hours, address, and reviews right on the search results page.
This makes your listing more compelling—and gives users a reason to click.
I know what you’re thinking: “This sounds technical and complicated. I don’t have a developer on hand to add schema to my site.”
Don’t worry! Implementing schema is easier than it seems, and here’s how you can do it without coding knowledge:
There are several free tools available that can help you generate schema markup code without needing to understand the technicalities:
Google’s Structured Data Markup Helper
Schema Markup Generator (by Merkle)
JSON-LD Schema Generator
These tools let you fill in details like your business name, address, and description, and they’ll automatically generate the code you need.
Once you have the code, you just paste it into the appropriate page or section of your website (usually within the HTML of the page).
If you’re using WordPress, plugins like Yoast SEO or Rank Math have schema markup functionality built in. You can easily add local business, product, or FAQ schema without any coding.
If you’re comfortable with a little HTML, you can manually add schema markup to your website. Use the JSON-LD format, which is Google’s preferred method for schema.
Pro tip: Always test your schema using Google’s Structured Data Testing Tool to ensure it’s working properly.
In the Performance Marketing Program, we don’t just optimize your content—we optimize your technical SEO, too.
Here’s how we handle schema for our clients:
We create and implement schema for every page that benefits from it (local business, service, product, FAQ, etc.)
We monitor and test your schema regularly to ensure it's working properly and generating rich results
We audit schema in Google Search Console to track its effectiveness
By integrating schema into your overall SEO strategy, we help your business show up in search with better visibility and higher rankings.
Adding schema markup is one of the simplest yet most powerful things you can do for your site. It helps Google understand your content, makes your site more visible, and puts you in a better position to grab those highly coveted rich results.
If you haven’t implemented schema yet, now’s the time to get started. And if you need help—don’t worry. We’ve got you covered.
We’ll audit your current pages, add schema markup where needed, and help you take advantage of rich snippets for increased visibility.
📞 Call us at 573-552-8403
Or book your free SEO strategy session at:
https://mswinteractivedesigns.com/pages/request-a-quote
Let’s get your website recognized by Google—and your business noticed by customers.
Related Reading:
→ Backlinks 101: How to Get Other Websites to Boost Your Google Ranking
Learn how backlinks help you build authority and drive SEO results, just like schema markup helps you show up in rich search results.
Sandy Wardenburg Waggett is the Founder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing in SEO, AI-powered content strategies, and website optimization. With over a quarter century of experience (eek!), Sandy has helped thousands of business owners increase visibility, generate leads, and dominate their local markets through strategic online marketing.
As a Certified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s a trusted mentor and business strategist who equips entrepreneurs with data-driven insights and future-proof tactics. She leads AI & Marketing Mastery Training and exclusive CEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.
Sandy is also the author of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking to outsmart competitors and win in the new era of search marketing. The book provides cutting-edge strategies on AI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.
When she’s not crafting game-changing marketing strategies, Sandy enjoys coaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.
🚀 Want to take your digital marketing to the next level? Connect with Sandy at MSWInteractiveDesigns.com or call 573-552-8403.
