Google reads your pages like a fast tourist — skimming, guessing. Schema markup is the phrasebook: invisible labels stating this is a restaurant, open till 22:00, rated 4.8, this question has this answer. Guessing ends; rich results begin.
What you get for it
Eligibility (not guarantee) for the enhanced results everyone clicks: star ratings under reviews, FAQ dropdowns under pages, event dates, product prices in the snippet. Same position, more pixels, more clicks — the rare SEO win that doesn’t require outranking anyone.
The types that matter for small businesses
LocalBusiness (address, hours, phone — the local pack’s raw material), Product with price and availability for e-shops, FAQPage for question sections (the dropdowns this very site earns), Event and Review where they apply.
The comforting part
Yoast and friends emit the basics automatically; platforms handle products. The audit question is coverage and correctness — wrong schema (fake stars, mislabeled types) earns manual penalties where honest schema earns dropdowns. It’s a standard check in our audits; ask what your pages currently declare — Google’s own test shows it in seconds.
Frequently Asked Questions
Invisible labels telling Google exactly what your page contains — business, product, FAQ — ending the guessing.
Enhanced listings — stars, FAQ dropdowns, prices — that schema makes you eligible for.
Not directly — it improves the listing's size and click-through, which is the win.
Usually not — SEO plugins emit the basics; the audit question is coverage and correctness.
Dishonest schema, yes — fake stars and mislabeled types draw manual penalties; honest markup never does.
LocalBusiness with address, hours and phone — the raw material of map results.
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