Schema Markup for Small Businesses: LocalBusiness, FAQ, and Product

Schema markup turns your plain search listings into rich results — business hours, star ratings, FAQ dropdowns, product prices, and more displayed directly in Google. For small businesses, three schema types deliver the most impact: LocalBusiness, FAQ, and Product.

LocalBusiness Schema

If you have a physical location, LocalBusiness schema helps your business appear in Google Maps, the Knowledge Panel, and local search results with enhanced details.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Portland Coffee Roasters",
  "description": "Specialty coffee roaster and cafe in downtown Portland.",
  "image": "https://www.portlandcoffee.com/storefront.jpg",
  "telephone": "+1-503-555-0123",
  "email": "hello@portlandcoffee.com",
  "url": "https://www.portlandcoffee.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 SW Main Street",
    "addressLocality": "Portland",
    "addressRegion": "OR",
    "postalCode": "97204",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 45.5152,
    "longitude": -122.6784
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "06:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday", "Sunday"],
      "opens": "07:00",
      "closes": "16:00"
    }
  ],
  "priceRange": "$$"
}

More Specific Business Types

Instead of generic LocalBusiness, use a more specific type when available:

• Restaurant, CafeOrCoffeeShop, BarOrPub
• Dentist, Physician, MedicalClinic
• LegalService, Attorney
• AutoRepair, AutoDealer
• BeautySalon, HairSalon
• RealEstateAgent

The more specific your type, the better Google understands your business.

FAQ Schema

FAQ schema adds expandable question-and-answer sections to your search listing. This can double the visual space your listing occupies in search results.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What are your business hours?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We're open Monday through Friday from 6 AM to 6 PM, and weekends from 7 AM to 4 PM."
      }
    },
    {
      "@type": "Question",
      "name": "Do you offer free parking?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, we have a free parking lot behind the building with 20 spaces available."
      }
    },
    {
      "@type": "Question",
      "name": "Do you accept reservations?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We accept reservations for groups of 6 or more. Call us at (503) 555-0123 or book through our website."
      }
    }
  ]
}

Best practices:

• Only include FAQ schema for questions that are actually answered on the page
• Keep answers concise — 1–3 sentences
• Focus on questions your customers actually ask
• Don’t use FAQ schema for product pages (use Product schema instead)

Product Schema

For businesses selling products online, Product schema shows price, availability, and reviews in search results.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Portland Breakfast Blend Coffee",
  "description": "Medium roast blend with notes of chocolate and citrus. 12 oz bag, whole bean.",
  "image": "https://www.portlandcoffee.com/breakfast-blend.jpg",
  "brand": {
    "@type": "Brand",
    "name": "Portland Coffee Roasters"
  },
  "offers": {
    "@type": "Offer",
    "price": "16.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://www.portlandcoffee.com/shop/breakfast-blend"
  }
}

If you have customer reviews, add aggregate ratings:

"aggregateRating": {
  "@type": "AggregateRating",
  "ratingValue": "4.7",
  "reviewCount": "89"
}

How to Add Schema to Your Site

WordPress

• Yoast SEO — adds Article and basic schema automatically
• Rank Math — includes a schema builder with templates
• Schema Pro — dedicated schema plugin with visual builder

Shopify

• Many themes include Product schema by default
• For additional schemas, edit your theme.liquid or use an app like JSON-LD for SEO

Manual Implementation

Add JSON-LD in a <script> tag in your page’s <head> or <body>. No need to modify your visible HTML.

Testing Your Schema

1. Google Rich Results Test — paste your URL to see which rich results you’re eligible for
2. Schema.org Validator — validates JSON-LD syntax
3. Google Search Console → Enhancements — shows schema errors across your site

How Do I Check My Schema Markup?

What seoutils.dev checks: Our free audit detects JSON-LD, microdata, and RDFa structured data on your page. We identify which schema.org types are present and flag pages missing structured data.

Run a free audit to check your structured data setup.

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This is part of our Complete SEO Audit Checklist. Related: Structured Data JSON-LD Guide | Trust Pages and E-E-A-T.