The 20-Minute Website Job Two-Thirds of Sydney Practices Haven't Done: Schema Markup

General educational material for practice owners and managers — not technical, legal or marketing advice. Schema markup makes your practice easier for machines to verify; nobody can guarantee a ranking or an AI recommendation from any single change.

Your website says who you are to humans. Schema markup says it to machines — a small block of structured data (usually JSON-LD) embedded in the page that tells Google Search, Google Maps and AI assistants, unambiguously: this is a dental practice, called X, at this address, with this phone number, open these hours.

Patients never see it. Machines rely on it. And machines are doing more of the choosing every year — Maps results, "dentist near me", AI Overviews, and assistants like ChatGPT and Perplexity deciding which practices they can confidently cite.

The numbers: this is an open gap, not table stakes

In our June 2026 audit of 1,156 live Sydney dental practice websites:

• only about a third exposed any machine-readable practice identity (Dentist or LocalBusiness markup) on any page we crawled;
• roughly one in seven had FAQ markup anywhere.

That's unusual. Most discoverability advice ("write great content", "earn reviews") is a long campaign against neighbours doing the same thing. Schema is different: it's a one-off technical job, and in most Sydney suburbs most of your competitors haven't done it. On our suburb snapshots, the "Machine-readable ID" figure is often the weakest number on the card.

What "good" looks like for a dental practice

Three layers, in priority order:

1. Practice identity — the must-have. A Dentist block (the specific type beats generic LocalBusiness) on your home page carrying: practice name exactly as it appears on your Google Business Profile, street address with suburb/state/postcode, phone, opening hours, geo coordinates, and sameAs links to your Google Business Profile and any directories you control. A skeleton looks like this:

{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Example Dental Practice",
  "telephone": "+61 2 9000 0000",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example St",
    "addressLocality": "Miranda",
    "addressRegion": "NSW",
    "postalCode": "2228",
    "addressCountry": "AU"
  },
  "openingHoursSpecification": [],
  "geo": {"@type": "GeoCoordinates", "latitude": 0, "longitude": 0},
  "sameAs": ["https://g.page/your-business-profile"]
}

2. FAQ markup — where you genuinely answer questions. If a page has real question-and-answer content ("How much does a check-up cost?", "Do you see emergencies?"), FAQPage markup makes those answers liftable by search and assistants. Two honesty rules: the marked-up questions must actually appear on the page with their answers, and don't manufacture FAQ blocks for pages that aren't answering anything — markup that misrepresents the page is a spam signal, not a boost.

3. Consistency — the part that's about discipline, not code. The name, address and phone in your schema must match your Google Business Profile and your page footer exactly. Mismatches make machines less confident, not more. One warning from our audit: don't add review-rating markup (aggregateRating) unless the reviews are visibly on the page — invisible-rating markup reads as manipulation. (And for health practices, republishing clinical-outcome reviews on your own site raises a separate advertising question — see our advertising guide.)