Schema Markup for Local & Professional Services

Schema Markup for Local
& Professional Services

Automated JSON-LD structured data for law firms, accountants, agencies, salons, plumbers, contractors, real estate, and every service-area business. Earn eligibility for local features and give AI assistants the facts to recommend you with confidence.

Generate Your Business Schema Check Your Schema Free

Works on 16+ platforms · No developer required · Validation built in

Summit Plumbing Co.

Licensed Plumber · 24/7 Emergency

Serving North Austin, TX and nearby suburbs

Open 24 hours · 7 days a week

Licensed & insured · Master plumbers on staff

✓ Plumber schema detected

{ "@type": "Plumber", "name": "Summit Plumbing Co.", "areaServed": "North Austin, TX", "openingHours": "Mo-Su 00:00-24:00", "telephone": "+1-512-555-0148", "sameAs": [ … ] }

70%

of consumers use Google products to find local businesses.

Source: BrightLocal Local Consumer Review Survey, 2025

46%

of all Google searches carry local intent.

Source: BrightLocal research, 2025

88%

of consumers who run a local search on their phone visit or call a business within 24 hours.

Source: local mobile search studies, widely cited

// Why it matters

Your entire business is entity data

Who you are, what you offer, where you serve, when you're open, who vouches for you. Service businesses have no product feed to crawl; structured data is how machines learn the facts your leads depend on.

Local pack & Maps visibility

Plumber, LegalService, BeautySalon, and RealEstateAgent types feed Google structured hours, contact, and geo data that support local features alongside your Business Profile.

Service & service-area clarity

Service markup with areaServed tells machines exactly what you offer and where, the difference-maker for businesses with no storefront to anchor local signals.

People as verifiable entities

Person markup with credentials, roles, and sameAs links turns your partners, agents, and master tradespeople into professionals machines can verify, the trust layer services are judged on.

AI answer readiness

Nearly half of consumers now ask AI tools for local recommendations. Clean entity data is what those systems check before putting your name in an answer.

Generate Healthcare Schema

// LOCAL SEO & AI SEARCH

How Google sees your business

Without markup, your business is fragments of text a machine has to guess about. With markup, it is one connected entity: the company, its services, its service area, its hours, its people.

Without schema markup

Google All Maps Images Videos News More

summitplumbing.example

Summit Plumbing Co. | Plumber in Austin

Summit Plumbing Co. offers plumbing services in Austin, Texas. Call us today for help with your plumbing needs.

summitplumbing.example › services

Services – Summit Plumbing Co.

Check out our plumbing services including drain cleaning, water heaters, leak detection, and more.

summitplumbing.example › blog

5 Signs You Have a Hidden Water Leak

Learn the warning signs of a hidden leak and when to call a licensed plumber before the damage spreads.

With schema markup

Google All Maps Images Videos News More

Summit Plumbing Co.

4.9 (1,248) · Plumber

Serves North Austin, TX and nearby suburbs

Open · 24 hours

Website Services Directions Reviews

Top ServicesView all services →

Drain Cleaning

Water Heater Repair

Leak Detection

Emergency Repiping

Create My Schema

// Built for every trade and profession

One tool, every service business

A law firm's authority lives in its partners. A locksmith's lives in a service area and a phone number. Different businesses, different schema, one workflow.

Law firms

LegalService for the firm, Service per practice area, and Person markup that makes each partner's credentials machine-verifiable.

LegalServicePerson

Accounting & tax firms

AccountingService typing distinguishes tax prep from bookkeeping from audit, so seasonal high-intent searches resolve correctly.

AccountingServiceService

Marketing & digital agencies

Organization plus Service markup for each offering, and one tool to roll clean schema out across every client site you manage.

OrganizationService

Salons, spas & beauty clinics

BeautySalon typing with accurate hours and services keeps booking-intent searches current, because stale hours cost appointments.

BeautySalonLocalBusiness

Plumbers & electricians

The exact subtypes Google recommends, with areaServed and 24/7 hours, built for emergency "near me open now" searches.

PlumberElectrician

Roofing & home repair

RoofingContractor and HomeAndConstructionBusiness types plus per-service markup for the projects you actually want leads for.

RoofingContractorService

Cleaning & pest control

Service-area businesses with recurring services: LocalBusiness plus Service markup with coverage zones, no storefront required.

LocalBusinessService

Locksmiths

A trade plagued by spam listings. Verified entity data with a real service area and phone number is how legitimate locksmiths stand apart.

LocksmithContactPoint

Real estate agencies

RealEstateAgent for the brokerage and Person markup per agent, so both the brand and the individual win their name searches.

RealEstateAgentPerson

Insurance agencies

InsuranceAgency typing plus per-line Service markup grounds YMYL-adjacent queries in verifiable local facts.

InsuranceAgencyOrganization

Consultants & service-area businesses

No premises, national reach, or remote-first: Person plus Service with areaServed models expertise honestly without faking a storefront.

PersonService

Not sure where you fit?

Run the free checker on your site. It detects what schema you have, what is missing, and what your trade needs.

Run a free check →

// Supported schema types

Every service-business schema type, with honest eligibility

Local business schema is the most myth-heavy corner of SEO. Deprecated types, promised stars, plugin-stamped markup. Here is the current, accurate picture.

Job one: visible local features

Business subtypes, Organization, breadcrumb, and video types earn eligibility for features you can see in the SERP and panel.

Job two: machine understanding

Service offerings, service areas, and people have no SERP feature of their own. They ground the answers machines give about you.

Schema type	What it does	Google rich results	Priority
Plumber Electrician RoofingContractor Locksmith	Home-service pages with the exact trade subtype	Yes · local features	High
LegalService AccountingService	Law and accounting firm pages; LegalService supersedes Attorney as the broader type	Yes · local features	High
BeautySalon HealthAndBeautyBusiness	Salon, spa, and beauty clinic pages	Yes · local features	High
RealEstateAgent InsuranceAgency	Agent, brokerage, and agency pages	Yes · local features	High
LocalBusiness	Core entity; name and address are required properties	Yes · knowledge panel data	High
Organization	Parent brand: logo, contacts, sameAs profiles	Yes · logo, panel data	High
BreadcrumbList	Hierarchy for multi-service, multi-city sites	Yes · breadcrumbs	High
VideoObject	Project walkthroughs, explainers, testimonials	Yes · video results	Medium
Service	Each offering: serviceType, areaServed, provider	No · entity value	High
Person	Partners, agents, tradespeople: credentials, sameAs	Indirect · supports E-E-A-T	High
ContactPoint PostalAddress OpeningHoursSpecification	Property-level structures inside your business entity	Feed local features above	High
Review AggregateRating	Reputation data on your pages	No stars for self-serving reviews	Medium
Offer	Priced packages and promotions on services	No · entity value on services	Medium
ProfessionalService	The old catch-all for professional firms	Deprecated on schema.org	Use subtypes
FAQPage	Pricing, process, and licensing Q&A	Retired May 2026	Medium

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How it works

From zero to validated business schema in four steps

Connect your site once. The app keeps schema accurate as your services, hours, service areas, and team change, with zero theme edits.

Connect your platform

WordPress, Wix, Squarespace, Webflow, Duda, and 16+ platforms, the ones service businesses and their agencies actually run on.

Generate JSON-LD

The app reads your pages and generates the right types: your trade's subtype for the business, Service for each offering, Person for your team.

Validate before it ships

Every block is checked against schema.org definitions and Google's structured data requirements before it goes live on your site.

Monitor and stay current

Service areas grow, staff changes, Google retires features. Your markup stays in sync with your site and with current eligibility rules.

// What eligibility looks like

The rich results hospitality schema still earns

Illustrative examples for a fictional venue. Structured data earns eligibility for these features; Google decides display based on many factors.

How Google sees your restaurant with and without schema markup

// AI search visibility

When someone asks AI for a pro, be the name it gives

BrightLocal's 2026 survey found nearly half of consumers now ask AI tools for local business recommendations, up from 6% a year earlier. Those systems assemble answers from web data, and they favor businesses whose facts check out.

Structured data removes ambiguity about your services, service area, hours, and contact details.
Person markup with credentials and sameAs links gives AI verifiable trust signals about your team.
No tool can guarantee AI citations. Clean entity data is what earns accurate recommendations.

AI Assistant

My water heater is leaking. Who can come out tonight in North Austin?

Summit Plumbing Co. serves North Austin with 24/7 emergency plumbing. They're licensed and insured, with master plumbers on staff, and you can reach their emergency line at (512) 555-0148.
summitplumbing.example

Illustrative example of how structured entity data supports accurate AI answers.

// Why JSON Schema App

Accurate markup, without the retainer or the plugin sprawl

Schema plugins stamp generic markup on every page. SEO retainers bill monthly for what a tool should automate. JSON Schema App generates page-specific, validated types on the site you already have, and agencies can run it across every client.

Plugins & SEO retainersJSON Schema App

Getting startedInstall a plugin or sign a retainerStart free in minutes

OutputGeneric markup stamped on every pagePage-specific validated types

PlatformsMostly WordPress-only16+ CMS platforms

Eligibility guidanceStars-for-everyone promisesHonest, current with 2026 rules

For agenciesOne site at a timeManage schema across client sites

PricingMonthly retainersTransparent

Frequently Asked Questions

What is local business schema markup? It is JSON-LD describing your business entity in schema.org vocabulary: your type, services, service area, hours, contact details, and people, so search engines and AI systems get the facts right instead of guessing from prose.

Will schema markup get my business star ratings in Google search? Not for reviews you publish about yourself; Google excludes self-serving review stars for LocalBusiness and Organization types. The stars in your local panel come from Google reviews. Schema's real wins are entity accuracy, local feature eligibility, and AI readiness.

Is ProfessionalService schema deprecated? Yes. Schema.org deprecated the general ProfessionalService type because it was confused with Service. The specific subtypes it once grouped, like LegalService, AccountingService, Plumber, Electrician, and RoofingContractor, all remain valid, and Google recommends using the most specific applicable type.

What schema should a service-area business without a storefront use? The most specific LocalBusiness subtype for your trade with areaServed describing your coverage zones. Never mark up premises you don't operate from; structured data must reflect reality.

Does Service schema produce a rich result? No dedicated one. Its value is machine understanding: serviceType, areaServed, and provider tell search engines and AI exactly what you offer, where, and who provides it, which is what powers accurate recommendations.

Does schema markup affect my Google Business Profile? They are separate systems that should agree. Consistent structured data on your website corroborates the facts in your Business Profile; conflicting hours, names, or addresses erode trust in both.

Can schema get me a Google Guaranteed or Local Services Ads badge? No. Local Services Ads is a paid Google program with its own screening and verification process. No schema markup earns placement or a badge there.

What schema should a law or accounting firm use? LegalService or AccountingService for the firm, Service for each practice area, Person with credentials and sameAs links for each partner, plus Organization and BreadcrumbList site-wide.

Is FAQ schema still worth adding to a service website? FAQ rich results were retired in May 2026, so there is no SERP dropdown anymore. Clear Q&A content about pricing, process, and licensing still helps AI assistants answer accurately, and markup must match your visible content.

Do I need a developer or an SEO retainer to implement this? No. JSON Schema App generates, validates, and injects page-specific JSON-LD across 16+ platforms, and agencies can manage schema across all their client sites from one place.

Check your business's schema in 30 seconds

See exactly what structured data your site has, what is missing, and what your trade needs. Free, instant, no signup required.

Run the Free Schema Checker Start Generating Schema

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Ship Schema in 2 Minutes - Win Rich Results & Get Recommended by AI

Find and fix the schema gaps keeping you out of Google's rich results and AI answers from ChatGPT and Gemini.

“The agent doesn’t return ten blue links… it pulls from structured business data… to complete the job.”

- Sundar Pichai

JSON Schema App automatically detects, fixes, and manages structured data to help search engines and AI understand your website, improving visibility and rich results.

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