Definition
Schema markup is structured data, usually written in JSON-LD, that describes a page's content in a standard vocabulary from Schema.org. It helps search engines and AI systems understand who a law firm is, where it is, which attorneys work there and what services it offers.
Why it matters for law firms
Schema does not directly boost rankings, but it helps Google connect your firm, attorneys and locations as clear entities. It can also make pages eligible for rich results such as breadcrumbs and review snippets, and gives AI search tools cleaner facts to cite.
Example
A tax law firm adds LegalService schema to its homepage, Person schema to each attorney bio, and BreadcrumbList schema sitewide. Its attorney names begin appearing correctly in knowledge-style results.
How to improve it
- Add LegalService or Attorney schema to your homepage and location pages.
- Add Person schema to attorney bio pages.
- Validate markup with Google's Rich Results Test.
- Only mark up information that is visible on the page.
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Technical SEO for Law FirmsRelated terms
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026