ARTICLE
Schema Markup Guide for Agency Clients
A practical guide to implementing schema markup for your agency's clients. Which types to use, how to validate, and common mistakes to avoid.
Apr 9, 20264 min readSEO FOR AGENCIES
Schema markup is the easiest SEO win you're not doing
Most agency clients have zero structured data on their websites. Adding schema markup takes 30–60 minutes per site and immediately improves how search engines understand and display the site. It's the highest-impact, lowest-effort SEO task you can offer.
What schema markup does
Schema markup is code (JSON-LD format) that you add to web pages to tell search engines exactly what the content represents. Without it, Google guesses what your page is about by parsing the HTML. With it, you're telling Google explicitly: "This is a dental practice at 123 Main Street, open Monday through Friday, with a 4.8 star rating."
The result: rich snippets in search results — star ratings, business hours, FAQ dropdowns, product prices, and more. Pages with rich snippets get 20–30% more clicks than plain blue links at the same ranking position.
Which schema types to implement by industry
Local businesses (dentists, plumbers, law firms, restaurants)
Primary: LocalBusiness (or subtypes: Dentist, Attorney, Restaurant, Plumber)
- Name, address, phone, hours, geo coordinates, price range
sameAslinks to social profiles
Secondary: FAQPage on service pages, Review/AggregateRating if reviews are displayed
Professional services (consultants, agencies, SaaS)
Primary: Organization or ProfessionalService
- Name, URL, description, logo, founding date
Secondary: SoftwareApplication for tools, FAQPage on pricing pages
E-commerce
Primary: Product with Offer
- Name, description, image, SKU, price, availability, brand
Secondary: BreadcrumbList for navigation, AggregateRating for reviews