Structured data, or schema, is a way to help search engines understand your business more precisely. For Google Business Profile, this can make a real difference in how your information appears in search results, maps, and rich snippets.
Schema doesn’t change your website visually. It’s behind the scenes, in your HTML. But it’s powerful. Done correctly, it communicates your business type, location, services, opening hours, reviews, and more in a format Google can process easily.
In 2025, schema isn’t optional if you want to stay competitive. Local search results are getting smarter. Google increasingly relies on structured data to display rich results like business hours in search, star ratings, and even direct action buttons.
What Schema Means for Google Business Profile
Think of schema as a way to describe your business to Google in a language it understands. While your Google Business Profile already holds basic information, schema reinforces it directly on your website.
For example, if you’re a café in Cork, adding LocalBusiness schema to your homepage or service pages tells Google: this is a business located at this address, open during these hours, serving these products. Combined with your Google Business Profile, it strengthens trust and accuracy.
Schema also allows for extra details that don’t always fit neatly into the profile interface. You can mark up:
- Products or services
- Price ranges
- Reviews and ratings
- Event information
- Special offers
All these snippets can appear in search results. Users see more detail without even visiting your site. More information upfront often drives higher engagement.
How to Implement Schema
Start with LocalBusiness schema. This is the core type for any business with a physical location. Include essential fields: name, address, phone number, website, and opening hours. Make sure this matches exactly what’s in your Google Business Profile. Mismatched information can confuse search engines.
Here’s a simple example of LocalBusiness schema in JSON-LD format. This shows how your business name, address, and opening hours can be structured for Google:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Cork Digital Agency",
"image": "https://www.example.com/logo.png",
"address": {
"@type": "PostalAddress",
"streetAddress": "12 Main Street",
"addressLocality": "Cork",
"postalCode": "T12 ABC3",
"addressCountry": "IE"
},
"telephone": "+353123456789",
"url": "https://www.example.com",
"openingHours": "Mo-Fr 09:00-17:30"
}
</script>
Next, consider Service schema for the main services you offer. For example, a digital marketing agency in Cork could add Service markup for PPC management, SEO, and social media strategy. Each service can include a description, pricing, and links to relevant pages.
Reviews are another area where schema matters. Use Review or AggregateRating markup to show star ratings and review counts in search results. This helps users make quick decisions and improves perceived credibility.
You don’t have to write the code manually. Tools like Google’s Structured Data Markup Helper, Schema.org, or JSON-LD generators make implementation straightforward. WordPress plugins such as RankMath or Yoast SEO can also embed schema automatically.
Testing and Maintaining Schema
Implementation isn’t enough. You need to test it. Google’s Rich Results Test or Schema Markup Validator lets you check that your structured data is correct and that Google can read it. Errors or missing fields can prevent rich results from appearing.
Regular maintenance is essential. If your opening hours, services, or contact information change, update the schema immediately. Schema isn’t “set and forget.” Consistency between your website and Google Business Profile matters. Google can detect mismatched information, which can reduce your visibility.
Why Schema Works
Schema improves how Google interprets your business. When search engines clearly understand your location, services, and reviews, they are more likely to show you in relevant local results.
Schema also increases the chance of rich snippets. Rich snippets stand out visually, giving users immediate access to reviews, opening hours, or service lists. This can directly increase clicks and calls without spending extra on ads.
From my experience, businesses that combine a well-maintained Google Business Profile with correct schema see noticeable improvements in local search visibility within weeks. The website doesn’t change visually, but search engines treat it as more reliable.
How This Fits into a Wider Strategy
Schema isn’t isolated. It works alongside your Google Business Profile, local SEO, and paid campaigns. Accurate structured data reinforces the profile and ensures all online mentions of your business are consistent.
If you run local ads, schema doesn’t directly affect performance, but it improves organic visibility. When more users see accurate business details in search, your ad clicks are more likely to convert because the information matches expectations.
Regular audits help. I recommend reviewing your schema every few months, especially when Google updates guidelines or introduces new rich result types. Staying updated ensures you don’t lose a competitive advantage.