"Service" schema

Service schema describes a specific service offered by a business — plumbing repairs, SEO audits, house painting, legal consultations, etc. It's the structured-data counterpart to a service page on a website.

Service schema is particularly valuable for service-area businesses, lead-gen sites, and agencies, where individual service pages are the primary conversion targets.

When to use it

Service markup should be added to any dedicated service page. If your site has separate pages for "Drain Cleaning", "Hot Water Repairs", and "Emergency Plumbing", each page should have its own Service block. Don't apply a single Service to a generic homepage that lists many services.

Key properties

• name – the service name
• description – a description of the service, or what's included
• provider – the Organization or LocalBusiness providing the service
• serviceType – a category label (e.g. "SEO audit")
• areaServed – the region where the service is offered
• offers – pricing via an Offer object
• aggregateRating / review – ratings and reviews (only if shown on the page)
• category – broader classification
• audience – target customer type
• hasOfferCatalog – useful for grouping multiple offers/packages

Example (JSON-LD)

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Technical SEO Audit",
  "description": "A comprehensive 100+ point audit of your website's technical SEO health.",
  "provider": {
    "@type": "Organization",
    "name": "Company Name",
    "url": "https://companyname.com.au"
  },
  "serviceType": "SEO Audit",
  "areaServed": {
    "@type": "Country",
    "name": "Australia"
  },
  "offers": {
    "@type": "Offer",
    "price": "1500",
    "priceCurrency": "AUD"
  }
}

SEO value

• Helps search engines understand individual services as distinct entities
• Reinforces local relevance when paired with areaServed
• No specific rich result is tied to Service for most categories, but it strengthens entity and local SEO signals

Best practices

• Use areaServed for local service-area businesses
• Only include aggregateRating if you're actually displaying reviews on the page — fabricated ratings violate Google's guidelines
• For sites with structured pricing tiers, model each tier as a separate Offer inside hasOfferCatalog

Schema

Disclaimer: All information contained herein is for informational purposes only. It is not advice or instructional.