What it means
Schema markup is a standardized vocabulary, defined at schema.org, that lets you tag content on a webpage with explicit meaning. A page about a plumbing business can be tagged with LocalBusiness schema. A page about a service can use Service schema. A list of FAQs can use FAQPage schema.
Most schema markup in 2026 is implemented as JSON-LD, a JavaScript Object Notation for Linked Data block placed inside the page's head or body.
Why it matters
Search engines and AI engines both use schema markup to extract facts from your site without having to interpret raw HTML. With schema, you are telling Google and ChatGPT directly what your business name is, what services you offer, where you operate, and how customers rate you.
Schema also unlocks rich results in Google search and increases the odds that AI engines correctly attribute facts about your business in their answers.
How it's used
For an Australian service business, the schema markup that matters most is:
- Organization or LocalBusiness - your core business entity
- Service - for each major service you offer
- AggregateRating and Review - for testimonials
- FAQPage - for FAQ sections (use carefully, Google has restricted this for non-authority sites)
- BreadcrumbList - for navigation context
- Article with author - for blog posts
Validate everything with the Google Rich Results Test before publishing.