Schema Markup Services
Our schema services add clean, validated structured data to your pages, so Google and AI search tools can read exactly what your business is, what you offer and where you work.
What's included
- A review of any structured data already on your site, including errors and warnings
- LocalBusiness or Organization schema with your name, phone, website, hours and service area
- Service schema for each main service page
- FAQPage schema for genuine FAQ sections
- Product schema for online stores, with price and availability pulled from your product data
- Article and BreadcrumbList schema for blog posts and deeper pages
- JSON-LD code that stays consistent with the visible content on each page
- Validation of every page after launch, with any errors fixed
Who it's for
Schema markup suits businesses whose pages contain clear, factual information that search engines could use but currently have to guess at. That includes:
- Local service businesses such as dentists, auto repair shops and pest control companies, where hours, service area, phone number and the list of services should be unmistakable to Google.
- Online stores, where Product schema can carry price, availability and product identifiers, and errors often appear after theme changes or app installs.
- Businesses that publish articles or guides and want each post clearly identified with its topic, publish date and publisher.
- Businesses with several services or locations, where each page should describe one specific service or place rather than repeating the home page's details.
- Sites with broken schema. Search Console shows structured data errors, or a plugin and a theme are both outputting conflicting business details.
It also matters more than it used to because AI tools that summarize search results rely on clear, structured facts. If being described accurately by those tools is a priority, schema is a practical place to start, alongside answer engine optimization. Prefer to check it yourself? See our list of free SEO tools.
How we do it
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1. Inventory your page types
Most small business sites have only a few page types: home, service, location, contact, blog post and, for stores, product and category. We list them and decide which schema type fits each. Schema is matched to what the page really contains. A page doesn't get FAQPage markup unless it has a real FAQ.
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2. Check what already exists
We run your key pages through schema validation, which reads the structured data currently on each page and flags errors, missing required properties and conflicts, such as two different business names or phone numbers. We also check Search Console's enhancement reports if you give us access.
Schema validation - 3
3. Write the JSON-LD
We write schema in JSON-LD, the format Google recommends, which sits in the page code separately from your visible content. Typical work includes:
- LocalBusiness using the most specific type that fits, such as Dentist, Plumber or AutoRepair, with name, phone, URL, hours, service area and links to your official profiles
- Service for each service page, naming the service and the area it covers
- FAQPage for real question-and-answer sections
- Product for store pages, with price, availability and identifiers taken from your catalog
- Article and BreadcrumbList for content pages
Every value in the schema has to match what visitors see on the page. If your hours change on the page, the schema needs to change with it, so we set it up to pull from the same source where the platform allows.
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4. Install
We add the code through your CMS, SEO plugin or theme, depending on the platform, and remove any duplicate or conflicting markup from plugins.
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5. Validate
Each page goes through schema validation again and Google's Rich Results Test. We fix errors and address warnings that matter. Warnings about optional fields that don't apply to your business are left alone and noted.
Schema validation - 6
6. Monitor
After Google recrawls the pages, we check Search Console for new errors or detected items, and fix anything that surfaces once the markup is live.
What schema can and can't do
Schema is sometimes sold as a shortcut to better rankings. It isn't one, and it is worth knowing why before you pay for it.
What schema does well is remove ambiguity. Without it, a search engine reads your page and infers that the words in your logo are probably the business name, that the number in the footer is probably its phone, and that the page is probably about furnace repair. With schema, those facts are stated directly. That helps Google connect your website to your Business Profile, show accurate details in results, and understand which page represents which service.
What schema can't do is make a weak page strong. If a service page is thin, marking it up as a Service doesn't add the information searchers want. It also can't claim things the page doesn't show: search engines expect schema to match visible content, and markup that doesn't match can be ignored or penalized.
So we treat schema as the final layer on a page that is already clear and accurate. When the page itself needs work first, we will tell you, and our on-page SEO services cover that part.
What you receive
When the project is finished you receive:
- A schema map listing each page type, the schema applied and the pages it covers
- The JSON-LD code for each template, so a developer can maintain it later
- Validation results for every page before and after
- A note on maintenance, covering which details to update in the schema if your hours, phone, services or prices change
The code is written for your templates rather than pasted page by page where the platform allows, so new service pages or products pick up the right schema automatically. If you ever change platforms, the schema map tells the next developer exactly what to rebuild. If your site changes often, schema checks are also part of our technical SEO services.
Pricing: custom quote after a free review
Schema work is quoted after a free review, since the effort depends on how many page types you have and which platform you use. Schema markup is also included in our Standard and Premium one-time packages, and ongoing schema work for AI search is included in the Authority monthly plan.
Frequently asked questions
Something else? Call (866) 571-4320.
What is schema markup, in plain terms?
Schema markup is a small block of code on a page that labels information in a format search engines understand. Your page might say 'Open Mon to Fri, 8 to 5' in text, and schema states the same thing as structured opening hours. It isn't visible to visitors, but it removes guesswork for Google and other systems that read your site.
Will schema get me rich results like stars or FAQ dropdowns?
It makes your pages eligible, but Google decides whether to show rich results, and it changes which types it displays over time. Some features, like FAQ dropdowns, are now shown far less often than they used to be. We add schema because it describes your pages accurately, not because any particular display is assured.
Can you add review stars to my search results?
Only when there are real reviews on the page to support it, and within Google's rules for which businesses can show them. We never create review or rating markup from made-up or unverifiable reviews. That can lead to a manual penalty, and it misleads customers.
Does schema help with AI search?
It helps AI systems that read the web identify your business, services and details accurately, because structured facts are easier to extract than prose. It is one part of being understood by AI search, alongside clear content and consistent listings. Our AI SEO services cover the rest.
My site uses an SEO plugin that adds schema. Do I still need this?
Plugins usually add a generic Organization or WebPage block and little else, and they often get your business type or details wrong. We review what the plugin outputs, keep what is correct, switch off what conflicts, and add the page-specific schema it doesn't cover.
Will you need to edit my theme or code?
It depends on your platform. On WordPress we can usually add schema through your SEO plugin or a small code snippet without touching the theme. On Shopify, Wix and Squarespace we work within each platform's options. We explain the approach before starting.
Why JSON-LD instead of other schema formats?
Schema can be written as JSON-LD, Microdata or RDFa. JSON-LD is the format Google recommends, and it lives in its own block of code rather than being woven through your page's HTML. That makes it easier to add, check and update without touching your design, and less likely to break when someone edits the page text.
Give search engines the facts about your business
Tell us about your business in a short chat. We review your website and contact you within one business day, with no obligation.