If you're a small business owner, you've probably wondered what it actually takes to get Google to notice your website. Beyond the basics of keywords and backlinks, there's a powerful tool that most small business sites aren't using: structured data.

What is structured data?

Structured data is a standardised format for providing information about a page and classifying its content. Think of it as a way to label your website's content so that search engines can understand it more easily. The most common format is Schema.org markup, typically implemented as JSON-LD — a snippet of JavaScript that sits in your page's code.

For a local business, this might include your business name, address, phone number, opening hours, and the type of services you offer. Instead of Google having to guess what your page is about, you're telling it directly.

Why it matters

When Google understands your content, it can display it more prominently in search results. You've probably seen rich results — star ratings, business hours, FAQ dropdowns — appearing directly in Google's search pages. These are powered by structured data.

For local businesses especially, structured data can help you appear in the Local Pack (the map results), Knowledge Panels, and other enhanced search features. It's one of the most underused SEO tactics for small business websites.

How to add it

If you're running a WordPress site, the easiest path is through a plugin like Yoast SEO, which handles basic schema markup automatically. For local businesses, Yoast Local SEO adds specific local business schema — your address, service area, opening hours, and more.

For non-WordPress sites, you can generate JSON-LD markup manually or use Google's Structured Data Markup Helper. The key is to start with the basics — LocalBusiness or Organization schema — and build from there.

Once you've added structured data, test it with Google's Structured Data Testing Tool (now the Rich Results Test) to make sure everything is valid. It's a straightforward process that can have a meaningful impact on how your business appears in search.