Schema Examples for Entity Clarity

Structured data should describe the visible page and the real entity behind it. These examples are starting points, not universal templates. Replace every placeholder with accurate business, author, and page details before publishing.

Google recommends JSON-LD for structured data and warns that markup should not describe hidden, misleading, or irrelevant content. Treat schema as a clarity layer for content that already exists on the page.

Where each schema type belongs

• Organization: the homepage, about page, or a dedicated organization profile page.
• LocalBusiness: the homepage or location page for a real local business location or service-area business.
• Article: a guide, blog post, research asset, or editorial resource.
• Person: an author page or author section when the author is visible and meaningful.
• BreadcrumbList: pages with a clear hierarchy, such as guides, topics, tools, and category pages.

Avoid adding every schema type to every page. Use the most specific markup that reflects the main purpose of the page.

Organization JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://example.com/#organization",
  "name": "Example Software Co.",
  "url": "https://example.com/",
  "logo": "https://example.com/logo.png",
  "description": "Example Software Co. builds scheduling software for home service teams.",
  "sameAs": [
    "https://www.linkedin.com/company/example-software-co",
    "https://www.crunchbase.com/organization/example-software-co"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer support",
    "email": "support@example.com",
    "url": "https://example.com/contact/"
  }
}
</script>

Use this when the page clearly identifies the organization. Keep sameAs links limited to official or authoritative profiles.

LocalBusiness JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "@id": "https://exampledental.com/#localbusiness",
  "name": "Example Dental Studio",
  "url": "https://exampledental.com/",
  "telephone": "+1-512-555-0147",
  "image": "https://exampledental.com/images/office.jpg",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78701",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 30.2672,
    "longitude": -97.7431
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday"],
      "opens": "08:00",
      "closes": "17:00"
    }
  ],
  "sameAs": [
    "https://www.google.com/maps?cid=0000000000000000000",
    "https://www.facebook.com/exampledental"
  ]
}
</script>

Use the most specific subtype that honestly fits the business, such as Dentist, Restaurant, LegalService, or ProfessionalService. The NAP details should match the visible page, Google Business Profile, and key citations.

Article With Author JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "@id": "https://example.com/guides/local-seo-audit/#article",
  "headline": "Local SEO Audit Checklist for Multi-Location Teams",
  "description": "A practical checklist for reviewing local pages, citations, reviews, and Google Business Profile data.",
  "datePublished": "2026-06-25",
  "dateModified": "2026-06-25",
  "mainEntityOfPage": "https://example.com/guides/local-seo-audit/",
  "author": {
    "@type": "Person",
    "name": "Jordan Lee",
    "url": "https://example.com/authors/jordan-lee/"
  },
  "publisher": {
    "@id": "https://example.com/#organization"
  }
}
</script>

Use this on editorial pages where the article title, author, dates, and publisher are visible. Do not invent expert authorship if the site does not show a real author or editorial owner.

Breadcrumb JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Guides",
      "item": "https://example.com/guides/"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Local SEO Audit Checklist",
      "item": "https://example.com/guides/local-seo-audit/"
    }
  ]
}
</script>

Breadcrumb markup is useful when the page has a clear path in the site architecture. Keep names and URLs aligned with visible navigation where possible.

Entity clarity checklist

• One canonical organization name.
• One canonical homepage URL.
• Consistent NAP details for local businesses.
• Clear author names and bios for expert content.
• Internal links between organization, author, service, location, guide, and tool pages.
• External profiles that describe the same entity consistently.
• Structured data that matches visible page content.

Validation workflow

1. Add markup to a small set of representative templates.
2. Validate syntax with Google’s Rich Results Test.
3. Check generic schema validity with Schema.org’s validator when needed.
4. Inspect important URLs in Search Console after deployment.
5. Watch for structured data warnings after template changes.

Useful source references

• Google Search Central: Organization structured data
• Google Search Central: Local Business structured data
• Google Search Central: Article structured data
• Google Search Central: Breadcrumb structured data
• Google Search Central: General structured data guidelines

The best schema implementation is boringly accurate. It helps search systems understand what users can already see.