Schema Markup Guide: How to Help Google Understand Your Website

Schema markup is code that helps Google understand what your website is about. Not in a vague "this page is about plumbing" way, but specifically: this is a local business, at this address, offering these services, with these reviews.

Most NZ business websites don't have schema markup. That's a missed opportunity.

What Schema Markup Actually Does

When Google crawls your website, it's reading text and trying to understand what everything means. Schema markup removes the guesswork by explicitly labeling things.

Without schema, Google sees: "John Smith has been doing plumbing in Auckland for 15 years."

With schema, Google knows: This is a LocalBusiness named "John Smith Plumbing" located at 123 Main Street, Auckland, offering services including "drain cleaning" and "hot water installation," with a 4.8 star rating from 47 reviews.

The second version gives Google structured data it can use confidently.

Why Schema Matters for SEO

Rich Snippets in Search Results

Schema can make your search listings stand out:

• Star ratings shown under your listing
• Price ranges for products
• Event dates and times
• FAQ dropdowns in search results
• Recipe cards with images and cook times
• How-to steps displayed directly

These enhanced listings get higher click-through rates than plain text results.

Voice Search and AI Assistants

When someone asks Siri "what time does [business] close?" the answer often comes from schema markup. AI assistants pull structured data because they can trust its accuracy.

AI Overviews and Featured Snippets

Google's AI features prefer content it can understand clearly. Schema helps your content get featured in AI-generated answers.

Better Google Business Profile Integration

LocalBusiness schema reinforces your Google Business Profile data, helping Google confirm your business information is accurate.

Types of Schema for NZ Businesses

LocalBusiness Schema

Essential for any business serving local customers.

{
  "@context": "
https://schema.org
",
  "@type": "LocalBusiness",
  "name": "Your Business Name",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Auckland",
    "addressRegion": "Auckland",
    "postalCode": "1010",
    "addressCountry": "NZ"
  },
  "telephone": "+64-9-XXX-XXXX",
  "openingHours": "Mo-Fr 08:00-17:00",
  "url": "
https://yourbusiness.co.nz
"
}

Include specific business types when applicable: Plumber, Electrician, Restaurant, Dentist, etc.

Organisation Schema

For company-level information:

• Company name and logo
• Social media profiles
• Contact information
• Founding date

Useful for brand consistency across Google's knowledge panels.

Service Schema

Describe your services with structured data:

• Service name and description
• Service area
• Price range (optional)
• Provider information

Helps Google understand exactly what you offer.

Product Schema (E-commerce)

Essential for online stores:

• Product name and description
• Price and availability
• Reviews and ratings
• Brand and SKU

Enables rich product listings in search results.

FAQ Schema

Turns your FAQ sections into expandable results in Google:

{
  "@context": "
https://schema.org
",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "How much does a website cost?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "A professional business website typically costs $4,000-$15,000 in NZ."
    }
  }]
}

FAQ schema can significantly increase your search result real estate.

Review Schema

Display star ratings in search results:

• Overall rating
• Number of reviews
• Individual review details

Note: Google has strict guidelines about review schema. Only use it for genuine third-party reviews.

Article and BlogPosting Schema

For blog posts and news articles:

• Author information
• Publication date
• Article headline
• Featured image

Helps establish content authority and can enable special search features.

BreadcrumbList Schema

Shows your site structure in search results:

"Home > Services > Web Design > Auckland"

Helps users understand where a page sits in your site hierarchy.

Event Schema

For businesses hosting events:

• Event name and description
• Date, time, location
• Ticket information
• Performer/organiser details

Enables event listings in Google search.

How to Add Schema Markup

Option 1: JSON-LD (Recommended)

JSON-LD is Google's preferred format. It's a script you add to your page's HTML:

<script type="application/ld+json">
{
  "@context": "
https://schema.org
",
  "@type": "LocalBusiness",
  "name": "Your Business Name"
  // ... rest of your schema
}
</script>

Add this in the or just before .

Option 2: WordPress Plugins

If you use WordPress, plugins make schema easy:

Yoast SEO: Adds basic schema automatically, with options for LocalBusiness and more.

Rank Math: More schema options built-in, including FAQ and HowTo schema.

Schema Pro: Dedicated schema plugin with extensive options.

These plugins add schema without code editing.

Option 3: Google Tag Manager

You can inject schema markup through GTM, useful for sites where you can't edit the HTML directly.

Option 4: Google's Structured Data Markup Helper

• Go to Google's Markup Helper
• Enter your page URL
• Tag elements on your page
• Generate the schema code
• Add it to your site

Good for creating schema if you're not sure where to start.

Testing Your Schema Markup

Google Rich Results Test

The primary testing tool. Enter your URL or paste your code:

• Go to search.google.com/test/rich-results
• Enter your page URL
• See what schema is detected and any errors
• Check which rich results you're eligible for

Schema Markup Validator

schema.org/validator checks if your schema is technically valid.

Google Search Console

In Search Console, go to Enhancements to see:

• Which schema types Google found
• Errors and warnings
• Pages affected by issues

Check this regularly to catch problems.

Common Schema Mistakes

Mismatched Information

Your schema must match what's visible on the page. If your schema says you're open until 6pm but your page says 5pm, that's a problem.

Missing Required Properties

Each schema type has required fields. LocalBusiness needs name and address. Product needs name and either offers or review. Check documentation for requirements.

Fake Reviews

Google explicitly prohibits marking up fake reviews or self-written testimonials as reviews. Only use review schema for genuine third-party reviews.

Schema for Hidden Content

Schema should describe content visible to users. Don't add schema for information that isn't on the page.

Duplicate Schema

Multiple conflicting schema blocks confuse Google. One clear schema per type per page.

Wrong Schema Type

Don't use Product schema for services. Don't use Article schema for product pages. Match the schema type to your content.

Schema Priorities for NZ Businesses

Service Businesses (Plumbers, Electricians, Accountants)

• LocalBusiness schema with specific type
• Service schema for each main service
• FAQ schema on relevant pages
• Review schema (if you have genuine reviews)

E-commerce Stores

• Organisation schema
• Product schema on all products
• BreadcrumbList schema
• FAQ schema on category/help pages

Professional Services (Lawyers, Consultants)

• LocalBusiness or ProfessionalService schema
• Person schema for team members
• Article schema on blog posts
• FAQ schema

Restaurants and Hospitality

• Restaurant or LocalBusiness schema
• Menu schema
• Review schema
• Event schema (if applicable)

Getting Started

If you have no schema currently:

• Add LocalBusiness schema to your homepage and contact page
• Add FAQ schema to any page with FAQs
• Test with Google Rich Results Test
• Monitor in Search Console
• Expand to other schema types as needed

Start simple, verify it works, then build out.

Need help implementing schema markup? Get in touch and we'll audit your current setup and implement what's missing.