Schema markup is structured data — usually written as JSON-LD — that you add to a page to tell search engines and AI exactly what it represents: a business, a service, a FAQ, a place. It does not change what visitors see, but it removes ambiguity for machines. For a local business, the key types are LocalBusiness (or a specific subtype), Service, FAQPage, and Place, plus a consistent Organization and Person entity. Clean schema improves how you appear in search and how confidently AI engines can cite you.
For a local business, the schema types that matter most are LocalBusiness, Service, FAQPage, and Place, tied to a consistent Organization and Person (author) entity via @id references. This structured data does not change the visible page but tells Google and AI engines what the content is and who provides it — which supports rich results, map-pack relevance, and AI citations.
What schema is and is not
Schema is invisible structured data in the page’s code. It does not alter the design; it labels the content for machines using a shared vocabulary (schema.org).
JSON-LD is the recommended format — a script block that describes the page’s entities.
The types a local business needs
LocalBusiness (or a specific subtype) describes the business itself; Service describes what you offer; FAQPage marks up your questions; Place describes a location. An Organization and a Person (author) entity tie it together.
Linking these with @id references lets engines understand they all belong to the same business and author.
Why it helps with AI search
Schema removes ambiguity, which is exactly what an AI engine needs to confidently attribute a fact to your business.
Combined with citable passages, it is one of the most practical GEO investments a local business can make.
Key takeaways
- Schema is invisible structured data that labels your content.
- Key types: LocalBusiness, Service, FAQPage, Place.
- Tie everything to consistent Organization and Person entities.
- It supports rich results, local relevance, and AI citations.
Common questions
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