Schema markup services that help Google understand your business

Schema markup is a small block of code that labels the facts on your page, like your business name, address, hours, services and reviews, in a format search engines read without guessing. Done right, schema markup helps Google connect your website to your real business and can make some pages eligible for richer search results.

A conversation I have often goes like this. An owner searches their own service, sees a competitor with gold stars under their result, and asks me for “the star code.” They expect a quick copy and paste. The honest answer is more interesting. Some of those stars aren't allowed for their kind of business, and some rich results they remember don't exist anymore. Knowing which is which saves a lot of wasted effort.

What schema markup does in 2026, and what it no longer does

Google's structured data rules have changed a lot in the last few years. Here are the confirmed facts.

• FAQ rich results are gone. Google first limited them to well-known government and health sites in 2023. Its FAQ documentation changelog says FAQ rich results stopped appearing in Google Search on May 7, 2026.
• HowTo is no longer in Google's list of supported features. Step lists still help readers, but the markup no longer earns an enhanced display.
• Seven more types were phased out in 2025. On June 12, 2025, Google announced it was dropping support for features like Course Info, Claim Review and Vehicle Listing, saying they were rarely used.

So what still works? Google's structured data search gallery still lists Local Business, Organization, Breadcrumb, Review Snippet, Product, Event, Video and others. For a local service business, a handful of these matter.

My take on FAQPage markup: Google hasn't said it is harmful, and a real FAQ section is still useful to readers. I still describe genuine FAQs accurately. But I no longer promise anyone extra space in Google from it. Anyone who still does is working from old information.

Which schema types matter for a local business

Here is how I explain the main types to clients, and what each one can realistically do.

The star rating rule most sites break

This one surprises people. Google's review snippet guidelines say that if a business controls the reviews about itself, its pages using LocalBusiness or Organization markup are not eligible for review stars. That includes reviews shown through an embedded widget on your own site.

In plain words: you can't mark up your own testimonials to get stars for your own business. Your Google reviews still show on your Business Profile, which is where they matter most. If you want more of them, that is a review management job, not a schema job.

Schema and AI search: the honest version

A lot of bold claims float around about schema and AI. Here is what is confirmed and what is not.

Confirmed: Google's guide to AI features says there is no special schema you need to appear in AI Overviews or AI Mode. It does list accurate structured data that matches your visible text as one of the normal best practices. Schema helps, but it is not a secret entry ticket.

Not confirmed: how much tools like ChatGPT or Perplexity rely on schema. They haven't published clear rules. My view is that clean, consistent facts across your page, your schema and your Business Profile can only help. I treat schema as one layer of answer engine optimization, not the whole thing.

There is still room to stand out. The HTTP Archive Web Almanac 2024 found JSON-LD on 41 percent of mobile pages. JSON-LD is the script format Google recommends. LocalBusiness markup appeared on just 3.97 percent of mobile pages. Many local competitors simply haven't done it.

How I implement schema markup, step by step

1. List the real facts first. Business name, address, phone, hours, services and service areas, exactly as they appear on your Google Business Profile.
2. Pick the most specific type. Google's Local Business guide asks for the most specific subtype possible. On schema.org, Plumber, Electrician, HVACBusiness and RoofingContractor all sit under HomeAndConstructionBusiness. Dentist is its own type too.
3. Mark up only what visitors can see. If your hours aren't on the page, don't invent them in the code.
4. Connect the pieces. I place Organization, LocalBusiness, Service and breadcrumb markup in one connected block, so Google sees one business, not five separate claims.
5. Test before and after publishing. I use Google's Rich Results Test for Google features and the Schema Markup Validator for general errors.
6. Watch Search Console. Its enhancement reports flag errors when a template change breaks your markup later.

Want to try it yourself first? My free schema generator builds a LocalBusiness block you can paste into your site and then test.

Common schema markup mistakes

• Two plugins outputting two versions. One says you close at 5 PM, the other says 6 PM. Google has to guess.
• Generic LocalBusiness on every site. A law office tagged as a plain LocalBusiness misses a more specific type that fits better.
• Self-serving review stars. As covered above, they aren't eligible. Markup that breaks Google's rules can lead to a manual action, which is a review by a Google employee that removes your rich result eligibility.
• Facts that don't match. A different phone number in your schema, site footer and Business Profile weakens trust in all three.
• Set and forget. Schema breaks quietly when themes update or pages move.

What to expect after adding schema

Results vary, and I want to be clear about that. Google's introduction to structured data shares some examples it has published. Rotten Tomatoes saw a 25 percent higher click-through rate on pages with structured data. Nestlé measured an 82 percent higher click-through rate on pages showing rich results. Those are big brands, and they are Google's own examples, so treat them as a sign of what is possible.

For local sites, the change is usually quieter. It shows up as more accurate business details and fewer mix-ups between locations. In my law firm case study, every practice area page carried LegalService markup, and attorney bios used Person markup. That supported the content and reviews work, rather than replacing it.

Based on what I've seen, schema is rarely the thing that moves a business from page three to the top. It is the thing that removes doubt. When your page, your code and your Business Profile all say the same thing, Google and AI tools have less to second-guess.

If you already have markup, there is a fair chance some of it is outdated after this year's changes. If you have none, you are starting with a clean slate.

Either way, send me your site for a free schema check and I'll tell you which types to keep, fix or remove.