Schema Markup for Service Businesses: JSON-LD Examples

Schema markup is a block of structured data that describes your page in a vocabulary search engines share, from Schema.org. It tells machines plainly: this is a company, this is a service it sells, these are its questions and answers.

For a service business, that clarity helps in three ways:

• Search engines can connect your services to your brand and location.
• Some types, such as breadcrumbs, can change how your result looks in Google.
• AI assistants and answer engines get unambiguous facts about who you are and what you do.

Google recommends the JSON-LD format. It sits in a single <script> tag and does not touch your visible HTML, which makes it easy to manage.

Even where there is no visual reward in Google, the markup still adds meaning that search engines and AI tools can use.

Place this on your homepage. If you serve customers from a physical address, consider LocalBusiness or a more specific subtype such as Plumber or LegalService instead. The @id gives your organisation a stable identifier that other markup can point back to.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Example Plumbing Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo.png",
  "telephone": "+44 20 7946 0000",
  "email": "hello@example.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "10 High Street",
    "addressLocality": "London",
    "postalCode": "N1 1AA",
    "addressCountry": "GB"
  },
  "sameAs": [
    "https://www.linkedin.com/company/example-plumbing",
    "https://www.facebook.com/exampleplumbing"
  ]
}
</script>

Key points:

• Use your exact registered or trading name, written the same everywhere.
• The logo URL should point to a crawlable image file.
• List only official profiles in sameAs.
• Keep the address and phone identical to your Google Business Profile.

Add one Service block per service page. Link it to your organisation using the same @id, so search engines understand who provides it.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Emergency Boiler Repair",
  "serviceType": "Boiler repair",
  "description": "Same-day diagnosis and repair of gas boilers for homes in North London.",
  "provider": {
    "@id": "https://www.example.com/#organization"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "London"
    }
  ],
  "url": "https://www.example.com/services/boiler-repair"
}
</script>

Tips for Service markup:

• Use a clear name that matches the page's H1.
• Write a one-sentence description that matches the visible intro.
• Use areaServed to state the cities, regions or countries you cover.
• Only add offers with prices if those prices are shown on the page and kept up to date.

Yes, with realistic expectations. Since August 2023, Google shows FAQ rich results only for well-known, authoritative government and health websites. Most businesses will no longer see expandable FAQs under their listing.

FAQPage markup is still valid Schema.org and still describes your content clearly. It can help other search engines and AI systems match your answers to questions. Use it only when the questions and answers are visible on the page.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do you offer same-day boiler repairs?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. We aim to attend the same day for calls received before midday, Monday to Saturday."
      }
    },
    {
      "@type": "Question",
      "name": "Which areas do you cover?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We cover North and Central London postcodes."
      }
    }
  ]
}
</script>

Rules to follow:

• The text in the markup must match the visible text on the page.
• Write questions the way customers ask them.
• Do not use FAQ markup for advertising copy or for user-submitted forum threads.

Breadcrumbs show where a page sits in your site, for example Home > Services > Boiler Repair. Google can display this trail instead of a raw URL.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://www.example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Services",
      "item": "https://www.example.com/services/"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Boiler Repair"
    }
  ]
}
</script>

Number positions from 1. The final item (the current page) can omit the item URL. Make the markup match the visible breadcrumb on the page.

The method depends on your platform. Follow the route that matches your site.

On WordPress

1. Install an SEO plugin such as Yoast SEO or Rank Math, which output Organization and BreadcrumbList markup automatically.
2. Fill in your organisation name and logo in the plugin's site representation or schema settings.
3. For Service markup, use the plugin's schema options if available, or add a custom JSON-LD block to the service page template.
4. Avoid running two plugins that both output schema, as they can create duplicate or conflicting entities.

On a custom or headless site

1. Store schema-relevant fields (service name, description, area served) in your CMS content model.
2. Generate the JSON-LD in your page templates from those fields, so it stays in sync with the visible content.
3. Output the script in the page head on the server, not only after client-side JavaScript runs.

Using Google Tag Manager

It is possible to inject JSON-LD through Tag Manager, and Google can read it. However, it is harder to maintain and easier to get out of sync with the page. Treat it as a temporary option.

If your site is built on WordPress and you want this done properly in the theme, our WordPress development team can help.

1. Paste the page URL into Google's Rich Results Test. It shows which rich result types are detected and any errors.
2. Run the same URL through the Schema Markup Validator at validator.schema.org. It checks all Schema.org types, including those Google does not use for rich results, such as Service.
3. Fix errors first, then review warnings. Warnings are often optional fields you can add later.
4. In Google Search Console, check the Enhancements section (for example, Breadcrumbs) for site-wide issues over time.
5. Re-test after theme updates, plugin changes or redesigns.

• Marking up content that is not visible on the page.
• Adding fake or self-written review ratings to your own Organization markup.
• Different business names, phone numbers or addresses in different places.
• Duplicate Organization blocks from a theme and a plugin at the same time.
• Copying example markup without changing the placeholder URLs.

We plan and implement structured data as part of wider search and AI visibility work, built into your templates so it stays accurate. Explore our SEO, AEO and GEO services or contact us to discuss your site.