What Is Schema Markup?
Schema markup is a small piece of code on your website that tells search engines exactly what your business is, where it's located, and what services you offer.
Search engines read your visible text, but a lot of important info — you're a contractor, your service area is these zip codes, your hours are these, your phone is this — can be spelled out clearly to them in code. That code follows a shared format called schema.org. It doesn't change how the page looks to visitors, but it makes the page much more legible to Google.
For contractors, the useful schema types are LocalBusiness (or a more specific type like Plumber, Roofer, HVACBusiness), Service (for individual services you offer), and Review or AggregateRating. Correct schema can earn you rich results in search — star ratings, hours, or a phone number showing right in the listing.
You don't need to hand-write schema. Most modern site platforms generate it automatically. If yours doesn't, a small amount of custom code on your homepage and service pages is worth the effort.
Real example
A roofer's site had zero schema markup. Adding LocalBusiness schema with correct address, phone, hours, and service area, plus AggregateRating pulling in Google review counts, gave the site a star-rating snippet in Google search results within a month — noticeably higher click-through from the same rank.
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