Built for AI search

Schema markup, explained.

The technical foundation that helps my sites rank better and appear in rich search results. No tech degree required — I'll explain in plain English.

The basics

What is schema markup?

Think of schema markup as a translation guide for search engines. Humans look at a website and instantly understand "this is a business, they're open 9–5, they do X." Search engines need that information spelled out in a specific format.

That's what schema does. It tells Google exactly what everything on the page means, which helps the business show up better in search results — rich snippets, featured answers, local results.

Stand out in search with extra info

Get found for "near me" searches

Show up in voice search results

Build trust with transparent data

The implementation

What's actually on this site

Local business schema

This is why I show up in 'near me' searches and Google Maps.

What this does

→Appears in local pack results
→Shows business hours in search
→Displays contact info directly
→Enables 'Call' button on mobile

The actual code

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "iBuild Calm",
  "alternateName": "I Build Calm",
  "description": "Custom websites and automation systems that help small businesses grow",
  "url": "https://ibuildcalm.com",
  "email": "tom@ibuildcalm.com",
  "telephone": "(203) 679-1715",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "North Haven",
    "addressRegion": "CT",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 41.3909,
    "longitude": -72.8598
  },
  "areaServed": [
    "North Haven",
    "New Haven",
    "Hamden",
    "Wallingford",
    "Branford"
  ],
  "priceRange": "$$",
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Monday",
      "Tuesday",
      "Wednesday",
      "Thursday",
      "Friday"
    ],
    "opens": "09:00",
    "closes": "17:00"
  }
}

Service schema

Google uses this to understand exactly what I offer.

What this does

→Clarifies what services exist
→Defines service areas
→Links services to the business
→Improves relevance for service searches

The actual code

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Custom Website Development",
  "description": "Custom-built websites for small businesses. Mobile-first, SEO-optimized, built for AI search.",
  "provider": {
    "@type": "LocalBusiness",
    "name": "iBuild Calm",
    "url": "https://ibuildcalm.com"
  },
  "areaServed": [
    "North Haven, CT",
    "New Haven County",
    "Connecticut"
  ],
  "serviceType": "Website Development"
}

FAQ schema

This markup helps capture featured answer boxes at the top of Google.

What this does

→Featured snippet opportunities
→Takes more search real estate
→Answers questions before clicking
→Builds trust through transparency

The actual code

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How much does a website cost?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Projects start in the low five figures and scale based on scope. We talk through the situation on a free call before any numbers are quoted."
      }
    },
    {
      "@type": "Question",
      "name": "How long will my website take?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Typical projects ship in 3 weeks from start to launch."
      }
    }
  ]
}

Breadcrumb schema

This creates clickable paths in search results.

What this does

→Better navigation in results
→Shows site structure
→Additional search real estate
→Improves user experience

The actual code

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://ibuildcalm.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Schema Markup",
      "item": "https://ibuildcalm.com/schema"
    }
  ]
}

Test it yourself

Google's official tools

Rich Results Test

See how pages appear in Google search.

Schema Validator

Check if schema is properly formatted.

Pro tip: right-click this page, view source, search for "application/ld+json" — that's the schema markup in the wild.

Want this kind of foundation under your site?

Every website I build includes comprehensive schema markup, plus dozens of other optimizations that help you get found and convert visitors.

See website services Tell me about your business