Schema and structured data, done for you

What structured data actually does

Your homepage says something like "Family owned. Serving Naples since 2004. Call for a free estimate." A person reads that in two seconds. A machine reads it and starts guessing. Is "Family" part of your business name? Is 2004 a founding year or a piece of an address? Is that phone number yours, or does it belong to the answering service you mentioned two paragraphs up?

Structured data, also called schema markup, ends the guessing. It is a block of code behind each page that labels your facts in a standard machine vocabulary: this is the business name, this is the phone number, this is the service area, this is a question and here is its answer. Google has read these labels for years. As of mid-2026, the AI engines lean on the same signals. They favor businesses they can identify without ambiguity, and clean markup is one of the strongest identity signals you control on your own site.

This page describes the done-for-you version. If you want to understand the mechanics in depth, our guide to schema for AI search teaches the how and why step by step. The service below exists for owners who would rather run their business while we handle the code.

The five types that matter for a local service business

Schema.org defines hundreds of types. A Naples plumber, roofer, marine contractor, or dental practice needs about five of them, implemented correctly:

• LocalBusiness, or a specific subtype such as ProfessionalService, Plumber, RoofingContractor, or Dentist. This carries your name, address, phone, hours, and service area, matching your Google Business Profile character for character.
• Service, one per service page. This is how a machine learns that "seawall repair on Marco Island" is a thing you sell, not just a phrase that happens to appear on your site.
• FAQPage, wrapping the real questions and answers on the page. AI engines quote answer-shaped content, and this markup hands your answers over pre-labeled.
• BreadcrumbList, the trail that shows how your site is organized, so each service page is understood in context instead of floating alone.
• Person, for the owner bio. When machines can connect the person to the business, the license, and the years in the trade, your experience becomes readable data instead of decoration.

The LocalBusiness and Person work feeds directly into our entity and knowledge graph SEO service, which owns the wider identity picture beyond your own pages.

Our rule: schema matches the visible page, exactly

Everything we mark up must appear in the visible text of the page. If the schema says you open at 7 a.m., the page says you open at 7 a.m. If the schema names a service, the page describes that service.

That rule has a hard edge: we do not invent review stars. Some vendors inject rating markup with numbers that exist nowhere on the page, hoping to conjure stars in search results. Google treats markup that misrepresents page content as spam, and a penalty there can strip every rich result your site has earned. If your reviews are real and displayed on the page, we can mark them up properly. If they are not on the page, they do not go in the code. We would rather show fewer stars than fake ones, and we will tell you that to your face.

How we work: audit, fix, verify

Audit. We crawl every page and pull the markup that is actually being served, not what your theme settings claim. We check which types exist, whether they validate, whether they contradict each other, and whether they match your Google Business Profile and your visible text. You get a plain-English report of what we found.

Fix. We remove the junk, repair what is salvageable, and write clean JSON-LD for every page that needs it: LocalBusiness on the home and contact pages, Service on each service page, FAQPage where you answer real questions, BreadcrumbList sitewide, Person on the about page.

Verify. Every page goes through validation before we call it done, and we re-check after site changes, because a plugin update can quietly break markup that was fine last month. Schema is not a set-and-forget task. It gets maintained, and maintenance is part of the service.

Most local sites already have schema. It is usually wrong.

When we audit local service sites in Southwest Florida, we almost never find a blank slate. We find leftovers. Website builders and themes ship generic markup by default, so we see businesses still labeled with a theme demo's information, Organization types with no address, hours that belong to no one, and three plugins each injecting a different version of the business name on the same page. Machines reading that do not shrug and move on. They either pick one version at random or trust none of them.

Broken markup is often worse than none, because it feeds machines confident wrong answers about who you are. And if the audit shows the site itself is the real problem, an aging builder page with tangled code that no markup can rescue, we will say so honestly. That conversation belongs to our SEO web design service, where schema is built in from the first line instead of bolted on afterward.

What you get

• A full structured-data audit of every page, explained in plain English, with the raw findings attached.
• Hand-written JSON-LD for every page that needs it, using the five types above, matched to your visible content and your Google Business Profile.
• Removal of conflicting or boilerplate markup left behind by themes and plugins.
• Validation on every page before delivery, and re-validation after site changes.
• A change log so you always know what was added, where, and why.

Plan fit and pricing

Structured data work is included in every Naples SEO plan, because everything else we do in AI search optimization stands on it. Plans start at $750 per month, month to month, with pricing published openly on our plans and pricing page. We set the same expectation with every client: a 90-day ramp, long-tail movement first, and no ranking guarantees from us or from anyone honest.

Not sure what your site is telling machines right now? Request a free audit and we will send your report within one business day, including exactly what your current schema says about you. We work from our office on Tamiami Trail in Naples, and we answer our own phone at (239) 747-0465.

Frequently asked questions