Schema basics for local businesses (without over-engineering)
Short answer: Structured data helps eligible pages earn richer results—start with accurate LocalBusiness or Organisation markup and avoid copying complex JSON you do not understand.
Schema is not a ranking “hack”. It is machine-readable context. Errors or misleading types can create noise in Search Console and erode trust if your visible content contradicts the markup.
Where schema usually makes sense for NZ SMEs
- Organisation / LocalBusiness on the homepage or contact page—with real address and phone if you publish them.
- FAQPage only if FAQs are visible on the page and remain accurate.
- Product for ecommerce with honest price and availability fields.
What to skip until you have a developer
Nested graph experiments, auto-generated FAQ on every page, and “aggregateRating” without verifiable reviews often cause more harm than help.
Validate before you celebrate
Use Google’s Rich Results test on a sample URL after deployment. Fix errors; warnings are hints, not always mandatory.
Frequently asked questions
Will schema fix poor rankings?
No—it can improve eligibility for some result types. You still need relevance, quality content, and technical health.
Should every page have schema?
No—use types that match real content. Irrelevant schema is clutter.