SEO
Schema Markup by Trade: The Right LocalBusiness Subtype for Roofers, HVAC, Plumbers, and More
Which Schema.org LocalBusiness subtype fits your trade, what to do when no exact type exists, and the properties every contractor should fill in.
Schema.org offers dozens of specific LocalBusiness subtypes. Using the one that matches your trade tells search engines and AI assistants what you do without guessing. Many contractor sites still use plain LocalBusiness, which is valid but vague.
Here is a quick reference by trade, plus what to do when your trade has no exact match.
Home and construction subtypes that exist
Schema.org groups many trades under HomeAndConstructionBusiness. Specific types include RoofingContractor, HVACBusiness, Plumber, Electrician, GeneralContractor, HousePainter, Locksmith, and MovingCompany. Each one inherits all the properties of LocalBusiness, so you lose nothing by being specific.
If you are a roofer, use RoofingContractor. If you install and repair heating and cooling, use HVACBusiness. If you do plumbing, use Plumber. The more specific type is the clearer signal.
When no exact type exists
Many trades, such as solar installation, fencing, gutters, pressure washing, deck building, and landscaping, do not have a dedicated subtype. In that case, use the closest parent, often HomeAndConstructionBusiness, and describe your services clearly with Service markup and a plain description.
Do not invent a type name. Search engines ignore types that do not exist in the vocabulary. You can also list more than one type in an array when you genuinely do both, such as a company that is both a Plumber and an HVACBusiness.
Properties every contractor should fill in
name, url, telephone, address (or areaServed if you have no public office), openingHoursSpecification, logo, image, priceRange if you can state one honestly, sameAs links to your official profiles, and areaServed with the cities or counties you actually serve.
For service area businesses without a storefront, Google's own Business Profile rules let you hide your address. Mirror that choice on your website. Our guide to multi-location and service area schema covers this in depth.
Add Service markup for each main job
Your business type says what you are. Service markup says what you do. A roofer might have separate Service entries for roof replacement, roof repair, storm damage inspection, and gutter installation, each on its own page.
Connect each Service to your business using provider and an @id reference, so search engines see one company offering several services rather than several unrelated businesses.
Licenses and credentials
If your trade requires a license, show the license number on your website where customers can see it. Schema.org offers hasCredential for describing credentials, though support in search features is limited. The visible license number on the page is what matters most for trust.
Test and keep it current
Validate with the Rich Results Test and the Schema.org validator. Update markup whenever your phone, hours, service area, or services change. Out-of-date markup is one of the most common problems we find, as covered in schema markup not working.
Need help? Our SEO and AI search service includes technical schema setup, and our industry lead programs can fill your calendar while your SEO grows.
Frequently Asked
Questions & answers
What schema type should a roofer use?
Use RoofingContractor, which is a specific subtype of HomeAndConstructionBusiness and LocalBusiness on Schema.org.
Is there a schema type for solar installers?
There is no dedicated solar installer type. Use HomeAndConstructionBusiness or LocalBusiness and describe your services with Service markup.
Can I list two business types?
Yes. You can use an array such as Plumber and HVACBusiness when your company genuinely offers both.
Should service area businesses include an address?
If you hide your address on Google Business Profile, keep your markup consistent and use areaServed to describe where you work.
Put this into practice
Check your market for exclusive leads
See whether your service area and category are still open for exclusive representation.
Check availability