SMB SEO

Structured data for small businesses

Schema apps, plugins and validators for rich results. We list 32, and 24 have a free plan.

Order: tools we’ve tested come first, by score, then the rest alphabetically. Payment never changes the order.

Prices checked between Oct 6, 2026 and Oct 13, 2026. How prices compare across categories

How to choose a structured data tool

Updated Oct 12, 2026.

Check what your platform already adds

Shopify’s themes add product structured data (Shopify Help Center). WooCommerce has written product structured data as JSON-LD since version 3.0 (WooCommerce), and it says it maps many core product fields, such as the title, price and stock status, to structured data on product pages, though stores “may need extensions or custom markup for richer fields and variation-level data” (WooCommerce). If a tool adds its own product markup on top, a product page describes the same product twice, so keep one of the two. On other platforms, Google suggests looking for the platform’s search engine settings, or a plugin that lets you add structured data (Google Search Central).

Prefer complete, accurate markup to more of it

A page must have all the required properties for a kind of rich result to be eligible for it. Beyond those, Google says “it is more important to supply fewer but complete and accurate recommended properties rather than trying to provide every possible recommended property with less complete, badly-formed, or inaccurate data”. It also says to rely on its own documentation for how Google Search behaves, since schema.org lists more than Google Search needs (Google Search Central). A tool that fills every field it can, even with incomplete or inaccurate data, works against that advice.

Mark up only what visitors can see

Google says not to “add structured data about information that is not visible to the user, even if the information is accurate”, and not to create empty pages just to hold it (Google Search Central). If a tool adds ratings, prices or questions to your markup that the page itself doesn’t show, it’s breaking that rule on your behalf.

Test it before and after it goes live

Google suggests checking structured data with its Rich Results Test while you build it, and with Search Console’s rich result reports afterwards, because pages “might break after deployment due to templating or serving issues” (Google Search Central). Run the test on a page after you install a tool and again after you change your theme.

Sources for this guide

Words to know