Schema.org JSON-LD sounds technical. Conceptually it’s simple: a standardized label on your website that tells machines “this is a plumbing company, here’s the phone number, here are the hours, here’s the service area.”
Humans read your design and copy. Search engines and AI assistants also read structured data. When it’s complete and accurate, they can recommend you with confidence.
What JSON-LD looks like (conceptually)
It’s a block of code in your page source, usually invisible to visitors. It uses a vocabulary called Schema.org. Common types for local businesses:
- LocalBusiness or a specific subtype (Plumber, HVACBusiness, Dentist, AnimalHospital, etc.)
- address and geo for location
- openingHoursSpecification for hours
- aggregateRating for review summary
- areaServed for cities or regions you cover
Why specificity matters
Marking yourself as generic “LocalBusiness” when “HVACBusiness” or “Dentist” is accurate gives assistants less to work with. Queries like “dentist accepting new patients” match fields some schemas support explicitly.
Where it should appear
At minimum: homepage. Better: homepage plus key service pages and contact page, each with relevant service types. Keep data consistent with your Google Business Profile.
How to verify without coding
- Ask your site provider: “Do we have Schema.org JSON-LD, and is our business type specific?”
- Use Google’s Rich Results Test or Schema Markup Validator on your homepage URL
- Compare output to your real hours, phone, and services — fix mismatches
Common gaps
- Missing review aggregate despite strong Google rating
- Outdated hours after schedule changes
- Wrong business category
- No service-area data for businesses that travel to customers
Fixing gaps is often a one-time setup plus occasional updates when hours or services change.
Key takeaways
- JSON-LD is machine-readable business data embedded in your site — invisible to visitors, valuable to search and AI.
- Use specific schema types (Plumber, Dentist, HVACBusiness) instead of generic LocalBusiness when accurate.
- Include address, hours, service area, and review aggregate aligned with your Google profile.
- Validate with Google Rich Results Test and fix mismatches when hours or services change.
Frequently asked questions
What is JSON-LD in simple terms?
A standardized code block on your website that labels your business type, location, hours, and services so search engines and AI assistants can read them reliably.
Can I add Schema.org markup myself?
Some owners do via plugins or manual edits, but many use a site provider that ships complete markup. Verify with Google's testing tools regardless of who implements it.