SEO & GEO
Schema Markup for Service Businesses: A Practical Guide
Structured data helps search engines and AI understand your services. Here are the schema types every service business should use.
Schema markup for service businesses should start with Organization (or LocalBusiness), WebSite, Service for each offering, BreadcrumbList for navigation, FAQPage for question sections and Article for blog content — implemented as JSON-LD and validated regularly.
Core schema types
| Type | Where | Purpose |
|---|---|---|
| Organization / LocalBusiness | Sitewide | Brand identity, logo, contact |
| WebSite | Sitewide | Site name and search |
| Service | Service pages | Describe each offering |
| BreadcrumbList | All inner pages | Site structure |
| FAQPage | Pages with FAQs | Question-answer pairs |
| Article / BlogPosting | Blog posts | Author, headline, image |
| Review / AggregateRating | Where genuine reviews exist | Social proof |
Implementation tips
- Use JSON-LD in the page head or body.
- Connect entities with @id references in a single @graph.
- Keep schema consistent with visible content.
- Only mark up genuine reviews.
- Validate with the Rich Results Test and Schema Markup Validator.
Common mistakes
- Marking up content that is not visible on the page.
- Fake or self-written reviews.
- Inconsistent business names or contact details.
This website uses a connected @graph across every page. Need help? Hire an SEO expert.
