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A Structured Data JSON-LD Template For Your Photography Business

Updated: Mar 26, 2020

As the internet evolves, it take a bit of work to keep track and stay current with web developments.

Today, when people are searching for information about your business, they are very likely to get details about you from within the search results without ever having to visit your website. Whether you are searching for a boudoir photographer in New Jersey, the upcoming weekend weather, or the top wedding photographers in your area, the answers are often right at your fingertips without having to leave Google.

These days web searchers are clicking on your data, and not necessarily your website.

This article is not intended to be technical-- I'm far from an expert, but rather for people who have been looking for a JSON-LD template to use for their photography business page. As I try to stay current with web trends, I came across structured data and I was eager to make sure I had this implemented in my own website to take advantage of its benefits.

What Is Structured Data?

Schema Markup is a structured data format used by search engines. This markup vocabulary is located on the website. It was created several years ago by search engine creators as a standard to help them understand content on the web.

For those of us not involved in SEO or programming, this can certainly become tricky waters to navigate. We want to afford our websites with the best opportunity for discovery, but there can be a learning curve.

To make it a bit more confusing, this markup code comes in a few forms, but in this article we are focusing on JSON-LD. Google seems to prefer this version, and even hosts a tool to "check" your sites markup to make sure it is correct.

What does all this do?

Websites and other web content which choose to implement the Schema Markup get to take advantages of its benefits. I guess, in it's essence its a language for search engines to be sure what a web page is about. By providing specific information about your site in this format, it can help your information be displayed in Google search results. It's not a guarantee to help you become the most popular website of your type, but it can assure your information is accurate as displayed across the web. As I mentioned earlier, often now people are getting data directly from search results, so as a photographer you need to be sure this is available.

Google has several categories of this rich data, and offers guidelines for implementing them in your code. You can use this markup for things such as recipes, articles, or carousels, but the category we're going to focus on here is Local Business.

I'm sure you've seen these results in your search before:

How Do You Use This?

By adding this Schema Markup to your website Google will automatically make the marked up information searchable. Although, at first this can seem tricky to implement on your website at first, after a bit of study it is a relatively painless process. Be careful, however to follow the syntax of the code, because errors may lead to problems.

How Can You Create Your Own Schema Code?

There are several JSON-LD Generators available online that will walk you through creating the code. If you are a bit handy, however, you can implement this code yourself into the appropriate page on your website. Not so web handy? You can hire someone from one of the many gig sites such as or to help you with the process.

If you're eager to dive in to the code yourself, you can take a quick review at the website to see the basics of how the code comes together. Scroll down on the homepage and click the "We invite you to get started!" section, and then click item 2a " types and properties", followed by "LocalBusiness."

You'll see a long list of all the items you can include about your business, and at the bottom you'll see some business types (there is no specific type for photographer, but you can use the "professional service" category for your business.) At the bottom of the page you'll see some specific examples of how the code looks with some test data.

You can use as many of these available variable for the Professional Service type as you see fit for your business. Be sure to include the basics such as business name, address, any contact information... you can even include markup for your logo.

Looks cool, but feel a little shaky about writing the code yourself? No problem.

You can find code generators such as JSON-LD Generator, which have created a handy generator where you just have to enter the details, and they give you all the necessary code. Easy!

A Simple JSON-LD Template For Your Photography Business

I've created a sample markup with some basics that you can use for your photography website. All you have to do is replace the placeholder data with your info, and paste it into the head of your web page.


<script type='application/ld+json'>
  "@context": "",
  "@type": "ProfessionalService",
  "name": "Your Business",
  "url": "",
  "logo": "",
  "priceRange": "$$",
  "image": "",
  "description": "A short description about your business.",
  "address": {
     "@type": "PostalAddress",
     "streetAddress": "1500 Main St",
     "addressLocality": "Anywhere",
     "addressRegion": "NJ",
     "postalCode": "08753",
     "addressCountry": "US"
  "geo": {
     "@type": "GeoCoordinates",
     "latitude": "40.7484",
     "longitude": "73.9857"
  "hasMap": "",
   "openingHours": "Mo 09:00-17:00 Tu 09:00-17:00 We 09:00-17:00 Th 09:00-17:00 Fr 09:00-17:00 Sa 09:00-17:00 Su 09:00-17:00",
  "telephone": "732-555-1212"


Be sure your add your own data for each category.

name = your business name, e.g. Mike Cassidy Boudoir Photography.

url = your business website.

logo = the direct path to the image you use as your logo.

image = you can use an exterior photo or your building, or an image that describes your business.

description = a short description of your business and what you do.

address= the relevant address data.

geo= your latitude and longitude data. (can get from google maps.)

hasMap = your business link from Google Maps. (Get this from the Share button on your listing.)

openingHours = the days and hours your business operates. Please note they use 24hr time here

telephone= your business phone.