Local business schema is a type of structured data on your website that helps search engines like Google understand and display key business details—such as your name, address, and phone number—directly in search results, boosting your visibility and attracting more local customers.
What is Local Business Schema?
Local business schema is a specific type of structured data that gives search engines detailed information about your business. It includes essential details like your business name, address, phone number, opening hours, and even customer reviews, all formatted in a way that search engines can easily understand.
By implementing local schema markup, you enable search engines like Google to display your business information more accurately. This often results in rich results, such as showing your business hours, your reviews in the search results, a map of your location, and clickable links to call or visit your website—all of which make it easier for potential customers to find and trust your business.
Key Elements of Local Business Schema
Here are the most important details to include in your local business schema:
- Business Name: The official name of your business.
- Address: Your physical location, formatted consistently.
- Phone Number: A primary contact number, ideally clickable on mobile devices.
- Website URL: The link to your business website.
- Business Hours: Days and times you’re open.
- Category: A description of your business type (e.g., restaurant, plumber).
This is an example of a local business schema for a plumbing business in chicago:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Chicago Best Plumbing",
"url": "https://www.chicagobestplumbing.com",
"telephone": "+1-312-555-1234",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Chicago",
"addressRegion": "IL",
"postalCode": "60601",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 41.8781,
"longitude": -87.6298
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "18:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Saturday",
"opens": "09:00",
"closes": "15:00"
}
],
"priceRange": "$$"
}
</script>
These elements not only help search engines understand your business but also improve how your business appears to users in search results which can lead to more users clicking on your website.
Pro Tip: Ensure your NAP (Name, Address, Phone) details are consistent across all online platforms to build trust with search engines and avoid confusion.

Why Local Business Schema Matters for SEO
Adding local business schema to your website can significantly improve your Local SEO by making your business details more accessible to search engines. This allows them to better understand your business and display relevant structured data effectively in search results.
When search engines have clear information, they can showcase your business through rich results, such as:
- Displaying your business hours directly in search results.
- Highlighting your physical address with a pin on Google Maps.
- Showing a click-to-call button on mobile devices.
- Featuring customer reviews that enhance your credibility.
These rich results not only help you stand out but also drive more local customers to your business by providing them with quick, easy access to important details.
Benefits of Using Local Business Schema
Here’s how local business schema impacts your online presence:
- Higher Visibility in Search Results: Your business information is presented in an organized, eye-catching format.
- Increased Click-Through Rates (CTR): Rich results make your listing more appealing, leading to more clicks.
- Improved Local Search Rankings: Schema helps Google and other search engines understand your business, boosting your chances of appearing in the Local Pack.
- Enhanced Customer Trust: Providing clear and accurate information builds confidence in your business.
Pro Tip: Adding schema can help your business appear in the Google Local Pack, a highly visible section for local searches, increasing your chances of being noticed.
How to Create Local Business Schema
Creating local business schema may sound technical, but with the right tools, it’s a simple process. You don’t need to be a developer to implement it on your website. Follow these steps to create and add your schema markup effectively:
Step 1: Gather Your Business Information
Before generating your schema, collect all the key details you’ll need:
- Business Name
- Address (formatted consistently across all platforms)
- Phone Number (preferably a clickable format for mobile users)
- Website URL
- Business Hours
- Business Category (e.g., bakery, plumber, hair salon)
Having this information ready ensures your schema is accurate and complete.
Step 2: Use a Schema Markup Generator
An easy way to create schema markup when you are not using any other tools do this is by using online tools like the TechnicalSEO Schema Markup Generator. Here’s how to use it:
- Select “Local Business” as the schema type and add more specific types if necessary (For example a bike store would have: LocalBusiness>Store>BikeStore.
- Fill in the required fields (e.g., business name, address, phone).
- Add optional details like business hours or payment methods to enhance the schema.
- Copy the generated JSON-LD code.
Pro Tip: Include extra details like customer reviews and your Google Maps link in your schema to make it even more valuable.
Step 3: Add Schema Markup to Your Website
Once you’ve generated the code, you need to add it to your website. Here’s how:
- For WordPress Users:
Use plugins like Rank Math to easily insert schema markup without touching code. - For Non-WordPress Users:
Manually paste the JSON-LD code into the <head> section of your website or directly into the relevant page.
Step 4: Validate Your Schema
After adding the schema, it’s crucial to check if it’s implemented correctly. Use the Schema Markup Validator to ensure there are no errors or missing fields. Validation helps you avoid potential issues that could prevent search engines from reading your schema.
You can either enter your websites URL or manually insert the schema code in the “Code Snippet” and then you will get results to see if your schema is set up correctly.

Pro Tip: Regularly check your schema using the validator, especially after making changes to your website, to ensure everything remains accurate and functional.
Where to Add Local Business Schema on Your Website
Placing local business schema on the right pages is essential to maximize its impact. The schema helps search engines understand your business details, but it’s most effective when placed strategically on specific pages of your site.
Key Pages for Local Business Schema
- Homepage
The homepage is often the most visited page and serves as a central hub for your business information. Adding schema here ensures search engines understand your primary details. - Contact Page
Since the contact page typically includes your address, phone number, and business hours, it’s another vital place to include schema. This helps search engines associate these details with your business. - Location Pages (for businesses with multiple branches)
If your business operates in different locations, each location page should have its own schema. This allows search engines to differentiate between each branch and display accurate details for each specific business location. - About Page
The about page can benefit from schema as it often includes information about your business’s history, mission, and services. While not as critical as the homepage or contact page, it adds extra context for search engines.
Should Schema Be on Every Page?
No, local business schema doesn’t need to be on every page. Focus on pages that provide key business details. For product or blog pages, other schema types (e.g., product schema, article schema) might be more relevant.
Pro Tip: For businesses with a physical location, ensure that schema is present on the homepage and contact page at a minimum to boost local search visibility.
Common Types of Schema for Local Businesses
Different businesses require different types of schema to fully optimize their Local SEO. While local business schema is the foundation, adding complementary schema types can further improve your online visibility and help search engines display richer, more detailed results.
Key Schema Types for Local Businesses
- LocalBusiness Schema
This is the primary schema for all local businesses. It includes essential details like name, address, phone number (NAP), business hours, and more. You can explore the full structure and properties of this schema on Schema.org’s LocalBusiness page. - Organization Schema
Useful for larger businesses or those with multiple locations. It focuses on the main organization data and can be paired with local business schema for individual branches. - Service Schema
Ideal for businesses offering specific services (e.g., plumbers, electricians). It highlights the services you provide, which can appear in Google search results as rich snippets. - Review Schema
Displays customer reviews directly in search engine results pages (SERPs), boosting credibility and click-through rates. - Event Schema
Perfect for businesses that host events like workshops, sales, or community gatherings. It helps these events show up prominently in search results with dates and times. - Product Schema
If you sell products, this schema highlights individual items, including their price, availability, and reviews, making it easier for customers to find your products.
Pro Tip: Combine review schema with local business schema to showcase your ratings and build trust with potential customers.
Which Schema Type is Best for Your Business?
- Restaurants and Cafés: Use local business schema alongside menu schema and review schema to display operating hours, menus, and customer ratings.
- Medical Practices: Pair local business schema with medical organization schema to highlight your practice’s details and services.
- Service Providers: Combine local business schema with service schema to showcase the specific services offered.
By choosing the right schema types, you ensure that search engines understand your business and present it in the most relevant and engaging way. For a complete list of schema types and how to structure them, visit Schema.org.
Tips for Optimizing Local Business Schema
Once you’ve implemented local business schema, it’s important to optimize it to maximize its effectiveness. Proper optimization ensures that your schema not only works but also delivers the best results for your Local SEO efforts.
Ensure NAP Consistency
Your Name, Address, and Phone Number (NAP) must be consistent across your website, Google Business Profile, and all other online directories. Inconsistent NAP details can confuse search engines and hurt your local rankings.
Pro Tip: Double-check your NAP details whenever you update your website or change business information to maintain consistency across all platforms.
Add Extra Details to Stand Out
Go beyond the basics by including additional properties in your schema, such as:
- Business hours (including seasonal closures or special holiday hours)
- Accepted payment methods
- Price range
- Geo-coordinates (latitude and longitude for precise mapping)
- Social media links
The more complete your schema, the better search engines can present your business information to users.
Use Schema for Multiple Locations
If your business operates in multiple locations, create a separate local business schema for each location. This ensures that search engines display the correct details for each specific business location, such as its address, phone number, and hours of operation.
This is also part of our article on How to Do Local SEO for Multiple Locations.
Regularly Validate Your Schema
Schema errors or outdated details can hurt your visibility in search results. Use the Schema Markup Validator to check your schema for errors and ensure that it’s properly implemented.
Pro Tip: Run your schema through the validator after every website update to catch and fix any potential issues quickly.