Schema Markup for B2B and Manufacturing Sites: Organization, Product, Service and FAQ

Use Organization for a manufacturer, distributor or B2B service company that sells to other businesses, usually without walk-in customers. Use LocalBusiness instead when customers physically visit a location — a branch office, a showroom, a service depot — since LocalBusiness adds address and opening-hours fields Organization does not have.

Neither type has a required field by Google's own rules, but a useful one states name, url, logo, and sameAs (links to your real LinkedIn, industry directory and review-site profiles) at minimum, plus contactPoint when you have a specific sales or support line to point to.

Product fits a specific, orderable item — a part number, a material grade, a finished good with a SKU. Service fits something delivered rather than shipped — contract manufacturing, logistics, consulting, installation. Many B2B sites need both: Product for the catalogue, Service for the capability pages ("CNC machining," "freight forwarding") that do not map to a single SKU.

Both types carry a `provider` or `manufacturer` link back to your Organization node, which is what lets an AI engine connect "who makes this" to the company entity rather than treating the product as unowned.

Google removed the FAQPage rich result from Search results in May 2026, so marking up your FAQ no longer earns the expandable snippet it once did in Google. That is a Google Search rich-result decision, not a statement about AI engines: ChatGPT, Perplexity and similar tools read schema.org vocabulary directly from the page, and a clearly marked question-and-answer structure can still help one of them quote the right answer to the right question.

The honest summary: do not add FAQPage expecting a Google snippet, since that benefit is gone. It is still reasonable to keep or add it as a low-cost structural signal for AI engines, alongside — never instead of — writing the actual FAQ content a buyer would read.

A contract manufacturer's homepage typically carries one Organization node (name, logo, sameAs to its LinkedIn page and any trade-association or directory listing such as Thomasnet) plus one Service node per capability it sells — "CNC machining," "sheet metal fabrication," "injection moulding" — each with a short `description` and a `provider` link back to the Organization. A distributor selling a fixed catalogue instead marks up Product for each line it stocks, with `manufacturer` pointing at the actual brand it distributes, not itself, when it does not make the item.

Getting the provider/manufacturer direction right matters more than most of the individual fields: an AI engine trying to answer "who makes X" or "who can machine Y near me" is reading that relationship, not just the presence of a Product or Service node on its own.

BreadcrumbList states your page's position in the site (Home > Industries > Manufacturing, for example) in a form machines parse directly, matching the breadcrumb trail visitors already see on the page — it should never describe a path that is not also shown visually.

sameAs lists other pages that represent the same entity — your LinkedIn company page, a listing on an industry directory like Thomasnet, a profile on a B2B review site — which helps an AI engine confirm your company is a real, verifiable entity rather than cross-referencing an empty name.

Paste the page's rendered HTML (view-source, not the page preview) into a JSON-LD validator and confirm it parses with no syntax errors, then check that every type you intended — Organization, Product, Service, BreadcrumbList — actually appears and that required-looking fields like `name` and `url` are filled in, not placeholder text.

Leadee's own entity check tool does this automatically: it extracts whatever JSON-LD or microdata a page carries and reports which of the seven common entity signals are present versus missing, free and with no sign-up.