Learn how schema markup helps search engines better understand your website, improve your SEO foundations, and provide clearer information about your business in search results.
When building a website, most businesses focus on what customers can see — the design, images, written content and user experience. However, there is another layer of information behind your website that helps search engines better understand what your business does, what your pages are about, and how different pieces of information connect together.
This is called schema markup (also known as structured data).
Schema markup is a type of code added to your website that provides search engines with additional context about your content. It helps translate your website information into a format that search engines can more easily understand. Think of it like adding labels to your website. Without schema markup, Google may need to interpret your content by reading your pages. With schema markup, you can clearly tell Google:
The result is a clearer understanding of your website and your business.
Schema markup is not a magic button that instantly improves rankings, but it helps search engines understand your website more accurately.
Google uses structured data to better understand the content on a page and determine whether it may qualify for enhanced search results, known as rich results.
For example, you may have seen Google search results that include extra information such as:
These enhanced listings can make search results more informative and attractive to users.
A standard search result might look like this:
ABC Architects
Architectural services in Sydney
www.example.com
With structured data, Google may better understand the page and display additional information, such as:
ABC Architects
Architectural design, planning approvals and project management
Sydney NSW
Services | Projects | Contact
This can help your listing stand out and give potential customers more confidence before clicking.
The right schema depends on the type of website and the information you want search engines to understand.
Organisation schema tells search engines about your business.
It can include:
This helps establish your business as an identifiable entity online.
For example, a professional services company may use Organisation schema on its website homepage.
For businesses that serve a specific area, LocalBusiness schema can provide important information including:
This supports local SEO by helping search engines understand where your business operates.
Examples include:
Service schema is particularly useful for businesses that offer professional services.
For example, a website offering:
can use schema markup to clearly define the services provided.
Instead of Google simply seeing a page titled "Website Design", schema can communicate:
"This page describes a website design service offered by this business."
For blogs and educational content, Article or BlogPosting schema helps search engines understand:
This is useful for content marketing because it provides clearer information about your articles.
Breadcrumb markup helps search engines understand the structure of your website.
For example:
Home → Services → Website Design
This shows how pages relate to each other and may improve how your website hierarchy appears in search results.
Schema markup is usually added using JSON-LD, a format of code placed within the website's HTML.
A simple example of Local Business schema might look like this:
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Example Business",
"url": "https://www.example.com",
"telephone": "+61200000000"
}
This code does not change how your website looks. It simply provides additional information for search engines.
For modern websites, schema can also be connected dynamically to your CMS.
For example, on a Webflow website, schema can be automatically generated from CMS fields such as:
This makes it easier to maintain accurate structured data as your website grows.
After adding schema markup, it should be tested to make sure it has been implemented correctly.
Google provides the Rich Results Test to check structured data that may qualify for Google search enhancements.
However, it is important to understand that not all schema types create visible rich results.
For example:
But some valid schema types may show "no items detected" in Google's Rich Results Test because they are not eligible for a rich result feature.
This does not necessarily mean the schema is incorrect.
Search is becoming increasingly focused on understanding meaning, not just matching keywords.
Search engines need to understand:
Schema markup helps provide this additional context.
As websites become more complex and search technology continues evolving, structured data is becoming an important part of building websites that are easier for search engines to understand.
For most professional business websites, the answer is yes.
A well-built website should ideally include structured data that reflects:
✓ Your business identity
✓ Your services
✓ Your location (if relevant)
✓ Your content
✓ Your team members
✓ Your projects or portfolio
✓ Your website structure
Schema markup is one part of a complete SEO strategy. It works alongside quality content, technical SEO, website performance, backlinks and a strong user experience.
When implemented correctly, schema helps search engines better understand your website — making it easier for the right customers to find your business online.
Need help improving your website's SEO foundations?
At All Design by Lisa, we create custom websites with SEO best practices built in from the beginning — including structured data, technical optimisation and content strategies designed to help businesses grow online.
