Schema starter templates
Structured data is a machine-readable description of a page and its business details. It helps search engines and AI systems understand, connect, and present information from a website more accurately when the details are clear and truthful.
Placeholders use a fictional business. Replace every value with your own real details — and never add reviews, ratings, or credentials that aren't genuinely yours.
Organization
OrganizationIt helps AI engines and search engines identify a business, its brand, and its official online properties.
When to use it: Use it on the main business or home page when the organization has a stable name, logo, URL, and contact details.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com",
"logo": "https://www.aceplumbingexample.com/images/logo.png",
"description": "Residential and commercial plumbing services in Las Vegas, NV.",
"telephone": "(702) 555-0143",
"email": "hello@aceplumbingexample.com",
"sameAs": [
"https://www.facebook.com/aceplumbingexample",
"https://www.linkedin.com/company/aceplumbingexample"
]
}LocalBusiness
LocalBusinessIt gives local search and AI systems the consistent location, hours, and contact information needed to understand where a business operates.
When to use it: Use it for a customer-facing business with a real address or defined service area and hours that can be kept current.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com",
"image": "https://www.aceplumbingexample.com/images/truck.jpg",
"telephone": "(702) 555-0143",
"priceRange": "$$",
"address": {
"@type": "PostalAddress",
"streetAddress": "4250 Desert Inn Road, Suite 110",
"addressLocality": "Las Vegas",
"addressRegion": "NV",
"postalCode": "89102",
"addressCountry": "US"
},
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "17:00"
}]
}Service
ServiceIt tells AI engines and search engines exactly what a business offers and who provides that service.
When to use it: Use it on a dedicated service page when the service name, description, provider, and service area are specific and accurate.
{
"@context": "https://schema.org",
"@type": "Service",
"name": "Emergency Pipe Repair",
"serviceType": "Plumbing repair",
"description": "Same-day help for burst pipes, leaks, and urgent plumbing problems.",
"url": "https://www.aceplumbingexample.com/services/emergency-pipe-repair",
"provider": {
"@type": "LocalBusiness",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com"
},
"areaServed": {
"@type": "City",
"name": "Las Vegas, NV"
}
}FAQPage
FAQPageIt makes genuine question-and-answer content easier for AI and search systems to interpret as helpful guidance.
When to use it: Use it when the page visibly answers multiple frequently asked questions and the marked answers match the on-page text.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "Do you offer emergency plumbing service?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. Ace Plumbing Co. provides emergency plumbing appointments in Las Vegas, subject to technician availability."
}
}, {
"@type": "Question",
"name": "Which areas do you serve?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We serve Las Vegas and nearby communities in Clark County, Nevada."
}
}]
}HowTo
HowToIt gives AI systems a clear, structured sequence for understanding and summarizing a practical process.
When to use it: Use it for an instructional page with visible, ordered steps that a reader can follow to complete a task safely.
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to shut off water during a plumbing leak",
"description": "A quick safety guide for stopping water flow before a plumber arrives.",
"totalTime": "PT10M",
"step": [{
"@type": "HowToStep",
"name": "Find the main shutoff",
"text": "Locate the main water shutoff valve, usually near the water meter or where the supply enters the home."
}, {
"@type": "HowToStep",
"name": "Turn the valve",
"text": "Turn the valve clockwise until it stops, without forcing a stuck valve."
}, {
"@type": "HowToStep",
"name": "Call a professional",
"text": "Contact Ace Plumbing Co. for diagnosis and repair if the leak continues."
}]
}Review + AggregateRating
ReviewIt connects a genuine customer review and an honest overall rating to the business being reviewed.
When to use it: Use it only when the review is published on the page and the rating and reviewCount reflect genuine, verifiable reviews.
{
"@context": "https://schema.org",
"@type": "Review",
"itemReviewed": {
"@type": "LocalBusiness",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com"
},
"author": {
"@type": "Person",
"name": "Jordan Lee"
},
"datePublished": "2025-04-12",
"reviewBody": "The technician explained the repair clearly and restored our kitchen sink the same day.",
"reviewRating": {
"@type": "Rating",
"ratingValue": 5,
"bestRating": 5
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 5,
"reviewCount": 12,
"bestRating": 5
}
}WebSite with SearchAction
WebSiteIt identifies the site's official search function so AI and search systems can understand how visitors find content.
When to use it: Use it on the home page only when the site has a working search URL that accepts the supplied query parameter.
{
"@context": "https://schema.org",
"@type": "WebSite",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com/",
"potentialAction": {
"@type": "SearchAction",
"target": "https://www.aceplumbingexample.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
}Article / BlogPosting
Article / BlogPostingIt helps AI engines understand an article's topic, author, publication date, and supporting image.
When to use it: Use it on an editorial article or blog post when the author, dates, headline, and article content are visible and accurate.
{
"@context": "https://schema.org",
"@type": ["Article", "BlogPosting"],
"headline": "Five signs your water heater needs professional attention",
"description": "Practical signs that a homeowner should schedule a water heater inspection.",
"image": "https://www.aceplumbingexample.com/images/water-heater-guide.jpg",
"author": {
"@type": "Person",
"name": "Morgan Reyes",
"url": "https://www.aceplumbingexample.com/about/morgan-reyes"
},
"publisher": {
"@type": "Organization",
"name": "Ace Plumbing Co.",
"logo": "https://www.aceplumbingexample.com/images/logo.png"
},
"datePublished": "2025-03-10",
"dateModified": "2025-03-15",
"mainEntityOfPage": "https://www.aceplumbingexample.com/blog/water-heater-warning-signs"
}VideoObject
VideoObjectIt gives AI and search systems the title, creator, timing, and thumbnail needed to understand a helpful video.
When to use it: Use it when the video is publicly watchable on the page and its title, description, thumbnail, and dates are truthful.
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "How to find your home's main water shutoff",
"description": "Ace Plumbing Co. demonstrates how to locate the main water shutoff safely.",
"thumbnailUrl": "https://www.aceplumbingexample.com/images/water-shutoff-video.jpg",
"uploadDate": "2025-02-20",
"duration": "PT3M15S",
"contentUrl": "https://www.aceplumbingexample.com/videos/main-water-shutoff.mp4",
"embedUrl": "https://www.aceplumbingexample.com/videos/main-water-shutoff",
"publisher": {
"@type": "Organization",
"name": "Ace Plumbing Co.",
"logo": "https://www.aceplumbingexample.com/images/logo.png"
}
}Product with Offer
ProductIt helps systems understand a specific product, its seller, and a truthful current offer.
When to use it: Use it for a product that the business actually sells when the price, currency, availability, and product details are maintained.
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Annual Water Heater Safety Inspection",
"description": "A scheduled inspection of connections, temperature controls, and visible water-heater components.",
"image": "https://www.aceplumbingexample.com/images/water-heater-inspection.jpg",
"sku": "ACE-WH-INSPECT",
"brand": {
"@type": "Brand",
"name": "Ace Plumbing Co."
},
"offers": {
"@type": "Offer",
"url": "https://www.aceplumbingexample.com/services/water-heater-inspection",
"priceCurrency": "USD",
"price": "129.00",
"availability": "https://schema.org/InStock",
"seller": {
"@type": "Organization",
"name": "Ace Plumbing Co."
}
}
}Event
EventIt tells AI and search systems what an event is, when and where it happens, and how people can attend.
When to use it: Use it for a real, publicly promoted event with a confirmed start time, location or online URL, and attendance details.
{
"@context": "https://schema.org",
"@type": "Event",
"name": "Home Plumbing Basics Workshop",
"description": "A free in-person workshop covering shutoff valves, leak prevention, and when to call a plumber.",
"startDate": "2025-06-14T10:00:00-07:00",
"endDate": "2025-06-14T11:30:00-07:00",
"eventStatus": "https://schema.org/EventScheduled",
"eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
"location": {
"@type": "Place",
"name": "Ace Plumbing Co. Training Room",
"address": {
"@type": "PostalAddress",
"streetAddress": "4250 Desert Inn Road, Suite 110",
"addressLocality": "Las Vegas",
"addressRegion": "NV",
"postalCode": "89102",
"addressCountry": "US"
}
},
"organizer": {
"@type": "Organization",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com"
},
"offers": {
"@type": "Offer",
"price": "0",
"priceCurrency": "USD",
"url": "https://www.aceplumbingexample.com/events/plumbing-basics",
"availability": "https://schema.org/InStock"
}
}ProfessionalService
ProfessionalServiceIt gives local AI and search systems a more specific description of a professional provider and its service area.
When to use it: Use it when the business provides specialized professional services and can support the listed credentials, location, and contact details.
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com",
"description": "Licensed plumbing consultation, repair, and installation for homes and small businesses.",
"telephone": "(702) 555-0143",
"email": "hello@aceplumbingexample.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "4250 Desert Inn Road, Suite 110",
"addressLocality": "Las Vegas",
"addressRegion": "NV",
"postalCode": "89102",
"addressCountry": "US"
},
"areaServed": ["Las Vegas", "Henderson", "North Las Vegas"]
}AboutPage / ContactPage
AboutPage / ContactPageIt helps AI engines distinguish an about or contact page and associate its contact channels with the business.
When to use it: Use it when the page visibly explains the business or provides current ways to contact it, including the real ContactPoint details.
{
"@context": "https://schema.org",
"@type": ["AboutPage", "ContactPage"],
"name": "About Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com/about",
"description": "Learn about Ace Plumbing Co. and how to contact our Las Vegas plumbing team.",
"mainEntity": {
"@type": "Organization",
"name": "Ace Plumbing Co.",
"url": "https://www.aceplumbingexample.com",
"contactPoint": [{
"@type": "ContactPoint",
"telephone": "(702) 555-0143",
"email": "hello@aceplumbingexample.com",
"contactType": "customer service",
"areaServed": "US-NV",
"availableLanguage": "English"
}]
}
}Schema is one of five areas we measure
Get your free score to see whether your structured data is actually readable — along with crawler access, content readiness, authority, and prompt-level visibility.