What schema is for
It is a labeled version of facts already on the page. Name, phone, area served, opening hours, the services, the FAQs. Google has used this for years for rich results. Assistants use the same facts when they try to name a business without inventing one.
I put JSON-LD in the finished HTML. You can view source and read it. That matters. A lot of WordPress plugins inject schema that contradicts the visible page — five-star aggregates you did not earn, a storefront address you do not have, breadcrumbs that 404. Wrong schema is worse than none.
What I will mark up
The organization. The pages. Breadcrumbs. FAQs that are actually on the page. Services that are actually offered. I will not mark up reviews we did not collect. I will not invent an address to look more “local” in the code than you are in real life.
Schema does not replace the page
If the visible copy is thin, labeled thin copy is still thin. Structured data is how we make a good page easier to parse. It is not how we fake a good page.
