Schema markup for a business website (without the theatre)

Schema is a vocabulary machines share. It does not make a thin page rank. It helps a crawler or an answer engine name the organization, the page type, and the questions you already answered in HTML. METEK marks those types on the studio site and on client builds when the facts exist.

Nurullah AydınAugust 24, 20266 min read

Mark what the visitor can already read

Organization or ProfessionalService with a real name, URL, email, phone, and country. Person for a named founder. WebSite for the locale. BreadcrumbList for the path. FAQPage only when the questions are visible. BlogPosting on articles. Service on a service URL.

If the page does not contain the fact, do not put it in JSON-LD. Invented aggregate ratings and review stars are a common way to get ignored or penalized.

LocalBusiness is a claim about place

Use it when you have a service area or a premises you will stand behind, with NAP matching the Google profile. Do not paste a LocalBusiness block on a purely remote studio that lists a city for decoration.

Area served can be countries you actually take work from. It is not a list of markets you wish you had an office in.

HowTo and DefinedTermSet have a job

HowTo belongs on a genuine checklist, not on a sales page dressed as steps. DefinedTermSet belongs on a glossary. Stuffing every article as HowTo is how rich results stop trusting you.

This studio site uses HowTo on a few checklist posts and DefinedTermSet on the glossary. That is the pattern we copy into client sites when the content matches.

Test the graph before launch

Paste the live URL into Google's rich results test and fix errors. Confirm the canonical URL in the graph matches the page. Confirm FAQ answers are the same sentences as the HTML.

Schema is part of technical SEO in the website delivery, not a ranking package. The glossary defines the neighboring terms. The SEO service page states what we include in a build.