Schema markup is structured data that tells search engines and AI assistants exactly what your page is about. For a hotel or restaurant it can unlock rich results and make your business easier to cite. This guide explains the schema types that matter for hospitality and how to add them without breaking anything.
What schema markup is
Schema markup is a vocabulary, usually written as JSON-LD, that labels the facts on a page: this is a hotel, here is its address, here are its rooms, here is a review score. Search engines read it to display richer results and to understand your business with confidence. AI engines use the same clarity, which is why schema supports generative engine optimization.
The types that matter for hospitality
LocalBusiness and Hotel
These describe the business itself: name, address, phone, opening hours, price range and geo coordinates. For a hotel, the Hotel type adds room and amenity details. This is the foundation and pairs directly with your Google Business Profile.
FAQPage
If a page has a clear question and answer section, FAQ schema can earn expandable results and gives AI engines clean question answer pairs to lift. The Unsolve blog generates this automatically from each post.
Review and AggregateRating
Marks up genuine reviews and ratings. Use it only for real, on site reviews, never invented ones, since fabricated ratings violate guidelines and can earn a penalty.
How to add it on WordPress
The easiest route is a quality SEO plugin such as Rank Math, which can output LocalBusiness, Article and breadcrumb schema for you with minimal setup. For specific types like FAQ on custom fields, a small amount of custom JSON-LD is cleaner and more reliable than wrestling the plugin UI. Whichever route you take, do not stack two plugins that both output schema, since duplicate markup confuses search engines. This fits the lean approach in our plugin guide.
Test and avoid mistakes
After adding schema, run the page through Google’s Rich Results Test and the Schema Markup Validator. Two common mistakes are marking up content that is not visible on the page, which is against the rules, and leaving placeholder values like a missing address. Keep your structured facts identical to what a visitor sees and to your other listings, since consistency is what builds trust with both search and AI. A solid on page SEO checklist should include a schema validation step.
If you would rather have schema implemented and validated for you, our SEO service handles it as standard.