Technical SEO
Schema Markup for HVAC Sites: A Plain-English Guide
What schema markup is, why HVAC contractors need it, and exactly which types to use. With copy-paste examples.
Schema markup is invisible code on your website that tells Google exactly what your content means: that you're a local business, what services you offer, your hours, your ratings. Sites with proper schema get more clicks because Google can show enhanced results — star ratings, prices, hours — directly on the search page.
Most HVAC contractor sites have no schema at all. Adding it is a one-time job that pays off forever.
The 3 schema types every HVAC site needs
- LocalBusiness — your business identity, address, hours
- Service — each individual service you offer
- AggregateRating — your star rating from Google reviews
1. LocalBusiness schema
This is the foundation. It tells Google you're a real local company at a specific address with verifiable contact info. Use the more specific HVACBusiness type if your platform supports it.
2. Service schema
For each service page (AC repair, furnace install, etc.), add Service schema. This lets Google understand exactly what you offer — and gives you a chance to rank in service-specific searches.
Each Service entry should include: name, description, provider (your business), areaServed (the cities/ZIPs), and serviceType.
3. AggregateRating schema
Add this to your homepage to show your Google star rating in search results. The ratingValue, reviewCount, and itemReviewed fields are required. If you have a 4.7 average from 89 reviews, that golden ★★★★★ in search results dramatically lifts click-through rate.
Where to put schema markup
Schema goes inside a <script type="application/ld+json"> block in your page's <head>. Most modern site builders (WordPress with a plugin, Webflow, Wix, Squarespace) have a way to inject JSON-LD. If you're stuck, ask your developer or use a plugin like Yoast SEO or Rank Math.
Common mistakes
- Lying about review counts — Google will catch and penalize this
- Using LocalBusiness on every page (use it on homepage; use Service on service pages)
- Forgetting to update schema when you change your phone number or address
- Mixing schema with conflicting NAP info from elsewhere on the page
How to test it
Google has a free Rich Results Test at search.google.com/test/rich-results. Paste your URL and Google will show you exactly what it can and can't read. If you see errors, fix them before they hurt rankings.
Schema isn't a magic bullet — it doesn't directly raise rankings. But it dramatically improves how your site shows up in search results, which improves CTR, which improves rankings over time. It's a one-time effort with permanent payoff.