Imagine walking into a boutique cafe in Paddington. You’re looking for a menu, but instead, you find a stack of postcards, a business card for a plumber, and a sign that says 'Open' even though the lights are off. You’d be confused, right?
This is exactly how Google feels when Australian businesses mess up their schema markup.
As we move into 2026, search engines aren't just looking for keywords; they are looking for entities. Schema markup (structured data) is the translator that tells Google, "This isn't just a string of text; it's a physical address in Fortitude Valley with a 4.8-star rating."
However, at Local Marketing Group, we’re seeing a rise in 'Schema Sprawl'—where businesses throw code at their site and hope it sticks. Often, this is why your website isn't ranking as high as it should be. Here are the most common (and costly) schema mistakes we’re fixing for Brisbane business owners right now.
1. The 'Copy-Paste' Identity Crisis
Last month, a local solar installer came to us wondering why their 'Rich Snippets' (those fancy stars in Google results) had vanished. Upon inspection, we found they had copied a schema template from a US-based competitor.
The Mistake: Their code told Google they were a 'General Contractor' based in California, while their website content screamed 'Solar Expert in Queensland'. This is a classic example of why your schema isn't winning the visibility it deserves.
The Fix: Your schema must be a mirror image of your page content. If you are a LocalBusiness in Brisbane, use the specific @type like SolarEnergyPage or ProfessionalService. Don't let your code contradict your copy.
2. Invisible Reviews: The Trust Killer
We see this constantly with service-based businesses in the Gold Coast and Brisbane. A business will implement Review schema to get those golden stars in search results, but those reviews don't actually exist as visible text on the page.
Google’s 2026 algorithms are ruthless about this. If the structured data says you have a 5-star rating based on 50 reviews, but a human user can’t see those reviews on the page, Google views it as deceptive.
The Golden Rules for Review Schema:
Transparency: Only mark up reviews that are physically present on the URL. Third-Party Clarification: If the reviews are from Google Business Profile, don't claim them as 'native' reviews. Use the correct property to show they are sourced elsewhere. No Self-Promotion: You cannot use schema to mark up reviews you wrote about yourself. (Yes, people still try this!)3. The 'Global' Schema Trap for Multi-Location Businesses
If you have an office in Eagle Farm and another in Ipswich, you cannot use one generic 'LocalBusiness' schema on your homepage and expect Google to figure it out.
The Scenario: A physiotherapy clinic with four locations across South East Queensland was using the same schema script on every page. Google was confused about which phone number belonged to which suburb, so it stopped showing their 'Map Pack' listing entirely. This is one of many technical SEO fails that can lead to your site being "ghosted" by search engines.
Actionable Insight: Each location needs its own dedicated landing page with unique LocalBusiness schema that includes the specific geo coordinates, address, and telephone for that branch. Use areaServed to define your Brisbane Northside vs. Southside reach.
4. Ignoring the 'Organization' vs 'LocalBusiness' Distinction
This is a nuanced mistake that separates the pros from the amateurs.
Organization schema is for your brand as a whole (your logo, social profiles, and corporate identity).- LocalBusiness schema is for your physical presence (where people can actually visit you).
Organization schema on every single page. This dilutes the signal. Usually, you only want Organization on your Home or About page, while LocalBusiness (or its specific subtypes like Dentist or RealEstateAgent) should live on your contact or location pages.
5. Stale Data in the Age of Real-Time Search
In 2026, search is more dynamic than ever. If your schema lists your opening hours as 9 am - 5 pm, but your Google Business Profile says you’re closed for the Ekka public holiday, you’re sending mixed signals.
The Fix: Use 'SpecialDays' schema to account for Australian public holidays. Keeping your schema in sync with your actual business operations isn't just good for SEO; it’s essential for the customer experience. No one likes driving through Brisbane traffic only to find a 'Closed' sign.
Immediate Steps You Can Take Today
1. Run a Test: Use the Google Rich Results Test tool. If it shows red errors, your SEO is actively being throttled.
2. Check for 'Hidden' Schema: Ensure every piece of data in your code is visible to a human reader on the page.
3. Update Your Coordinates: Ensure your latitude and longitude in your schema precisely match your pin on Google Maps.
Stop Guessing, Start Growing
Schema markup isn't a "set and forget" task. It’s a sophisticated language that requires precision. If your structured data is a mess of conflicting signals, you're essentially handing your competitors your spot on page one.
Ready to turn your website's code into a lead-generation machine? Let the experts at Local Marketing Group audit your technical SEO and ensure your Brisbane business stands out for all the right reasons.
Contact Local Marketing Group today to book your technical SEO audit.