What Is Schema Markup?
Schema markup is code added to your pages that describes what the content is. It tells search engines this is a business, this is its address, these are its services and this is a question with its answer. We add it in JSON-LD, the format Google recommends.
Why It Matters
Schema Types We Implement
How We Do It
Schema Mistakes We Find and How We Keep Markup Accurate
Mistakes We Find in Existing Markup
Most sites we audit already have some schema. The problems usually come from plugins, themes and old edits nobody checked.
- Markup that does not match the page. Schema listing hours, prices or reviews that visitors cannot see on the page goes against Google’s guidelines and can cost you rich results.
- Two or three versions of your business. A theme, an SEO plugin and a reviews plugin can each output their own Organization markup with different names or phone numbers. We keep one and connect everything to it.
- Old details. A previous address or phone number left in the markup after a move.
- Self-serving review markup. Star ratings for your own business built from testimonials on your own site do not qualify for review stars in Google.
- Too general a business type. A dental office marked up as a generic LocalBusiness misses the more specific Dentist type that describes it.
What to Send Us
Accurate schema depends on accurate facts. Before we build your plan, we confirm your legal and public business names, each location’s address and hours, your service area, the services you want listed, and the people you want connected to the business, such as owners or licensed providers. Include your logo file and links to your social profiles too. If any of these facts differ between locations, list each one separately.
Keeping It Accurate After Launch
Schema breaks quietly. A plugin update, a new page template or a change to your hours can leave markup out of date while the page looks fine. We check the Search Console enhancement reports each month and retest key templates after major updates.
When your details change, tell us and we update the markup along with your listings. That keeps your site, your Google Business Profile and your directory listings saying the same thing.
Schema work overlaps with technical SEO and FAQ content, and on WordPress sites it stays stable longer with managed WordPress updates.
