Most business websites look fine on the surface. Clear messaging, modern design, decent content. Yet when search engines and AI systems assess them, many are still treated as vague, incomplete or low-confidence sources.
The reason is simple: modern search doesn’t just read websites. It interprets businesses.
Schema is the framework that allows your website to communicate clearly with search engines, AI models, voice assistants, and future discovery platforms. When implemented properly, it transforms your site from a collection of pages into a structured business entity that machines can understand and trust.
A structured business entity is a way of presenting your company to search engines and AI systems as a clearly defined, real-world organisation rather than just a collection of web pages. Through structured data, your business is understood in terms of who you are, what you offer, where you operate, who represents you, and how you’re connected across the wider web. This clarity allows search platforms to trust, categorise, and surface your business more confidently across search results, AI answers, and emerging discovery channels.
At a high level, effective schema helps establish:
- Clear business identity
- Defined services and expertise
- Verifiable trust signals
- Eligibility for enhanced visibility across search and AI.
Below are the seven schema types that form the foundation of a serious, future-ready business website and why each one matters.
1. Organisation Schema
Defining who your business is not just what your website says
Organisation schema provides a formal declaration of your business identity. Rather than relying on scattered signals across headers, footers, and external listings, it presents a single, authoritative definition of who you are.
What problem this solves
Without structured organisational data, search engines must infer your identity from fragmented information. This often causes issues where:
When business names are similar or reused
Many businesses share common naming patterns: “Solutions”, “Group”, “Consulting” or location-based names. Without structured clarification, search engines can easily confuse one company with another operating in a different region or sector. Organisation schema clearly defines which business your website represents, reducing the risk of your brand being mixed up with similarly named companies.
Example:
Two firms called “Axis Consulting” operate in different parts of the UK. One uses Organisation schema linked to its registered business details and profiles; the other does not. Search engines can confidently distinguish the structured business, while the unstructured one risks diluted visibility.
When brands have evolved over time
Businesses grow, rebrand, merge, or change direction. While humans understand this history, search engines often struggle to connect old and new brand signals unless they are formally structured.
Organisation schema allows you to define your current identity while maintaining continuity with your past.
Example:
A company previously known under a different trading name updates its website but leaves legacy mentions across directories and social platforms. By structuring the organisation properly, search engines can understand that both names refer to the same evolving business rather than two separate entities.
When multiple locations or trading names exist
Businesses operating across regions or under multiple trading names often appear fragmented online. Without clear structure, search engines may treat each presence as disconnected or inconsistent.
Organisation and related schema help unify these under one recognised entity.
Example:
A service provider operates nationally but trades under slightly different names in different regions. Structured organisation and location data allow search engines to recognise these as part of the same business, improving trust and consistency across search results.
Organisation schema removes this ambiguity and anchors your site to one recognised entity.
How search engines interpret it
When Organisation schema is present and consistent, search engines can confidently:
This clarity feeds directly into trust assessment, brand understanding, and AI-driven summaries.
A practical example
Two companies offer the same service in the same city. One relies on page copy alone. The other uses Organisation schema linked to its Google Business Profile, Companies House listing, and LinkedIn presence.
When search engines assess legitimacy or authority, the second business has a clear structural advantage, even if both websites appear similar to human users.
2. Service Schema
Turning offerings into defined commercial entities
Most businesses describe services in paragraphs. Service schema defines them as actual services, with structure, context, and intent.
What problem this solves
When services are only described in text, search engines struggle to distinguish between:
- Informational content
- Promotional pages
- Genuine service offerings
This can weaken visibility for high-intent searches.
How search engines interpret it
Service schema allows search systems to understand:
- What you offer
- Who it’s for
- Where it’s provided
- How it relates to your business entity
This directly supports eligibility for commercial search results and AI-driven recommendations.
A practical example
A consultancy publishes detailed thought leadership but never defines its consulting services structurally. A competitor clearly marks each service using Service schema.
When a potential client searches for help, the second business is far more likely to be treated as a service provider rather than a publisher.
3. Person Schema
Making expertise visible and attributable
Search engines increasingly evaluate who is behind a business, especially in professional and service-based industries.
What problem this solves
Many websites hide expertise behind brand messaging. This makes it difficult for search engines to assess:
- Qualifications
- Experience
- Authority
Person schema gives expertise a defined place within your digital presence.
How search engines interpret it
Person schema allows systems to:
- Attribute content and services to real people
- Assess experience and authority signals
- Strengthen E-E-A-T (Experience, Expertise, Authority, Trust)
This is particularly important where trust and credibility influence decision-making.
A practical example
A founder-led business with visible leadership and qualifications uses Person schema to link its experts to services and content. A competitor does not.
When authority matters, the structured business appears far more credible — even before content quality is considered.
4. Review & Rating Schema
Structuring reputation rather than displaying testimonials
Reviews influence trust, but unstructured testimonials often fail to carry real weight with search engines.
What problem this solves
Without structure, reviews:
- Remain disconnected from the business entity
- Lack verification context
- Are harder for machines to evaluate
How search engines interpret it
Properly implemented review schema helps:
- Reinforce trust and legitimacy
- Connect reputation directly to your entity
- Support eligibility for enhanced search features (where appropriate)
This is about proof, not promotion.
A practical example
Two businesses have excellent customer feedback. One embeds reviews as plain text. The other structures them in relation to its organisation and services.
Search engines can clearly interpret which business has verified, consistent reputation signals — and that confidence carries forward into visibility decisions.
5. FAQ Schema
Guiding how your business is explained
FAQ schema has evolved beyond expandable results. It now feeds AI summaries, voice search, and contextual answers.
What problem this solves
Without structured FAQs, your business risks:
- Being misinterpreted
- Having answers generated without context
- Losing control of messaging
How search engines interpret it
FAQ schema allows your own explanations to be used as trusted reference points. This helps shape how your services, pricing, or processes are described across platforms.
A practical example
A business answers common client concerns clearly using FAQ schema. A competitor leaves explanations scattered across blog posts.
When AI systems generate summaries, the structured business is far more likely to influence the narrative.
6. Location / LocalBusiness Schema
Confirming real-world presence digitally
For businesses serving real locations, structured local data is foundational.
What problem this solves
Inconsistent or missing location signals weaken:
- Local visibility
- Trust
- Map relevance
How search engines interpret it
LocalBusiness schema helps align:
- Website data
- Google Business Profile information
- External directory listings
This consistency reinforces legitimacy and local authority.
A practical example
A multi-location business structures each branch properly. A competitor relies on generic location mentions.
Search engines can confidently associate services with real places — improving visibility where it matters most.
7. SameAs & Entity Linking
Creating clarity across the wider web
SameAs schema connects your business to trusted external references.
What problem this solves
Without entity linking, search engines may struggle to confirm that:
All refer to the same business.
How search engines interpret it
SameAs links help verify identity by connecting your site to authoritative sources such as professional directories, social platforms, and official records.
A practical example
A business links its website, LinkedIn profile, Companies House entry, and press mentions through structured entity references. A competitor does not.
The first business becomes easier to verify, trust, and recommend.
When These Seven Work Together
Individually, each schema type adds clarity. Together, they form digital infrastructure.
When implemented as a system, businesses benefit from:
- Faster trust establishment
- Stronger AI and assistant visibility
- Reduced reliance on paid acquisition
- Greater resilience as search evolves.
This isn’t about chasing features. It’s about ensuring your business is understood properly, now and in the future.
Hi, I’m Dave. I’ve been building websites and helping businesses grow online for over 20 years. If you think we can work together, get in touch today and say hello.