Schema Markup for Service Business

When developing a Schema Markup strategy, the scenario for business products is cut and dry within schema.org. However, it’s important to think of how service providers can work with microdata (still within schema.org) to send a strong signal to Google.

Join us as we discuss how to create awesome Services schema markup, so that Google can comprehend what services are offered, to what area, and who is providing them.

Tips for Services Schema markup

Services schema markup is a specific class to define the service offered by a business. Previously schema.org had a class titled ‘Professional Service’, but it has since be retired and replaced with ‘Service’.

Within the schema markup, we should describe the type of service being offered (additionalType), which provider is providing the service, and the geographic service (areaServed) if its limited to a local service area. These properties allow us to define the services the business offers so that Google can accurately categorize it, and route the appropriate traffic to the page.

Microdata Properties

For the purposes of our example we’ll utilize the following microdata properties:

  • name
  • brand
  • potentialAction
  • provider
  • serviceOutput
  • url
  • description
  • service type

Sample Code for a Services Page

Here is some sample code illustrating how this might be used for a service provider with a local service to provide that we can be introduced on a page without structure data, or appended to a page with existing schema.org structured data:

{
	"@context": "http://schema.org",
	"@type": "Service",
	"serviceType": "{Insert Service Here}",
	"provider": {
		"@type": "Organization",
		"name": "{Insert Org Name Here}",
		"@id": "{Insert Org URL Here}"
	},
	"description": "{Insert Description Here}",
        "potentialAction": {
                "@type": "Continue the Conversation",
                "name": "Continue the Conversation"
	"serviceOutput": {
		"@type": "{Insert Output Here}",
		"name": "{Insert Output Here}",
		"@id": "{Insert Defining URL Here}"
	},
        "url": "{Insert URL Here}",
        "@id": "{Insert URL Here}"
}

Final Steps

Once implemented, verify what’s been done by using the Structured Data Testing Tool from Google.

References: Schema.org, SchemaAppStructured Data Testing Tool from Google