Updated 04/16/2025
Transform how your business appears in Google search results with LocalBusiness schema markup. This step-by-step guide makes implementation simple for everyone, literally.
Sebastian Żarnowski
Co-founder & CEO
What is your business visibility?
Your Business
Your address
Business visibility – it defines how visible your business is to customers in the region. Check the visibility of any business, even your competitors.
Ever noticed how some businesses in Google search results display rich information like hours, ratings, and location directly in the results? That’s not happening by chance. Welcome to your unfair competitive edge: LocalBusiness schema markup—the behind-the-scenes code that transforms how your business appears in local search results.
In this guide, we’re turning too technical and complex LocalBusiness schema manuals into simple, actionable steps that will have your business standing out in Google results.
Step 1: Generate your schema code
Step 2: Add to your website
<head> sectionStep 3: See if it works
Total time? 5 minutes for basic setup. Result? Enhanced Google visibility in weeks!
Have you ever tried explaining your business to someone who speaks a different language? That’s exactly what you’re doing with Google every day! LocalBusiness schema markup is like hiring a perfect translator—it converts your business details into Google’s native language, ensuring nothing gets lost in translation. Clever, right?
Here’s an example of what a properly formatted LocalBusiness schema looks like for a restaurant:
The simplest possible valid schema (though we recommend adding more):
{
"@context": "https://schema.org",
"@type": "Restaurant",
"name": "Portland Pizza Palace",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Portland",
"addressRegion": "OR",
"postalCode": "97201",
"addressCountry": "US"
}
}
When implemented correctly, local business schema markup helps Google display your business in enhanced ways:
Google is smart—but it’s not a mind reader. When you add LocalBusiness schema markup to your website, you’re essentially giving Google’s algorithms a helping hand. Instead of Google having to guess what your business hours are or where you’re located, you’re explicitly labeling this information.
Before we dive into the “how,” let’s talk about the “why”—because the benefits are too good to ignore and a game-changer for everyone involved:
Ready to implement this powerful but often overlooked local SEO tactic? Let’s dive into exactly what you’ll need to create effective LocalBusiness schema markup for your business or clients.
When it comes to Google local business schema, not all properties are created equal. Let’s cut through the confusion and focus on exactly what Google needs to enhance your business listing in local search results.
Google keeps it surprisingly simple with just two absolutely essential elements:
Name : Your official business name as it appears in your Google Business Profile and across domains. Consistency is key for local SEO success!
Address : Your physical location.
That’s it for the absolute requirements! But if you’re thinking “that can’t possibly be enough,” you’re right—to truly shine in local search results, you’ll want to include recommended properties, too.
These aren’t technically required, but they dramatically improve how Google displays your business in local search:
Here’s a pro tip that makes a big difference in local schema: don’t just use “LocalBusiness” as your type. Get specific! For example:
The more specific you get, the better Google understands exactly the services you offer. This increases your chances of appearing in relevant local searches. Here's a list of all supported Business Types in the LocalBusiness schema markup code.
Remember: While only name and address are strictly required, a fully optimized local business schema should include as many recommended properties as possible for maximum local search visibility.
Creating schema markup for local SEO doesn’t have to involve complex coding or technical headaches. Let’s walk through the 2-step process to get your business properly structured for Google’s eyes.
Before touching any code, verify all these details for your local schema markup in your Google Business Profile:
Make sure other directories match this information for consistent local SEO signals.
Localo offers three flexible ways to create your LocalBusiness schema—each designed to match your specific needs, so you don’t have to start from scratch.
Perfect for small business owners and single-location businesses where you can implement the schema yourself.
🏆 You don’t need any technical knowledge for it, and it takes literally just a few clicks to get the code.
This powerful option is available to Localo users and is perfect for managing complex schema needs across multiple clients.
It’s the simplest way to implement a schema that practically runs itself and is available to all Localo users (also Freemium). The idea is to launch a free website with an embedded schema that is automatically generated, implemented, and in sync with all your updates to your Google Business Profile. It’s basically the hands-off approach for busy business owners without the technical headaches.
Simply use Localo’s free site pages feature, and we’ll handle all the schema implementation behind the scenes! It’s a win-win situation where you get a self-sufficient code that Google understands and an optimized website that increases your local rankings.
“Do I need to include every field?” Only name and address are truly required, but including more recommended fields dramatically improves your local search visibility.
“What if I don’t have a physical address?” If you’re a service-area business, you can use the serviceArea property instead of a physical address (more on this in our advanced section).
“Can I use this for multiple locations?” Yes! Just create separate schemas for each location page.
Creating your schema markup is just step one. Next, let’s look at how to actually add it to your website.
Now for the fun part—getting your schema onto your website! I’ll walk you through options for every skill level, from “what’s code?” to “I build websites in my sleep.” Don’t worry—you have several options depending on your technical comfort level and website platform.
If you’re using WordPress (like most of all websites), you’re in luck! Several plugins make schema implementation for local SEO nearly effortless:
Using Yoast Local SEO:
Quick tip: The free version of Yoast has some schema features, but the premium version offers much more comprehensive local business schema options.
Using Rank Math Pro:
Using Schema Pro:
Note : Wix creates Local Business markup for your homepage and primary location only.
<head> Section : Locate the <head> tags at the top of your HTML document.<head> and </head> tags.Here’s an example of how local business schema markup might look among other SEO-related scripts in the <head> section of an HTML document:
<head>
<meta charset="UTF-8">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<title>Portland Pizza Palace</title>
<meta name="description" content="Description of Portland Pizza Palace">
<!-- Open Graph Tags for Social Media -->
<meta property="og:title" content="Portland Pizza Palace">
<meta property="og:description" content="Description of Portland Pizza Palace">
<meta property="og:image" content="https://example.com/pizza-palace.jpg">
<!-- Combined Schema Markup -->
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Restaurant",
"name": "Portland Pizza Palace",
"image": "https://example.com/photos/pizza-palace.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Portland",
"addressRegion": "OR",
"postalCode": "97201",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "45.5231",
"longitude": "-122.6765"
},
"url": "https://portlandpizzapalace.com",
"telephone": "+15035551234",
"priceRange": "$$",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday"],
"opens": "11:00",
"closes": "22:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Friday", "Saturday"],
"opens": "11:00",
"closes": "23:00"
}
]
}
</script>
<!-- Google Tag Manager or Analytics Scripts -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-XXXXX');
</script>
</head>
<head> section : This is Google’s recommended location for local schema markup.Great job! You’ve just planted your flag in the digital landscape. But can Google actually see it? Let’s make sure your newly implemented schema is working.
Adding schema markup is just half of it—you need to verify it’s working correctly and troubleshoot any issues that arise. Let’s make sure Google can read your business details exactly as intended.
This free tool from Google is your first stop for schema validation:
If you see a green checkmark with “Page is eligible for rich results” – congratulations! Your local schema markup is working. If not, let’s fix those errors.
| Error | Solution |
|---|---|
| Missing required field | Add the missing property (usually name or address) |
| Invalid value | Check formatting, especially for dates and times |
| Incorrect property nesting | Verify your code structure |
| Duplicate fields | Remove duplicate properties |
| Invalid URL format | Ensure all URLs include https:// and are accessible |
Once implemented, keep an eye on your schema performance:
Remember : It can take 1-2 weeks for Google to recrawl your site and recognize your local schema markup changes!
If your schema validates but you’re not seeing rich results in local search, consider these factors:
If you’re still having issues with your local business schema, work through this checklist:
Even if rich results don’t appear immediately, properly implemented local schema markup still helps Google understand your business better, which benefits your local SEO in the long run. The visual enhancements are worth the effort when they do appear!
🎉 Congratulations! You’ve now mastered the essentials of LocalBusiness schema markup! With what you’ve learned so far, you’re already ahead of many businesses when it comes to helping Google understand and show your business information in local search.
The sections that follow dive into more advanced techniques and specialized applications of schema markup for local SEO. Feel free to continue exploring these powerful strategies, or if you’ve got what you need, you can implement what you’ve learned so far and come back later when you’re ready to take that next step.
Not all businesses operate the same way, and your local schema strategy should reflect your business model. Let’s explore how to adapt LocalBusiness schema for different business types to maximize local search visibility.
If you have a physical location where customers visit you (retail store, restaurant, dental office), the standard LocalBusiness schema we’ve discussed is perfect.
{
"@context": "https://schema.org",
"@type": "Restaurant",
"name": "Portland Pizza Palace",
"image": "https://example.com/photos/pizza-palace.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Portland",
"addressRegion": "OR",
"postalCode": "97201",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "45.5231",
"longitude": "-122.6765"
},
"url": "https://portlandpizzapalace.com",
"telephone": "+15035551234",
"priceRange": "$$",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday"],
"opens": "11:00",
"closes": "22:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Friday", "Saturday"],
"opens": "11:00",
"closes": "23:00"
}
]
}
Key elements for location-based businesses:
For businesses that travel to customers (plumbers, house cleaners, landscapers), focus on the service area rather than a physical location:
{
"@context": "https://schema.org",
"@type": "HousePainter",
"name": "Precision Painters",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Chicago",
"addressRegion": "IL",
"postalCode": "97201",
"addressCountry": "US"
},
"telephone": "+16175551234",
"serviceArea": ["Boston", "Cambridge", "Somerville", "Brookline"],
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "07:00",
"closes": "18:00"
}
]
}
Key elements for service-area businesses in local schema:
Many businesses have both an office and a service area (law firms that visit clients, consultants with offices):
{
"@context": "https://schema.org",
"@type": "LegalService",
"name": "Metro Legal Advisors",
"address": {
"@type": "PostalAddress",
"streetAddress": "888 Justice Ave, Suite 200",
"addressLocality": "Phoenix",
"addressRegion": "AZ",
"postalCode": "85004",
"addressCountry": "US"
},
"serviceArea": ["Phoenix", "Scottsdale", "Tempe", "Mesa", "Chandler"],
"telephone": "+16025551234",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "17:00"
}
]
}
Key elements for hybrid businesses in local schema:
If your business has multiple locations, create a separate schema for each location.
Remember : Choose the local schema approach that most accurately represents how your customers interact with your business. The goal is to help both Google and potential customers understand exactly how, when, and where you provide your services.
Even experienced SEO professionals can make mistakes with local schema implementation. Let’s identify the most common pitfalls and how to avoid them, ensuring your schema achieves the best results.
The Mistake : Using generic LocalBusiness when more specific types exist.
The Solution : Choose the most specific business type possible:
Tip : Search for your specific business category to find the most precise type for optimal local search visibility.
The Mistake : Using different business names, addresses, or phone numbers across your listings, website content, and Google Business Profile.
The Solution : Create a single source of truth for your NAP (Name, Address, Phone) information and ensure perfect consistency across all platforms.
Why It Matters : Inconsistency confuses Google and can prevent rich results from displaying or even harm local rankings.
The Mistake : Forgetting to include essential properties like name or address.
The Solution : Use a schema generator tool or template that includes all required fields.
Validation Tip : Always run your schema through Google’s Rich Results Test before implementing.
The Mistake : Including images that don’t meet Google’s requirements or using broken image links.
The Solution :
Best Practice :
"image": [
"https://example.com/photos/1x1/business-photo.jpg",
"https://example.com/photos/4x3/business-photo.jpg",
"https://example.com/photos/16x9/business-photo.jpg"
]
The Mistake : Improper formatting, missing commas, or unclosed brackets in your JSON code.
The Solution : Use a JSON validator to check your code syntax before implementation.
Quick Fix : Popular code editors like VS Code highlight JSON syntax errors, or use online tools like JSONLint.
The Mistake : Including schema information that doesn’t match what visitors can see on your website.
The Solution : Ensure your schema reflects information that’s actually visible on your website. Google considers mismatches to be potential spam.
Example : Don’t claim 24/7 business hours in your schema if your website states you’re open 9-5.
The Mistake : Implementing schema and forgetting to update it when business details change.
The Solution : Create a quarterly reminder to review and update your schema markup with any changed information.
Pro Tip : Set up schema in a way that makes updates easy, either through a plugin or well-documented implementation.
The Mistake : Not ensuring your schema implementation works well on mobile devices.
The Solution : Test your schema implementation on mobile using Google’s mobile-friendly test in addition to the Rich Results Test.
Why It Matters : Google prioritizes mobile-first indexing, so mobile compatibility affects rich result eligibility in local search.
The Mistake : Trying to implement every possible schema type and property at once.
The Solution : Start with the core LocalBusiness schema, validate it’s working correctly, and then gradually add additional schema types as needed.
Strategy : Prioritize schema types that align with your most important local business goals.
The Mistake : Implementing schema and never checking if it’s actually working.
The Solution : Monitor Google Search Console for schema performance and regularly search for your business to see how it appears in local results.
Remember : Proper schema implementation for local SEO is an ongoing process, not a one-time task. Regular validation and updates ensure your business maintains optimal visibility in local search results.
One of the biggest challenges for SEO professionals and agencies isn’t implementing schema—it’s convincing clients or stakeholders that it’s worth the investment. See how to effectively communicate the value of LocalBusiness schema markup to your clients.
Instead of saying : “We need to implement JSON-LD schema markup with LocalBusiness properties.”
Try this : “We need to add a special code that helps Google create those enhanced business listings with your hours, reviews, and contact info directly in local search results.”
Visual demonstration : Show before-and-after screenshots of businesses with and without rich results in local search. Visual examples are far more powerful than technical explanations.
Focus on these business benefits when discussing schema implementation:
| Instead of | Say this |
|---|---|
| Increased Local Visibility | Local business schema markup helps your business take up more space in search results, making you more noticeable than competitors in your area. |
| Higher Click-Through Rates | Businesses with rich results in local search typically see 20-30% more clicks than those with standard listings. |
| Pre-Qualified Local Visitors | When searchers can see your hours, location, and reviews directly in search, the people who click through are already interested in what you offer. |
| Competitive Advantage | Many of your local competitors aren’t using schema markup yet, giving us an opportunity to stand out. |
| Voice Search Readiness | As more people use Siri, Alexa, and Google Assistant to find local businesses, schema helps your business be the answer to their queries. |
Show the impact of schema implementation with these metrics:
Before Implementation (Baseline) :
After Implementation (Results) :
Share success stories with specific numbers (just make sure you retract your other client’s data from your pitch):
“After implementing LocalBusiness schema for Restaurant ABC, they saw a 34% increase in direction requests and a 27% increase in phone calls directly from local search results. Their appearance in the Local Pack also improved from position #5 to position #2 for their main keywords.”
“Is schema worth the cost for local SEO?” “Schema implementation is a one-time setup with occasional updates—much more cost-effective than ongoing paid advertising for similar local visibility benefits.”
“Will this actually help my local business?” “Google itself recommends schema markup as a best practice for local businesses. It’s one of the few ways to directly influence how your business appears in local search results.”
“How long until we see results in local search?” “While Google typically processes schema within 1-2 weeks, the full benefits build over time. We usually see initial improvements within the first month and growing impact over 2-3 months as Google gains confidence in your structured data.”
Position schema implementation within the larger local SEO ecosystem:
“LocalBusiness schema works hand-in-hand with your Google Business Profile and website content. When all three are optimized and consistent, they create a powerful signal to Google about your business’s relevance and legitimacy, improving both standard and local search results.”
By focusing on business outcomes rather than technical details, you’ll find it much easier to get buy-in for schema implementation—and have happier clients when the enhanced local search results appear!
You’re now equipped with the exact same schema knowledge that’s helping businesses increase their local visibility. The question is: will your business be visible in local search tomorrow, or will your competitors continue to steal your customers?
Here’s what to do right now:
In less than 5 minutes, you can set in motion changes that will boost your local visibility for years to come. That’s less time than it takes to order your morning coffee!
Want personalized help? Our local SEO experts can do that! Contact us at [email protected] or book a call now!
Your future customers are searching for businesses like yours right now. Make sure they find you first!
Sebastian Żarnowski
Co-founder & CEO
I have been involved in local marketing for years, starting my career at KS Agency, where I also initiated the Local SEO department. Currently, as a co-founder of Localo, I am developing a tool that helps local businesses reach their customers. I share my knowledge through blogs, webinars, social media, and YouTube videos. I focus on authenticity, a practical approach, and effectiveness to support the growth of local businesses and help them connect with their customers more effectively. I value unconventional thinking and am constantly seeking new solutions in marketing.
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Sebastian Żarnowski
Co-founder & CEO
Żaneta Żarnowska
Product Marketing Specialist
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