Local search. Reviewed October 29, 2026
Schema markup
Also called: Structured data, JSON-LD
Schema markup is code added to a web page that labels facts such as business name, services, prices, reviews and questions in a format search engines and AI assistants read directly.
In practice
The common types for a contractor are LocalBusiness or a subtype such as Plumber, Service for each service page, FAQPage for question and answer sections, and Article for posts. It does not rank a page by itself; it removes guessing about what the page says.
Every page on this site carries it, and the business entity has one stable identifier so every page points at the same company.
Related terms
- EntityAn entity is a thing Google and AI models recognize as one distinct object, such as a specific business, person or place, with facts attached to it rather than just a string of words.
- Generative engine optimizationGenerative engine optimization is the work of getting a business named or cited in answers written by AI assistants, through clear facts on its own site, structured data, and mentions on sites the assistants trust.
- Answer engine optimizationAnswer engine optimization means writing pages so that a direct question gets a direct, quotable answer in the first sentence, which is what AI assistants and featured snippets lift.
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