Schema Markup, Explained Without the Code

What Schema Actually Is

Schema markup is hidden HTML that tells Google what each chunk of your page is. "This block is a price." "This block is a review." "This block is a phone number." Without it, Google has to guess. With it, Google can confidently show your page with extra information attached — star ratings, FAQs, prices, hours, location — directly in the search result.

Those extra bits are called "rich results" and they're the difference between a plain blue link and a result that looks like a small ad with a five-star rating glued to it. Click-through rates are dramatically higher.

The Three Schemas Every Local Business Needs

LocalBusiness (or one of its subtypes like Plumber, Restaurant, BeautySalon) — covers your name, address, phone, hours, service area, and price range.

Service — describes each thing you actually do, with optional pricing.

FAQPage — wraps your FAQ section so the questions and answers appear directly in Google.

You Don't Need to Hand-Write JSON

Most modern sites generate schema automatically based on a few config fields. Ours does. The point isn't to learn JSON-LD — it's to make sure the site you have is generating valid schema, and that it's pointing at the actual content on the page.

If you can't tell whether your site has schema, paste your URL into Google's free Rich Results Test. If nothing shows up, that's a fixable, high-leverage problem.