LOCAL · SEO GLOSSARY
Builder Schema Markup
HomeAndConstructionBusiness schema for builders — hasCredential FMB, TrustMark, Which? Trusted Trader; serviceType array for all building work types; areaServed by county or region.
Definition
Builder schema uses schema.org HomeAndConstructionBusiness: (1) hasCredential: EducationalOccupationalCredential entries for Federation of Master Builders membership, TrustMark registration, Which? Trusted Trader endorsement, and CSCS card holder information; (2) serviceType: array of all offered building services ("House Extensions", "Loft Conversions", "Garage Conversions", "New Build Homes", "Structural Alterations", "Barn Conversions", "Refurbishment and Renovation"); (3) telephone in E.164 format; (4) areaServed: typically county-level for builders with wide service radius; (5) openingHoursSpecification; (6) aggregateRating once reviews established.
Why it matters for SEO
HomeAndConstructionBusiness is the most specific schema.org type for building contractors — more specific than LocalBusiness or GeneralContractor. The hasCredential array communicates FMB and TrustMark status in machine-readable format, allowing Google and AI systems to verify these credentials against public trade body directories.
How DeepSEOAnalysis checks this
DeepSEOAnalysis parses HomeAndConstructionBusiness JSON-LD for builder sites, validates hasCredential entries for FMB and TrustMark, checks serviceType array completeness, and flags missing credentials as E-E-A-T gaps.
Useful tools and resources
GLOSSARY
Related terms
local
Builder SEO
SEO for general builders and building contractors — FMB membership, TrustMark, Which? Trusted Trader, and CSCS cards as E-E-A-T signals; service-specific pages (house extensions, loft conversions, garage conversions, new builds); HomeAndConstructionBusiness schema.
Read definition →local
Builder E-E-A-T Signals
FMB membership (independent workmanship inspection, public directory), TrustMark (government-endorsed), Which? Trusted Trader (Trading Standards), and CSCS cards as verifiable E-E-A-T signals for builders.
Read definition →local
House Extension SEO
"House extension [city]", "single storey extension [city]", "double storey extension [city]" — high-value, high-volume query cluster; content covering planning permission vs permitted development, building regulations, typical costs, and party wall agreements.
Read definition →structured data
Structured Data
Machine-readable annotations added to HTML — usually JSON-LD — that explicitly describe what a page is about to search engines and AI systems.
Read definition →onpage
Local SEO
SEO optimisation for location-based search queries — ensuring a business appears in Google\'s local pack and map results for "near me" and city-specific searches.
Read definition →See how your site scores on Builder Schema Markup.
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