Answers / How AI Search Works

What Is Schema Markup, and Does My Local Business Need It?

Schema markup (structured data) is code on your website that labels facts like your name, address, phone and hours so search engines read them unambiguously. Google says it isn't required to appear in its AI features, but it's still worth having as part of basic SEO.

What it is

Structured data is a block of code, usually JSON-LD, that describes your business in a standard format. Google's LocalBusiness documentation says it lets you "tell Google about business hours, different departments within a business, reviews... and more."

What Google says about AI search

In its guide to generative AI features, Google says structured data "isn't required for generative AI search, and there's no special schema.org markup you need to add." It also says it's "a good idea to continue using it as part of your overall SEO strategy." So skip anyone selling special "AI schema."

What to include for a local business

• Business name, address and telephone, exactly matching your Google profile.
• Your website URL and opening hours.
• Geo coordinates and, for restaurants, a menu link and cuisine.
• Departments, if you have them.

One rule that matters

Google says your structured data should match the visible text on the page. Don't mark up reviews, hours or services that visitors can't see.

How to check it

Run your page through Google's Rich Results Test and fix critical errors. Even valid markup isn't a guarantee: Google says it doesn't promise that features using structured data will appear.

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