Schema Markup
Structured code added to a page that helps search engines understand its content and can unlock rich results like stars, FAQs, and prices.
Definition
Schema markup is a standardized vocabulary of code, usually added as JSON-LD, that labels the content on a page so search engines can interpret it precisely. It tells Google that a number is a review rating, a block of text is an FAQ, or a business has specific hours and a location. Done well, it can earn rich results that make your listing stand out in the SERP.
In depth
Schema comes from Schema.org, a shared standard backed by Google and other search engines. Instead of leaving Google to guess what a page is about, you explicitly mark up entities like LocalBusiness, Product, Review, FAQ, and Service. Google reads this structured data and, when it qualifies, displays enhanced listings: star ratings, price ranges, FAQ dropdowns, and business details that take up more space and draw more clicks.
For a residential contractor, the highest-value schema types are usually LocalBusiness and Service markup, which reinforce who you are, the remodeling and home-building services you offer, and the towns you operate in. FAQ and review schema can win extra SERP real estate, and proper markup also supports how search engines and AI tools understand your business as an entity. It's a technical detail with an outsized effect on visibility.
The mistake we see is marking up content that isn't actually visible on the page, or claiming review schema you can't substantiate, both of which can trigger manual penalties. WellBuilt implements schema that accurately reflects real on-page content and validates it with Google's testing tools, so it helps rather than risks the site.
Worked example
Adding FAQ schema to a kitchen remodeling page makes questions like "How long does a kitchen remodel take?" appear directly in the search result, expanding the listing and pulling in clicks that competitors without markup miss.
SEO
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