Schema Markup Guide 2026: Structured Data for Indian Business Websites (With Examples)

Schema markup (structured data) is code you add to a web page — usually as JSON-LD — to describe its content in a standard vocabulary from Schema.org. It tells search engines and AI systems precisely that "this page is about a taxi service in Ludhiana, open 24 hours, with this phone number" instead of leaving them to guess. Schema can make pages eligible for rich results (stars, prices, breadcrumbs, product info) and helps machines understand your business entity.

Schema types that matter for business websites

Important 2023 changes still misunderstood

• FAQ rich results are now shown mainly for well-known, authoritative government and health websites. Other sites can still use FAQPage markup (it helps machines understand Q&A), but should not expect the expandable FAQ display in Google.
• HowTo rich results were deprecated by Google.
• Self-serving reviews: since 2019 Google does not show review stars for LocalBusiness or Organization markup that a business adds about itself. Adding invented ratings to your own pages is against guidelines and can lead to a manual action.

Example: LocalBusiness

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "TaxiService",
  "@id": "https://example.com/#business",
  "name": "Example Taxi Service",
  "url": "https://example.com/",
  "telephone": "+91-98xxxxxxx",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Near Bus Stand",
    "addressLocality": "Ludhiana",
    "addressRegion": "Punjab",
    "postalCode": "141001",
    "addressCountry": "IN"
  },
  "areaServed": ["Ludhiana", "Jalandhar", "Chandigarh"],
  "openingHours": "Mo-Su 00:00-23:59",
  "sameAs": ["https://www.facebook.com/example", "https://www.instagram.com/example"]
}
</script>

Example: Service page linked to the business

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Ludhiana to Delhi Airport Taxi",
  "provider": {"@id": "https://example.com/#business"},
  "areaServed": {"@type": "City", "name": "Ludhiana"},
  "serviceType": "Airport transfer"
}

Using a stable @id for your business and referencing it from service pages connects everything into one clear entity.

Example: FAQPage (only for visible FAQs)

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "Is toll included in the fare?",
    "acceptedAnswer": {"@type": "Answer", "text": "Yes, tolls are included in one-way fares. Parking at the airport is extra."}
  }]
}

Rules to follow

1. Mark up only what users can see on the page.
2. Be accurate — prices, hours and addresses must match reality.
3. One business, one address: don't create fake LocalBusiness entries with addresses in cities where you have no office. Use areaServed instead.
4. Use the most specific type available (Dentist, TaxiService, LodgingBusiness).
5. Keep JSON valid — a single missing comma breaks the whole block.

How to test

• Google Rich Results Test — checks eligibility for Google rich results.
• Schema Markup Validator (validator.schema.org) — checks general Schema.org validity.
• Search Console → Enhancements — shows errors across your whole site.

Frequently Asked Questions

Does schema markup improve rankings?

Schema is not a direct ranking boost, but it improves understanding, can earn rich results that increase clicks, and helps AI tools interpret your content correctly.

JSON-LD or Microdata?

Google recommends JSON-LD. It is easier to add and maintain because it sits in a separate script block instead of inside your HTML.

Can I add review stars to my own website?

You can display genuine reviews, but Google won't show stars for self-serving LocalBusiness/Organization review markup, and fake ratings violate guidelines.

Should I use FAQ schema in 2026?

Use it only for genuine, visible FAQs. It helps machines understand the content, even though most sites no longer get the FAQ rich result display.

Need schema done right?

Joboo Web adds clean, validated JSON-LD to every website we build and fixes schema errors on existing sites. See our web development services or read our Entity SEO guide.