When someone asks an AI assistant "Where can I take my parents for brunch with outdoor seating that's not too loud near me," that AI needs to quickly understand which restaurants match those specific requirements. Schema markup is the technical translation layer that makes this possible—it's how you tell AI systems exactly what your business is, what you offer, and who you serve.
Think of schema as the difference between handing someone a book written in their native language versus one they have to decipher word by word. Without schema, AI can eventually figure out what your website says, but the process is slow, unreliable, and prone to misunderstanding. With proper schema, AI instantly understands your business with perfect clarity.
This guide will walk you through what schema actually is, why it matters so much for AI visibility, how to implement it, and—critically—where each type of schema belongs on your website.
What Schema Markup Actually Is
Schema markup is structured data code that you add to your website's HTML. It doesn't change what visitors see—instead, it provides explicit labels and context that help search engines and AI systems understand your content.
Here's a simple analogy: Imagine you own a restaurant with outdoor seating. On your website, you write "We have a beautiful patio perfect for brunch." A human reading that understands you're describing outdoor dining space. But to AI, those are just words without clear meaning.
Schema markup explicitly labels that information:
This is a Restaurant
It has outdoor seating
It serves brunch
The seating area is called a "patio"
It's described as suitable for specific purposes
This structured labeling eliminates ambiguity. AI doesn't have to guess or infer—it knows.
Why Schema Is Critical for AI Visibility
AI assistants process millions of potential sources when answering a query. They don't have time to carefully read and interpret every website like a human would. Instead, they look for clear, structured signals that quickly identify relevant businesses.
Without schema markup:
AI must interpret your content like reading between the lines
Critical information might be missed or misunderstood
Your business might not appear in relevant searches even though you're a perfect match
AI can't confidently verify your details
With proper schema markup:
AI instantly understands your business type, services, and specialties
Your specific features (like "outdoor seating" or "quiet atmosphere") are explicitly labeled
Location, hours, and contact information are unambiguous
AI can confidently recommend you for relevant queries
For the restaurant query about quiet outdoor brunch, schema makes the difference between "this might be a restaurant with outdoor space" and "this is definitely a restaurant with outdoor seating that serves brunch and has a reputation for peaceful atmosphere."
The Two Phases of Schema Implementation
Schema implementation works in two phases, and understanding this helps you prioritize what to implement first—and where each type of schema should be placed on your website.
Phase 1: Required Schema (Foundation)
These schema types define your core business identity and belong on your main business pages. Without them, AI systems struggle to understand even the basics about your business.
For most businesses, Phase 1 includes:
LocalBusiness schema (or the most specific subtype)- Defines what type of business you are (goes on your homepage). Examples of specific subtypes:
1. Restaurant (for food establishments)
2. Dentist (for dental practices)
3. Attorney (for legal services)
4. Plumber, Electrician, HVAC (for service businesses)Service schema - Describes what you offer (goes on service pages)
Location schema - Confirms where you're located and your service area (goes on homepage and location pages)
Contact information - Phone, email, address (goes on homepage and contact page)
Restaurant example: A brunch restaurant needs LocalBusiness schema on the homepage identifying it as a restaurant, plus specific properties for:
Cuisine type (American, Mediterranean, etc.)
Price range
Serves cuisine (breakfast, brunch, lunch)
Amenities (outdoor seating, wheelchair accessible)
Contact details and location
Without this foundation on your homepage, when someone asks about "brunch restaurants near me," AI might not recognize you as a restaurant at all, or might not know you serve brunch, or can't confirm your location.
Phase 2: Nice-to-Have Schema (Competitive Advantage)
These schema types add trust signals and rich details that help you stand out once the foundation is in place. These go on the specific pages where the content appears.
Phase 2 commonly includes:
Review/Rating schema - Displays star ratings (goes on review pages or homepage)
FAQPage schema - Labels your Q&A content (goes on FAQ page or wherever FAQs appear)
Article schema - For blog posts and articles (goes on each individual article page)
Menu schema - For restaurants, explicit menu structure (goes on menu page)
ImageObject schema - Labels and describes photos (goes on pages with those images)
VideoObject schema - Describes video content (goes on pages with videos)
Restaurant example: If you create a helpful article about "Quiet Outdoor Brunch Spots Perfect for Family Dining," that article gets Article schema and FAQPage schema on the specific page where you publish it. This tells AI: "This is authoritative content about peaceful outdoor dining, published on this date, and here are the specific questions we answer."
Where Schema Goes on Your Website: A Clear Breakdown
This is critical and often confusing, so let's be absolutely clear about which schema types go on which pages:
Homepage Schema
Your homepage should have your foundational business schema:
LocalBusiness schema (or the most specific subtype like Restaurant, Dentist, Attorney, etc.)
This includes: business name, address, phone, hours, business type, service area
Optionally: AggregateRating schema if you want to display your overall rating
Example: A restaurant's homepage gets Restaurant schema with all the core business details.
Choosing the Right LocalBusiness Subtype
Use the most specific schema type available for your business. Schema.org has hundreds of business types organized in hierarchies. The more specific you are, the better AI systems can understand exactly what you do.
Common hierarchies:
Restaurants: LocalBusiness > FoodEstablishment > Restaurant
Dental practices: LocalBusiness > MedicalBusiness > Dentist
Law firms: LocalBusiness > ProfessionalService > LegalService > Attorney
Service businesses: LocalBusiness > HomeAndConstructionBusiness > (Electrician, Plumber, HVACBusiness, etc.)
How to choose: Start at schema.org/LocalBusiness and look through the subtypes. Pick the most specific one that matches your business. If you can't find an exact match, use the closest parent type.
Restaurant example: Don't use generic "LocalBusiness" when "Restaurant" is available—it's more specific and tells AI exactly what type of establishment you are.
Service/Product Pages
Pages describing specific services or products get:
Service schema for service businesses (HVAC repair, legal services, dental procedures)
Product schema for retail/e-commerce
Each service page gets its own schema describing that specific offering
Example: A dental practice's "Pediatric Dentistry" page gets Service schema describing pediatric dental services, age ranges served, and procedures offered.
Article/Blog Post Pages
Educational content, blog posts, and resource articles get:
Article schema on each individual article
FAQPage schema if the article includes Q&A content
Both schemas go on the same page, working together
Example: When you create an article about finding quiet brunch spots, that specific article page gets both Article schema (identifying it as published content) and FAQPage schema (labeling the Q&A section).
This is exactly what Content Strategy Reports provide: When you generate a report for a query like "Where can I take my parents for brunch with outdoor seating that's not too loud," the report includes complete Article and FAQPage schema code specifically designed for that content. You publish the article on your website, add the schema code to that same page, and AI can immediately understand and cite your content.
FAQ/Q&A Pages
Dedicated FAQ pages or sections get:
FAQPage schema labeling each question-answer pair
This goes wherever your FAQs appear—standalone FAQ page, service page FAQs, or within article content
Example: A restaurant's "Frequently Asked Questions" page gets FAQPage schema for questions like "Do you have outdoor seating?" and "Can you accommodate dietary restrictions?"
Location/Contact Pages
Pages with location information get:
Place or LocalBusiness schema with detailed address and contact info
This reinforces and expands on the homepage schema
The Golden Rule of Schema Placement
Schema describes the content on the specific page where it's placed.
Don't put Article schema on your homepage
Don't put LocalBusiness schema on every blog post
Don't put Service schema on pages that don't describe that service
Don't put schema for outdoor seating on a page that doesn't mention outdoor seating
Each page gets the schema that matches its actual content.
Common Schema Types and What They Do
Let's break down the most important schema types businesses should implement and where they belong:
LocalBusiness Schema (Homepage)
What it does: Identifies your business type, location, contact info, hours, and basic attributes.
Where it goes: Your homepage (and optionally, location pages if you have multiple locations)
Why it matters: This is foundational Phase 1 schema. Without it on your homepage, AI doesn't reliably know what kind of business you are or where you're located.
Restaurant example: Restaurant schema on the homepage tells AI (Restaurant is a specific subtype within the LocalBusiness hierarchy: Thing > LocalBusiness > FoodEstablishment > Restaurant)
Business name
Type (Restaurant)
Cuisine type (Contemporary American, Italian, etc.)
Address and phone
Opening hours
Price range
Accepts reservations (true/false)
Payment methods accepted
Amenities like outdoor seating
For the query "brunch restaurants near me," AI uses this homepage schema to verify you're actually a restaurant, you're in the search area, and you're currently open.
Article Schema (Individual Article Pages)
What it does: Identifies content as an article and provides metadata about author, publish date, headline, and topic.
Where it goes: On each individual blog post or article page—not your homepage or service pages
Why it matters: When you create helpful content, Article schema tells AI this is authoritative, published content with a specific author and date—not just random text on a page.
Restaurant example: When you write "Quiet Outdoor Brunch Spots Perfect for Family Dining" and publish it on your blog, that article page gets Article schema identifying:
The headline
Publication date
Author (your restaurant)
The article's topic and description
This is the power of Content Strategy Reports: Every report includes pre-built Article schema specifically designed for that content. You don't have to figure out how to structure it—it's already done correctly. You just add it to the page where you publish the article.
FAQPage Schema (Wherever FAQs Appear)
What it does: Explicitly labels question-and-answer pairs on your website.
Where it goes: On any page that contains FAQ content—dedicated FAQ pages, within service pages, or within article content
Why it matters: When someone asks AI a question, systems specifically look for FAQ content. FAQPage schema makes your Q&As instantly recognizable and dramatically more likely to be cited.
Restaurant example: If you answer "Do you have quiet outdoor seating?" with "Yes, we have a 40-seat covered patio in our garden courtyard, designed specifically for peaceful conversation," FAQPage schema explicitly labels this as a verified Q&A. When someone asks AI about restaurants with quiet outdoor seating, your answer is structured, clear, and easy for AI to cite.
This is huge for AI visibility. Remember the three types of customer intent—transactional, informational, and navigational? FAQ schema directly addresses all three by making your answers to common questions explicit and structured.
Content Strategy Reports include FAQPage schema: Every report generates 5 comprehensive FAQs covering all three intent types, with complete FAQPage schema code ready to implement on whatever page you publish that content.
Service Schema (Service Pages)
What it does: Describes specific services you offer, including service area, what's included, and relevant details.
Where it goes: On pages describing individual services—your "Emergency AC Repair" page, your "Pediatric Dentistry" page, your "Estate Planning" page
Why it matters: Helps AI match your specific offerings to customer needs.
Restaurant example: A restaurant might use Service schema on pages describing:
Brunch service (served Saturday-Sunday, 9 AM-2 PM)
Private dining services
Catering services
Special event hosting
This makes it clear to AI that you specifically offer these services, not just general dining.
Review/AggregateRating Schema (Homepage or Review Pages)
What it does: Displays your average rating and review count.
Where it goes: Typically on your homepage where you showcase overall ratings, or on dedicated review/testimonial pages
Why it matters: Star ratings are trust signals. They also enable rich results in search (those gold stars you see in search results).
Restaurant example: If you have 4.7 stars from 230 reviews, this schema displays that rating prominently on your homepage and signals to AI that you're well-reviewed and trusted by customers.
How to Actually Implement Schema Markup
The good news: you don't need to be a developer to implement schema, though working with your web provider or developer is the recommended approach. The bad news: there are multiple ways to do it, and the best approach depends on your website platform.
Working With Your Web Provider (Recommended)
Best practice: Provide the schema code to your webmaster, web developer, or website provider and ask them to implement it correctly.
Why this matters: Schema needs to be added to your HTML in a way that's:
Properly placed in the page structure
Not wrapped in JavaScript that makes it invisible to AI
Validated and error-free
Maintained when the site is updated
Your web provider knows your specific platform and can ensure the implementation is done correctly.
What to provide them:
The complete schema code
Clear instruction: "Please add this schema code to [specific page URL]"
Request: "Please ensure it's not rendered invisible by JavaScript"
The JavaScript Problem You Must Avoid
Critical warning: Schema wrapped in certain JavaScript implementations can be invisible to AI systems and search engines.
If your schema is only rendered through JavaScript execution—meaning it doesn't appear in the initial HTML source code—AI systems may not be able to read it at all. This defeats the entire purpose.
How to check: View your page source (right-click, "View Page Source"). If you can see the schema code in the raw HTML, you're good. If you can't see it there and it only appears after JavaScript runs, that's a problem.
Solution: Work with your web provider to ensure schema is either:
Hard-coded in the HTML
Server-side rendered (appears in initial HTML)
Implemented using proper JSON-LD format in the page head
This is another reason working with a web professional is recommended—they understand these technical nuances.
Option 1: Use Your CMS Plugin (For DIY Implementation)
If you use WordPress, Wix, Squarespace, or similar platforms, there are plugins and built-in tools that handle schema for you.
WordPress: Plugins like Yoast SEO, RankMath, or Schema Pro add schema automatically based on your settings. These handle homepage schema well.
Wix/Squarespace: These platforms include basic schema in their templates.
Pros: No coding required, handles basic business schema Cons: Limited control, may not include all schema types you need, won't handle custom article content
Important limitation: CMS plugins typically handle your homepage business schema but won't automatically add Article and FAQPage schema to custom content you create. For that, you'll need to add code manually or work with your web provider.
This is where Content Strategy Reports save you time: Rather than figuring out how to structure Article and FAQ schema yourself, the report provides complete, correct code that your web provider can simply add to the article page.
Option 2: Manually Add JSON-LD Code (Technical Approach)
This is the most flexible but technical approach. JSON-LD is the format Google recommends for schema markup.
How it works: You add a script block to your webpage's HTML containing structured data in JSON-LD format. This code goes in the <head> section of your HTML or just before the closing </body> tag.
Restaurant example: Here's what schema code looks like for a restaurant homepage with outdoor seating:
This code goes on your homepage and explicitly tells AI: this is a restaurant, here's the exact address, phone number, cuisine type, price range, and it has outdoor seating.
For article content, you'd add different schema on the article page itself:
Notice this uses @graph to include both Article and FAQPage schema on the same page. This is exactly the format Content Strategy Reports provide—complete, ready-to-implement code.
Pros: Complete control, most accurate, exactly what you need Cons: Requires technical knowledge or working with your web provider
Recommendation: Even if you're not technical, having the correct code (like what Content Strategy Reports provide) means your web provider can implement it quickly and accurately without having to figure out the structure themselves.
The Power of Pre-Built Schema in Content Strategy Reports
Here's what makes Content Strategy Reports particularly valuable for schema implementation:
1. Schema is already built correctly You don't have to learn JSON-LD format, figure out which properties to include, or worry about syntax errors. It's done.
2. Schema matches the generated content exactly The Article schema describes the actual headline, topic, and structure of the content provided. The FAQPage schema labels the exact questions and answers included. Everything is coordinated.
3. Both Article and FAQPage schema work together The report provides both schema types in the proper @graph format so they can coexist on the same page without conflicts.
4. It's implementation-ready You (or your web provider) can copy the schema code, add it to the page where you publish the article, and it works immediately. No customization needed beyond filling in a few placeholders like your business name.
5. It addresses multiple AI visibility factors at once By implementing the article content with its schema, you're simultaneously improving:
Schema Coverage (adding Article and FAQPage schema)
FAQ Intent Coverage (with structured Q&As)
Content Depth (adding educational resource content)
Authority Signals (demonstrating expertise)
This is far more efficient than trying to build schema from scratch for every piece of content you create.
Common Schema Implementation Mistakes
Even when businesses implement schema, they often make mistakes that reduce effectiveness:
Mistake 1: Wrong Page Placement
Putting schema on the wrong pages confuses AI about your site structure.
Example: Adding Article schema to your homepage, or putting LocalBusiness schema on blog posts.
Fix: Schema goes on the specific page it describes. LocalBusiness on homepage, Article on article pages, Service on service pages.
Mistake 2: Schema Hidden by JavaScript
Schema that's only rendered through JavaScript may be invisible to AI.
Example: Schema that appears when you view the page but doesn't appear in the HTML source code.
Fix: Work with your web provider to ensure schema is in the initial HTML, not generated only by JavaScript.
Mistake 3: Incomplete Information
Adding schema but leaving out critical properties makes it less useful.
Example: Restaurant schema that includes name and address but omits hours, phone number, or cuisine type. AI can't fully understand your offering.
Fix: Fill in all relevant properties. If you serve brunch, explicitly include that. If you have outdoor seating, mark it clearly.
Mistake 4: Inaccurate Information
Schema that doesn't match your actual website content creates confusion and distrust.
Example: Schema says you have outdoor seating, but nowhere on your visible page content does it mention this.
Fix: Schema should reinforce and structure information that already appears on the page. Don't add schema for features you don't mention or don't actually have.
Mistake 5: Wrong Schema Type
Using generic schema when more specific types exist.
Example: Using basic Organization schema when LocalBusiness, Restaurant, Dentist, or Attorney schema would be more accurate.
Fix: Use the most specific schema type that applies to your business. Schema.org has hundreds of specific types—use them.
Mistake 6: No FAQ Schema on Q&A Content
Having great FAQ content but not labeling it with FAQPage schema.
Example: You answer "Do you have quiet outdoor seating?" on your page, but without FAQPage schema, AI has to interpret that it's a Q&A rather than knowing for certain.
Fix: Always add FAQPage schema to any Q&A content. This is one of the highest-value schema types for AI visibility. Content Strategy Reports include this automatically for all FAQ content.
Mistake 7: Duplicate or Conflicting Schema
Multiple conflicting schema blocks for the same content.
Example: Your CMS plugin adds restaurant schema to your homepage, but you also manually added different restaurant schema, creating conflicts.
Fix: Audit your schema using Google's Rich Results Test to ensure you don't have duplicates or conflicts.
Testing Your Schema Implementation
After implementing schema, you must test it to ensure it's working correctly.
Google's Rich Results Test
Go to Google's Rich Results Test (search for it or ask your web provider to test) and enter your page URL. This tool shows:
What schema Google detects
Whether it's valid
What rich results you're eligible for
Any errors or warnings
Restaurant example: After adding restaurant schema to your homepage, the test should show your business name, address, cuisine type, and any other properties you included. If something's missing or shows errors, you need to fix it.
For article pages: After adding Article and FAQPage schema, the test should show both types detected with all their properties.
Schema Markup Validator
For more detailed technical validation, use Schema.org's validator. This checks whether your markup follows proper syntax and structure.
What to check:
No error messages
All required properties are present
Property values make sense (phone numbers look like phone numbers, dates are properly formatted, etc.)
Ask your web provider to run these tests after implementation to confirm everything is working correctly.
Real-World Testing
The ultimate test: search for your business using the kinds of queries customers actually use, and see if AI assistants find and recommend you.
Restaurant example: Try asking ChatGPT or Perplexity "quiet outdoor brunch restaurants near [your location]" and see if your restaurant appears in the results. If you've implemented schema correctly, have relevant content, and addressed other visibility factors, you should start showing up.
This isn't instant—it can take weeks for AI systems to crawl and incorporate your schema—but it's the real-world validation that your implementation is working.
Schema for Different Business Types and Where It Goes
While we've focused on the restaurant example, here's a quick guide for other business types:
Service Businesses (HVAC, Plumbing, Electrical):
Homepage: LocalBusiness schema (HVACBusiness, Plumber, Electrician)
Service pages: Service schema for each offering
Service area page: Service area schema
Blog posts: Article + FAQPage schema
FAQ page: FAQPage schema
Medical/Dental Practices:
Homepage: Physician, Dentist, or MedicalClinic schema
Service pages: MedicalProcedure or Service schema
Blog posts: Article + FAQPage schema
Insurance/policy pages: FAQPage schema for common questions
Legal Services:
Homepage: Attorney or LegalService schema
Practice area pages: Service schema for each specialty
Blog posts: Article + FAQPage schema
FAQ page: FAQPage schema
Retail/E-commerce:
Homepage: LocalBusiness or Organization schema
Product pages: Product schema for individual items
Blog posts: Article schema
FAQ page: FAQPage schema
The principle is the same across industries: use the most specific schema type available, place it on the appropriate page, fill in all relevant properties, and add FAQ schema wherever you have Q&A content.
The Relationship Between Content and Schema
Here's something critical to understand: schema doesn't replace content—it structures and labels content that already exists on your page.
Wrong approach: Add schema saying you have outdoor seating without mentioning it anywhere on the visible page.
Right approach: Write helpful content about your outdoor seating area (describing it, showing photos, explaining weather policies), then add schema that structures and labels that existing information.
Think about that restaurant query: "Where can I take my parents for brunch with outdoor seating that's not too loud?"
The ideal webpage would:
Have visible content describing the quiet outdoor patio, mentioning it's perfect for conversation, showing photos
Include LocalBusiness schema on homepage with amenityFeature marking outdoor seating
Publish an article about the dining experience with tips for peaceful brunch
Add Article and FAQPage schema to that article page with questions like "How quiet is your patio?"
The content serves humans. The schema serves AI. Both are necessary, and they work together.
This is exactly what Content Strategy Reports provide: Complete content that serves human readers, plus complete schema that makes that content perfectly readable to AI systems—both working together on the same page.
Why Schema Is Your Competitive Advantage
Most businesses don't have proper schema implementation. Even those that do often have incomplete markup, wrong page placement, or missing FAQ schema.
This is your opportunity.
When someone asks AI for a restaurant recommendation, and AI evaluates dozens of options, the ones with clear, complete, accurate schema on the right pages have a massive advantage. They're easier for AI to understand, verify, and confidently recommend.
For the restaurant industry specifically: imagine someone asks "Where can I take my parents for brunch with outdoor seating that's not too loud near me?"
Restaurant A has:
Outdoor seating mentioned on their homepage
Photos of the patio
But no schema markup anywhere
Restaurant B has:
LocalBusiness schema on homepage with amenityFeature explicitly marking outdoor seating
An article about their peaceful patio with tips for family dining
Article and FAQPage schema on that article page answering questions about noise levels and seating
Content and schema working together
AI can confidently recommend Restaurant B because everything is explicitly labeled, structured, and placed on the appropriate pages. Restaurant A might eventually get recommended too, but AI has to work much harder to verify the information, making it less certain.
Getting Started: Your Schema Implementation Roadmap
If you're starting from scratch, here's a practical roadmap:
Week 1: Foundation (Homepage)
Implement LocalBusiness or Organization schema on your homepage
Include name, address, phone, hours, and business type
Work with your web provider or use a CMS plugin
Test with Google's Rich Results Test
Week 2: Core Pages (Service/Product Pages)
Add appropriate schema to key service or product pages
Each page gets schema describing that specific offering
Test each page individually
Week 3: Content (Article Pages)
Create or optimize content (or use a Content Strategy Report)
Add Article and FAQPage schema to article/blog pages
Ensure schema goes on the specific page where content appears
Verify with validation tools
Week 4: FAQ Content
Implement FAQPage schema on any page with Q&A content
Standalone FAQ pages
FAQ sections within service pages
FAQ sections within articles
Week 5: Refinement
Check for errors and warnings in validation tools
Verify no JavaScript rendering issues
Fill in any missing properties
Ensure information matches visible content
Confirm schema is on the correct pages
Ongoing:
Update schema when business information changes
Add schema to new content as you create it (Content Strategy Reports make this easy)
Monitor whether you're showing up in relevant AI searches
Work with your web provider for major updates
The Technical Translation Layer
Schema markup is the technical translation layer between your human-readable content and AI's need for structured, explicit information. It must be properly placed on the right pages, not hidden by JavaScript, and accurately reflect your visible content.
Without schema, AI must guess and interpret. With schema on the right pages, AI knows exactly what you offer, who you serve, and how you can help.
For that person searching for a quiet outdoor brunch spot for their parents:
Your homepage LocalBusiness schema confirms you're a restaurant with outdoor seating
Your article with Article and FAQPage schema explicitly addresses their concerns about noise and atmosphere
AI can confidently say "Yes, this restaurant has outdoor seating, serves brunch, and has content specifically addressing peaceful dining—this is a great match"
That confidence—that explicit, verified matching made possible by schema on the right pages—is what turns AI systems from hesitant to decisive in recommending your business.
Content Strategy Reports make this dramatically easier: Every report includes complete, ready-to-implement Article and FAQPage schema specifically designed for the content provided. You publish the article, add the schema to that same page (or have your web provider do it), and AI can immediately understand and cite your content. No guessing, no schema learning curve, no technical confusion—just implementation-ready code that works.
And in an AI-powered search environment, being the confident recommendation makes all the difference.
Want content with pre-built schema that's ready to implement?
Content Strategy Reports include complete Article and FAQPage schema code specifically designed for AI-optimized content in your industry—no technical expertise required, just add it to the page where you publish the article.