B2B Homepage SEO: Schema Markup That Actually Matters | HMPGR Blog - Advice on running websites for small businesses

Most B2B companies ignore schema markup or implement it poorly. Yet proper schema can improve search visibility, click-through rates, and how search engines understand your business. Here’s what actually matters for B2B homepages.

What is Schema Markup (And Why Care)?

Schema markup is structured data that helps search engines understand your content. It’s code that tells Google “this is our company name, this is what we do, these are our contact details.”

Why it matters for B2B:

Enhanced search results (rich snippets)
Better local search visibility
Improved knowledge panel accuracy
Clearer categorization in search
Competitive advantage (most competitors don’t do this well)

The Essential Schema Types for B2B Homepages

1. Organization Schema

This is foundational. It tells search engines who you are.

What to include:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Company Name",
  "url": "https://yourcompany.com",
  "logo": "https://yourcompany.com/logo.png",
  "description": "Clear description of what you do",
  "foundingDate": "2019",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94105",
    "addressCountry": "US"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-415-555-0100",
    "contactType": "customer service",
    "availableLanguage": "English"
  },
  "sameAs": [
    "https://www.linkedin.com/company/yourcompany",
    "https://twitter.com/yourcompany"
  ]
}

Why this matters: Helps Google populate knowledge panels and understand your business entity.

2. SoftwareApplication Schema

For B2B SaaS products specifically.

What to include:

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Your Product Name",
  "applicationCategory": "BusinessApplication",
  "operatingSystem": "Web, iOS, Android",
  "offers": {
    "@type": "Offer",
    "price": "49.00",
    "priceCurrency": "USD",
    "priceSpecification": {
      "@type": "UnitPriceSpecification",
      "price": "49.00",
      "priceCurrency": "USD",
      "billingDuration": "P1M"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "ratingCount": "1250"
  }
}

Why this matters: Can trigger rich snippets showing ratings and pricing in search results.

3. BreadcrumbList Schema

Helps search engines understand site structure.

What to include:

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [{
    "@type": "ListItem",
    "position": 1,
    "name": "Home",
    "item": "https://yourcompany.com"
  }]
}

Why this matters: Creates breadcrumb trails in search results, improving click-through.

4. FAQPage Schema

If you have FAQ section on homepage.

What to include:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "What is your product?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Clear answer to the question"
    }
  }]
}

Why this matters: Can trigger FAQ rich snippets in search results.

Schema That’s Often Implemented Poorly

Wrong: Generic Product Schema

Don’t use generic “Product” schema for SaaS. Use “SoftwareApplication” instead.

Bad:

{
  "@type": "Product",
  "name": "Your SaaS Product"
}

Good:

{
  "@type": "SoftwareApplication",
  "name": "Your SaaS Product",
  "applicationCategory": "BusinessApplication"
}

Wrong: Missing Required Fields

Incomplete schema is worse than no schema—it creates errors.

Required fields for Organization:

name
url
logo

Common mistakes:

Missing logo URL
Broken logo URLs
Relative URLs instead of absolute

Wrong: Inconsistent NAP Data

NAP = Name, Address, Phone. Must match exactly across all mentions.

Bad: Using “Corp” on schema but “Corporation” on your contact page

Good: Exact same formatting everywhere

Schema for Trust Signals

Customer Reviews

If you have reviews, mark them up:

{
  "@context": "https://schema.org",
  "@type": "Review",
  "itemReviewed": {
    "@type": "SoftwareApplication",
    "name": "Your Product"
  },
  "author": {
    "@type": "Person",
    "name": "Customer Name"
  },
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "5",
    "bestRating": "5"
  },
  "reviewBody": "Review text here"
}

Aggregate Ratings

Show overall ratings:

{
  "@type": "AggregateRating",
  "ratingValue": "4.8",
  "ratingCount": "1250",
  "bestRating": "5",
  "worstRating": "1"
}

Important: Only include if you have real reviews. Google penalizes fake ratings.

B2B-Specific Schema Considerations

Professional Services

If you offer consulting or services:

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Your Company",
  "serviceType": ["IT Consulting", "Cloud Migration"],
  "areaServed": {
    "@type": "Country",
    "name": "United States"
  }
}

LocalBusiness (If Applicable)

For B2B with physical locations:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Company",
  "address": { /* full address */ },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "37.7749",
    "longitude": "-122.4194"
  },
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
    "opens": "09:00",
    "closes": "17:00"
  }]
}

Implementation Methods

Method 1: JSON-LD (Recommended)

Add to your <head> section:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Company"
}
</script>

Pros: Easiest to implement and maintain, Google’s preferred format

Method 2: Microdata

Add to your HTML elements:

<div itemscope itemtype="https://schema.org/Organization">
  <span itemprop="name">Your Company</span>
</div>

Pros: More integrated with content

Cons: Harder to maintain, mixes content and markup

Method 3: RDFa

Similar to microdata but different syntax.

Not recommended for most B2B sites. JSON-LD is simpler.

Testing Your Schema

Google Rich Results Test

Go to https://search.google.com/test/rich-results
Enter your homepage URL
Check for errors or warnings

Fix all errors. Warnings are optional but should be addressed.

Schema Markup Validator

Go to https://validator.schema.org
Paste your schema code
Check for validation errors

Google Search Console

Check the “Enhancements” section for:

Structured data errors
Rich result eligibility
Schema performance

Common Schema Mistakes

1. Multiple Conflicting Schemas

Don’t mark the same content with different schema types.

Bad: Marking your company as both “Organization” and “LocalBusiness” with conflicting data

Good: Choose the most specific applicable type

2. Schema Doesn’t Match Visible Content

Don’t mark up content that isn’t visible to users.

Bad: Claiming 5-star ratings in schema when you show 4.2 stars on page

Good: Schema exactly matches what users see

3. Missing Critical Properties

Many schema types have required fields. Missing them causes errors.

Check requirements: https://schema.org/ lists required vs. recommended properties

4. Outdated Information

Schema that doesn’t match current business reality.

Bad: Old address, discontinued products, former employees

Good: Regular audits to keep schema current

5. Wrong Data Types

Each property expects specific format.

Bad:

"price": "$49.00"  // String

Good:

"price": "49.00",  // Number as string
"priceCurrency": "USD"

What Schema Won’t Fix

Schema is powerful but has limits:

Won’t fix:

Poor content quality
Bad user experience
Slow page speed
Lack of backlinks
Duplicate content

Schema enhances what you already have—it doesn’t replace good fundamentals.

Priority Implementation Order

If you’re starting from scratch:

Week 1: Organization Schema

Basic company info
Logo and contact details
Social profiles

Week 2: SoftwareApplication Schema

Product details
Pricing info
Ratings (if available)

Week 3: Additional Schema

BreadcrumbList
FAQPage (if applicable)
Reviews (if available)

Ongoing: Maintain and Expand

Add schema to new pages
Update when info changes
Monitor Search Console for issues

Advanced: Dynamic Schema

For larger sites, consider generating schema dynamically:

Benefits:

Always current
Scales across pages
Reduces maintenance

Implementation: Use your CMS or build system to generate schema from your database.

Measuring Schema Impact

What to track:

Rich snippet appearance in SERPs
Click-through rate changes
Knowledge panel accuracy
Search Console enhancements data

Timeline: Schema changes can take weeks to months to fully reflect in search results.

The Bottom Line

Schema markup is technical SEO that most B2B companies ignore or implement poorly. Doing it right gives you:

Better search visibility
Enhanced search result appearance
More accurate knowledge panels
Competitive advantage

Start with Organization and SoftwareApplication schema. Test thoroughly. Expand from there.

Want expert implementation of schema markup optimized for B2B? Get a comprehensive technical SEO audit that includes schema recommendations. Learn more at hmpgr.com.

What is Schema Markup (And Why Care)?

The Essential Schema Types for B2B Homepages

1. Organization Schema

2. SoftwareApplication Schema

3. BreadcrumbList Schema

4. FAQPage Schema

Schema That’s Often Implemented Poorly

Wrong: Generic Product Schema

Wrong: Missing Required Fields

Wrong: Inconsistent NAP Data

Schema for Trust Signals

Customer Reviews

Aggregate Ratings

B2B-Specific Schema Considerations

Professional Services

LocalBusiness (If Applicable)

Implementation Methods

Method 1: JSON-LD (Recommended)

Method 2: Microdata

Method 3: RDFa

Testing Your Schema

Google Rich Results Test

Schema Markup Validator

Google Search Console

Common Schema Mistakes

1. Multiple Conflicting Schemas

2. Schema Doesn’t Match Visible Content

3. Missing Critical Properties

4. Outdated Information

5. Wrong Data Types

What Schema Won’t Fix

Priority Implementation Order

Advanced: Dynamic Schema

Measuring Schema Impact

The Bottom Line

Need Expert Analysis for Your B2B Website?