schema.org massagetherapist
How to add schema.org (JSON-LD) markup to your massage therapy website — step-by-step, with copy-paste examples.
Structured data helps Google understand your business, surface booking info, display opening hours and reviews, and show rich snippets that drive more clicks. This guide is built for busy massage therapists — practical, technical where needed, and easy to implement.
Typical clicks increase on local result with rich snippets
Better chances of showing up for 'massage near me'
Show session duration, price and availability snippets
Reviews & ratings appear directly on results
What is schema.org (JSON-LD)?
Schema.org is a shared vocabulary — tags and properties — that you add to your website so search engines can better understand what's on your pages. JSON-LD is the recommended format (a small script you add to the page), and it helps Google show rich results like reviews, business hours, pricing and FAQs.
For massage therapists, helpful schema types include:
- LocalBusiness / MassageTherapist
- Service (your session types)
- AggregateRating & Review
- FAQPage and HowTo
- OpeningHoursSpecification and GeoCoordinates
Why structured data matters for massage businesses
Be found locally
Proper LocalBusiness markup helps Google connect your clinic to local searches (e.g., "massage near me", "deep tissue massage city"). It complements your Google Business Profile.
Earn rich snippets
With Review and AggregateRating markup, search results can show star ratings and review counts — increasing trust and click-through rate.
Show appointment & opening info
OpeningHoursSpecification shows when you're open; Offer markup can show prices and session durations to pre-qualify visitors.
Control FAQs and content in results
FAQPage markup lets key questions and answers appear directly in search results, saving customers time and boosting conversions.
Quick start: Minimal JSON-LD you can paste now
Paste this into the
or just before the closing of your homepage. Replace values in ALL-CAPS with your clinic details.Notes: Use one primary contact number. If you have multiple locations, add a separate LocalBusiness or MassageTherapist object per location using separate script blocks.
LocalBusiness vs MassageTherapist — which to use?
schema.org includes a specific type "MassageTherapist" (a more specific subtype of LocalBusiness). Use MassageTherapist for clinic pages focused on therapy services. If you are a multi-service wellness centre, you can use LocalBusiness or MedicalBusiness with additional service entries.
Example: full LocalBusiness + Therapist profile
If you want to also highlight an individual therapist (their qualifications), add a nested Person object on the team or staff page.
Mark up your services (session types & prices)
Create a dedicated page for each major service (e.g., Remedial Massage 60min). Use Service and Offer markup so search results can show price and duration.
Use real prices (no ranges) when possible and ensure the Offer URL matches the page it's on.
FAQ & HowTo markup — answer common client questions
FAQs reduce booking friction and can appear directly in search results. Add a FAQPage schema on the FAQ page or the service page.
Keep each Q&A concise (1–3 sentences). Google prefers clear, direct answers.
Reviews & AggregateRating
If your site displays customer reviews, mark them up. For most businesses, showing an AggregateRating improves click-through. Only markup real reviews you host — don't fabricate ratings.
Important: Only mark up reviews you have permission to publish. For Google Seller Ratings or third-party reviews, follow platform-specific guidance.
Therapist profiles — use Person markup
For each therapist page, include credentials, certifications and a short bio using Person markup. This helps Google attribute expertise and can display in knowledge panels.
Tip: Include license or certification info if relevant in your region — this builds trust.
Testing & deployment checklist
- Paste JSON-LD into the page head or just before
