Local Business Schema Markup: Structured Data Guide

Structured data: what it can help with

Structured data gives search engines explicit information about the content on a page. For a local business, that can include its name, address, telephone number and opening hours. It can support eligibility for Google's documented search features when the page meets their requirements. It does not guarantee a particular display, higher rankings or more leads.

Start with accurate business information

Check the business name, public contact details, location and hours before adding markup. Use information that visitors can also find on the page. For multiple locations, keep each location's details separate. Do not invent an office address for a service-area business or add ratings that the page does not support.

What LocalBusiness schema describes

LocalBusiness and its more specific subtypes describe an actual business. Choose a type that fits, then check the properties required by the search feature you are targeting. A valid Schema.org property is not, by itself, a promise of a Google search enhancement.

Does schema improve local rankings?

Treat markup as a way to describe your page accurately. Do not use it as a substitute for useful content, a maintained business profile or a clear customer journey. Measure search and lead outcomes separately rather than assuming that adding markup caused a ranking change.

How to add and maintain JSON-LD

1. Gather the verified details shown on the page.
2. Choose the appropriate type and consult its documentation.
3. Add one consistent JSON-LD output through your template or an existing CMS tool.
4. Check for conflicting output from plugins or other templates.
5. Validate the markup and recheck the page after publishing.

Google recommends JSON-LD in most cases because it is easier to maintain. Manual markup can suit a small site; a shared template is more practical when many pages need the same business information. Choose the approach your team can keep accurate.

Choose types for the content you actually publish

Keep customer questions useful for readers without promising FAQ search enhancements. Google's review rules also limit self-serving reviews: a business cannot obtain local-business review stars merely by marking up testimonials about itself, including reviews presented through a third-party widget.

Test syntax, eligibility and the live page separately

A JSON parser checks syntax. A schema validator checks vocabulary and structure. Google's Rich Results Test checks supported search features. These checks answer different questions; passing one does not establish every other requirement.

When the production page is publicly crawlable, use Search Console's URL Inspection to examine Google's view of it. Login restrictions, noindex and robots rules affect whether Google can use a page. Keep private previews private; test the intended production URL when it is ready.

Measure outcomes without promising uplift

Record the change date and affected pages. Compare search impressions, clicks and inquiries over a meaningful period, noting other changes such as campaigns, seasonality or new copy. A click increase alone does not establish better lead quality. Reconcile real inquiries with your CRM before calling the change a commercial success.

Keep the information current

Update markup when business details change, and revalidate after template or CMS updates. Assign someone to maintain the underlying business information. Start with a few important pages, fix inconsistencies, then extend the same reliable approach across the site.

Sources and update

Updated October 7, 2026 with AI assistance. This guide summarizes the documentation below; it is not a promise of search results or a completed audit of your business.

• Google: how structured data works
• Google: LocalBusiness requirements
• Google: review snippet rules