Structured data is the least glamorous thing we do and one of the most reliably useful. It is a block of machine-readable description sitting alongside your page, telling a search engine exactly what the page is, what it costs, when you are open and who you are. Without it, everything has to be guessed from your prose.
1 · LocalBusiness, and getting the basics right
Name, address, geographic coordinates, phone, opening hours including the awkward ones, price range and the areas you serve. This is what lets a search engine line your site up with your Google Business Profile with confidence rather than inference.
2 · Service and Offer, for things that have a price
Every treatment, repair or package can carry its own description and starting price. Published prices are also the single most common thing people search for before choosing anyone, so there is a conversion argument as well as a technical one.
3 · FAQPage, for the questions you answer forty times a week
Marking up a genuine question and answer pair makes it eligible to appear directly in results. The rule we follow is that the question has to be one a customer really asks and the answer has to be useful on its own, not a teaser for the page.
4 · Product, if you sell anything
Price, availability, brand and condition. This is what lets a product appear in shopping results rather than only on your own site, and it costs nothing beyond doing it properly.
5 · BreadcrumbList, which is small and worth it
It replaces the raw URL in the search result with a readable path. A small thing that measurably improves how many people click.
6 · Never mark up something that is not on the page
Marked-up content has to match what a visitor actually sees. Inventing ratings or prices in the markup is the quickest way to lose rich results entirely, and we have seen sites do it by accident with a plug-in.