Structured data: telling Google exactly what your park is.
Google is good at reading pages, but it is guessing. Structured data removes the guess. It is a block of code that says, in a format Google defined: this is a campground, here is its address, its phone, its hours, its rating, and here are the questions guests ask with the answers. Pages with it get the richer results. Pages with a broken block get nothing and no warning.
IN ONE PARAGRAPH
Structured data, also called schema or JSON-LD, is a block in the page's code describing the page in Google's own vocabulary. For a park it says the business type is Campground, with the name, address, phone, hours, geo coordinates, and amenities, plus FAQ blocks and breadcrumbs. Google uses it to show rich results: the business panel, FAQ dropdowns under the result, star ratings. A block with a typo fails to parse and Google ignores it silently. We record every schema type on every page and flag any block that does not parse.
What it is
A script tag containing a small JSON document. For a park homepage it looks like a Campground entry with name, address, telephone, url, openingHours, geo, and amenityFeature. On a page with questions, a FAQPage entry lists each question and answer. On deep pages, a BreadcrumbList shows the path. Google reads these to understand the page without inference and to build the richer result formats.
What it looks like on a park website
- No structured data at all, so Google guesses the business type from the text and may not show the business panel.
- A LocalBusiness type instead of Campground, which is less specific and less likely to earn the campground result features.
- A block a plugin generated with the wrong address or the designer's phone number.
- A block with a missing comma that fails to parse. The page looks fine, the schema does nothing, and nobody knows.
- FAQ text on the page without the FAQ schema, so the questions never appear as dropdowns in results.
What it earns a park
The business panel with hours and phone. FAQ dropdowns under the result, which take up more of the screen than any competitor's plain link. Star ratings where reviews are marked up. Correct categorization as a campground, which matters for map and travel results. And it is the format AI assistants read most reliably when they summarize what a park offers. Why that matters now.
How to check your own site
- Paste your homepage address into Google's Rich Results Test, which is free. It lists the types it found and any errors.
- Check that the type is Campground, not just LocalBusiness or Organization.
- Check that the address and phone in the block match the site and your Business Profile exactly.
- Do the same for any page with a FAQ.
What we do about it
Every site we build carries Campground schema on the homepage with the real details, FAQPage schema wherever there are questions, and BreadcrumbList on deep pages, all generated from the page content so it cannot drift. We validate every block. When we take over a site, broken or generic schema is a common find and a quick fix that changes how the park appears in results.
Questions about this.
What structured data should an RV park website have?
Campground schema on the homepage with name, address, phone, hours, and coordinates; FAQPage schema on any page with questions and answers; and BreadcrumbList on deeper pages.
Does structured data improve rankings?
Not directly, but it earns rich results such as FAQ dropdowns and business panels that take more space and get more clicks, and it helps Google and AI assistants understand the page correctly.
How do I know if my schema is broken?
Paste the page address into Google's free Rich Results Test. It lists the types it found and any parsing errors. A block with an error is ignored entirely.
Is Campground the right schema type for an RV park?
Yes. Campground is the specific type Google recognizes for RV parks and campgrounds, and it is more useful than the generic LocalBusiness type.
Want this checked on your park site?
Send us the address. We run the full check and tell you what we found, in plain words. SEO for parks starts at $250 a month.
Part of the RV park SEO guide, section: The technical check. Previous: Open Graph image: what shows when a guest shares your park. Next: Word count: why a page with two sentences does not rank.