How to Add Local Business Schema: A Step-by-Step Guide for Better Local SEO

Think of Local Business Schema like a digital business card for your website — but one that’s made for Google to read. Learn how to add local business schema to your page with structured data markup. Improve SEO with proper schema, code, and business data in 2025 using proven strategies from professional SEO services.

When someone searches for a business like yours — for example, “pizza shop near me” or “best salon in [city]” — Google uses special tags called schema to better understand your business: what you offer, where you’re located, your hours, phone number, customer reviews, and more.

By adding Local Business Schema, you help search engines clearly identify and showcase your business details in search results — improving your visibility, credibility, and chances of attracting local customers.

By adding Local Business Schema to your website:

Your business is more likely to show up in local search results.Your star ratings and reviews may appear directly in search (called rich results.People can easily see your hours of operation, contact info, or directions right from search.

It helps you show up in voice searches like, “Hey Siri, find a plumber near me.”It’s invisible to your customers but visible to search engines — kind of like labeling all the sections in your store for a robot visitor who can’t see signs but can read tags.

Local Business Schema is a type of structured data. It helps search engines understand your business better. It tells Google what your business is, where it is, and what it does.

You add this schema code to your website. When Google reads it, it gets clear details like your business name, address, phone number, hours, and more.

This markup follows standards from Schema.org. It uses a format called JSON-LD, which is simple and Google-approved.

1. Step-by-Step: How to Add Local Business Schema Using JSON-LD

Adding LocalBusiness schema might sound technical, but it’s simple if you follow the right steps. This section shows how to do it manually using JSON-LD, the recommended format by Google.

Let’s break it down.

Step 1: Identify Your Business Type on Schema.org

Before you start writing any code, the first step is to clearly define what kind of business you have. To do this, visit the LocalBusiness section on Schema.org and explore the available types. Choose the one that’s most appropriate for your business.

The more specific you are, the better. Picking the right business type helps search engines like Google understand exactly what your business does, which can lead to better visibility in local search results and voice assistant responses.

For example:

• If you’re a dentist, you’d use “@type”: “Dentist”
• A pizza shop would use “@type”: “Restaurant”
• An auto repair shop might use “@type”: “AutoRepair”

🎯 Choosing the correct type isn’t just a technical step—it’s how you clearly communicate your business identity to Google, so you appear in the searches that matter most to your customers.

You can also look at this SEO portfolio for examples of schema used across industries.

Step 2: Fill in Required and Recommended Fields

Now that you’ve identified your business type, it’s time to build your schema markup by adding all the essential details. Think of this as creating a complete local business profile that search engines can easily understand.

Start with the required fields—these are the basics that every LocalBusiness schema should include:

• @context – Always set this to “https://schema.org” to define the vocabulary you’re using. It tells search engines that your data follows the Schema.org standard.
• @type – Use the most specific business type you selected earlier (e.g., “Dentist”, “Restaurant”

  , “AutoRepair”).

• name – Your business name. Make sure it’s spelled correctly and uses proper capitalization, exactly as it appears on your storefront, website, and listings.
• address – Use the PostalAddress format. This should match the address on your Contact Us page and your local citation listings (e.g., Google Business Profile, Yelp).
• telephone – Include your phone number with the country code (e.g., +1 for the U.S.).
• url – Add the full link to your official business website.

Once you’ve added the basics, enhance your schema with the following recommended fields to improve how your business appears in search results:

• openingHours – Specify the days and times your business is open.

• geo – Include your business’s latitude and longitude. You can use free online tools like Google Maps to find your exact geo-coordinates.

• sameAs – Add links to your social media profiles (e.g., Facebook, Instagram, LinkedIn) and high-authority directory listings. This helps Google associate those platforms with your brand.

• paymentAccepted – List the types of payments your business accepts (e.g., “Cash”, “Credit Card”, “Apple Pay”).

• image and logo – Use high-quality. webp or .png images. For your logo, ensure the image URL clearly reflects your brand (ideally with your business name in the file name).

Adding these optional fields gives search engines a more complete and accurate understanding of your business, increasing the chances of enhanced search results—like local panels, map listings, and voice search recognition. To understand how these optimizations fit into your bigger SEO strategy, explore structured data usage in detail.

💡 Pro tip: Use trusted resources like the LocalBusiness Schema Guide from Moz or the official Schema.org documentation to verify which fields apply best to your specific business category.

Step 3: Generate the JSON-LD Code

What’s the easiest way to generate JSON-LD schema markup for your business?
If your website is custom-built or uses standard HTML, you can manually add the schema code. To simplify this process, use a free tool like the Merkle Schema Markup Generator. Just fill in your business details using their form, and the tool will instantly generate clean, Google-ready JSON-LD code for you.

Here’s a simple example:

Step 4: Insert the Code in the Website’s <head> or Footer

How do I add local business schema to my website?
This is one of the most common questions, and thankfully, the answer is simple: Once you have the code, you’ll need to copy and paste it into your website’s <head> section or just before the closing </body> tag. This step might feel a little technical, but with the right tool, it’s quick and straightforward—even if you’re not a developer.

• Paste it between <script> tags (as shown above).
• Add it to your site’s <head> section or before the closing </body> tag.
• If you use WordPress, you can insert it using your theme settings, a header/footer plugin, or SEO plugins like Rank Math or Yoast.

🛠️ For CMS platforms, see Section 7 for plugin-based solutions.

Step 5: Validate with Google’s Rich Results Test

Before going live, always verify your code using tools like:

• Google’s Rich Results Test
• Schema Markup Validator (by Schema.org)

These tools will help you catch any errors or formatting issues early, so you can fix them before search engines index your page. Accuracy matters—make sure every field is correct, consistent with your business information online, and properly formatted.

• Paste your page URL or JSON-LD snippet

• Look for green checkmarks and no warnings

• Fix any errors before publishing

You can also check schema structure using the

✅ Validation helps ensure search engines read your data correctly, improving on-page SEO and visibility in local search.

Even basic schema setup can lead to better rankings, richer listings, and higher local conversion rates.

2. Tools for Local Business Schema implement and verify

You don’t have to write schema code by hand. There are simple tools that make it fast and error-free. These tools help you generate, test, and fix your LocalBusiness schema easily—even if you have no coding skills.

Let’s look at the top options.

Google’s Structured Data Markup Helper

This is a free tool from Google. It lets you tag content on your site and auto-generates JSON-LD code.

How it works:

1. Visit:

   Markup Helper

2. Select Local Business from the list.

3. Paste your website URL or HTML.

4. Highlight and tag the elements (name, address, phone, etc.).

5. Download the generated code.

✅ Easy to use for beginners
✅ Produces clean, Google-compliant JSON-LD
✅ Great for small business owners and local marketers

Merkle Schema Markup Generator

Merkle’s free generator is fast and beginner-friendly.

Features:

• Choose from multiple schema types
• Real-time preview of JSON-LD
• Optional fields like priceRange, sameAs, and geo

Visit:

Schema Markup Generator

💡 Marketers love this tool for its simplicity and flexibility.

Technical SEO Tools (Advanced Options)

If you’re managing multiple clients or want deep insights, try these:

✅ RankRanger Schema Markup Generator

• Built for SEO pros

• Supports nested and multi-type schemas

• Tracks schema visibility in Google SERPs

Visit:

✅ Schema.dev

• Offers schema templates and testing tools

• Advanced validation against Schema.org and Google rules

Visit:

✅ Hall Analysis Structured Data Tool

• Simple paste-and-check validator

• Easy to spot errors and missing fields

Visit: The json id generator

🟩 Optimization Tip: Always validate your schema with Google’s Rich Results Test before publishing it live.

3. Simplified Methods for Adding Schema to Your Website

What is the easiest way to add schema to my site?

If you’re not comfortable working with code, don’t worry—you’re not alone. The good news is that you don’t need to touch a single line of code to implement Local Business Schema. Many CMS platforms and tools offer simple, no-code solutions.

Let’s explore the easiest methods based on your platform:

Using Plugins (WordPress)

If your site is built on WordPress, schema plugins make things simple. Here are the most popular options:

✅ Rank Math

• Automatically adds LocalBusiness schema

• Allows you to customize business type, address, hours, and more

• Supports multiple locations

• Built-in integration with Google Business Profile

💡 Rank Math is ideal for local SEO beginners and pros alike.

✅ Yoast SEO

• Adds Organization schema by default

• Premium version supports local schema

• Easy setup through the “SEO > Local SEO” settings

Yoast is a trusted plugin with a strong focus on content optimization and SEO performance.

✅ Schema Pro

• Offers full control over schema types

• Automatically applies LocalBusiness schema to specific pages or post types

• Works well with Elementor, Divi, and Gutenberg

This plugin is great for agencies managing multiple local clients.

Manual Integration for HTML Sites

If you don’t use a CMS, you can add the JSON-LD script directly to your website:

1. Generate your JSON-LD code using a tool like the Merkle schema generator
2. Paste it into the <head> or bottom of your HTML pages
3. Validate with the Google Rich Results Test

🔧 Tip: Make sure the data in your schema matches what’s visible on the page. Google may penalize you for hidden or misleading markup.

CMS-Specific Methods (Shopify, Wix, Squarespace)

Shopify

• Use apps like JSON-LD for SEO
• Some premium themes support schema out of the box
• Manual schema can be added to theme files (with developer help)

Wix

• Wix automatically includes some structured data for local businesses

• You can add custom JSON-LD in the Settings > SEO > Advanced SEO > Custom Markup section

Squarespace

• Built-in LocalBusiness schema for some templates

• For full control, add JSON-LD through Settings > Advanced > Code Injection

Use plugin-based solutions if you’re managing multiple locations, or want easy updates as part of your digital marketing strategy.

4. Common Mistakes to Avoid

Even small schema errors can hurt your SEO performance. Some issues stop your structured data from showing up in Google. Others may confuse search engines — or worse, cause penalties.

Here are the most common mistakes digital marketers should avoid.

Inconsistent NAP Information

Your Name, Address, and Phone number (NAP) must be the same everywhere:

• On your website

• In your schema

• On your

  Google Business Profile

• On online directories like Yelp or Bing Places

❌ Don’t use:

• “St.” on your site and “Street” in schema

• Two different phone formats

🔁

Missing Required Properties

Every LocalBusiness schema needs a few core fields:

• @context

• @type

• name

• address

• telephone

• url

If these are missing, Google may ignore your schema completely. You can check missing fields using the

✅

Marking Up Hidden or Irrelevant Content

Only use schema for content that’s visible on the page.

❌ Don’t:

• Add schema for services that aren’t listed on the page

• Include keywords that aren’t relevant

• Mark up outdated business hours or removed locations

⚠️

Using the Wrong Schema Type

Not all schema types are created equal. If you use the generic Organization instead of a more specific LocalBusiness type, you lose valuable context.

✅ Instead, choose the most specific subtype from

.

Examples:

• “@type”: “Bakery” is better than “@type”: “FoodEstablishment”

• “@type”: “RealEstateAgent” is better than “@type”: “Organization”

🎯

Mistakes in schema can block your rich results. Regular validation is part of a smart digital marketing strategy.

5. Verifying and Testing Your Schema

Once you’ve added a schema to your site, don’t assume it’s working. You must test it. If your markup has errors, Google might ignore it. Worse, you could miss out on rich results and local SEO benefits.

Here’s how to verify your LocalBusiness schema the right way.

Google’s Rich Results Test

The

checks if your schema supports rich features like:

• Reviews

• Ratings

• Hours

• Maps info

How to use it:

1. Paste your page URL or JSON-LD code.

2. Run the test.

3. Look for green checkmarks under “Valid items detected.”

4. Fix any warnings or errors shown.

💡 This tool is best for testing how your page appears in search results.

Schema.org Validator

The

checks your code against official structured data standards.

Use it to:

• Confirm proper schema syntax

• Find missing required or recommended fields

• Ensure the correct use of LocalBusiness types

✅ This validator is great for spotting formatting or logic errors that might be missed elsewhere.

Bing Markup Validator

While most marketers focus on Google, Bing also uses structured data.

Try the Bing Markup Validator in Bing Webmaster Tools to:

• Test your schema visibility on Bing

• Spot issues affecting Bing’s local listings

🔎

6. Enhancing Schema with Additional Structured Data

LocalBusiness schema is just the start. You can add extra schema types to highlight more details about your business — like reviews, services, events, and offers.

This layered approach improves your visibility and boosts conversion rates by showing more useful info directly in search.

Here’s how to enhance your schema for maximum impact.

Review and Rating Schema

Adding review data helps Google show star ratings in your search listings. These rich snippets catch the eye and build trust.

json

💡 Note: The reviews must be visible on the page (Google policy). Don’t fake it.

Use trusted sources like this

to ensure compliance.

⭐ Star ratings in search can increase click-through rates by up to 35% 

Product or Service Schema

Let Google know exactly what you offer.

Add Product or Service schema to individual pages that describe your:

• Packages

• Pricing

• Features

• Product availability

This can trigger rich features like:

• Price displays

• Product names

• Direct links to your offers

📌 Learn more in the

from Google.

Event, FAQ, and Offer Schema

Schema isn’t just for your homepage. Use other types to boost engagement:

✅ Event Schema

Great for venues, community centers, or workshops.
Example: “@type”: “Event”

✅ FAQ Schema

Add this to FAQ pages to show collapsible questions in search.
See Google’s

✅ Offer Schema

Use for promotions, discounts, and sales.
Example: “@type”: “Offer” with price and validThrough

🎁

ServiceArea and GeoCoverage

Let Google know exactly where you serve customers.

json

Also consider hasMap, containedInPlace, and geo to further define your service radius.

✅ This helps with local map rankings and mobile search.

Layering structured data improves your visibility and supports a stronger content optimization strategy.

7. How do I implement Schema Markup for a local business with multiple locations?

If your business operates in more than one city or region, your LocalBusiness schema needs to reflect that. Adding all locations to one page (or one schema block) is a mistake.

Instead, follow these best practices to optimize schema for multi-location SEO.

Creating Location-Specific Pages

Start by building a dedicated landing page for each location. These pages should include:

• Unique title and meta description

• Location-specific content (services, team, images)

• Embedded Google Map

• Full NAP details (name, address, phone)

Example URLs:

• yourdomain.com/locations/new-york/

• yourdomain.com/locations/chicago/

🗺️

Applying Location-Specific Schema on Each Page

Once you have separate pages, apply unique LocalBusiness schema to each.

Each schema block should include:

• The local address

• The specific phone number for that location

• Business hours and services unique to that branch

• Local geo coordinates

Example:

json

✅ Use the same process for each location page. Do not copy/paste the same schema with just small edits.

Nesting LocalBusiness Schema Within Organization

If your company has a corporate structure, you can nest multiple LocalBusiness entries within an Organization schema.

Example structure:

json

This works well for companies that:

• Have a central brand identity

• Operate 5+ locations

• Want to maintain corporate SEO and local SEO together

🧩

Treat each branch like a mini-website. It deserves its own content and schema.

8. Monitoring the Impact of Local Business Schema

Schema isn’t just a technical fix — it’s a marketing tool. But how do you know it’s working? To get results, you need to track the right metrics over time.

Here’s how to monitor your LocalBusiness schema and measure its success.

Tracking SERP Appearance Changes

After schema is added, your search appearance may change. Look out for:

• Knowledge Panel activation

• Rich snippets (ratings, hours, price range)

• Local pack inclusion (Google Maps results)

Use tools like:

• Google Search Console

  – check “Enhancements” and “Performance”

• Ahrefs

  or

  SEMrush

  – monitor keyword rankings and SERP features

👁️

Measuring CTR and Local Pack Rankings

The main performance indicators for LocalBusiness schema are:

• Click-through rate (CTR)
• Local 3-pack visibility
• Phone call clicks or direction requests

Google Search Console lets you compare pages before and after schema is added:

• Go to Performance → compare time ranges

• Filter by rich results or page URLs

• Look for increases in clicks, impressions, and CTR

💡 According to BrightLocal’s guide on how Google’s local search algorithm works, schema markup can increase local pack visibility by up to 25%. To see how structured data and local SEO come together in the real world, check out how we helped Mejuri succeed in the SEO for ecommerce business world: SEO case study for Mejuri.

9. Integrating Schema with Other Local SEO Tactics

While Local Business Schema is a powerful tool for improving your local SEO, it’s most effective when combined with other local SEO tactics. By integrating schema with Google Business Profile optimization, consistent local listings, and local link building, you create a more comprehensive SEO strategy that drives better results in local search rankings.

Let’s look at how you can integrate schema with other local SEO efforts.

1. Google Business Profile Optimization

Your Google Business Profile (GBP) is one of the most important local SEO assets. Schema markup and GBP work together to boost your visibility in Google’s local pack, knowledge panel, and other search features.

• What to do: Optimize your Google Business Profile by ensuring your NAP, hours, and services are up-to-date. Then, sync this data with your schema markup on your website.

• Why it matters: When Google sees consistent data across both your schema and GBP, it reinforces the accuracy of your business details and helps you rank higher in local search.

🔗 Learn more about

Google Business Profile optimization

2. Consistent Local Listings (NAP Citations)

Consistency across local listings (NAP citations) is key to local SEO success. NAP stands for Name, Address, and Phone Number, and it must match exactly across all platforms (Google, Yelp, Facebook, YellowPages, etc.).

• What to do: Use tools like

  Moz Local

  or

  Yext

  to check for NAP consistency. Then, update your schema with the same information.

• Why it matters: Inconsistent NAP data can confuse search engines, which may hurt your local rankings. Consistency helps search engines trust your business information and improves your visibility.

3. Local Link Building and Review Generation

Building local backlinks and generating online reviews are also crucial for local SEO. Schema can help by providing structured data for reviews, making it easier for search engines to display them.

• What to do: Encourage customers to leave reviews on your Google Business Profile or other platforms. Use schema to mark up these reviews, ensuring they appear correctly in search results.

• Why it matters: Positive reviews and local backlinks signal to Google that your business is reputable and relevant, which improves rankings.

Combining schema with other local SEO tactics will maximize your business’s visibility. The more consistent and comprehensive your approach, the better your chances of ranking in local search results.

10. Advanced Schema Customization

Once you’ve mastered the basics of Local Business Schema, you may want to take things a step further with advanced schema customization. This allows you to make your business stand out even more in search results, improve data connections, and create a more tailored approach for your specific needs.

Let’s look at some advanced techniques for customizing your schema.

1. Using @id, @context, and SameAs for Linking

Schema.org allows you to use @id, @context, and SameAs properties to link your schema to other entities, pages, and social media profiles. This helps search engines understand the relationships between your business and other web entities.

• @id: This is a unique identifier for your business, often used in structured data to connect your schema with external datasets or other web pages.

• @context: This specifies the context for the schema, telling search engines that you are using Schema.org for structured data.

• SameAs: Use this property to link to your social media profiles, ensuring search engines understand that your business’s social pages are legitimate.

Example:

json

• Why it matters: Using these advanced fields helps consolidate your online presence, allowing search engines to connect your business across different platforms, improving your SEO.

2. Schema Nesting for Multi-Entity Businesses

If your business has multiple entities (for example, a chain of stores or different departments), you can nest multiple schema types within each other. This allows you to represent the relationship between various parts of your business, such as a store nested within an organization.

• What to do: Use schema nesting to represent your business and its branches or departments, ensuring each entity is properly marked up with its own specific data.

Example:

json

• Why it matters: Nesting helps create clear relationships between different parts of your business, making it easier for search engines to understand your site structure and improve visibility.

3. Adding Multiple Schema Types to a Page

On some pages, you may want to include multiple schema types. For example, a restaurant page could include both LocalBusiness and Menu schemas to show both the business details and the items you offer.

• What to do: You can combine multiple schema types on a single page by nesting or including them alongside one another.

Example:

json

• Why it matters: Combining multiple schema types gives search engines more context about the content of your page, which can enhance how your page appears in search results and drive better engagement.

4. Leveraging Custom Schema for Unique Needs

If your business has unique needs or offers specialized products, you can create custom schema markup. This involves extending the standard schema types with additional properties that are specific to your industry or business model.

• What to do: Work with developers to create custom schema extensions that better describe your business and its offerings. You can use custom properties or types that aren’t typically included in standard schemas.

• Why it matters: Custom schema ensures that your business is fully represented in search engines, especially if you have unique products, services, or offerings that standard schema types can’t cover.

Advanced schema customization gives you greater control over how your business is represented in search results, enhancing visibility and SEO.

11. Schema for Voice Search and Smart Devices

Voice search is becoming increasingly popular, especially with the rise of smart devices like Google Assistant, Siri, and Alexa. People are now asking their phones, smart speakers, and other devices for local recommendations, and schema markup plays a vital role in helping search engines provide accurate responses.

By optimizing your Local Business Schema for voice search, you can improve how your business is displayed on smart devices and voice search platforms.

1. How Structured Data Helps Voice Search

When users ask voice assistants questions like “Where is the nearest pizza restaurant?” or “What time does Joe’s Pizza close?” voice search algorithms rely heavily on structured data to provide accurate answers.

• What to do: Ensure that your Local Business Schema includes critical data like:
  • Business name
  • Address
  • Phone number
  • Business hours
  • Reviews and ratings
• Why it matters: Structured data ensures that voice search engines can easily pull relevant business information and present it as concise, accurate answers to users’ queries.

2. Optimizing for Google Assistant, Siri, and Alexa

Each voice assistant may have slightly different requirements for how structured data is used, but the core principles remain the same. Here’s how you can optimize for each:

• Google Assistant: Google Assistant uses Google’s Knowledge Graph to pull data from structured content. Ensure your schema is well-structured and complete to help Google pull your business details when users ask for local recommendations.

• Siri: Siri relies on Apple Maps and other local directories to answer queries. Ensure your NAP (Name, Address, Phone Number) data is consistent across all platforms to help Siri provide accurate results.

• Alexa: Alexa pulls information from Amazon’s local listings and Yelp. Optimizing your Yelp listing and ensuring consistency in your schema helps Alexa deliver your business information.

• What to do: Focus on the NAP data and opening hours, as these are the most commonly requested details for voice search.

3. Answering Common Queries with FAQ Schema

Voice search users often ask simple, conversational questions. By including FAQ schema on your website, you can answer these common queries directly in search results.

• What to do: Include an FAQ schema on your website to mark up questions and answers that voice search users might ask. For example, “What are your business hours?” or “What services do you offer?”

Example:

json

• Why it matters: Adding FAQ schema helps voice search assistants find direct answers to questions, increasing the chances that your business will be featured in voice search results.

4. Adding LocalBusiness Schema for Smart Devices

When optimizing for voice search, LocalBusiness schema is essential. It allows devices to extract all the necessary business information, such as hours, location, and services offered, quickly.

• What to do: Ensure that the LocalBusiness schema is implemented on your website with complete and up-to-date information.

Example:

json

• Why it matters: Complete and accurate schema helps voice search assistants quickly pull the relevant details, improving the chances that your business will be mentioned when users ask for local recommendations.

Conclusion

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