Also called Structured data, JSON-LD.
Schema markup is code added to a web page that states facts about a business in a fixed, machine-readable format: legal name, trade, service area, reviews, and contact details.
Prose can be read several ways; schema cannot. It is among the cheapest things to add and one of the clearest signals you can send to both search engines and assistants.
It is the bridge between a website and an AI-readable asset. A paragraph saying you install windows across the north metro is a sentence a machine has to interpret. The same fact in schema is a field with a value, and interpretation stops being necessary.
It is cheap in a way most SEO work is not, because it is code rather than content. It goes in once during a build and does not need to be maintained monthly, which makes it the highest ratio of signal to ongoing effort available on a contractor site.
The common failure is markup that contradicts the page or the Google Business Profile. Schema claiming service areas the site never mentions, or a phone number that differs from the listing, is worse than no schema at all: it converts a gap into a contradiction, and contradictions are what make a business unverifiable.
Related terms
Cost per booked job is total channel spend divided by the number of jobs actually signed from it, rather than by leads...
Show rate is the percentage of booked appointments where the homeowner is actually there when the estimator arrives.
Database reactivation is running campaigns against a contractor's existing CRM records, old quotes that never closed a...
