What is Local Schema Markup?

Definition

Local schema markup is a form of structured data (using Schema.org vocabulary) that you embed in your website's HTML to help search engines understand specific information about your local business. Using JSON-LD format (recommended by Google), you can mark up your business name, address, phone number, hours, coordinates, services, and other details in a machine-readable format. This structured data helps search engines display rich results and verify your business information more accurately.

Why it matters

Schema markup helps search engines parse your business information with confidence, reducing ambiguity and potential errors. While schema markup alone may not dramatically boost rankings, it can lead to rich results (like star ratings, hours, and price ranges displayed in search results) that increase click-through rates. It also provides an additional data point for Google to verify your NAP information, supporting your overall local SEO consistency.

How to implement

Add JSON-LD structured data to your homepage and location pages using the LocalBusiness schema type. Include all relevant properties: name, address, telephone, openingHours, geo coordinates, url, and priceRange. Use the most specific LocalBusiness subtype available (e.g., Dentist, Restaurant, Plumber). Validate your markup using Google's Rich Results Test. Deploy the markup site-wide where appropriate and keep it updated when business information changes.

Common mistakes

• xUsing generic 'LocalBusiness' type when a more specific subtype exists for your business category.
• xIncluding schema markup that doesn't match the visible content on the page.
• xAdding schema markup only to the homepage and not to individual location or service pages.

Examples

• -A restaurant adds LocalBusiness schema with their hours, menu URL, price range, and cuisineType, resulting in rich snippets in search results.
• -A multi-location dental practice adds unique Dentist schema to each location page with that location's specific address, phone, and hours.

Related terms