SEO · Schema markup
Schema
markup(07)Tell Google exactly what it’s looking at.
Schema is code behind the scenes that spells out who you are, what you offer and where. I add the kinds search engines actually use, keep them accurate and skip the ones that no longer do anything.
Illustrative code and test. Numbers are examples.
What is schema markup?
Schema markup, also called structured data, is a standard way of labeling the facts on your pages in code: this is a business, here are its hours, this is a product and here is its price. Visitors never see it. Search engines read it so they don’t have to guess.
Why it matters
Clear labels help Google trust and display your information correctly, and they can unlock richer results like product prices and breadcrumb trails. Google has retired several schema features in recent years, including FAQ dropdowns, so I focus on the markup that still earns something and keep it accurate as the rules change.
How I do it
- Chapter 01 · 01–02Who you areYour business details and your identity across the web, labeled once and kept consistent.
- Chapter 02 · 03–04What people ask and sayQuestions and reviews, marked up only where it’s allowed and actually helps.
- Chapter 03 · 05–07What you offer and where it livesYour services, your products and where each page sits in your site.
01 · Who you are
Local business
Your name, address, hours and phone, spelled out for machines.
LocalBusiness markup labels the details people search for most: where you are, when you’re open, how to reach you and which areas you serve. I use the most specific business type that fits and make sure every detail matches your Google Business Profile exactly.
Illustrative code. Details are examples.
02 · Who you are
Organization
One clear identity across the web.
Organization markup ties your website to your logo, your social profiles and the other places your business shows up, so search engines know they’re all the same company. It’s the foundation the rest of your schema builds on.
Illustrative profile and code. Details are examples.
03 · What people ask and say
FAQ
Clear answers to the questions customers actually ask.
Google stopped showing FAQ dropdowns in search results in 2026, so I don’t sell FAQ schema as a way to get a bigger listing. What still works is genuinely useful question-and-answer content on your pages. The markup is a light extra that keeps it clearly labeled for search engines.
Illustrative page, code and answer. Not a real assistant response.
04 · What people ask and say
Reviews
Stars where Google allows them, and nowhere it doesn’t.
Google shows review stars for things like products, not for reviews a business posts about itself. Marking up your own testimonials won’t earn stars and goes against Google’s guidelines. I mark up the reviews that qualify, keep the rest on the page for visitors and leave your Google reviews where they work best: your Business Profile.
Illustrative results. Ratings and numbers are examples.
05 · What you offer and where it lives
Services
Spell out exactly what you do, and where.
Service markup doesn’t create a special search result, but it gives search engines a clear list of what you offer, who provides it and where. That feeds the knowledge they and AI tools draw on when someone asks who does a specific job in their town.
Illustrative code and answer. Not a real assistant response.
06 · What you offer and where it lives
Products
Price, stock and shipping, right in the results.
Product markup can show your price, availability, shipping and return details right in Google, and makes your products eligible for shopping results. I add every field Google asks for and keep it in sync with what’s actually on the page.
Illustrative product and result. Numbers are examples.
07 · What you offer and where it lives
Breadcrumbs
A clean path instead of a messy URL.
BreadcrumbList markup tells Google where a page sits in your site. On desktop, Google can show that trail in place of the URL. On mobile it now shows just your domain, but the markup still helps Google understand your structure. I add it site-wide and keep it in step with your navigation.
Illustrative results and code. Numbers are examples.
Recognized · B2B SEO
Best B2B SEO Agencies
Named one of the 20 best B2B SEO agencies for 2026.
SEOS.co reviews and ranks SEO agencies by specialty. Ritner Digital made its 2026 list of the best B2B SEO agencies, recognized for B2B SEO, digital strategy and content marketing for B2B companies that want a focused partner.
SEOS.co20 Best B2B SEO Agencies for 2026
From the blog
More on schema
- Schema and AISchema Markup Is Overhyped: Why a Real Content System Beats Structured Data in AI Search Every TimeWhat schema does and doesn’t do for AI search, and why the content underneath matters more.Read the post →
- AI searchAI Search Optimization in Indianapolis: SEO for ChatGPT, Gemini & Google AIWhere structured data fits alongside content, reviews and authority in AI search.Read the post →
- ReviewsYou Have 400 Reviews. They Have 50. They’re Still Outranking You.Why review count alone doesn’t win the map, and what Google weighs instead.Read the post →
- Business detailsGoogle Business Profile Optimization for Philadelphia Businesses: A Complete GuideGetting the business details Google shows right, and keeping them consistent with your site.Read the post →
- Structured contentWhy Is Claude Suddenly Putting Tables in Blog Posts? When It Changed and Whether Tables Help SEOHow structured, scannable content helps search engines and AI tools read a page.Read the post →
- AI answersWe Asked ChatGPT for a Philly-Area SEO Agency. We Weren’t on the List — So We Asked Why. It Ended Up Ranking Us #1 (With Caveats It’s Right About).What made an AI assistant change its answer, and what that says about how they read businesses.Read the post →
Featured Client
True BlueAutos
A commercial truck dealership in Greensburg, Indiana. We built an SEO content strategy around the questions real truck buyers ask, and in about three months their Google visibility grew fast.
- +48%Google clicks
- +93%Search impressions
First vs. last 30 days, July–October 2026, Google Search Console. Search growth, not verified sales.
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