If your law firm’s website has great content but still isn’t showing up in AI-powered search results, the problem may be hidden in your code.
It’s not your keywords.
It’s not your backlinks.
It’s your schema markup — and if you’re missing it, you’re practically invisible to Google’s featured snippets and AI tools like ChatGPT, Gemini, Grok and Perplexity.
In this post, we’ll break down what schema is, why it’s critical for AI visibility, and how law firms can start using it — the right way.
What Is Schema Markup?
Schema markup (also known as structured data) is a type of code that tells search engines and AI tools what your content means, not just what it says.
Think of it like adding labels to a filing cabinet:
- Instead of a long document labeled “About Us,” schema tells AI, “This section is a licensed attorney bio.”
- Instead of a wall of text, schema says, “This block is a client review.”
- Instead of just listing practice areas, schema identifies them as “services provided.”
This markup is invisible to visitors — but search engines and AI tools rely on it to decide whether your site is accurate, credible, and worth showing. So, it sits behind the scenes as a little script that runs only for the bots crawling your site.
Why Schema Is Critical for Law Firm SEO and AEO
Search is changing fast. By 2027, AI-driven search tools are expected to replace traditional search engines for most legal queries.
But unlike Google, these tools don’t show 10 links.
They show one answer, maybe two – and if your site isn’t structured to feed that answer, it won’t get picked.
Schema markup gives your site the structure that AI assistants understand and prioritize.
Here’s what schema helps with:
- Showing up in featured snippets, FAQs, and voice results
- Getting indexed more accurately
- Improving click-through rates by enhancing your search appearance
- Making your law firm the “single answer” AI tools display
This is the future of AEO (Answer Engine Optimization). Schema is no longer a bonus — it’s a requirement.
5 Schema Types Every Law Firm Should Be Using
Not all schema is created equal.
Here are the five types we recommend implementing immediately on law firm websites:
1. LocalBusiness Schema
This tells AI your business is real, local, and verified — critical for Local SEO and Google Maps.
Include:
- Name, address, phone (NAP)
- Hours of operation
- URL and email
- Price range
- Bar association and license details
Use the code below as a guide:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “LegalService”,
“name”: “Ivol Legal Group”,
“image”: “https://www.ivollegal.com/images/logo.png”,
“@id”: “https://www.ivollegal.com”,
“url”: “https://www.ivollegal.com”,
“telephone”: “(412) 555-1234”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main St Suite 200”,
“addressLocality”: “Pittsburgh”,
“addressRegion”: “PA”,
“postalCode”: “15222”,
“addressCountry”: “US”
},
“priceRange”: “$$”,
“openingHours”: “Mo-Fr 09:00-17:00”,
“geo”: {
“@type”: “GeoCoordinates”,
“latitude”: 40.4406,
“longitude”: -79.9959
},
“sameAs”: [
“https://www.facebook.com/ivollegal”,
“https://www.linkedin.com/company/ivol-legal-group”,
“https://www.youtube.com/@ivollegal”,
“https://www.justia.com/lawyers/pennsylvania/ivol-legal-group”
]
}
</script>
2. Attorney / Person Schema
This needs to be on each attorney bio page.
Add this to each attorney bio page to highlight:
- Education and credentials
- Bar numbers and certifications
- Speaking engagements or articles published
- Awards or honors
This boosts E-E-A-T (Experience, Expertise, Authority, Trustworthiness), which AI and Google love.
Use the code below as a guide:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Person”,
“name”: “Stacey A. Ivol, Esq.”,
“image”: “https://www.ivollegal.com/images/stacey-ivol.jpg”,
“jobTitle”: “Founder & Estate Planning Attorney”,
“worksFor”: {
“@type”: “LegalService”,
“name”: “Ivol Legal Group”
},
“url”: “https://www.ivollegal.com/team/stacey-ivol”,
“sameAs”: [
“https://www.linkedin.com/in/staceyivol”,
“https://www.avvo.com/attorneys/15222-pa-stacey-ivol-123456.html”
],
“alumniOf”: {
“@type”: “CollegeOrUniversity”,
“name”: “University of Pittsburgh School of Law”
},
“memberOf”: “Pennsylvania Bar Association”,
“knowsAbout”: [“Estate Planning”, “Wills”, “Trusts”, “Probate”],
“description”: “Stacey A. Ivol is an experienced estate planning attorney based in Pittsburgh, PA with over 15 years of experience helping families protect their legacy.”
}
</script>
3. FAQPage Schema
FAQ schema allows your site’s questions and answers to be featured directly in search results or cited by AI tools.
We recommend creating FAQ sections for:
- Each practice area
- Legal procedures (e.g., “How long does probate take in Pennsylvania?”)
- General law firm policies
Use the code below as a guide:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [
{
“@type”: “Question”,
“name”: “Do I need a will in Pennsylvania?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Yes, a will ensures your assets are distributed according to your wishes and can simplify probate for your family.”
}
},
{
“@type”: “Question”,
“name”: “How long does probate take in Allegheny County?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Probate typically takes 9–12 months in Allegheny County, but it can vary depending on the complexity of the estate.”
}
}
]
}
</script>
4. Service Schema
Each area of practice (AKA service) like estate planning, family law, bankruptcy, etc. should have its own page — and its own schema.
This improves targeting and helps you show up when people search “bankruptcy lawyer in Westmoreland County,” instead of just “lawyer.”
Use the code below as a guide:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Service”,
“serviceType”: “Estate Planning”,
“provider”: {
“@type”: “LegalService”,
“name”: “Ivol Legal Group”,
“url”: “https://www.ivollegal.com”
},
“areaServed”: {
“@type”: “Place”,
“name”: “Allegheny County, Pennsylvania”
},
“description”: “Comprehensive estate planning services including wills, trusts, powers of attorney, and healthcare directives for individuals and families in Pennsylvania.”,
“url”: “https://www.ivollegal.com/services/estate-planning”,
“availableChannel”: {
“@type”: “ServiceChannel”,
“serviceLocation”: {
“@type”: “Place”,
“address”: {
“@type”: “PostalAddress”,
“addressLocality”: “Pittsburgh”,
“addressRegion”: “PA”
}
}
}
}
</script>
5. Article Schema
Blogs and educational content should be marked up as articles, with:
- Author info
- Published and updated dates
- Tags for practice areas or jurisdictions
Google rewards recency. Article schema helps prove your site is active and trustworthy.
Use the code below as a guide:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Article”,
“mainEntityOfPage”: {
“@type”: “WebPage”,
“@id”: “https://www.ivollegal.com/blog/schema-for-law-firms”
},
“headline”: “Why Schema Is the Secret to Law Firm SEO in 2025”,
“image”: “https://www.ivollegal.com/images/blog/schema-law-firms-cover.jpg”,
“author”: {
“@type”: “Person”,
“name”: “Stacey A. Ivol”
},
“publisher”: {
“@type”: “Organization”,
“name”: “Ivol Legal Group”,
“logo”: {
“@type”: “ImageObject”,
“url”: “https://www.ivollegal.com/images/logo.png”
}
},
“datePublished”: “2025-12-15”,
“dateModified”: “2025-12-15”
}
</script>
How to Add Schema to Your Law Firm Website (Safely)
Here are a few ways to get started — but be careful: it’s easy to implement schema incorrectly and accidentally break your site or hurt your rankings.
Method 1: WordPress Plugins
If your site runs on WordPress, tools like RankMath offer built-in schema functionality.
They let you:
- Set default schema types per page/post
- Customize person, service, and local business schema
- Add FAQ blocks easily
Tip: RankMath tends to offer more granular schema control than most other plugins
Method 2: Online Schema Generators
If you’re using Squarespace, Weebly, Wix, or a custom HTML site, you can use free tools like:
These tools let you paste in your firm details and generate copy-paste JSON-LD code.
BUT: You still need to insert it into your site properly and test it using Google’s Rich Results Test or Schema.org’s validator.
Method 3: AI-Generated Schema (Advanced)
Tools like ChatGPT can generate schema markup if you prompt them correctly, but be cautious — AI sometimes produces invalid or incomplete code.
Always:
- Validate the code in Schema.org’s validator
- Use a staging site to test before going live
- Avoid overlapping or conflicting schema types
What Happens If You Get Schema Wrong?
Bad schema can:
- Cause rich results to disappear from Google
- Break your site’s code or display
- Confuse AI tools and damage trust signals
That’s why, even though tools exist, we don’t recommend law firms DIY this unless they’re very tech-savvy.
Want Schema That Works — Without the Risk?
At IFTS, we implement search-optimized schema as part of our AI Content + AEO Packages for law firms. Each package includes:
- LocalBusiness, Attorney, and Service schema setup
- FAQ content with proper markup
- Article schema for blog content
- Directory cleanup (Avvo, Justia, bar associations)
- Schema validation and ongoing monitoring
You’ll be visible not just on Google, but on AI tools like ChatGPT, Perplexity, and Gemini — the new gatekeepers of search.
Book a free strategy call and we’ll review your current site for visibility gaps — including schema, content, and AI-readiness.
Or watch our full video breakdown here:
Watch: The Schema Secret Law Firms Are Missing
Schema markup may be invisible — but it’s the most visible thing to AI search engines.
The law firms who adopt it now will dominate in tomorrow’s search results.
The ones who ignore it?
They may never be found again…