What Is Schema Markup and Why Every Wedding Creative Needs It

If you've never heard of schema markup, you're not alone. Most wedding photographers, videographers, florists, and planners haven't. And that's actually good news — because once you add it to your website, you'll have a head start on most of your competitors.

What is schema markup?

Schema markup is a small piece of code you add to your website. It tells Google — in plain terms — what your website is about.

Without it, Google has to guess. It reads your page and tries to work out what you do, where you work, what services you offer, and whether you're trustworthy. Sometimes it gets it right. Often it doesn't.

Schema markup removes the guesswork. It says: "I'm a wedding photographer based in Dublin. I shoot weddings across Leinster. My business name is X, my phone number is Y, and here's what my clients say about me."

Google loves that kind of clarity. And it rewards it.

Why should wedding creatives care?

If you're a wedding photographer, videographer, florist, planner, celebrant, or any other kind of wedding supplier, your website needs to do two things: show up in search, and convince couples to get in touch.

Schema markup helps with both.

It can make your business appear in Google's "rich results" — the enhanced listings that show star ratings, FAQ answers, and event details directly in the search results page. These stand out from plain blue links. And when something stands out, it gets clicked.

More clicks. More enquiries. More bookings. That's the goal.

The types of schema that matter most for wedding businesses

LocalBusiness schema — This is the foundation. It tells Google your business name, address, phone number, website, and opening hours. Every wedding supplier needs this.

Review / AggregateRating schema — This pulls your star ratings into the search results. Couples browsing photographers or florists are far more likely to click on a listing that shows 4.9 stars before they even visit the site.

FAQ schema — If your website has a frequently asked questions section, you can mark it up so Google displays those questions and answers directly in search. This takes up more space on the results page and puts your name in front of couples who haven't even clicked yet.

Service schema — Tells Google what you actually offer. Wedding photography, elopement packages, same-day edit videos — whatever it is, you can spell it out in a way Google understands.

3 practical things you can do today

1. Check if you already have schema markup

Go to Google's Rich Results Test and paste in your website URL. It'll tell you whether you have any schema markup and whether it's valid.

You can also run a free check at lumiiq.io/seo — it covers schema as part of a broader audit of your site's SEO health.

2. Add LocalBusiness schema as a starting point

If you're on Squarespace, Showit, or WordPress, there are plugins and built-in tools that generate basic LocalBusiness schema automatically. Start there. Fill in every field — your business name, phone number, address, and website URL.

3. Add FAQ schema to your most important pages

Pick your main services page or your homepage. Write out three or four questions couples commonly ask — things like pricing, what's included, how far in advance to book — and add FAQ schema to that page. This is one of the quickest wins available in SEO right now, and very few wedding suppliers are doing it.

What about AI search?

Search is changing fast. Tools like ChatGPT, Perplexity, and Google's AI overviews are now recommending businesses directly to users — without those users ever seeing a traditional list of links.

Schema markup makes your website easier for AI tools to understand. The clearer your data, the more likely you are to get picked up. LumiIQ checks your AI readiness alongside your SEO score, so you can see where you stand on both fronts.

The bottom line

Schema markup isn't glamorous. It's not something you post about on Instagram. But it's one of the things that separates wedding businesses that show up consistently in Google from the ones that don't.

It tells Google — and increasingly AI — exactly who you are, what you do, and why couples should choose you. That's a powerful thing to have on your side.

Want to see how your website scores across all 7 areas? Run your free baseline check at lumiiq.io — it takes 2 minutes.