What structured data does
Structured data helps search engines understand what a page is about. It does not guarantee rankings or rich results.
Which types to use
- Organization for the business behind the site
- LocalBusiness, or a more specific subtype, only when the page describes a real business location
- Service for pages describing a service
- BreadcrumbList for navigation
- FAQPage for visible questions and answers
- Article for guides
Keep it honest
The markup must match the visible content. Do not mark up a physical business in a city where you have none.
Validate it
Test pages with Google's Rich Results Test and the Schema Markup Validator, and fix errors before publishing.