Schema markup is code that helps search engines understand your content. For law firms, proper schema implementation can lead to rich results in search—enhanced listings with additional information like ratings, FAQs, and business details that make your firm stand out and attract more clicks.
What Is Schema Markup?
Schema markup is a standardized vocabulary (schema.org) that you add to your website's code. It explicitly tells search engines what your content means, not just what it says.
Benefits for Law Firms
- Rich snippets: Enhanced search result displays
- Knowledge panel: Information boxes about your firm
- Better understanding: Clearer signals to Google
- Voice search: Better positioning for voice results
- Click-through rates: More attractive search listings
Essential Schema Types for Law Firms
Organization Schema
Basic information about your law firm:
- Legal name
- Logo
- Contact information
- Social media profiles
- Founding date
- Description
LocalBusiness Schema
Physical location details:
- Address
- Phone number
- Opening hours
- Geographic coordinates
- Price range
- Service area
Attorney Schema (Person)
Individual lawyer information:
- Name
- Job title
- Image
- Education (alumni of)
- Work experience
- Areas of expertise
LegalService Schema
Practice area and service details:
- Service type
- Provider (your firm)
- Area served
- Description
Rich Result Schema Types
FAQ Schema
For FAQ content on your pages:
- Can display Q&A directly in search results
- Expands your search listing
- Great for question-based content
- Increases click-through rates
Review/Rating Schema
Display ratings in search results:
- Aggregate rating display
- Star ratings in search
- Review count
- Must follow Google's review guidelines
HowTo Schema
For process-oriented content:
- "How to File for Divorce"
- "What to Do After a Car Accident"
- Step-by-step display in search
Article Schema
For blog posts and articles:
- Headline
- Author
- Date published/modified
- Publisher
- Image
BreadcrumbList Schema
Shows navigation path in search:
- Home → Practice Areas → Personal Injury
- Helps users understand page context
- Improves click-through behavior
Implementation Methods
JSON-LD (Recommended)
JavaScript notation added to page head:
- Easiest to implement and maintain
- Doesn't affect visible content
- Google's preferred format
- Can be dynamically generated
Implementation Options
- Manual code addition
- CMS plugins (Yoast, Rank Math)
- Google Tag Manager
- Custom development
Schema for Different Page Types
Homepage
- Organization
- LocalBusiness
- WebSite with SearchAction
Practice Area Pages
- LegalService
- FAQ (if Q&A content present)
- BreadcrumbList
Attorney Bio Pages
- Person (Attorney)
- BreadcrumbList
Blog Posts
- Article
- FAQ (if applicable)
- HowTo (if applicable)
- BreadcrumbList
Contact/Location Pages
- LocalBusiness
- ContactPoint
Testing Schema Markup
Testing Tools
- Google Rich Results Test: See if schema qualifies for rich results
- Schema.org Validator: Validate syntax
- Google Search Console: Monitor errors and enhancements
What to Check
- No syntax errors
- Required properties included
- Valid property values
- Accurate information
- Eligible for rich results
Common Schema Mistakes
- Missing required properties: Check documentation for requirements
- Inaccurate information: Schema must match page content
- Review schema abuse: Only use for genuine, eligible reviews
- Over-markup: Only mark up visible, relevant content
- Not testing: Always validate before and after
Schema Best Practices
- Keep schema consistent with page content
- Update schema when content changes
- Use the most specific type available
- Include all relevant recommended properties
- Test regularly for errors
- Monitor Search Console for issues
Monitoring Schema Performance
In Google Search Console
- Review enhancement reports
- Monitor for errors and warnings
- Track which pages have valid schema
- See which rich results you're earning
Schema as Foundation
Schema markup is a technical SEO fundamental that many law firms overlook. While it's not a direct ranking factor, it helps search engines understand your content and can significantly improve how your listings appear in search results.
Start with the essentials—Organization, LocalBusiness, and Attorney schema—then expand to FAQ and Article markup as you build content. Proper schema implementation is an investment in your search visibility that compounds over time, making every other SEO effort more effective.