Schema markup labels information on a page in a machine-readable format. It helps describe the content. It does not replace clear writing or guarantee a search result.
The label under the hood
A structured data block can identify a business, article, service, or another supported type, with fields for the relevant facts. JSON-LD is one common way to include it in a page.
The vocabulary comes from schema.org. Use the type that fits the content and only include information that is accurate and supported by the visible page.
What it does for Google
Valid structured data can make a page eligible for supported rich results when the relevant requirements are met. Eligibility does not guarantee display. Google no longer shows FAQ rich results.
Clear content first. Accurate labels alongside it.
What it does for AI answers
Google does not require special schema for its AI search features. Clear content and accurate structured data serve different purposes. An optional llms.txt summary is a separate file, not the other half of a required AI setup. llms.txt.
The types a local business needs
- LocalBusiness or a specific subtype. The core identity: name, address, phone, hours, geo, and service area.
- Service or Product. What you offer, on each service or product page.
- FAQPage. Describes visible questions and answers. Google no longer shows FAQ rich results.
- BreadcrumbList. Where the page sits in the site, so engines understand structure.
- Person or Physician. For providers and team members, especially in healthcare and aesthetics.
- Article. For blog posts and guides, with author and date.
Validate the markup and compare it with the visible page. Correct stale details and avoid fabricated reviews, ratings, or credentials. A technically valid field can still contain an inaccurate claim.
Changing the website? Preserve accurate structured data alongside the pages it describes. Our website redesign SEO checklist covers URL mapping, launch checks and monitoring after the move.
How to check your schema
Test the code, then read it next to the page. A validator confirms the format, but only a person can confirm the facts.
- Run the page through a validator such as Google's Rich Results Test or the Schema Markup Validator.
- Compare every field with the text people can see on the page.
- The name, address, phone number and hours should match your Business Profile.
- Check again whenever hours, staff or services change.
- Check after a redesign or a new plugin too, since either can add duplicate blocks.
Common mistakes
The mistake we see most is one LocalBusiness block copied onto every page with a single address, even though the business has several offices. Each location page should describe its own office. See how this works for multi-location dental groups.
Other mistakes include marking up text that is not visible, choosing a type that does not match the page, and leaving old hours or former providers in the code. Keep your listings and markup in line with the local SEO checklist.
What to prepare for a practice or clinic
Gather the facts once and use them everywhere: on the website, in your listings, and in the markup. Healthcare and aesthetics sites rely on Person or Physician details, so credentials matter in both the page and the code. See medspa website design and plastic surgery website design.
- The business name exactly as patients see it.
- Address, phone, and hours for each location.
- Provider names, roles, and credentials you can verify.
- Your services, and which locations offer each one.
We build it in
WTM Studio builds relevant structured data into the website alongside content and technical SEO. Start with the business facts, then choose the markup that describes them accurately. For healthcare practices, see dental website design. SEO and AI search What is llms.txt. Google’s June 2026 update.
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