Schema.org is a shared vocabulary maintained with input from Google, Microsoft, Yahoo and Yandex. JSON-LD, a block of structured JSON placed in the page, is the format Google recommends. You pick the types that fit the page, such as LocalBusiness or a more specific subtype, Service, FAQPage, Article, Person or BreadcrumbList, and fill in properties like name, address, telephone, opening hours, area served and aggregate rating. The markup does not change what visitors see. It gives machines a reliable description instead of making them infer meaning from your layout.
Done properly it can qualify a page for rich results, such as review stars or FAQ expanders, though Google decides whether to show them and has reduced some rich result types over time. The more durable benefit for a service business is clarity about your facts. LocalBusiness schema stating your exact name, phone, address and service area gives every system, including AI assistants, one authoritative version to read. Test with Google's Rich Results Test, and never mark up information that is not visible on the page, which is against the guidelines.
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