Schema Markup Guide for Local Businesses

What Is Schema Markup?

Schema markup (also called structured data) is code you add to your website that helps search engines understand your content better. It's a vocabulary created by Schema.org and supported by Google, Bing, Yahoo, and Yandex.

Think of it as providing search engines with a cheat sheet about your page. Instead of guessing what "480-555-1234" means, schema markup explicitly tells them "this is a telephone number for this business."

JSON-LD: The Recommended Format

There are three ways to implement schema: JSON-LD, Microdata, and RDFa. Google recommends JSON-LD because:

• It's separate from your HTML (no mixing code with content)
• It's easier to add and maintain
• It can be dynamically generated
• Errors don't break your page layout

Why Schema Matters for SEO

Schema markup doesn't directly boost rankings, but it can significantly improve how your pages appear in search results, leading to higher click-through rates.

Rich Snippets in Search Results

Properly implemented schema can enable rich results (also called rich snippets) that make your listing stand out:

Benefits of Schema Markup

• Higher CTR: Rich snippets stand out and get more clicks
• Better Understanding: Helps Google understand page content
• Voice Search: Structured data helps voice assistants find answers
• Knowledge Panel: Can contribute to knowledge panel information
• Local Pack: LocalBusiness schema helps local search visibility

Schema Types and Their Rich Result Potential

Not all schema types trigger rich results. Here's what you can expect:

Common Schema Types for Local Businesses

Copy-Paste Templates

Below are ready-to-use JSON-LD templates. Replace the placeholder values with your actual business information.

LocalBusiness Schema Template

Use this on your homepage and contact page. Replace all values in brackets.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Your Business Name]",
  "image": "[https://yoursite.com/logo.jpg]",
  "description": "[Brief description of your business - 150-200 characters]",
  "@id": "[https://yoursite.com/#organization]",
  "url": "[https://yoursite.com]",
  "telephone": "[(480) 555-1234]",
  "email": "[info@yoursite.com]",
  "priceRange": "[$$ or $50-$200]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[123 Main Street]",
    "addressLocality": "[Phoenix]",
    "addressRegion": "[AZ]",
    "postalCode": "[85001]",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": [33.4484],
    "longitude": [-112.0740]
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday"],
      "opens": "09:00",
      "closes": "14:00"
    }
  ],
  "sameAs": [
    "[https://facebook.com/yourbusiness]",
    "[https://instagram.com/yourbusiness]",
    "[https://linkedin.com/company/yourbusiness]"
  ],
  "areaServed": [
    {
      "@type": "City",
      "name": "Phoenix"
    },
    {
      "@type": "City",
      "name": "Scottsdale"
    }
  ]
}

FAQ Schema Template

Add this to pages with FAQ content. You can include as many Q&A pairs as needed.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "[What is your most common question?]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Your detailed answer to the question. Can include HTML like <p> and <a> tags.]"
      }
    },
    {
      "@type": "Question",
      "name": "[How much does your service cost?]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Our services start at $X. Contact us for a free quote based on your specific needs.]"
      }
    },
    {
      "@type": "Question",
      "name": "[What areas do you serve?]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[We serve the greater Phoenix metro area including Scottsdale, Mesa, Chandler, Gilbert, and Tempe.]"
      }
    }
  ]
}

Service Schema Template

Use this on individual service pages to describe what you offer.

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "[Weekly Pool Cleaning Service]",
  "description": "[Professional weekly pool cleaning service including chemical balancing, skimming, brushing, and equipment check.]",
  "provider": {
    "@type": "LocalBusiness",
    "name": "[Your Business Name]",
    "url": "[https://yoursite.com]"
  },
  "areaServed": {
    "@type": "City",
    "name": "[Phoenix]"
  },
  "serviceType": "[Pool Cleaning]",
  "offers": {
    "@type": "Offer",
    "price": "[99.00]",
    "priceCurrency": "USD",
    "priceSpecification": {
      "@type": "UnitPriceSpecification",
      "price": "[99.00]",
      "priceCurrency": "USD",
      "unitText": "per month"
    }
  }
}

AggregateRating Schema Template

Add this to display star ratings. Only use if you have genuine, verifiable reviews.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Your Business Name]",
  "url": "[https://yoursite.com]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[4.9]",
    "ratingCount": "[127]",
    "bestRating": "5",
    "worstRating": "1"
  }
}

Testing Your Schema

Before deploying schema to your live site, always test it. Google provides free tools for validation:

Schema Validation Tools

• Google Rich Results Test: search.google.com/test/rich-results - Shows if your page is eligible for rich results
• Schema Markup Validator: validator.schema.org - Validates all Schema.org types
• SchemaReports: Our audit tool automatically detects and validates schema on your pages

Testing Process

1. Add your JSON-LD script to the page
2. Run the page through Google's Rich Results Test
3. Fix any errors (red) that appear
4. Address warnings (yellow) if possible
5. Confirm the preview shows your expected rich result
6. Deploy to production
7. Request indexing in Google Search Console

Troubleshooting Common Errors

Error: Missing Required Field

This means you're missing a property that Google requires for rich results. Common missing fields:

• LocalBusiness: name, address (requires streetAddress, addressLocality, addressRegion, postalCode)
• FAQPage: name and acceptedAnswer for each Question
• Review: author, reviewRating (requires ratingValue)

Error: Invalid JSON

Your JSON has a syntax error. Common issues:

• Missing comma between properties
• Extra comma after the last property
• Missing quotes around string values
• Using single quotes instead of double quotes
• Unclosed brackets or braces

Warning: Recommended Field Missing

Not required, but adding it improves rich result eligibility. Common recommendations:

• image for LocalBusiness
• priceRange for LocalBusiness
• aggregateRating for LocalBusiness
• geo coordinates

No Rich Results Showing

Even with valid schema, rich results aren't guaranteed. Reasons they might not show:

• Page not indexed yet (wait or request indexing)
• Google chooses different presentation
• Low quality signals on the page
• Schema doesn't match visible page content
• Competing with too many other rich results

Advanced Schema: Nesting and Relationships

Schema becomes powerful when you connect entities. For example, a LocalBusiness can include nested Service schema, which can include aggregate reviews. This creates a rich entity graph that helps search engines understand your business holistically.

Related Guides

• Complete Website Audit Guide 2025
• SEO Checklist 2025: 100+ Items to Check
• Core Web Vitals Guide: LCP, INP, CLS Explained