Fix Broken Schema: Boost SEO & Google Rankings | Eikeland SEO Calgary

What is Schema Markup and Why Is It So Often Broken?

As an SEO consultant with Eikeland SEO in Calgary, I’ve reviewed the source code of hundreds of small and medium-sized business websites. One consistent observation? Schema markup is almost always either implemented incorrectly, incompletely, or not at all. While Google’s documentation on schema is extensive, turning that theory into practice is surprisingly difficult. This isn’t a lack of effort, mind you – it's a combination of complexity, changing Google behaviours, and a fundamental misunderstanding of what schema actually does.

Let's be clear: schema markup doesn't directly "rank" your website. Google has indicated that structured data helps them understand the content on your pages, which may influence search results and eligibility for rich features. These rich features—like star ratings, FAQ accordions, or event details—can increase click-through rates (CTR), and a higher CTR can indirectly signal relevance to Google. But a beautifully coded schema implementation won’t magically propel a poorly optimized site to the top of the search results. It’s a supporting player, not the star.

Common Schema Mistakes We See Every Day

The errors fall into a few broad categories. First, there’s the purely technical: invalid JSON-LD syntax (missing commas, brackets, or incorrect property names). Google's Rich Results Test (linked in our schema validation service) is your friend here – use it religiously. But beyond syntax, here are the mistakes we encounter most frequently:

Using Incorrect Properties: Schema.org has specific property names. Using slightly off variations (e.g., "openingHoursSpecification" instead of "openingHoursSpecification") will render the schema useless. Pay attention to detail!
Mixing Schema Types: You can't just throw every schema type onto a single page. Each page should have a primary schema type that accurately reflects the page's content. Trying to cram too much in confuses Google.
Ignoring Hierarchy: Schema properties are often hierarchical. For example, an address requires streetAddress, addressLocality, addressRegion, etc. Omitting required sub-properties will invalidate the entire block.
Self-Serving Reviews: This is a big one. Google is increasingly strict about review schema. Reviews on your own site, where you control the content, generally won't be eligible for rich results. Third-party review platforms (like Yelp or TripAdvisor) are preferred.
Outdated Information: Schema is a living document. Google frequently updates its requirements and supported properties. Failing to keep your schema current is a common mistake.

What Most Guides Don't Tell You: The 2023/2026 FAQ Rich Result Shift

In 2023 and continuing into 2026, Google drastically reduced the visibility of FAQ rich results. While FAQ schema still helps Google understand your content, you are very unlikely to see those attractive FAQ accordions in search results unless you have a very well-established, authoritative website (think government agencies, major news outlets, or medical institutions). Many guides still overstate the benefits of FAQ schema – don't waste significant effort on this if you're a typical small business.

Which Schema Types Are Worth The Effort?

Not all schema types are created equal. Here's a breakdown of which ones deliver the most value in 2026, categorized by business type:

For Local Service Businesses (Plumbers, Electricians, Dentists, etc.)

LocalBusiness Schema: This is the foundation. It provides Google with essential information about your business, including your name, address, phone number, services offered, and opening hours. While it doesn't guarantee visibility in Google Maps (Google Business Profile is key for that), it helps reinforce the information you provide in your profile and supports local search efforts.


{
  "@context": "https://schema.org/",
  "@type": "LocalBusiness",
  "name": "Eikeland SEO",
  "url": "https://eikeland.ca/",
  "telephone": "+1-403-123-4567",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Calgary",
    "addressRegion": "AB",
    "postalCode": "T2P 1M1",
    "addressCountry": "CA"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Monday",
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Tuesday",
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Wednesday",
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Thursday",
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Friday",
      "opens": "09:00",
      "closes": "17:00"
    }
  ],
  "services": [
    "SEO Consulting",
    "Local SEO",
    "Technical SEO Audits"
  ]
}

What most people get wrong: Incorrectly specifying opening hours. Don't use “null” or empty values for closed days; simply omit them. This is a common validation error.

For E-commerce Businesses (Retail)

Product Schema: Essential for showcasing product information in search results. Include details like name, description, price, availability, and image. Accurate product schema can make your listings more prominent and attract more qualified traffic.

AggregateRating Schema: If you have legitimate third-party reviews for your products, this schema helps display star ratings in search results. (See the warning about self-serving reviews above.)

For Restaurants

Restaurant Schema (a subtype of LocalBusiness): This extends LocalBusiness schema with restaurant-specific details like cuisine type, menu URL, price range, and accepts reservations.

For Event-Based Businesses (Concerts, Workshops, etc.)

Event Schema: Crucial for promoting events. Include details like event name, date, time, location, and ticket information. This can make your events eligible for display in Google's event listings.

Schema Types to Be Wary Of (and Why)

Article Schema: Overused and often incorrectly applied. Unless you're publishing original news articles or in-depth blog posts, avoid this.
HowTo Schema: While theoretically useful, Google’s requirements are strict. It’s often more effort than it’s worth unless you have exceptionally well-structured “how-to” content.
BreadcrumbList Schema: Useful for site navigation but unlikely to have a significant impact on rankings.

If You Can Only Implement One Schema Type…

If you're a small business owner with limited time and resources, prioritize LocalBusiness Schema. It provides the foundational information Google needs to understand your business and is relevant across almost all industries. Getting this right is far more impactful than chasing more complex (and potentially unreliable) schema types. Once you’ve mastered LocalBusiness schema, you can explore other options relevant to your specific business.

Need help implementing schema markup correctly? Eikeland SEO offers comprehensive SEO services, including schema markup creation and validation. We'll ensure your schema is technically sound and aligned with your business goals. Contact us today for a free consultation.