Glossary
What is Schema markup?
Hidden labels in a page's code that tell search engines and AI exactly what things are: this is a business, this is its phone, this is a review.
Also written as structured data, JSON LD.
People read a page and understand it from context. Machines do better with labels. Schema markup, usually written as JSON LD, adds those labels using the shared vocabulary at schema.org: LocalBusiness, Service, Product, FAQPage, Review, Article and hundreds more.
What it does for you
Search engines use it to show richer results, such as star ratings, prices, events and FAQs. AI assistants use it to be sure of facts like your address, opening hours and what you offer, which makes them more confident in recommending you.
A good first step
Check that your homepage describes your business with your exact name, address, phone and service area, and that each service page describes the service. Google’s Rich Results Test shows what a page currently says.
