Look at two search results for "plumber in Sacramento":
Which one are you more likely to click? The second one, right? Those stars and the review count make it stand out. That's the power of schema markup—specifically review snippets.
Schema markup is code you add to your website that helps search engines understand your content better. In return, they can display rich results (like stars, prices, hours) that grab attention and boost your click-through rate (CTR).
In this guide, we'll focus on two types of schema every service business needs: LocalBusiness and Review snippets. We'll show you how to implement them and watch your CTR climb.
What Is Schema Markup?
Schema.org is a collaborative project to create structured data that search engines understand. When you add schema to your pages, you're essentially labeling your content: "This is a business, here's our address, here are our reviews, here's our phone number."
Google, Bing, and others use this data to enhance search results with rich snippets—extra info like star ratings, price ranges, business hours, and more.
Why Schema Boosts Click-Through Rates
- Visual prominence: Rich snippets take up more space and stand out visually.
- Trust signals: Stars and review counts build instant credibility.
- Relevance: Showing price range or hours helps users decide before clicking.
- Higher CTR: Studies show rich snippets can increase CTR by 20-30% or more.
LocalBusiness Schema: The Foundation
LocalBusiness schema tells Google the key details about your business: name, address, phone, hours, service area, and more. This is essential for local SEO and rich results.
Business name
Address (or service area)
Phone number
Hours of operation
Payment methods
Price range ($ to $$$$)
Geo coordinates
SameAs (social profiles)
Example: LocalBusiness Schema Code
{
"@context": "https://schema.org",
"@type": "Plumber", // or Electrician, RoofingContractor, etc.
"name": "Rapid Plumbing",
"image": "https://www.rapidplumbing.com/logo.png",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Sacramento",
"addressRegion": "CA",
"postalCode": "95814"
},
"telephone": "+19165551234",
"openingHours": "Mo-Su 00:00-23:59", // 24/7
"geo": {
"@type": "GeoCoordinates",
"latitude": 38.5816,
"longitude": -121.4944
},
"priceRange": "$$",
"areaServed": ["Sacramento", "Elk Grove", "Citrus Heights"]
}
You can add this JSON-LD code to your website's <head> or use a plugin if you're on WordPress (like Yoast SEO or Rank Math).
Review Snippets: The CTR Booster
Review snippets show star ratings and review counts right in the search results. They're eye-catching and build trust instantly.
[Image showing a close-up of Google search results with gold review stars highlighted]How to Get Review Snippets
You need two things:
- Genuine customer reviews on your site (not just imported from Google).
- Review schema markup that wraps those reviews.
Here's an example of aggregate review schema (showing overall rating):
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Rapid Plumbing",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "217"
}
}
If you display individual reviews on a page, you can use the Review schema for each.
Important:
Google has strict guidelines for review snippets. Don't fake reviews or markup; you can be penalized. Use only real customer feedback.
Other Schema Types That Help Service Businesses
- Service schema: Describe individual services (e.g., drain cleaning, water heater repair). Can show up in rich results.
- FAQ schema: Frequently asked questions with answers can appear as expandable rich results.
- How-to schema: If you have DIY guides, these can show steps in search.
- Breadcrumb schema: Helps navigation and can show breadcrumbs in results.
How to Implement Schema (Without Coding)
If you're not technical, don't worry. There are easy ways:
- Use a plugin: If you're on WordPress, Yoast SEO, Rank Math, and Schema Pro can generate schema for you.
- Google's Structured Data Markup Helper: A free tool that generates code; you can paste it into your site.
- Hire a developer: For custom sites, a one-time setup is usually affordable.
Testing Your Schema
After adding schema, test it with Google's Rich Results Test (search for it). It will show you if your schema is valid and what rich results Google can generate.
Add schema
Via code, plugin, or tool.
Test
Use Google's Rich Results Test.
Fix errors
Address any warnings or issues.
Monitor
Check Google Search Console for rich report status.
Common Schema Mistakes to Avoid
- Using the wrong type: For a plumber, use
Plumber(subtype of LocalBusiness), not justLocalBusiness. - Inconsistent NAP: Name, address, phone must match your Google Business Profile and citations.
- Missing required fields: Some types require certain properties; test to ensure completeness.
- Review markup without actual reviews: Don't markup reviews you don't have.
- Hiding reviews in tabs: Google may not see them if they're hidden behind tabs; ensure they're visible.
Quick Checklist
The Bottom Line
Schema markup is one of the highest-ROI technical SEO tasks. It takes a little effort to set up, but once it's working, it continuously boosts your click-through rates by making your listings stand out. For service businesses, LocalBusiness and review snippets are non-negotiable. Implement them correctly, and watch more searchers choose you over competitors.
Want us to audit your schema and rich snippet potential?
We'll check your current markup, identify opportunities, and give you a roadmap to richer results—and more clicks.
Get Your Free Schema Audit