How-to Create Services Schema Markup for Businesses

When you are developing a Schema Markup strategy for a business, often there is a Service (Schema.org/Service) they offer that is core to the business. Most SEOs start by optimizing the business, and you may have even used our Ultimate Guide for Local Business Schema Markup. Now you are ready to tackle the less documented, super powerful Services schema markup.

Whether these services be for homeowners, such as roofing, plumbing, contractor or lawn care, or professional services such as marketing, search engine optimization, or defense in a court of law, most companies offer some type of service.  As such, it seems funny that Google’s structured data features do not list a “Service” feature, but instead focus on product schema markup rich results.

In this article we are going to show you how to create awesome Services schema markup, so that Google can understand explicitly what services are offered, to what area, and who is providing them. Services is our co-founder, Mark van Berkel’s favourite schema class, now we will explain why.

Tips for doing Services Schema Markup

Services schema markup is the most specific class to define a service a business offers. There is another class that is often used, called Professional Service. This was deprecated by Schema.org because it was confused with Service. As a result, we recommend using Service instead of Professional Service.

Within the schema markup, you can describe exactly what type of service you offer (additionalType), who is providing the service (provider), and the area that the Service is offered (areaServed). Even more fun, is that you can define the output of the service. For example, if you are optimizing a Mortgage broker site, the output of the Service is a mortgage. Or if the service is for a home builder, the output would be a custom built home. These properties give you the ultimate control in defining the services the business is selling so that Google and other machines can accurately understand it and route appropriate traffic to the page.

Our favourite properties!

  • Use the provider property to define who is offering the Service. This is usually the organization or Local Business that the Service page is for.
  • Use additionalType to define the service more explicitly. Use a Wikidata or Wikipedia link to define this. For example,  you would link to https://en.wikipedia.org/wiki/Plumbing if the service you were optimizing is for Plumbing.
  • Use areaServed to explicitly define where the Service is available. Use a Wikidata or Wikipedia link to define this.
  • Use serviceOutput to define what the outcome of the service is.

Services Schema Markup Properties List

Creating service schema markup can be challenging as there are so few Required properties to guide us. Instead, we will need to decide what is important about the service being offered and use the available properties to call that out in the markup.

So which properties should we use? Your list could possibly vary depending on what features are important to call out about your services and what information is displayed on the web page. Below is a list of properties we recommend you use. If you don’t have the content for one of the properties on your page (eg. a review of your service) then take this as your chance to consider adding it in the future.

  • name: The name of the item.
  • additionalType: An additional type for the item, typically used for adding more specific types from external vocabularies in microdata syntax. This is a relationship between something and a class that the thing is in. This is a great place to use Wikipedia.
  • areaServed: The geographic area where a service or offered item is provided. This is a great place to use Wikipedia.
  • brand: The brand(s) associated with a product or service, or the brand(s) maintained by an organization or business person.
  • description: A description of the service.
  • image: An image of the service. This can be a URL or a fully described ImageObject.
  • logo: An associated logo. You may want to just leave this blank and refer to the Organization and its logo. 
  • offers: An offer to provide this item—for example, an offer to sell a product, rent the DVD of a movie, perform a service, or give away tickets to an event.
  • potentialAction: Indicates a potential Action, which describes an idealized action in which this thing would play an ‘object’ role. For example: “book a demo” or “request a quote”.
  • provider: The service provider, service operator, or service performer. This is a great way to link to the primary organization offering the service. 
  • review: A review of the item. Note that these reviews should be specifically for the service and present on the page.
  • serviceOutput: The tangible thing generated by the service, e.g. a passport, permit, mortgage, etc.
  • subjectOf: Is there a CreativeWork (ie. Blog, Article, Video) that this service is the subject of?
  • url: URL of the page you are optimizing.

How to Create Services Schema Markup in Schema App

Every schema class has a list of properties that are available to be used to further define its features. Schema App gives you access to all the Schema.org/Service properties. The key is to use our recommended list above to call out the information listed on your services web page.  When you login to Schema App, and go to your Schema App Editor, search for Service, and click Create.

You will be asked to provide the name of your service, and the URL. This is the URL where your schema markup will be deployed. Schema App will load the Form Builder with all the Schema.org/Services properties.   Fill in the properties recommended above, linking where required to existing data items. Click Save. Your JSON-LD will be created.

Follow the Step by Step training on how to do Services Markup below.

JSON-LD Example

Here is some sample JSON-LD for a Mortgage page.

<script type="application/ld+json">
{
	"@context": "http://schema.org",
	"@type": "Service",
	"serviceType": "Mortgages",
	"areaServed": [
		{
			"@type": "City",
			"name": "Toronto",
			"@id": "https://en.wikipedia.org/wiki/Toronto"
		},
		{
			"@type": "City",
			"name": "Aurora",
			"@id": "https://en.wikipedia.org/wiki/Aurora,_Ontario"
		},
		{
			"@type": "City",
			"name": "Oshawa",
			"@id": "https://en.wikipedia.org/wiki/Oshawa"
		}
	],
	"audience": "http://www.wikidata.org/entity/Q131524",
	"provider": {
		"@type": "Organization",
		"name": "Hanely Mortgage Group",
		"@id": "http://hanleymortgagegroup.com/"
	},
	"availableChannel": {
		"@type": "ServiceChannel",
		"serviceUrl": "http://hanleymortgagegroup.com",
		"servicePhone": {
			"@type": "ContactPoint",
			"telephone": "1-416-323-0535",
			"name": "Hanley Mortgage Group Sales Contact Point",
			"faxNumber": "1-416-323-0744",
			"description": "Sales phone number for Hanley Mortgage Group",
			"contactType": "sales",
			"availableLanguage": "https://en.wikipedia.org/wiki/English_language",
			"areaServed": [
				{
					"@id": "https://en.wikipedia.org/wiki/Toronto"
				},
				"https://en.wikipedia.org/wiki/King_City,_Ontario"
			],
			"@id": "http://hanleymortgagegroup.com/get-in-touch/#salesnumber"
		},
		"serviceLocation": "http://schemaapp.com/db/Marthas_Dare/Place_2",
		"name": "Hanley Mortgage Group Service Channel Phone Web Office",
		"description": "Contact Hanley Mortgage group by phone, web or office. ",
		"@id": "http://schemaapp.com/db/Marthas_Dare/ServiceChannel_2"
	},
	"description": "Why do major financial institutions make it so difficult for ‘non-traditional’ borrowers? After all, almost 16% of Canadians now work for themselves. And Statistics Canada data suggests that self-employed workers have a higher median net worth than salaried workers.",
	"image": [
		"http://hanley.wpengine.com/wp-content/uploads/2016/02/Entrepreneur.jpg",
		{
			"@type": "ImageObject",
			"width": "1698",
			"url": "http://hanley.wpengine.com/wp-content/uploads/2016/02/Entrepreneur.jpg",
			"height": "1131",
			"@id": "http://hanley.wpengine.com/wp-content/uploads/2016/02/Entrepreneur.jpg"
		}
	],
	"name": "Self Employed Mortgages",
	"serviceOutput": {
		"@type": "Product",
		"name": "Mortgage Loan",
		"@id": "https://en.wikipedia.org/wiki/Mortgage_loan"
	},
	"url": "http://hanleymortgagegroup.com/mortgage-services/self-employed/",
	"@id": "http://hanleymortgagegroup.com/mortgage-services/self-employed/"
}
</script>
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