Service
Use Service markup for a real offered service with a visible name, description, provider, URL, and supported service area.
Structured data should clarify real business facts—not create new ones.
Schema.org markup gives search engines and other systems a machine-readable description of a page. The best markup is accurate, visible, consistent, and limited to facts the business can support.
Start with identity
Use one consistent Organization entity.
The Organization record should use the approved public brand, legal name, canonical website, logo, public email, public phone, service areas, and supported topics. Give the entity a stable @id, such as the canonical homepage plus #organization, and reference that same identifier from services, articles, and pages.
Do not publish private administrative mailboxes, forwarding addresses, tenant aliases, or unapproved locations. Machine-readable contact details must match the visible contact page and footer.
Choose the page type
Describe what the page actually is.
WebPage
Use WebPage for the page identity, canonical URL, description, subject, date modified, and relationship to the website.
BlogPosting
Use BlogPosting or Article for original guides with a visible headline, author, publication date, modified date, image, and canonical page.
BreadcrumbList
Use breadcrumbs when the visible or logical page path is clear. Keep positions, labels, and canonical URLs accurate.
FAQ and local markup
Only mark up content the visitor can see.
FAQ markup should reflect real questions and complete answers visible on the same page. LocalBusiness or a more specific subtype should be used only when the public address, hours, and operating facts are complete and approved. An Organization is often the safer choice when a business serves a region but does not publish a customer-facing location.
Ratings and reviews require special care. Do not add aggregate ratings, testimonials, or review counts unless they are real, approved, visible, and eligible under current search-engine guidelines.
Validation workflow
Test syntax, consistency, and eligibility separately.
First, confirm that each JSON-LD block parses as valid JSON. Next, validate the vocabulary and required properties. Then compare every machine-readable fact with the visible page. Finally, inspect the deployed page—not only the local source—to confirm that caching, redirects, canonical URLs, and content-security rules did not change the result.
A validator reporting no syntax errors does not guarantee a rich search result or higher rankings. Structured data is one part of a complete technical and content foundation.
Common cleanup
Frequent markup problems are usually consistency problems.
Conflicting names or URLs
Brand names, legal names, www hosts, old domains, and trailing paths disagree across pages.
Unsupported claims
Markup includes services, locations, reviews, hours, prices, or credentials not supported by visible approved content.
Duplicate entities
Every page creates a slightly different version of the business instead of referencing one stable Organization entity.
Stale dates and contacts
Date-modified values, public email, phone, logos, and service descriptions no longer match the live business.
Make the markup trustworthy
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