Schema Markup for Service Businesses: 7 Types With Copy-Paste Code
- Category: Freebies
- Date modified: August • 2026
- Date created:
Schema markup is code that tells search engines and AI tools who you are, what you offer, and why you’re credible. It doesn’t change how your site looks. It changes how machines read it.
This guide covers the 7 most impactful schema types for service businesses, with copy-paste JSON-LD
code for each. No developer required.
HOW TO ADD SCHEMA
→ Paste each block inside a <script type=”application/ld+json”> tag in your page .
→ WordPress users: use Yoast SEO, Rank Math, or Schema Pro instead.
TEST IT: After adding schema, check it at schema.org/validator or Google’s Rich Results Test
(search.google.com/test/rich-results).
| Organization | Homepage |
| LocalBusiness | Homepage or Contact page |
| Person | About page or Author bios |
| FAQPage | Any page with a FAQ section |
| Article / BlogPosting | Each blog post or guide |
| Review / AggregateRating | Pages with visible on-page reviews |
| Service | Each individual service page |
1. LocalBusiness
Tell search engines exactly where you are, what you do, and when you’re open.
BEST FOR Any business with a physical location, service area, or local client base
Without this, Google guesses your details. With it, you can appear in map packs, local panels, and voice
search results with accurate information.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name",
"url": "https://yourbusiness.com",
"telephone": "+1-555-000-0000",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "City", "addressRegion": "State",
"postalCode": "00000", "addressCountry": "US"
},
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
"opens": "09:00", "closes": "17:00"
}],
"priceRange": "$$"
}
</script>
PRO TIP: Swap “@type”: “LocalBusiness” for a more specific type if it applies — “MedicalBusiness”,
“LegalService”, “HealthAndBeautyBusiness”. The more specific, the better.
2. Organization
Build brand credibility and connect your entire web presence into one trusted entity.
BEST FOR Every business — this one lives on your homepage
This is how you get a Google Knowledge Panel. It’s also how AI tools correctly identify and refer to your
brand when answering queries.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Business Name",
"url": "https://yourbusiness.com",
"logo": "https://yourbusiness.com/logo.png",
"foundingDate": "2018",
"description": "A specific description of what your business does.",
"sameAs": [
"https://www.linkedin.com/company/yourbusiness",
"https://twitter.com/yourbusiness"
]
}
</script>
PRO TIP: “sameAs” is the most underused field in schema. Include every platform where you have a
verified presence — LinkedIn, Crunchbase, industry directories. Each one adds trust.
3. Person
Establish individual expertise. This matters for any service business built around a practitioner.
BEST FOR Consultants, therapists, coaches, practitioners, founders, expert-led businesses
Google’s E-E-A-T guidelines reward real, verifiable expertise. This schema connects your name to your
credentials and content across the web
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Your Full Name",
"jobTitle": "Your Specific Title",
"url": "https://yourbusiness.com/about",
"image": "https://yourbusiness.com/yourphoto.jpg",
"description": "Specific description of your expertise and background.",
"worksFor": { "@type": "Organization", "name": "Your Business Name" },
"alumniOf": "University or Certification Body",
"sameAs": ["https://www.linkedin.com/in/yourprofile"]
}
</script>
WHY THIS MATTERS: Connect this to your Article schema using the “author” property (Schema 5).
Together they build a verifiable expertise trail that search systems actively reward.
4. FAQPage
Own more space on search results pages without earning a new ranking.
BEST FOR Any page with a FAQ section: service pages, About pages, pricing pages
FAQ rich results display as expandable dropdowns directly in search — before the user clicks. They also
surface in voice search and pre-qualify leads by answering objections up front.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How long does your process typically take?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Most engagements run 6-8 weeks depending on scope."
}
}
]
}
</script>
PRO TIP: Use questions your clients actually ask — pull from intake forms, discovery call notes, or your
inbox. Real questions outperform polished-sounding ones every time.
5. Article / BlogPosting
Signal that your content was written by a real expert, not generated by a machine.
BEST FOR Any business that publishes blog posts, guides, or thought leadership
Authorship signals are increasingly important as AI content floods the web. This schema connects your
articles back to your Person and Organization entities — building a verified content trail.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": "Your Article Title",
"url": "https://yourbusiness.com/blog/article-slug",
"datePublished": "2025-01-15",
"dateModified": "2025-03-10",
"author": {
"@type": "Person",
"name": "Your Full Name",
"url": "https://yourbusiness.com/about"
},
"publisher": {
"@type": "Organization", "name": "Your Business Name",
"logo": { "@type": "ImageObject", "url": "https://yourbusiness.com/logo.png" }
},
"description": "One-sentence summary of what this article covers."
}
</script>
NOTE: Keep dateModified current when you update articles. This tells Google the material has been
recently reviewed — reinforcing freshness without republishing.
6. Review / AggregateRating
Surface your social proof in search results, before anyone even clicks your link.
BEST FOR Businesses with client reviews or star ratings visibly displayed on the page
Star ratings in search results meaningfully increase click-through rates. This schema pulls that credibility
into the SERP automatically.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9", "reviewCount": "47",
"bestRating": "5", "worstRating": "1"
},
"review": [{
"@type": "Review",
"author": { "@type": "Person", "name": "Client Name" },
"reviewRating": { "@type": "Rating", "ratingValue": "5" },
"reviewBody": "The actual review text here."
}]
}
</script>
CRITICAL: Only mark up reviews that are genuinely visible on the page. Google prohibits Review schema for reviews that are not displayed to users, and violations can result in a manual penalty. There is a second limit worth knowing. Reviews about your own business, published on your own site, are not eligible for rich results at all. Use Review and AggregateRating for reviews of things you sell or list, not for testimonials about your own company. Your testimonials still belong on the page. They just will not produce star ratings in search.
7. Service
Describe your offers in language search engines and AI tools can read and recommend.
BEST FOR Any business with distinct service offerings — one block per service page
AI-driven search increasingly answers “who provides X in Y area” queries directly. Service schema makes
sure your specific offers are interpretable when those queries happen.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Service",
"serviceType": "Your Service Name",
"name": "Specific Service Title",
"description": "Specific description — who it is for, what it includes, what problem it
solves.",
"provider": {
"@type": "Organization",
"name": "Your Business Name", "url": "https://yourbusiness.com"
},
"areaServed": { "@type": "City", "name": "Your City" },
"offers": { "@type": "Offer", "priceRange": "$$", "priceCurrency": "USD" }
}
</script>
PRO TIP: The “description” field carries the most weight here. Be specific about who this is for and what
makes your version different. Vague descriptions don’t help search systems or clients.
Start with these three:
• Organization — homepage
• LocalBusiness — homepage or contact page
• FAQPage — your highest-traffic service page
Validate each one, then layer in the rest as your content grows. Each schema type reinforces the others —
building a credibility profile that search engines and AI tools can confidently recommend.
Want help implementing this as part of a broader SEO strategy?
- About the Author
- Latest Posts
Darlene founded DriveTraffic Digital Marketing in the late 1990’s. She has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!
