08/20/2026
This week's plain-English explainer. Schema markup is code on your website that tells search engines and AI systems exactly what you are — a law firm, these attorneys, these practice areas, this address, these credentials — in a format they read without guessing.
Most legal websites run generic "Organization" schema, which is the same markup a bakery uses. It confirms you exist and nothing more. Last week researchers documented Google AI Overviews describing an entire local pack of law firms by pulling from one attorney's self-promotional listicle instead of the firms' own sites. That's the cost of being unreadable. LegalService or Attorney schema, plus Person schema for each attorney with bar admissions and linked profiles, is the fix.