Schema markup (structured data)

Schema markup is structured data — typically JSON-LD format embedded in HTML — that describes the content of a web page in standardized terms search engines can interpret. The schema.org vocabulary (jointly maintained by Google, Microsoft, Yahoo, Yandex) defines hundreds of entity types.

For service businesses, key schema types: LocalBusiness (business identity, hours, contact, location), Service (specific services offered), FAQPage (FAQ content rendered as accordion in search results), Review (customer reviews), Article (blog posts), BreadcrumbList (navigation paths). Properly implemented schema enables rich results — visual enhancements in search results that significantly increase click-through rates compared to plain text listings.

For service operators, schema markup is technical SEO work typically handled by web developers or SEO specialists. Many small operators have minimal or no schema implementation; competitors with proper schema win disproportionately on search visibility. Modern website platforms (WordPress with Yoast/RankMath, custom sites with structured-data integration) make schema implementation easier. The investment is one-time setup with ongoing maintenance — typically 4-8 hours initial work plus periodic reviews.

ServiceGrid's marketing surface uses extensive schema markup including SoftwareApplication, FAQPage, Article, BreadcrumbList, Service, and DefinedTerm types — visible in the page source as JSON-LD blocks.