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Technical Guide: Copy-Paste JSON-LD

Coaching Schema Markup: The Complete JSON-LD Guide

By Quantum Paradigm. Published July 7, 2026. Validated against schema.org specification

This guide provides validated, copy-paste JSON-LD templates for coaches and wellness practitioners: ProfessionalService for coaching practices, Person for individual coach profile pages, and LocalBusiness for wellness practices with a physical location.

Before you DIY this: these templates are correct and free to use. In practice, most practices need this deployed across every specialty and offer page, kept in sync with current credentials, and re-validated whenever content changes. Schema is one of seven steps in the full framework; on its own it rarely moves AI visibility. If you would rather have this maintained for you, that is what our Audit + Full Fix and Monthly Growth Plan cover.

Templates in this guide

  1. ProfessionalService, for coaching practices
  2. Person, for individual coach profiles
  3. LocalBusiness, for wellness practices
  4. Supporting schema: Organization, BreadcrumbList, FAQPage
  5. How to validate and deploy

1. ProfessionalService, for Coaching Practices

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Your Coaching Practice",
  "description": "ICF-credentialed executive coaching
    practice specializing in first-time
    CEO transitions.",
  "areaServed": [
    {"@type": "Country", "name": "United States"}
  ]
}

2. Person, for Individual Coach Profiles

{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Coach Full Name",
  "jobTitle": "Executive Coach",
  "description": "ICF PCC-credentialed executive
    coach with 10 years of experience
    coaching first-time CEOs.",
  "worksFor": {
    "@type": "ProfessionalService",
    "name": "Your Coaching Practice"
  }
}

3. LocalBusiness, for Wellness Practices

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Wellness Practice",
  "description": "Nutrition counseling and
    mindfulness coaching practice
    serving [area].",
  "areaServed": [
    {"@type": "City", "name": "City One"}
  ],
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "City",
    "addressCountry": "AU"
  }
}

4. Supporting Schema: Organization, BreadcrumbList, FAQPage

Organization (homepage)

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Practice Name",
  "url": "https://yourpractice.com"
}

BreadcrumbList (every inner page)

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {"@type": "ListItem", "position": 1,
     "name": "Home", "item": "https://yourpractice.com/"},
    {"@type": "ListItem", "position": 2,
     "name": "Page Name",
     "item": "https://yourpractice.com/page/"}
  ]
}

FAQPage (pages with genuine Q&A content)

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {"@type": "Question",
     "name": "Your question here?",
     "acceptedAnswer": {"@type": "Answer",
       "text": "A direct, complete answer."}}
  ]
}

Per current schema guidance, FAQPage markup is primarily a GEO and AI Overview signal rather than a guaranteed rich-result feature in Google, still worth deploying for AI-answer visibility, but not the only schema priority on a page.

5. How to Validate and Deploy

  1. Place the JSON-LD inside a <script type="application/ld+json"> tag in the page <head>.
  2. Validate at validator.schema.org, confirming zero errors.
  3. Test in Google's Rich Results Test.
  4. Combine multiple schema types on one page using a single @graph array.
  5. Re-validate whenever credentials, specialties, or offerings change.

Want this implemented correctly, site-wide?

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This guide is a companion to the complete 2026 guide to AI search optimization for coaching and wellness. See also: life coaches, business and executive coaches, wellness practitioners.

Source: Schema.org vocabulary specification. Validation tools: validator.schema.org, Google Rich Results Test.