Schema.org's new dataset shows how small businesses are structuring their data

Schema.org has released a new dataset tracking how widely its structured data markup is being used. This is the same markup that powers Google's rich results — the star ratings, product cards, events, and recipe blocks that show up when you search. The dataset breaks down adoption by industry, technology, and geography, giving a clearer picture of who's doing it and who's not.

For small businesses, structured data is how Google understands what they're selling. Without it, your business shows up as a plain link. With it, customers see your hours, prices, reviews, and availability right in the search results. The new data suggests a lot of small businesses are still figuring it out — and that gap is widening as search gets smarter.

Why this matters for us: la gente searching on their phones want to see your hours, your prices, your ratings — and if Schema.org markup is the way to get there, it's worth knowing.