Guide: structured data
Which structured data to implement for your type of business
Start with the entity (who you are), then describe what you sell, always matching what the page says. Schema that contradicts the visible text does more harm than missing schema.
Everyone: Organization and BreadcrumbList
Organization on the home page with your name, URL, logo and contact. BreadcrumbList on inner pages so the structure is clear.
Local business: LocalBusiness
Address, hours and service area, identical to your Google profile and directories. Different hours in each place confuse engines.
Services: Service with Offer
One Service per service that has its own page. Put a price in Offer only if it is visible on that page.
Shops and products: Product
Price, availability and, if you show reviews, their rating. Declaring "in stock" when the page says sold out, or a rating nobody can see, is among the errors we check most.
Works and publications: Book, Article
Declare only the formats that exist today (for example, e-book), not upcoming ones. An edition marked as available when it is not yet sold is a real error we found when auditing an author's site.
FAQs: FAQPage
Only with questions and answers visible on the page, word for word.