Schema Markup & Structured Data — Practical Insights


Honest analysis on JSON-LD implementation, structured data strategy, and AI search visibility. Written for web developers, SEO professionals, and local businesses who want clarity over hype.

The E.V.I.L. Briefs

Field notes on structured data, AI search, and getting found by the systems that decide who shows up.

Illustration of an electrician business standing out as an exact match while generic unlabeled businesses fade into the background

Electrician Schema Markup in 2026: You Have a R...

Patrick Scott

Most home service trades don't get their own Schema.org type. There's no PressureWashingBusiness. There's no GutterCleaner. Those trades build their identity from generic types and precise service descriptions — we...

Electrician Schema Markup in 2026: You Have a R...

Patrick Scott

Most home service trades don't get their own Schema.org type. There's no PressureWashingBusiness. There's no GutterCleaner. Those trades build their identity from generic types and precise service descriptions — we...

JSON-LD RoofingContractor schema markup code displayed in a dark code editor alongside a roofing industry visual

Roofing Schema Markup in 2026: The Complete Gui...

Patrick Scott

What roofing schema markup actually does, how to implement it correctly, and what most guides — including every current top-ranking one — get wrong in 2026.

Roofing Schema Markup in 2026: The Complete Gui...

Patrick Scott

What roofing schema markup actually does, how to implement it correctly, and what most guides — including every current top-ranking one — get wrong in 2026.

Side-by-side comparison of correct versus incorrect Shopify schema markup setup

Your Shopify Store's Schema Is Fighting Itself

Patrick Scott

Duplicate Product JSON-LD, invented @types, invisible ratings — the Shopify structured data conflicts that break rich results eligibility, and how to find them in your own store.

Your Shopify Store's Schema Is Fighting Itself

Patrick Scott

Duplicate Product JSON-LD, invented @types, invisible ratings — the Shopify structured data conflicts that break rich results eligibility, and how to find them in your own store.

Pressure washing schema markup: the correct 2026 setup using HomeAndConstructionBusiness instead of CleaningService

There Is No Pressure Washing Schema Type: How t...

Patrick Scott

CleaningService isn't a real Schema.org type. Here's the correct entity architecture for a pressure washing company in 2026 — HomeAndConstructionBusiness on the homepage, Service on service pages, connected by @id.

There Is No Pressure Washing Schema Type: How t...

Patrick Scott

CleaningService isn't a real Schema.org type. Here's the correct entity architecture for a pressure washing company in 2026 — HomeAndConstructionBusiness on the homepage, Service on service pages, connected by @id.

HVAC company website being interpreted as a generic contractor until HVACBusiness schema clarifies the entity.

Schema Markup for HVAC Companies: What Actually...

Patrick Scott

A technically accurate guide to HVAC schema markup in 2026. Covers HVACBusiness entity typing, FAQ rich result changes, JSON-LD examples, and a validation workflow.

Schema Markup for HVAC Companies: What Actually...

Patrick Scott

A technically accurate guide to HVAC schema markup in 2026. Covers HVACBusiness entity typing, FAQ rich result changes, JSON-LD examples, and a validation workflow.

Diagram showing what visitors see versus what search engines read — a webpage above and its JSON-LD structured data layer below.

What Structured Data for SEO Actually Does — An...

Patrick Scott

  The gap nobody talks about There’s a version of your website that you can see. Clean pages, clear headings, the right words in the right places. Then there’s the...

What Structured Data for SEO Actually Does — An...

Patrick Scott

  The gap nobody talks about There’s a version of your website that you can see. Clean pages, clear headings, the right words in the right places. Then there’s the...