What is Schema Markup?
Schema.org is a shared vocabulary created by major search engines for describing things like businesses, services, products, events, articles, and FAQs. Schema markup applies that vocabulary to a page, typically as a JSON-LD script, which Google recommends. It tells machines explicitly that, for example, a page is about a LocalBusiness with a specific address, phone number, hours, and service area.
For small businesses, useful types include LocalBusiness or a more specific subtype such as Plumber or Dentist, Organization with sameAs links to official profiles, Service, FAQPage, and BreadcrumbList. Correct markup can make pages eligible for some rich results in search and reduces ambiguity about who you are and what you offer.
Schema markup does not guarantee rankings, rich results, or citations in AI answers, and it must accurately reflect content visible on the page. It is best viewed as a foundation that helps search engines and AI systems interpret your site correctly.
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Guides about Schema Markup
llms.txt, Schema Markup & Technical AEO: A Plain-English Checklist
A plain-English technical AEO checklist for small businesses: schema markup, llms.txt, robots.txt, crawlability and site structure, explained without jargon.
How to Get Your Business Recommended by ChatGPT, Perplexity & Google AI Overviews
A practical, honest playbook for small businesses that want to be mentioned by ChatGPT, Perplexity and Google AI Overviews, with steps you can start this week.
Small Business Website That Books Jobs: A Conversion Checklist
A practical checklist for a small business website that turns visitors into booked jobs: speed, mobile, click-to-call, service pages, trust, forms, follow-up.
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