Service Schema

Service describes a service offered by a business or organization, including what type of service it is, who provides it, and where it is available. It gives search engines and AI systems structured data about service offerings so they can answer questions like "what cleaning services are available in Boston?" with data pulled directly from the markup.

When to use Service

Use Service markup on pages that describe a specific service offering. This includes service landing pages, pricing pages, individual service detail pages, and government benefit descriptions. Each distinct service should have its own Service entity.

Service is a direct subtype of Intangible, which inherits from Thing. Subtypes of Service include FinancialProduct, GovernmentService, BroadcastService, and CableOrSatelliteService.

Google rich result support

Google does not have a dedicated structured data feature for Service. No rich result type exists for general service markup. However, specific subtypes may interact with other Google features (e.g., GovernmentService with special announcements during COVID-19). The markup remains valuable for AI answer engines and local search signals.

Fields

Not mentioned by Google

These fields are defined by schema.org but are not referenced in any Google structured data documentation.

• provider — Organization or Person
• serviceType — Text or GovernmentBenefitsType

JSON-LD example

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Weekly Home Cleaning",
  "serviceType": "Residential cleaning",
  "description": "Professional weekly cleaning service for homes up to 3,000 sq ft. Includes kitchen, bathrooms, and common areas.",
  "provider": {
    "@type": "LocalBusiness",
    "name": "ACME Home Cleaning",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Boston",
      "addressRegion": "MA",
      "postalCode": "02101"
    },
    "telephone": "+1-617-555-0123",
    "url": "https://acmecleaning.com"
  },
  "areaServed": {
    "@type": "State",
    "name": "Massachusetts"
  },
  "offers": {
    "@type": "Offer",
    "price": "150",
    "priceCurrency": "USD",
    "priceSpecification": {
      "@type": "UnitPriceSpecification",
      "unitText": "per visit"
    }
  }
}

Webflow implementation

For Webflow sites with a services CMS collection, create fields for service name, service type, description, and pricing. Use an Embed element on the template page with JSON-LD referencing those CMS fields. Hardcode the provider details if all services share the same business entity.

Schema HQ generates Service entities from your CMS collection, automatically nesting your organization data as the provider and mapping service fields to the correct schema properties.