Search engines are good at reading text, but they still guess. Is "10:00-20:00" your opening hours or a promotion? Is "$700" a price or a discount? Schema markup removes the guessing. It is a small block of structured data on your page that says, in a format machines understand: this is the business, this is its address, these are its hours, this is the price of this service.
What it changes in practice
Richer search results. Depending on the type, Google may show breadcrumbs, FAQ answers, ratings or event dates under your result. Richer results take more space and often get more clicks.
Correct local information. Your address, hours and contacts are read reliably and matched with your Google Business Profile.
AI answers. Tools like ChatGPT search, Perplexity and Google's AI overviews pull facts from pages. Clear, structured facts plus a short summary at the top of the page make it more likely your business is described correctly.
What it does not do: it does not push a weak page to the top by itself. It is a clarity tool, not a ranking trick.
The types a small business needs
| Type | What it describes | Where to use |
|---|---|---|
| Organization or LocalBusiness | Name, address, hours, contacts, social profiles | Homepage and contacts |
| Service + Offer | A service and its price | Service pages |
| FAQPage | Questions and answers | Pages with an FAQ block |
| BreadcrumbList | Page position in the site | All inner pages |
| Article | Author, date, title, image | Blog posts |
| Product | Product, price, availability | Online store items |
Avoid adding review ratings to your own markup unless they come from real, verifiable reviews on the page. Search engines treat fake ratings as spam.
Multilingual sites
If your site has Armenian, Russian and English versions, each version needs markup in its language, and the language versions should be linked to each other. Otherwise search engines may show the Russian page to English searchers, or mix the facts.
How to check it
Use Google's Rich Results Test and the Schema Markup Validator. Paste your page address and look for errors. Then check Google Search Console after a few weeks: it shows which enhancements Google detected.
Common mistakes
- Markup that says something different from the visible page.
- Old prices or hours in the markup after you updated the text.
- One generic block copied to every page.
- Fake ratings or reviews.
A quick example in plain words
Imagine a car wash in Yerevan. Its markup would say, in a machine format:
- This is a car wash called X.
- It is at this address, at these coordinates.
- It is open daily from 9:00 to 21:00.
- It offers an exterior wash, an interior cleaning and a full detail, each with a starting price.
- Here are five common questions with answers.
- Its Instagram and Telegram profiles are these.
None of this is new information. It is the same as the visible page, only labelled. That is the whole point: no hidden promises, just facts made unambiguous.
Schema and AI search together
AI assistants answer questions like "Which car wash in Yerevan is open late and does interior cleaning?" They need facts they can trust. Two things help most:
- A short factual summary at the top of the page, two or three sentences with the key facts.
- Structured data that matches it, so the facts are confirmed in a second, machine-readable form.
Pages that do both are easier to quote correctly. Pages that hide prices and hours behind "contact us" give the assistant nothing to work with.
When to update markup
| Change on the business side | Update needed |
|---|---|
| New prices | Service offers |
| New working hours or holidays | Business hours |
| New service | New Service block and page |
| Moved office | Address and coordinates |
| New social profile | Profile links |
On sites we build, markup is generated from the same data as the visible text, so updates happen together.
What Kinto includes
Every website we build can include SEO setup for $400: structured data for your business and services, FAQ markup, breadcrumbs, separate language versions, sitemap and connection to Google Search Console. When prices change on the page, the markup changes with them, because both come from the same data.
Questions about your current site? Write to @kinto_am on Telegram or leave a request through the form. We reply within 15 minutes, 10:00 to 20:00 Yerevan time.
Updated: 2026-10-12