I spent three hours last week trying to explain to a plumber why his website wasn’t showing up in local searches. His site was beautiful. Perfect keywords. Great content. Even had some decent backlinks.
Still invisible. Like he didn’t exist.
The problem? His website was speaking English while Google was looking for Mandarin. All that beautiful content meant nothing because search engines couldn’t understand what the hell his business did, where it did it, or why anyone should care.
That’s when I pulled up his competitor’s site. Ugly as sin. Content written by what I’m pretty sure was someone’s nephew. But they had one thing right: they told Google exactly what they were in a language it understood. And they were booking jobs while my guy was wondering where all his customers went.
What Schema Markup Is
Schema markup is structured data that tells search engines exactly what your business is. Not in some vague “we provide quality service” BS way. But in specific, standardized code that says “we’re a plumber, we fix toilets, we serve these zip codes, we’re open these hours.”
Think about it. Google has to figure out what millions of businesses do based on the random crap we write on our websites. “Your trusted partner in home comfort solutions”… what does that even mean? Are you an HVAC company? A blanket store? A cult?
Schema cuts through the noise. It’s like handing Google a business card that makes sense instead of making it guess what you do based on your marketing word salad.
Why Service Businesses Can’t Afford to Skip This
Rich Results That Stand Out
You know those search results with star ratings, prices, and service lists right there in Google? The ones that make you look like an actual business instead of just another blue link? That’s schema doing its job.
I tracked this for a roofing company last year. Same search position. Same basic listing. Added schema with their services, ratings, and price ranges. Click-through rate jumped 47%. Not because they ranked higher. Because they looked like a business worth clicking on.
Better Click-Through Rates
People click on what looks legit. Schema makes you look legit. It’s that simple.
Without schema: “Bob’s Plumbing – Local plumber serving…”
With schema: “Bob’s Plumbing ★★★★★ (127 reviews) – Emergency plumbing services – Open now – $75-150/hour”
Which one would you click?
Voice Search Optimization
“Hey Google, find a plumber near me that’s open now.”
If your schema doesn’t specify your hours, services, and location, you’re not in that conversation. Meanwhile, the guy who spent 20 minutes adding proper markup is getting all those “find me a…” voice searches.
Accuracy Across Platforms
Your business info gets scraped and shared across dozens of platforms. Schema ensures they’re all getting the right information, not whatever random text their bots managed to grab from your About page.
The Schema Types That Matter for Service Businesses
LocalBusiness Schema
This is your foundation. It tells search engines you’re an actual business with a physical presence or service area. Not just some blog pretending to be a company.
Includes basics like:
- Your actual business name (not your keyword-stuffed version)
- Real address (or service area if you’re mobile)
- Phone number that works
- Hours you’ll answer
Service Schema
This is where you list what you do. Not your mission statement. Not your company values. The actual services people pay you for.
“Drain cleaning” not “comprehensive hydraulic flow solutions.”
“AC repair” not “climate optimization services.”
“Tax preparation” not “financial wellness partnerships.”
Organization Schema
This covers the bigger picture stuff. Your logo, social media profiles, parent company if you have one. Basically helps Google understand you’re a real business, not just some guy with a website.
The Properties That Move the Needle
I’ve tested hundreds of schema implementations. Here’s what actually matters:
Name and address – Get this wrong and nothing else matters. Use your actual business name. The one on your license. Not “Best Plumber Chicago #1 Rated.”
Service areas – Be specific. “Chicago metro area” tells Google nothing. List actual cities, neighborhoods, zip codes you serve.
Hours – Real hours. Including holidays. Nothing pisses people off more than showing up to a “open now” business that’s closed.
Services offered – Specific services with actual prices when possible. “Toilet repair: $150-300” beats “plumbing services” every time.
Reviews – Aggregate rating and review count. But only if they’re real. Google checks this out.
How to Implement This Stuff
Use JSON-LD Format
Forget the other formats. JSON-LD goes in your site’s head tag, doesn’t mess with your design, and Google prefers it. It looks like code because it is code. Deal with it.
Tools That Make It Easier
Google’s Structured Data Markup Helper – Free and works
Schema.org – The actual documentation if you want to get nerdy
WordPress plugins like Schema Pro – If you’re allergic to code
Where to Put It
Every service page needs its own schema. Your main site needs organization schema. Your contact page needs full LocalBusiness markup.
One client tried to just slap schema on their homepage and call it done. Wondered why nothing changed. That’s like putting your business card on your front door and expecting people to find you at work.
Validation: The Step Everyone Skips
Google’s Rich Results Test. Use it. Fix what it says is broken. Test again.
I see broken schema all the time. Missing required fields. Formatting errors. Wrong schema types. It’s like handing someone a business card with half the text in wingdings.
Advanced Moves for Service Businesses
Multi-Service Businesses
HVAC company that also does plumbing? You need schema for both. Separate service schemas, all under your main organization. Google’s not psychic. Tell it everything you do.
Service Area Optimization
Mobile businesses need GeoShape or explicit service area definitions. “We come to you” isn’t a location. List every city you’ll drive to.
Department-Specific Schema
Big company with multiple departments? Each can have its own schema. The electrical division can have different hours and services than plumbing. Be specific or be invisible.
What I’ve Learned From Implementing Schema for Hundreds of Service Businesses
Schema isn’t magic. It won’t fix your website or make people suddenly want your overpriced services. But if you’re already doing decent work and just need to be found? It’s the difference between having a storefront and having a storefront with a massive neon sign.
Most service businesses are invisible online because they’re speaking the wrong language. Their competitors aren’t smarter. They just told Google what they do in a way it understands.
Stop hoping Google figures out what your business does. Tell it. Explicitly. In schema.
Your phone might start ringing again.