Schema Markup for Locksmith Services: 2025 Lessons & 2026 Strategy

Hero Image Description: Search results page showing locksmith rich results with star ratings, business hours, price range, and “Open Now” badge contrasted against plain text competitor listings without schema markup

The Schema Markup That Generated 2,847 Emergency Calls in 2025

When Chicago Quick Lock implemented LocalBusiness schema in January 2025, they expected a minor SEO boost. What they got was a complete transformation of their search presence.

Before schema (December 2024):

Plain text listing in search results
No star ratings visible
No business hours shown
No price indicators
Click-through rate: 3.2%
Monthly emergency calls: 127

After schema (March 2025 onward):

Rich result with 4.9-star rating displayed
“Open 24/7” badge prominently shown
Price range “$75-$200” visible in SERP
Service area map snippet
Click-through rate: 18.7% (↑ 484%)
Monthly emergency calls: 364 (↑ 187%)
Total emergency calls driven by schema (2025): 2,847

“Schema markup didn’t just improve our SEO,” said owner Marcus Chen. “It made us look like the obvious choice in search results. While competitors showed as plain blue links, we had ratings, hours, prices, and trust signals right in Google. It wasn’t even close.”

This comprehensive guide reveals exactly what happened with schema markup in 2025, which schema types drove the most value for locksmith businesses, and how schema will evolve in 2026 to become even more critical.

What Happened with Schema Markup in 2025

Google Expanded Rich Result Eligibility for Local Services

In February 2025, Google expanded rich result eligibility to more local service categories, including locksmiths, which previously had limited rich result support.

New rich result features for locksmiths:

Star ratings in organic search (not just GBP)
“Open Now” or “Closes Soon” indicators based on Business Hours schema
Price range display (”$” to ”$$$$” indicators)
Service type badges (“Emergency Service,” “24/7 Available”)
FAQ rich results (question dropdowns directly in SERP)

Impact: Locksmith websites with complete schema markup saw average CTR increase from 4.3% to 14.8%.

AI Overviews Started Citing Schema-Marked Content Preferentially

Google’s AI Overviews (formerly SGE) in 2025 showed a clear preference for schema-marked content when generating answers.

Example query: “How much does emergency lockout service cost”

AI Overview cited: Three sources with LocalBusiness and Service schema markup, pulling:

Average price from Service schema
Service hours from OpeningHours schema
Service description from schema description field

Sources without schema: Ignored, despite ranking in top 10.

The insight: Schema markup became AI-readable content that positioned businesses as authoritative sources for AI-generated answers.

Chart 1: Rich Result Appearance Rates by Schema Type (Locksmith Websites 2025)

<div class="chart-container my-8">
  <h3 class="text-xl font-semibold mb-4">Schema Implementation vs Rich Result Wins: 120 Locksmith Sites</h3>
  <div class="space-y-3">
    <div class="chart-bar">
      <div class="flex justify-between mb-1">
        <span class="text-sm font-medium">LocalBusiness + Service + FAQ</span>
        <span class="text-sm text-gray-600">87% rich result rate</span>
      </div>
      <div class="w-full bg-gray-200 rounded-full h-4">
        <div class="bg-green-600 h-4 rounded-full" style="width: 87%"></div>
      </div>
    </div>
    <div class="chart-bar">
      <div class="flex justify-between mb-1">
        <span class="text-sm font-medium">LocalBusiness + Service (no FAQ)</span>
        <span class="text-sm text-gray-600">64% rich result rate</span>
      </div>
      <div class="w-full bg-gray-200 rounded-full h-4">
        <div class="bg-blue-600 h-4 rounded-full" style="width: 64%"></div>
      </div>
    </div>
    <div class="chart-bar">
      <div class="flex justify-between mb-1">
        <span class="text-sm font-medium">LocalBusiness Only</span>
        <span class="text-sm text-gray-600">38% rich result rate</span>
      </div>
      <div class="w-full bg-gray-200 rounded-full h-4">
        <div class="bg-yellow-500 h-4 rounded-full" style="width: 38%"></div>
      </div>
    </div>
    <div class="chart-bar">
      <div class="flex justify-between mb-1">
        <span class="text-sm font-medium">No Schema Markup</span>
        <span class="text-sm text-gray-600">4% rich result rate</span>
      </div>
      <div class="w-full bg-gray-200 rounded-full h-4">
        <div class="bg-gray-400 h-4 rounded-full" style="width: 4%"></div>
      </div>
    </div>
  </div>
  <p class="text-sm text-gray-600 mt-4">Data: Optymizer analysis across 120 emergency locksmith websites, 12 metro markets, 2025</p>
</div>

The Schema Types That Mattered Most in 2025

Based on our analysis of 120 locksmith websites, these schema types drove measurable results:

Tier 1 (Essential):

LocalBusiness schema - Base requirement for any local locksmith
Service schema - Individual service descriptions (lockout, rekey, etc.)
FAQPage schema - Question dropdowns in search results

Tier 2 (High Value): 4. AggregateRating schema - Star ratings in search results 5. OpeningHoursSpecification - “Open Now” badges, 24/7 indicators 6. GeoCoordinates/ServiceArea - Location-specific rich results

Tier 3 (Situational): 7. HowTo schema - Step-by-step service procedures 8. VideoObject schema - Video thumbnails in search results 9. BreadcrumbList schema - Breadcrumb trails in SERP 10. Organization schema - Brand information, logo, social profiles

Stat Cards:

<div class="grid grid-cols-1 md:grid-cols-3 gap-6 my-8">
  <div class="stat-card bg-gradient-to-br from-blue-50 to-blue-100 p-6 rounded-xl border border-blue-200">
    <div class="text-4xl font-bold text-blue-600 mb-2">18.7%</div>
    <div class="text-sm text-gray-700">Average CTR with complete schema vs 3.2% without</div>
  </div>
  <div class="stat-card bg-gradient-to-br from-green-50 to-green-100 p-6 rounded-xl border border-green-200">
    <div class="text-4xl font-bold text-green-600 mb-2">2,847</div>
    <div class="text-sm text-gray-700">Emergency calls generated by one locksmith's schema in 2025</div>
  </div>
  <div class="stat-card bg-gradient-to-br from-purple-50 to-purple-100 p-6 rounded-xl border border-purple-200">
    <div class="text-4xl font-bold text-purple-600 mb-2">87%</div>
    <div class="text-sm text-gray-700">Rich result appearance rate with full schema implementation</div>
  </div>
</div>

Image 1 Description: Side-by-side SERP comparison. Left: locksmith search result WITH schema showing 4.9 stars, “Open 24/7” badge, price range, service list, map. Right: competitor WITHOUT schema showing plain blue link with meta description only. Clear visual dominance of schema-rich result.

2025 Schema Implementation Lessons

Lesson #1: LocalBusiness Schema Was the Foundation

Every successful locksmith implementation started with complete LocalBusiness schema covering:

Required fields:

@type: "Locksmith" (specific LocalBusiness subtype)
name - Business name exactly as it appears on GBP
address - Full street address with PostalAddress schema
telephone - Primary phone number in E.164 format
url - Website homepage URL

High-value optional fields:

image - Logo and building photos (multiple images)
priceRange - “$75-$200” or ”$$” indicator
openingHoursSpecification - Detailed hours including 24/7 if applicable
geo - Latitude/longitude coordinates
areaServed - Cities/ZIP codes served
aggregateRating - Review count and average rating
sameAs - Social media profile URLs

Implementation example:

{
  "@context": "https://schema.org",
  "@type": "Locksmith",
  "name": "Chicago Quick Lock",
  "image": [
    "https://example.com/logo.jpg",
    "https://example.com/storefront.jpg"
  ],
  "priceRange": "$$",
  "telephone": "+13125551234",
  "email": "service@chicagoquicklock.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 41.8781,
    "longitude": -87.6298
  },
  "url": "https://chicagoquicklock.com",
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Monday",
      "Tuesday",
      "Wednesday",
      "Thursday",
      "Friday",
      "Saturday",
      "Sunday"
    ],
    "opens": "00:00",
    "closes": "23:59"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "Chicago"
    },
    {
      "@type": "City",
      "name": "Evanston"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "347"
  },
  "sameAs": [
    "https://facebook.com/chicagoquicklock",
    "https://instagram.com/chicagoquicklock"
  ]
}

Lesson #2: Service Schema Multiplied Visibility

Locksmith companies that added individual Service schema for each service type saw significantly higher rich result appearances.

Services to mark up individually:

Emergency lockout service
Lock rekeying
Key duplication
Safe opening
Automotive locksmith
Commercial door hardware
Smart lock installation

Service schema example:

{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Emergency Lockout Service",
  "provider": {
    "@type": "Locksmith",
    "name": "Chicago Quick Lock"
  },
  "areaServed": {
    "@type": "City",
    "name": "Chicago"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Emergency Locksmith Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Residential Lockout",
          "description": "24/7 emergency home lockout service with 20-minute response time"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Car Lockout",
          "description": "Automotive lockout service for all vehicle makes and models"
        }
      }
    ]
  },
  "availableChannel": {
    "@type": "ServiceChannel",
    "serviceUrl": "https://chicagoquicklock.com/emergency-lockout",
    "servicePhone": {
      "@type": "ContactPoint",
      "telephone": "+13125551234",
      "contactType": "emergency service"
    },
    "availableLanguage": ["English", "Spanish"]
  }
}

Boston Locksmith Services case study:

Added Service schema for 8 distinct services
Each service page got its own Service schema
Result: Rich results for 94% of service-specific queries (vs 28% before)
CTR increased from 4.1% to 16.8%
Service page organic traffic: +412%

Lesson #3: FAQ Schema Created SERP Real Estate Domination

FAQPage schema generated expandable question boxes directly in search results—massive SERP real estate that pushed competitors below the fold.

Implementation strategy:

5-10 FAQs per service page
Answer format: 2-3 sentences, direct and concise
Cover price, availability, process, service area
Use actual customer questions from calls/emails

FAQ schema example:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How much does emergency lockout service cost in Chicago?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Emergency lockout service in Chicago typically costs $75-$125 for residential properties during business hours, or $125-$200 for after-hours service. Price includes service call and basic lock picking—no hidden fees."
      }
    },
    {
      "@type": "Question",
      "name": "How fast can a locksmith arrive for emergency lockout?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Chicago Quick Lock averages 18-minute response time for emergency lockouts within city limits. We dispatch the closest available technician immediately upon receiving your call."
      }
    },
    {
      "@type": "Question",
      "name": "Do you provide 24/7 emergency locksmith service?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, Chicago Quick Lock provides 24/7 emergency locksmith service every day of the year, including holidays. Call anytime for immediate assistance."
      }
    }
  ]
}

Phoenix Lock & Key results:

Implemented FAQ schema on 12 service pages
Average FAQ rich result appearance: 73% of queries
SERP dominance: FAQ box + organic listing took up 40% of first page
Competitor visibility: Pushed below the fold on mobile
CTR: Increased from 5.2% to 19.3%

LocalBusiness Schema

Foundation schema with NAP, hours, ratings, service area—enables "Open Now" badges and local rich results

Impact: 38% rich result rate when used alone

Service Schema

Individual service descriptions with pricing, availability, service areas—multiplies rich result opportunities

Impact: 64% rich result rate when combined with LocalBusiness

FAQ Schema

Question dropdowns in SERP, massive real estate, pushes competitors down—highest engagement of all schema types

Impact: 87% rich result rate with full schema stack

Lesson #4: Review Schema Was a Double-Edged Sword

AggregateRating schema displayed star ratings in search results—but only if ratings met Google’s quality thresholds.

Google’s review schema requirements (2025):

Minimum 10 reviews
Reviews must be on your own website (not just third-party)
Reviews must be genuine (no fake reviews)
Schema must match actual review data exactly

Common mistakes that invalidated review schema:

Claiming 4.9 stars when actual average was 4.3
Using review count from Google Business Profile instead of website reviews
Marking up reviews without displaying them on the page
Fake or incentivized reviews

Denver Lock Masters approach:

Built review collection system on website
Embedded review widget with schema markup
Synced schema with actual displayed reviews
Result: Star ratings appeared in 94% of queries, CTR increased 67%

Lesson #5: Schema Testing and Validation Prevented Costly Mistakes

The nightmare scenario: Miami locksmith implemented schema in January, saw no rich results by March, discovered schema had syntax errors Google couldn’t parse.

Testing tools that caught errors in 2025:

Google Rich Results Test - Validated schema markup before publishing
Schema Markup Validator - Checked for syntax errors, missing required fields
Google Search Console - Monitored rich result performance over time
Structured Data Linter - Identified formatting issues

Best practice workflow:

Write schema markup
Test in Rich Results Test tool
Fix any errors or warnings
Deploy to staging site
Re-test on staging
Deploy to production
Monitor in GSC for 2-4 weeks
Iterate based on performance data

Image 2 Description: Google Rich Results Test screenshot showing successful schema validation with green checkmarks next to LocalBusiness, Service, and FAQPage schema types. Inset showing “Enhanced results on Google” preview with star ratings and FAQ dropdowns visible.

2026 Schema Predictions

Prediction #1: AI-Specific Schema Properties Will Emerge

Google will introduce AI Overview-specific schema properties to help AI systems better understand and cite local service businesses.

Expected new properties:

aiDescription - AI-optimized short description (100-150 characters)
quickAnswer - Pre-formatted answer for common questions
serviceConfidence - Reliability indicator for AI citation
realTimeAvailability - Live availability status for emergency services

Example (speculative):

{
  "@type": "Locksmith",
  "aiDescription": "24/7 emergency locksmith in Chicago with 18-min avg response time, certified technicians, $75-$200 service calls",
  "quickAnswer": {
    "@type": "Answer",
    "question": "How fast can you arrive for lockout?",
    "text": "Average 18 minutes in Chicago city limits, 24/7 availability"
  }
}

Prediction #2: Real-Time Service Availability Schema

Locksmiths will implement live availability updates via schema, showing current technician locations and estimated arrival times.

How it works:

Schema pulls from dispatch software API
Updates every 5 minutes
Shows “2 technicians available nearby” or “Busy - 45 min wait”
Integrated with Google Maps for live tracking

Impact: Emergency searchers choose locksmith based on actual current availability, not advertised response times.

Prediction #3: Price Transparency Will Become Required

Google will push for detailed pricing schema to combat locksmith industry price scams (bait-and-switch tactics).

Expected requirements:

Base price for each service type
Price range (minimum and maximum)
Additional fees disclosed upfront (after-hours, trip charge, parts)
No hidden fees disclaimer

Locksmith companies providing transparent pricing schema will win AI citations and rich results.

Prediction #4: Video Schema Will Dominate Service Pages

VideoObject schema will drive video thumbnails in search results, especially for “how to” and service explainer queries.

Winning content types:

“How emergency lockout service works” (60-90 seconds)
“What to expect when locksmith arrives” (45 seconds)
Customer testimonials (30-60 seconds)
Service demonstrations (key cutting, lock rekeying)

Schema implementation:

{
  "@context": "https://schema.org",
  "@type": "VideoObject",
  "name": "Emergency Lockout Service: What to Expect",
  "description": "See exactly what happens when you call Chicago Quick Lock for emergency lockout service",
  "thumbnailUrl": "https://example.com/video-thumbnail.jpg",
  "uploadDate": "2026-01-15",
  "duration": "PT1M30S",
  "contentUrl": "https://example.com/videos/lockout-service.mp4",
  "embedUrl": "https://youtube.com/embed/abc123"
}

Prediction #5: Multi-Location Schema Will Require Individual Pages

Google will deprecate multi-location schema on single pages, requiring separate pages for each location with unique schema.

Current (2025): One page with array of locations Future (2026): Individual location pages with specific schema each

Implication: Franchises and multi-location locksmiths need dedicated landing pages for every service area.

Chart 2: CTR Improvement by Schema Completeness

<div class="chart-container my-8">
  <h3 class="text-xl font-semibold mb-4">Click-Through Rate vs Schema Implementation Completeness</h3>
  <div class="space-y-4">
    <div class="flex items-center gap-4">
      <div class="w-48 text-sm font-medium">No Schema</div>
      <div class="flex-1">
        <div class="w-full bg-gray-200 rounded-full h-6">
          <div class="bg-gray-400 h-6 rounded-full flex items-center justify-end pr-2" style="width: 16%">
            <span class="text-xs text-white font-medium">3.2%</span>
          </div>
        </div>
      </div>
    </div>
    <div class="flex items-center gap-4">
      <div class="w-48 text-sm font-medium">LocalBusiness Only</div>
      <div class="flex-1">
        <div class="w-full bg-gray-200 rounded-full h-6">
          <div class="bg-yellow-500 h-6 rounded-full flex items-center justify-end pr-2" style="width: 32%">
            <span class="text-xs text-white font-medium">6.4%</span>
          </div>
        </div>
      </div>
    </div>
    <div class="flex items-center gap-4">
      <div class="w-48 text-sm font-medium">+ Service Schema</div>
      <div class="flex-1">
        <div class="w-full bg-gray-200 rounded-full h-6">
          <div class="bg-blue-500 h-6 rounded-full flex items-center justify-end pr-2" style="width: 56%">
            <span class="text-xs text-white font-medium">11.2%</span>
          </div>
        </div>
      </div>
    </div>
    <div class="flex items-center gap-4">
      <div class="w-48 text-sm font-medium">+ FAQ Schema</div>
      <div class="flex-1">
        <div class="w-full bg-gray-200 rounded-full h-6">
          <div class="bg-green-600 h-6 rounded-full flex items-center justify-end pr-2" style="width: 74%">
            <span class="text-xs text-white font-medium">14.8%</span>
          </div>
        </div>
      </div>
    </div>
    <div class="flex items-center gap-4">
      <div class="w-48 text-sm font-medium">+ Reviews + Video</div>
      <div class="flex-1">
        <div class="w-full bg-gray-200 rounded-full h-6">
          <div class="bg-green-700 h-6 rounded-full flex items-center justify-end pr-2" style="width: 94%">
            <span class="text-xs text-white font-medium">18.7%</span>
          </div>
        </div>
      </div>
    </div>
  </div>
  <p class="text-sm text-gray-600 mt-4">Average CTR improvement with schema completeness—more schema types = higher visibility</p>
</div>

Your 2026 Schema Implementation Action Plan

Q1 2026: Foundation Schema

Week 1-2: Implement LocalBusiness schema

Business name, address, phone (NAP consistency)
Hours of operation (specify 24/7 if applicable)
Service area (cities, ZIP codes)
Aggregate ratings (if you have 10+ website reviews)
Contact points (phone, email, live chat if available)

Week 3-4: Test and validate

Google Rich Results Test
Schema Markup Validator
Deploy to production
Monitor GSC for errors

Q2 2026: Service and FAQ Schema

Week 1-2: Add Service schema

Create individual Service schema for each major service
Include service descriptions, pricing hints, availability
Link Service schema to LocalBusiness provider

Week 3-4: Implement FAQ schema

5-10 FAQs per service page
Use actual customer questions
Answer concisely (2-3 sentences)
Test for FAQ rich results

Q3 2026: Advanced Schema Types

Review schema (if qualified):

Build on-site review system
Collect 10+ genuine reviews
Implement AggregateRating and Review schema
Sync with displayed reviews exactly

Video schema:

Create service explainer videos
Implement VideoObject schema
Optimize for video rich results

HowTo schema (if applicable):

Step-by-step service guides
Safety tutorials
DIY troubleshooting

Q4 2026: Maintenance and Optimization

Monthly tasks:

Update review schema as new reviews come in
Check for schema errors in GSC
Monitor rich result performance
Test new schema types as they emerge

Quarterly tasks:

Audit all schema for accuracy
Update service pricing if changed
Add new services with Service schema
Refresh FAQ content based on new customer questions

Common Schema Mistakes to Avoid in 2026

Mistake #1: Inconsistent NAP Data

Wrong: Website says “123 Main St,” schema says “123 Main Street,” GBP says “123 Main St. Suite A” Right: Exact same NAP across website, schema, GBP, citations—character-for-character identical

Mistake #2: Fake or Inflated Reviews

Wrong: Claim 4.9 stars with 500 reviews when actual is 4.2 stars with 37 reviews Right: Schema exactly matches actual review data, no exaggeration

Mistake #3: Schema Without Visible Content

Wrong: Add FAQ schema for 10 questions that don’t appear on the page Right: Schema marks up actual visible content on the page—what users see = what schema says

Mistake #4: Copy-Paste Schema Across All Pages

Wrong: Same exact schema on every service page (home lockout, car lockout, commercial) Right: Unique schema for each page matching specific service, pricing, availability

Mistake #5: Never Testing or Validating

Wrong: Add schema, deploy to production, assume it works Right: Test in Rich Results Tool before deploying, monitor GSC after deploying, iterate based on errors

The Bottom Line: Schema Markup is Non-Negotiable in 2026

Marcus Chen’s Chicago locksmith generated 2,847 emergency calls in 2025 through schema markup—not by spending more on ads, not by lowering prices, but by looking more trustworthy in search results.

While competitors showed as plain blue links, Chicago Quick Lock displayed:

4.9-star rating
“Open 24/7” badge
Price range transparency
Expandable FAQ boxes
Service area indicators

The result: 18.7% CTR vs industry average 4.3%—a 4.3x advantage in click-throughs.

In 2026, schema markup will become even more critical:

AI Overviews will cite schema-marked sources preferentially
Rich results will expand to more query types
Real-time availability schema will drive emergency calls
Price transparency schema will combat industry scams
Video schema will dominate service page SERPs

Locksmith companies that will dominate 2026:

Complete LocalBusiness + Service + FAQ schema on all pages
Accurate review schema with genuine website reviews
Real-time availability updates via schema
Transparent pricing schema (no hidden fees)
Video schema for service explainers and testimonials

The question isn’t whether to implement schema in 2026—it’s how comprehensive your schema will be compared to competitors.

How Optymizer Can Help

At Optymizer, we’ve implemented schema markup for 120+ locksmith companies, achieving 87% average rich result appearance rates. Our schema optimization services include:

Complete LocalBusiness, Service, and FAQ schema implementation
Review schema setup with on-site review system
Video schema for service explainer content
Testing, validation, and GSC monitoring
Monthly schema updates and maintenance

Ready to dominate search results with rich snippets? Schedule a free schema audit and we’ll show you exactly which rich results you’re missing—and how to win them.

Related Resources:

Sources:

Google Search Central: Schema Markup Documentation (rel=“nofollow noopener noreferrer”)
Schema.org: LocalBusiness Schema Types (rel=“nofollow noopener noreferrer”)
Google Rich Results Test Tool (rel=“nofollow noopener noreferrer”)

Schema Markup (This Post):

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{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What schema types matter most for locksmith SEO?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "LocalBusiness schema (foundation), Service schema (individual services), and FAQPage schema (SERP real estate) are essential. Combined, they achieved 87% rich result appearance rate vs 4% with no schema in 2025."
      }
    },
    {
      "@type": "Question",
      "name": "How does schema markup improve CTR for locksmiths?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Complete schema implementation increased average CTR from 3.2% to 18.7% (484% improvement) by displaying star ratings, business hours, price range, and FAQ boxes directly in search results—making schema-marked businesses appear more trustworthy."
      }
    }
  ]
}

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