Schema Markup (Structured Data, JSON-LD)
Code added to a website that explicitly tells search engines and AI engines what the page is about.
Schema markup is structured data (typically in JSON-LD format) that uses Schema.org vocabulary to describe page content to machines. For home service contractors, essential schema types include LocalBusiness, Service, FAQPage, Review, BreadcrumbList, Organization, and HowTo. Properly deployed schema enables rich snippets in Google search results and increases citation likelihood from AI engines.
Schema markup is the connective tissue between your site and how Google and AI engines understand your business. Without it, you're invisible to half of modern search.
A contractor site with LocalBusiness + Service + FAQPage schema shows star ratings, FAQ accordions, and service categories directly in search results.
JSON-LD
The recommended JSON-based format for writing schema markup on websites.
FAQPage Schema
A type of schema markup that tells search engines a page contains a list of frequently asked questions and their answers.
LocalBusiness Schema
Schema markup type that identifies a website as belonging to a local business and specifies its NAP, hours, and service area.
Rich Snippets (Rich Results)
Enhanced search result listings showing additional information — star ratings, FAQs, prices, images — beyond the standard title and meta description.
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