Local search
What structured data can and cannot do for a local website
Use structured data to describe real page content, validate the implementation and avoid unsupported promises about rankings or rich results.
By Bridge Builder editorial 3 min read
Structured data is machine-readable information that describes a page or entity in a recognized format. A website might use it to identify an organization, article or other supported content. It is part of technical clarity, not a substitute for the actual business information on the page.
An owner does not need to write the code to ask useful questions. Start with what is being described, whether it is true and what the implementation is expected to achieve.
In this article
Describe what actually exists
Google's structured-data guidelines require markup to represent the page's visible content and prohibit misleading or irrelevant information. That means no invented ratings, made-up authors, false affiliations or services added only to influence search presentation.
Ask the builder for a plain-language summary of the selected types and properties. If the page is an article, its headline and publisher should match the article. If it describes a business, the identity should match the real business. More markup is not automatically better when it adds claims the page cannot support.
Check the requirements for the specific feature
Different search features have different requirements. Google's LocalBusiness documentation, for example, includes a physical address among required properties for that feature. A business should not invent a public address merely to satisfy a validator.
The right implementation depends on the actual business and page. A service-area operation that does not publish a customer-facing office needs an accurate approach, not a copied restaurant example with substituted names. Ask which feature is intended, which required information exists and whether a different truthful representation is more appropriate.
Validate code and review the meaning
Run the appropriate validator or Google's Rich Results Test for supported features, then review the information with the owner. Technical validity checks formatting and supported requirements; it does not establish that a claimed credential, rating or project is true.
Google explicitly says correct markup does not guarantee a rich result. Do not accept a proposal that treats adding schema as a guaranteed ranking increase. Ask instead for the exact implementation, test result and a plan to monitor relevant reports after publication.
- The markup describes the same entity and content as the page.
- Required factual information is available and accurate.
- No private details were added merely to satisfy a field.
- The relevant test was run on the deployed version.
- Any warning has a documented explanation.
- No ranking or search-appearance guarantee is implied.
Keep it synchronized with content changes
When the business changes its name, hours, service scope or article title, structured data should not retain the old version. Where practical, have the site generate visible text and machine-readable data from the same approved source.
Include a check during redesigns and platform migrations. An old plugin or template may continue emitting a second conflicting description even after the new site looks correct. Ask the developer to inspect the rendered page rather than reviewing only one settings screen.
Treat structured data as one maintained part of the site. Clear service information, usable pages and a functioning inquiry path still need their own attention and verification.
Your next step
Use structured data to describe real content accurately. Validate it, maintain it and reject promises that markup alone guarantees rankings or rich results.