A plain guide to schema markup for a local business

Schema is invisible to visitors. It is machine-readable code, usually in a format called JSON-LD, that labels the meaning of the page: this is the business, this is its address, this is a service it offers, this is a customer question and its answer.

With schema, a search engine can show your star rating, your hours, or an FAQ directly in the results. An AI assistant can resolve your business as a real entity and cite it. Without schema, you are leaving that signal on the floor.

LocalBusiness (or a specific subtype like AutoRepair or MedicalClinic) for the business itself, with name, address, hours, and area served. Service for each thing you offer. FAQPage for your common questions. Organization to tie it all together. Review and AggregateRating where you have real reviews.

Each type has required fields. Getting them right is the difference between rich results and nothing. This is fiddly, error-prone work to do by hand, which is exactly why it should be generated from one consistent source.

Every AtlasForge site generates its schema from typed builders, never hand-written in a template, so it is consistent and valid across every page. The right type lands on the right page automatically: LocalBusiness on the home page, Service on service pages, FAQPage wherever there is an FAQ.