If you run a local business and you’re not using schema markup, you’re leaving clicks on the table. Rich snippets can increase your click-through rate by 20-30% — and they’re one of the few SEO strategies that gives you a measurable edge in both Google search and AI recommendations.
This guide covers everything: what rich snippets are, which schema types matter most for local businesses, how to implement JSON-LD step by step, and how structured data connects to getting recommended by ChatGPT and other AI assistants.
What Are Google Rich Snippets?
Rich snippets are enhanced search results that show extra information directly in Google. Instead of the standard blue link with a description, rich snippets can display:
- Star ratings (review stars below your listing)
- FAQ dropdowns (expandable questions and answers)
- How-to steps (numbered instructions with images)
- Price ranges (for products or services)
- Event details (dates, locations, ticket info)
- Business hours and contact info (from LocalBusiness markup)
These enhanced results are generated from structured data — specifically, schema markup that you add to your website’s HTML. Google reads this markup, validates it, and decides whether to display the enhanced format.
Pro Tip: Rich snippets don’t cost anything and don’t require Google Ads. They’re purely earned through proper schema markup implementation.
Why Rich Snippets Matter for Local Businesses
For local service businesses — roofers, plumbers, dentists, lawyers — rich snippets are particularly powerful:
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Higher click-through rates. Studies consistently show rich results get 20-30% more clicks than standard results. For a business ranking on page 1, that’s a significant increase in leads.
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Stand out from competitors. Most local businesses haven’t implemented schema markup. If you have FAQ dropdowns or star ratings and your competitors don’t, you visually dominate the search results page.
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Build trust before the click. When a potential customer sees 4.8 stars and answers to their questions directly in Google, they’re already pre-sold before visiting your website.
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Feed AI assistants. ChatGPT, Siri, Google Gemini, and Alexa all use structured data to understand businesses. Schema markup doesn’t just help Google — it helps every AI system that references web content. Read more about how AI recommendations work.
The 6 Most Important Schema Types for Local Businesses
1. LocalBusiness Schema
This is the foundation. It tells Google (and AI) your business name, address, phone number, hours, services, and service area. Every local business should have this on their homepage.
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Joe's Plumbing",
"telephone": "(555) 123-4567",
"url": "https://joesplumbing.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Brea",
"addressRegion": "CA",
"postalCode": "92821"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 33.9167,
"longitude": -117.9001
},
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
"opens": "07:00",
"closes": "18:00"
},
"areaServed": {
"@type": "City",
"name": "Brea, CA"
}
}Key detail: Use the most specific @type available. Instead of generic LocalBusiness, use Plumber, Dentist, RoofingContractor, Electrician, etc. Google recognizes hundreds of business types.
2. FAQPage Schema
FAQ schema is the easiest win for most businesses. Add 3-5 common questions to your service pages, mark them up with FAQPage schema, and Google may display expandable FAQ dropdowns directly in search results.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How much does a roof replacement cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A typical roof replacement costs $8,000-$15,000 depending on size, materials, and complexity. We provide free estimates for all roofing projects."
}
},
{
"@type": "Question",
"name": "How long does a roof replacement take?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Most residential roof replacements are completed in 1-3 days. Larger or more complex projects may take up to a week."
}
}
]
}Impact: FAQ rich results take up significantly more space in search results, pushing competitors further down the page.
3. Review / AggregateRating Schema
Star ratings in search results are one of the most eye-catching rich snippets. They require AggregateRating schema based on real customer reviews.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Joe's Plumbing",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "127",
"bestRating": "5"
}
}Important: Google’s guidelines require that reviews come from real customers. Don’t fabricate ratings — Google will penalize markup that doesn’t reflect actual reviews on your website.
4. Service Schema
Service schema tells Google exactly what services you offer, their descriptions, and where they’re available. This is especially powerful for businesses with multiple service types.
{
"@context": "https://schema.org",
"@type": "Service",
"name": "Emergency Roof Repair",
"description": "24/7 emergency roof repair for storm damage, leaks, and structural issues in Brea and surrounding areas.",
"provider": {
"@type": "RoofingContractor",
"name": "Joe's Roofing"
},
"areaServed": {
"@type": "City",
"name": "Brea, CA"
},
"serviceType": "Roof Repair"
}5. HowTo Schema
If you publish any how-to content (maintenance tips, DIY guides, etc.), HowTo schema can earn you step-by-step rich results with images.
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Check Your Roof for Storm Damage",
"step": [
{
"@type": "HowToStep",
"name": "Inspect from the ground",
"text": "Walk around your home and look for missing shingles, sagging areas, or debris on the roof."
},
{
"@type": "HowToStep",
"name": "Check the attic",
"text": "Look for water stains, daylight through the roof, or sagging decking in your attic."
}
]
}6. BreadcrumbList Schema
Breadcrumb schema shows your site’s navigation hierarchy in search results (Home > Services > Roof Repair). It helps both users and search engines understand your site structure.
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{ "@type": "ListItem", "position": 1, "name": "Home", "item": "https://joesroofing.com/" },
{ "@type": "ListItem", "position": 2, "name": "Services", "item": "https://joesroofing.com/services/" },
{ "@type": "ListItem", "position": 3, "name": "Roof Repair", "item": "https://joesroofing.com/services/roof-repair/" }
]
}How to Implement Schema Markup (Step by Step)
Step 1: Choose JSON-LD Format
There are three formats for schema markup: JSON-LD, Microdata, and RDFa. Always use JSON-LD. Google recommends it, it’s easiest to implement, and it doesn’t require changing your HTML structure.
JSON-LD goes in a <script> tag in your page’s <head> or <body>:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name"
}
</script>Step 2: Start with LocalBusiness + FAQPage
Don’t try to implement every schema type at once. Start with:
- LocalBusiness on your homepage (your core business info)
- FAQPage on your top 2-3 service pages (the pages that get the most traffic)
Step 3: Validate with Google’s Tools
Before publishing, validate your markup:
- Google Rich Results Test — shows which rich results your page is eligible for
- Schema Markup Validator — checks for syntax errors
Step 4: Deploy and Monitor
After publishing your schema markup:
- Request re-indexing in Google Search Console
- Check the Enhancements reports in GSC for any markup errors
- Monitor your click-through rates — you should see improvement within 2-6 weeks
The Connection Between Schema and AI Search
Here’s what most businesses miss: schema markup isn’t just for Google rich snippets. It’s the language AI understands.
When ChatGPT, Google Gemini, or Perplexity researches a business to recommend, structured data is one of the strongest signals. A business with comprehensive schema markup — LocalBusiness, FAQ, Reviews, Services — gives AI systems clear, machine-readable information about:
- What the business does
- Where it operates
- What customers think of it
- What questions it can answer
This is why getting recommended by ChatGPT and earning Google rich snippets go hand in hand. The same structured data powers both.
Common Mistakes to Avoid
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Marking up content that isn’t on the page. Your schema must reflect visible content. Don’t add FAQ schema for questions that aren’t actually on the page.
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Using generic LocalBusiness type. Always use the most specific type:
Plumber,Dentist,RoofingContractor, not justLocalBusiness. -
Fake reviews in AggregateRating. Google cross-references reviews. Only mark up ratings from real customer reviews on your website.
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Forgetting to update. If your hours, phone number, or services change, update your schema too. Stale markup can hurt more than help.
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Not testing before publishing. Always run your markup through Google’s Rich Results Test before deploying.
Timeline: What to Expect
| Timeframe | What Happens |
|---|---|
| Day 1 | Schema markup added to website |
| Week 1-2 | Google discovers and processes the markup |
| Week 2-4 | Rich results start appearing (if eligible) |
| Week 4-8 | Full impact on click-through rates measurable |
| Ongoing | AI assistants incorporate structured data into recommendations |
Bottom Line
Schema markup is one of the highest-ROI investments a local business can make. It costs nothing (just implementation time), improves your Google search appearance, and makes your business more discoverable by AI assistants.
Start with LocalBusiness and FAQPage schema on your most important pages. Validate with Google’s tools. Monitor the results. Then expand to Service, Review, and HowTo schema as you see results.
If you want help implementing schema markup or a full AI marketing strategy for your business, reach out — it’s what I do every day for businesses like yours.