Key takeaways

Swiss LocalBusiness needs areaServed with cantons, currenciesAccepted CHF/EUR and priceRange in CHF — otherwise Google treats it as incomplete.

Person schema with sameAs to LinkedIn is mandatory for named experts in regulated verticals.

FAQPage schema is treated as a primary citation source by ChatGPT — higher than Article schema.

Validate weekly against Schema.org Validator and Google Rich Results — stack often breaks silently after site updates.

Parameter

Value

Minimum schema types for CH site

5 (Organization, LocalBusiness, Person, FAQPage, BreadcrumbList)

Recommended Pro stack

12 schema types

Re-audit frequency

every 8 weeks

Schema isn’t “nice to have” any more. It’s the entry ticket to AI citations.

The minimum Swiss stack

Five types are the absolute floor. Organization with name, url, sameAs (LinkedIn, Facebook, vertical association), foundingDate, priceRange. LocalBusiness as extension — with areaServed list of Swiss cantons, currenciesAccepted “CHF, EUR”, openingHoursSpecification, telephone where available. Person for every named expert with image URL, jobTitle, sameAs, knowsAbout. FAQPage on every service detail page. BreadcrumbList sitewide.

What’s commonly missing on CH sites

Three frequent gaps. areaServed is often defined as a string “Switzerland”, instead of an array of canton objects. That costs granularity in local queries (“lawyer in Zug” doesn’t extract). Person schema is missing for the senior team — losing E-E-A-T signal. FAQPage deployed only on a single page, instead of on every service page with real conversational coverage.

Extended Pro stack

For brands serious about AEO, add: HowTo for step-by-step content, Article for insights with author, dateModified, image, Service with Offer and priceSpecification (in CHF), Product for e-commerce, Course for education content, Event for webinars and conferences, Review/AggregateRating where legitimate. Plus RegisterAction for regulated services (FINMA license checks, onboarding flows).

Swiss specifics in code

{
  "@type": "LocalBusiness",
  "areaServed": [
    { "@type": "AdministrativeArea", "name": "Zurich" },
    { "@type": "AdministrativeArea", "name": "Geneva" },
    { "@type": "AdministrativeArea", "name": "Bern" }
  ],
  "currenciesAccepted": "CHF, EUR",
  "priceRange": "CHF 500 – CHF 25,000",
  "knowsLanguage": ["de-CH", "fr-CH", "it-CH", "en"]
}

Validation routine

Weekly Schema.org Validator + Google Rich Results Test. Schema breaks more often than expected after site updates (Astro build, WP theme update, Webflow re-publish) — silent break without visibly broken-looking site. We solve it with a CI hook that pulls 5 random pages through both validators on every deploy.

Schema is plumbing, not marketing. But without plumbing, no marketing.

Swiss LocalBusiness Schema — The complete stack guide