Schema Markup for Your Therapy Practice: Complete Practical Example

Schema markup is a standardized way to tell search engines what the content of your page means. Not how it looks (that's what HTML does), but what it is. A name, an address, an opening hour, a question, an answer, an article with an author. Google, Bing, Perplexity, and ChatGPT read that data and can use it to display rich snippets or cite your website in an AI response.

Why Schema for Healthcare Websites is More Important

Healthcare content falls under YMYL (Your Money or Your Life): Google weighs trustworthiness more heavily here than on other topics. Schema markup helps search engines quickly confirm who the author is, what qualifications that person has, and where the practice is located. Without schema, Google has to guess; with schema, it knows for sure.

1. MedicalBusiness for Your Practice

The main block for any therapy practice is MedicalBusiness (or a more specific subtype such as Psychologist or MedicalClinic, depending on your mode of operation). Place this block in a script tag in the head of your homepage and pages with practice information.

The most important fields are: name, description, url, telephone, address (with PostalAddress), geo (with latitude and longitude), openingHours, medicalSpecialty, and areaServed. Also add a hasOfferCatalog with your main services (intake, individual session, follow-up consultation).

2. Person for You as a Therapist

A separate Person schema for yourself explicitly states who is behind the practice. Fields: name, jobTitle, alumniOf (your education), hasCredential (registrations such as BIG, NIP, SBLP), worksFor (referencing your MedicalBusiness), and sameAs (links to your LinkedIn, professional association profile).

This block provides a strong E-E-A-T signal and is increasingly used by AI models to determine whether an article is reliable. An author attribution without schema substantiation is more difficult to verify than one with.

3. FAQPage for Frequently Asked Questions

FAQPage schema around an FAQ section on your working method, rates, or contact page allows Google to display these questions as rich results below your search listing. For each Question, you add an acceptedAnswer with the exact text of the answer. Keep answers between 40 and 100 words and formulate them as independent sentences.

4. Article for Blog Posts and Knowledge Base Content

For each article in your knowledge base or blog: an Article schema with headline, description, datePublished, dateModified, author (referencing your Person schema), publisher (your MedicalBusiness), image, articleSection, keywords, and wordCount. Add a Speakable block if your content is suitable for voice search.

How to Check if Your Schema Works

Paste each page URL into Google's Rich Results Test (search.google.com/test/rich-results). This will show you which schemas have been detected, what errors exist, and what the result might look like in Google. Do this after each adjustment to confirm that your code is valid.

What to Avoid

Schema for invisible content (an FAQPage with questions not appearing on the page), schema for content that does not correspond to reality (a Review schema with fake reviews), or conflicting schemas (two different Organization blocks). Google penalizes schema misuse, and this applies particularly strictly to healthcare content.