Schema markup is structured data you add to a webpage that labels what your content actually is (your business, services, hours, address, FAQs), so search engines can understand it with less guesswork and sometimes show richer search results.
Think of it like clear tags on a storage box: “This is a LocalBusiness,” “This page is about this Service,” “These questions are real FAQs.” Google can read normal text, but schema removes ambiguity, which matters when names overlap (for example, “pediatric dentistry” vs. “family dentistry,” or “pest control” vs. “termite treatment”). Schema can help you become eligible for rich results (like FAQ drop-downs or breadcrumb paths), which can improve click-through, but it will not rescue thin pages, confusing site structure, or mismatched business info.
| Schema type | What it does for local businesses | Where we typically place it | Common mistake |
|---|---|---|---|
| LocalBusiness | Labels your name, phone, address, hours, and profiles | Homepage or the main location page | Schema info does not match what visitors see |
| Service | Clarifies the service a money page is about | Individual service pages | Treating schema like a shortcut instead of writing a strong page |
| FAQPage | Marks up real questions and answers that are visible on the page | Pages with a true FAQ section | Marking up sales copy as “FAQ” |
| BreadcrumbList | Shows page hierarchy (helps users and reinforces structure) | Sitewide via template | Using breadcrumbs to fake layout or navigation |
| Review/Rating | Can qualify pages for review snippets in some cases | Only where reviews are visible and tied to what is being reviewed | Marking up reviews that are not displayed, or mixing sources |
Most websites add schema as JSON-LD (a small script block in the code). On WordPress, plugins can generate basics, but it still pays to check for duplicates, old fields, or mismatches after years of theme and plugin changes.
If you want a simple approach, start here: (1) confirm LocalBusiness matches the visible name, phone, address, and hours on your site and your Google Business Profile, (2) add Service schema to your main service pages, (3) add FAQPage schema only where you have real FAQs on the page, (4) keep everything consistent with your citations and directory listings, especially if you serve Orlando and nearby cities where similar business names compete.
Schema is part of technical SEO, so if you want the bigger picture on what lives in that bucket, our guide on what technical SEO is connects the dots without the developer jargon.
When you are ready to add or clean this up, our SEO services usually include a quick schema check alongside the fixes that move the needle for local search.
If you are curious how search engines handle all of this after they find your pages, this breakdown of how crawl, index, and ranking work makes schema’s role easier to understand.
If you share a couple of your top service page URLs, we can tell you which schema types fit those pages and which ones are not worth adding.
