Schema markup has become an essential tool for contractors looking to improve their online visibility and search engine rankings. When implemented correctly, this structured data helps search engines better understand your website content, potentially leading to enhanced search results with rich snippets, knowledge panels, and other SERP features. However, many contractors make critical mistakes when implementing schema markup that can diminish its effectiveness or even lead to penalties.
Missing or Incomplete Business Information
The Mistake: Many contractors fail to include complete NAP (Name, Address, Phone) information in their LocalBusiness schema markup. Some only add partial information, believing it’s sufficient.
How to Fix It: Ensure your LocalBusiness schema includes comprehensive details about your contracting business:
- Full business name
- Complete physical address
- Phone number with country code
- Business hours
- Service areas
- Accepted payment methods
- Business description
Improper Implementation of Service Schema
The Mistake: Contractors often use generic schema types instead of specific service-oriented schemas that better represent their offerings.
How to Fix It: Implement detailed Service schema for each contracting service you provide. Each service should include:
- Name of the service
- Detailed description
- Price range or specific pricing
- Area served
- Provider information
Inconsistent NAP Information Across the Web
The Mistake: Having different business information in your schema compared to other online listings like Google Business Profile, Yelp, or industry directories.
How to Fix It: Conduct a NAP audit to ensure consistency across all platforms. Your schema markup should match exactly what appears on your:
- Website footer
- Contact page
- Business listings
- Directory profiles
Not Using Review Schema Properly
The Mistake: Many contractors either neglect review schema entirely or implement it incorrectly, missing out on valuable star ratings in search results.
How to Fix It: Properly implement AggregateRating schema that includes:
- Overall rating value
- Rating count
- Best and worst ratings
- The item being reviewed (your business or specific service)
Remember that review schema should only be used for genuine, first-party reviews collected on your site.
Neglecting Project-Specific Schema
The Mistake: Contractors often miss opportunities to showcase their past work through appropriate schema markup.
How to Fix It: Implement Project or ItemList schema for your portfolio or project galleries:
- Use before/after images with ImageObject schema
- Include completion dates
- Add project descriptions
- Incorporate customer testimonials related to specific projects
Failing to Update Schema After Website Changes
The Mistake: Making changes to your website content, services, or contact information without updating the corresponding schema markup.
How to Fix It: Schedule regular schema audits, especially after:
- Website redesigns
- Adding new services
- Changing business hours
- Moving locations
- Price adjustments
Over-Optimization and Keyword Stuffing
The Mistake: Stuffing schema markup with excessive keywords in an attempt to manipulate rankings.
How to Fix It: Keep your schema markup natural and focused on accuracy:
- Use plain language descriptions
- Don’t add irrelevant keywords
- Focus on clarity and precision
- Describe your business and services truthfully
Technical Implementation Errors
The Mistake: Improper syntax or formatting that causes schema to be invalid or unreadable by search engines.
How to Fix It: Validate your schema using Google’s Structured Data Testing Tool or Schema.org’s Validator. Common technical issues include:
- Missing required properties
- Incorrect property values
- Improper nesting of schema types
- Syntax errors in JSON-LD format
Need Expert Help With Your Schema Markup?
Navigating the complexities of schema markup can be challenging for busy contractors. If you’re looking to maximize your online visibility with properly implemented schema, Be Visible Media can help. As an experienced SEO agency based in Cebu, Philippines, we specialize in helping contractors implement effective schema markup strategies that improve search rankings and drive qualified leads.
We can audit your existing implementation, fix errors, and optimize your structured data to help potential customers find your contracting business more easily online.
Remember, proper schema implementation isn’t just about technical correctness—it’s about accurately representing your contracting business in a way that helps both search engines and potential customers understand your unique services and value proposition.
