Create schema markup
Structured data not only tells search engines, that: Something is on your page, but What It's: an opening time, a price, an appointment, and then you get the advanced search results with stars, dates and prices.
How it works
Making content understandable for machines
- Choose a suitable content type
- Structured fill in information
- Include JSON-LD in the website
What are you describing?
The type that is worthwhile for most small websites – it feeds opening hours and address into the map display.
Information
Fields marked with * expected Google.
Spelling: Mo-Fr 09:00-18:00 · Sa 09:00-13:00. English abbreviations (Mo, Tu, We, Th, Fr, Sa, Su) are also permitted.
One to four currency signs.
Still required: Name of the company, Website. Google usually ignores incomplete information. The output is still shown so you can see its structure.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"address": {
"@type": "PostalAddress",
"addressCountry": "DE"
}
}
</script>
For cross-checking Googles Test for rich search results - he also tells you what representation Google would derive from this.
What to start with?
Local enterprise It is worth the fastest for most small websites – address and opening hours migrate into the map display. Breadcrumb navigation is a quick way to improve the visible result: Google can show the navigation path instead of the bare URL.
Staying honest
What's in the scheme must be visible on the page. Prices that are only in the markup, ratings that don't exist, opening hours that aren't right - this is considered a violation of Google's guidelines and can result in extended results no longer being displayed for the entire domain.
They're the most abused type, and self-forgiving stars with no real ratings are just the case. Google Punishment.
Insertion and testing
The block belongs in the <head> JSON-LD stands on its own as a closed block; layout changes cannot accidentally tear it apart, as happens with microdata in markup.
Obvious Google If your markup is syntactically clean, the rich search results test will tell you. JSON formatter and whether it arrives on the live page, checks the Website check .
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