Structured Data for Contractors: Describe Your Business Accurately

Structured data describes page content in a format machines can process. Google supports JSON-LD, Microdata, and RDFa, and recommends JSON-LD. The starting point is accurate information, not a promise of more AI recommendations.

Choose markup for the page you have

Identify what the page describes and check the current vocabulary and feature requirements. Business information, service descriptions, and article details have different purposes. Keep the markup consistent with what visitors can read and verify. Google's structured-data policies require relevant, truthful content.

Do not copy example addresses, credentials, prices, or ratings into a real business record. Record where each fact came from and who can confirm it when the business changes.

Separate markup from search-feature eligibility

Google's review-snippet rules exclude self-serving LocalBusiness and Organization review stars. Displaying genuine customer feedback does not automatically make a business's own page eligible for that feature.

Google also retired FAQ rich results in May 2026. Keep useful questions and answers for visitors without presenting the retired feature as a benefit.

Validate and maintain the facts

Check syntax, relevant feature requirements, and the visible page after a change. A validation result does not prove the truth of a business claim or guarantee appearance in search. Google's AI guidance does not require special schema for its generative search features.

Assign responsibility for updating the underlying information. When a service, contact detail, or credential changes, review both the page and its markup. That gives customers and search systems a consistent description of the business.