We check a lot of Kiwi websites with a free schema checker, and honestly, it’s wild how many have zero schema markup at all. Nada. Zilch. Not even the basics.
Schema markup isn’t a “nice-to-have” for your website. And yet?
So…what is schema markup then?
Super glad you asked. Schema markup is code you add to your website that helps Google (and other search engines) understand exactly what your content is about. Think of it as a secret language between your site and the search bots. It tells Google, “Hey, this is a review!” or “Here’s our product price!” or “This is our business address!” Do it right and you will get rich snippets in search results (think stars, ratings, FAQs…who doesn’t want those?) and better local visibility on Google Maps and “near me” searches.
Essentially, organic local SEO friendo! Everything always comes back to SEO somehow in the end doesn’t it?
Why does schema markup matter for NZ businesses though?
Google isn’t psychic. If you think really hard, would you even want it to be? Truly. Facebook listening to us is creepy AF enough already thanks. Anyhoo, since Google currently is not psychic, schema gives it and other search engines crystal-clear info about your business, which means you show up for more relevant searches, look more credible with those rich results and then get found locally faster as a result. Even online-only businesses should want this.
Yet… almost nobody in NZ is using it. (Trust us. We run a free schema checker on hundreds of sites a year and are always shocked how many have NONE.)
Why you shouldn’t DIY your schema markup
You might be tempted to copy-paste from a blog or some AI generated code and hope for the best. Hold up! That seems easy and so simple until you break your site or send Google the wrong signals.
DIY schema often leads to errors, missed opportunities, or straight-up breaking your search listings. Big oops. Schema also needs to be kept updated as your site evolves, not just as a one-time thing. (Note: your site should evolve, they are not a static thing anymore.) Plus, let’s not forget that Google keeps changing the rules so what works today could get your site flagged next month.
How we make schema markup and SEO simple
Just say NO to ‘tick the box’ for SEO of any kind. Every site audit includes a check for proper schema markup, using tools we trust (and our own human eyes, because robots can’t catch everything). If you’re not sure whether your site’s schema is up to scratch, run it through a free checker and see for yourself. Missing markup? We’ll sort it. Confused by the jargon? We’ll translate.
If you want Google to “get” your business and show you off in all the right places, schema markup is essential. And if you want to do it right (and not risk a Google facepalm), let a pro handle it.