Schema Markup for Local Business: A Plain-English Guide

Google is good at reading websites, but it still has to guess some things. Is this phone number the main one? Which address is the business location? What are the opening hours? Schema markup removes the guesswork by describing your business in a format search engines understand directly.

I add schema markup to every local business website I build or optimise. In this guide I’ll explain schema markup for local business in plain English: what it is, which properties matter, what it can and can’t do for your rankings, and how to add and test it.

Quick answer: Schema markup for a local business is a small block of code, usually in JSON-LD format, that tells Google your business name, type, address, phone number, hours, website and service area. Google requires only a name and address, but recommends details like phone, hours, URL and location coordinates. It helps Google understand and trust your business information, but it doesn’t guarantee rich results or higher rankings on its own.

What Is Schema Markup?

Schema markup (also called structured data) is a standard vocabulary from Schema.org that describes things such as businesses, products, events and articles. You add it to your website’s code, and it’s invisible to visitors. Search engines read it to understand exactly what your page is about.

For a local business, the most important type is LocalBusiness. Google’s local business structured data guide says you can use it to “tell Google about business hours, different departments within a business, reviews (if your site captures reviews about other businesses), and more.”

The most common format is JSON-LD, a small script placed in the page. It sits apart from your visible content, so it’s easy to add and update without changing your design.

Why Local Businesses Should Use Schema

Clear business details. Google gets your exact name, address, phone and hours instead of guessing from page text.
Consistency with your Google Business Profile. Matching details across your site and profile help build trust in your business information.
Better understanding of what you do. A specific business type, such as Plumber or Dentist, tells Google your category clearly.
Eligibility for search features. Some rich results depend on structured data, although Google decides when to show them.
Ready for AI search. AI tools and assistants also rely on clear, structured business information.

Choose the Most Specific Business Type

Google advises: “Use the most specific LocalBusiness sub-type possible.” Instead of the general LocalBusiness type, pick the one that matches what you do. Schema.org includes types such as:

Plumber, Electrician, HVACBusiness and RoofingContractor
Dentist and MedicalClinic
MovingCompany, Locksmith and HousePainter
LegalService and AccountingService
Restaurant, DaySpa and HealthClub

If there’s no exact match, use the closest broader type, such as HomeAndConstructionBusiness or ProfessionalService.

Local Business Schema Properties That Matter

Google lists two required properties and several recommended ones. Here’s what each means for a typical service business:

Property	What it contains	Required?
name	Your business name, exactly as on your Google Business Profile	Required
address	Street, city, region, postal code and country	Required
telephone	Your main phone number, with country code	Recommended
url	The page for this business or location	Recommended
openingHoursSpecification	Days and opening and closing times	Recommended
geo	Latitude and longitude of your location	Recommended
priceRange	A price guide, such as $$	Recommended
image	Your logo or a photo of your business	Optional, useful
sameAs	Links to your Google Business Profile and social profiles	Optional, useful
areaServed	Cities or regions you serve	Optional, useful for service-area businesses

The last three aren’t in Google’s recommended list, but they’re valid Schema.org properties and help describe your business more completely.

Schema Markup for Service-Area Businesses

If you travel to customers and don’t serve people at your address, such as plumbers, cleaners and roofers, you still need an address in your schema, because Google requires it. Use your real business address, and add the areaServed property to list the cities or regions you cover.

Make sure your schema matches how your Google Business Profile is set up. I explain the full setup in my guide to service area business SEO.

What Schema Markup Won’t Do

It’s important to set the right expectations.

No guaranteed rich results. Adding structured data makes you eligible for some features, but Google decides whether to show them.
No stars for your own reviews. Google’s review snippet guidelines say that if a business controls the reviews about itself, its pages using LocalBusiness or Organization markup are “ineligible for star review feature.” Showing reviews on your site is still great for visitors, but it won’t bring stars in search results.
No FAQ rich results for most sites. Google now shows FAQ rich results only for “well-known, authoritative government and health websites.” FAQ markup can still help describe your content, but don’t expect expandable FAQs in search results.
No ranking boost by itself. Schema helps Google understand your business. Rankings still depend on relevance, reviews, content and links.

How to Add Local Business Schema

On WordPress: SEO plugins such as Yoast, Rank Math and All in One SEO include local business settings, sometimes in a paid add-on. Fill in your details once, and the plugin adds the markup to your pages.

On Next.js or custom sites: your developer adds a JSON-LD script to the page, often generated from your CMS so it updates when your details change.

For multiple locations: give each location its own page with its own LocalBusiness markup, including that location’s address, phone number and hours.

Whichever method you use, the details in your schema should match what’s visible on the page and on your Google Business Profile.

How to Test Your Schema Markup

Run your page through Google’s Rich Results Test to check for errors and warnings on supported features
Use the Schema Markup Validator to check all Schema.org properties, including ones Google doesn’t use for rich results
After launch, check the Enhancements section in Google Search Console for structured data errors
Re-test after any change to your address, phone number, hours or website platform

Common Schema Mistakes

Using the general LocalBusiness type when a specific one exists
Business name, address or phone that don’t match your Google Business Profile
Old opening hours left in the markup after a change
Adding review markup for your own business, expecting stars
Marking up information that isn’t visible anywhere on the page
Copying the same location markup onto every page of a multi-location site

Frequently Asked Questions

What is local business schema markup?

It’s structured data that describes your business to search engines in a standard format. It includes details such as your business name, type, address, phone number, opening hours and website. Most sites add it as a JSON-LD script, which visitors don’t see.

Does schema markup help local SEO?

Yes, indirectly. Schema markup for local business helps Google understand and confirm your business details, which supports your local search presence. It won’t lift rankings on its own, but it’s part of a solid technical foundation alongside your Google Business Profile, reviews and content.

Which pages should have local business schema?

Usually your homepage or contact page, plus each location page if you have more than one location. Each location page should have its own address, phone number and opening hours. You don’t need to repeat the full markup on every service page.

Can I get review stars in Google with schema?

Not for reviews of your own business. Google says pages using LocalBusiness or Organization markup are ineligible for star review snippets when the business controls the reviews about itself. Focus on getting reviews on your Google Business Profile, where stars appear in local results.

Do I need a developer to add schema markup?

Not always. On WordPress, SEO plugins can add local business schema through simple settings. On custom or Next.js sites, a developer usually adds it. Either way, test the result with the Rich Results Test and the Schema Markup Validator.

Final Thoughts

Schema markup for local business is a small task with lasting value. Choose the most specific business type, fill in accurate details that match your Google Business Profile, and test everything. It won’t replace reviews, content or links, but it gives Google a clear, trusted picture of who you are and where you work.

For more local SEO help, see my guides to SEO for home service businesses and the SEO for dentists checklist. If you’d like me to check or add schema on your site, see my SEO audit and technical SEO service, or contact me for a free review.