Schema & Local SEO
Local Business Schema in Calgary: What 1,207 Website Audits Found
A Calgary schema markup study covering JSON-LD, LocalBusiness detail, stable IDs, service areas, Service schema, and visible FAQ gaps.
Two-thirds had schema, but only one-quarter described a specific business
At least one JSON-LD block appeared on 66.9% of the 1,207 websites in the analysis cohort. That is a useful foundation. Only 25.7%, however, included a business-specific entity such as LocalBusiness or a more precise business type.
Another 26.5% had generic Organization markup without a more specific business entity. Generic markup is not useless, but it leaves out context that can help explain what kind of business the site represents.
| Structured-data signal | Websites | Share |
|---|---|---|
| Any JSON-LD block | 808 of 1,207 | 66.9% |
| Business-specific schema | 310 of 1,207 | 25.7% |
| Generic Organization only | 320 of 1,207 | 26.5% |
| Stable business entity ID | 286 of 1,207 | 23.7% |
| Service area in business schema | 46 of 1,207 | 3.8% |
The bigger gap was detail, not broken code
Only 1.7% of websites had invalid JSON-LD on at least one sampled page. The more common issue was that the structured data did not carry enough business detail.
Telephone appeared in the business entity on 20.6% of websites, address on 23.5%, hours on 14.0%, and service area on 3.8%. Some of those fields will not apply to every company, but the overall pattern shows plenty of room for clearer local business information.
Stable IDs help keep the business entity consistent
A stable entity ID gives the business a consistent reference across the site's structured data. It helps connect the organization, services, pages, and other details without creating a separate disconnected entity on every page.
The audit found a stable business entity ID on 23.7% of websites. For local companies with several service pages, locations, or authors, this is a useful cleanup area.
Service schema was rare on sampled service pages
The crawler identified a sampled service page on 131 websites. Only 11 of those sites—8.4%—used Service schema on at least one sampled service page.
Service schema should support useful visible page content, not replace it. A good service page still needs to explain the job, who it is for, where it is offered, what customers can expect, and how to take the next step.
Visible FAQs often lacked matching FAQ markup
The audit found at least one visible FAQ without matching FAQPage markup on 19.1% of websites. Adding markup can make the page structure clearer when the content and current search guidelines make it appropriate.
FAQ markup is not a promise of a special search result. The useful goal is consistency between what visitors can read and what the structured data describes.
A practical schema cleanup order
Start with one accurate business entity and a stable ID. Add the business type, name, phone, address or service area, hours, and profile links where they are visible and relevant. Then connect service pages, breadcrumbs, articles, and FAQs as appropriate.
Schema works best when it reinforces clear page content. If the website is vague about services or locations, structured data alone will not solve the underlying clarity problem.
About the data
The results use one latest compatible audit per hostname from a July 2026 Calgary website archive. Percentages use the measured denominator, and no named businesses or individual scores are included.
The archive used an older scoring model, but the structured-data observations were stored separately. They are reported here as measured features and were not added back into the historical scores.