The structured data that makes Google + AI understand your business.
Schema markup is the connective tissue between your website and search engines. It's how Google decides what services to display in your knowledge panel, what FAQs appear in rich snippets, and — increasingly — what your business actually does when an AI engine summarizes it. Most contractor sites have zero.
Schema markup (also called structured data or JSON-LD) is code added to a website that explicitly tells search engines and AI engines what the page is about. For contractors, the essential schema types are LocalBusiness, Service, FAQPage, Review, BreadcrumbList, and Organization. Properly implemented schema can enable rich snippets (star ratings, FAQs, breadcrumbs in search results), drive Map Pack relevance signals, and significantly increase AI engine citations. Iron Pine deploys validated schema across every page we touch.
Why most contractor sites have zero schema
- WordPress/Wix sites don't add it by default and most theme plugins do it wrong.
- Web developers without SEO background skip it entirely.
- When it's there, it's usually broken — invalid JSON, missing required fields, wrong schema type.
- Rich snippets opportunities (star ratings, FAQs) get missed entirely.
- AI engines can't reliably parse what services and areas the business covers.
Our schema deployment
- Audit existing schema (if any) and validate against schema.org + Google's Rich Results Test.
- LocalBusiness or ProfessionalService schema with full NAP, geo, hours, service areas.
- Service schema for every distinct service offered (one schema block per service).
- FAQPage schema on every page with a meaningful FAQ section.
- Review schema where you display actual customer reviews on-site.
- BreadcrumbList schema on every interior page.
- All schema validated before deploy. Re-validated quarterly.
Deliverables, in plain English.
Full schema audit + validation
JSON-LD schema deployed across all pages (LocalBusiness, Service, FAQPage, Review, BreadcrumbList, Organization)
Rich Results Test validation report
Search Console rich snippet monitoring setup
Quarterly re-validation as Google's schema guidelines evolve
How a schema markup engagement unfolds.
Step 1
Week 1 — Audit
Inventory existing schema, identify gaps, validate what's there.
Step 2
Weeks 2-3 — Deploy
Write and deploy schema across all pages, validate each block.
Step 3
Ongoing — Monitor
Search Console monitoring, quarterly re-validation, expansion as new pages ship.
Pricing for Schema Markup.
One-time schema deployment: $1,500-$3,000 depending on site size. Included free in our core retainer and in all website builds.
Schema Markup questions we hear most.
If yours isn't here, the contact form goes straight to the founder's inbox.
Indirectly. Schema doesn't directly boost ranking, but it helps Google understand your business clearly — which feeds into ranking. More directly, schema enables rich snippets (stars, FAQs in search results) that increase click-through, which IS a ranking signal.
Ready to see what a quarter with Iron Pine looks like?
Book a free 15-minute audit. We'll pull your GBP, search rankings, and ad data live on the call and show you the three highest-leverage moves we'd make in the first 30 days.
- No long contracts
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- Plain-English reporting
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- You own everything we build