Schema markup is structured data you add to your site that tells search engines and AI exactly what each page is about. It's invisible to users. It takes a few hours to implement properly. And in our experience auditing several hundred local sites, fewer than fifteen percent have it implemented correctly.
Why schema is the cheapest ranking lift in 2026
Done right, schema directly improves Google rich result eligibility, speeds up AI crawler understanding, and is one of the highest-correlation factors with AI citation rate.
The five schema types every local business needs
LocalBusiness (or one of its subtypes like Dentist, Restaurant, Plumber). This goes on your homepage and contact page. It tells Google your name, address, phone, hours, service area, and price range.
Organization. This goes on your About page. It establishes the entity behind the business and links it to your founder, your founding date, your social profiles, and your logo.
Service. This goes on each service page and tells search engines exactly what you offer. It's increasingly used by AI for service-comparison queries.
FAQPage. This goes on any page with frequently asked questions. It's the single highest-ROI schema for AI citation right now because it pairs questions with answers in a format AI extracts cleanly.
Review and AggregateRating. This goes on pages that display reviews. It enables star ratings in Google search results and tells AI how to characterize your reputation.
Common mistakes we see
Mistake one: implementing schema without testing it. Use Google's Rich Results Test on every page after you add schema. If it errors, fix it.
Mistake two: putting schema on pages where the visible content doesn't match. Google penalizes schema-content mismatch aggressively. Don't claim five-star reviews in schema if your visible reviews show three stars.
Mistake three: forgetting to update schema when business info changes. Move locations? Change hours? Update schema the same day.
We implement schema as part of every SEO engagement. Want a free audit of what you have today?
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