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Schema Markup Guide

Schema Markup for Local Business: Structured Data That Earns Rich Results

The right schema markup can earn rich results — star ratings, opening hours, FAQ boxes, and product panels — that dramatically increase click-through rates. This guide shows exactly which schema types local businesses need and how to implement them.

Primary Schema Type: LocalBusiness (or appropriate subtype)

Rich Results Available to Local Businesses

Map pack listing
Business panel
Star ratings in organic search
Opening hours in search
Review snippet rich results
Q&A rich results

Schema Types for Local Businesses

LocalBusiness (subtype)

Use the most specific subtype available: Plumber, Electrician, Dentist, Restaurant, etc. More specific = stronger relevance signal.

Required Properties
  • name
  • address
  • telephone
Recommended Optional
  • openingHours
  • geo
  • priceRange
  • aggregateRating
  • hasMap

OpeningHoursSpecification

Displays your hours in search results and Google Business Profile consistency check.

Required Properties
  • dayOfWeek
  • opens
  • closes
Recommended Optional
  • validFrom
  • validThrough

GeoCoordinates

Latitude and longitude of your business. Required for map pack optimization.

Required Properties
  • latitude
  • longitude
Recommended Optional

    AggregateRating

    Shows star ratings in organic search results when you have customer reviews.

    Required Properties
    • ratingValue
    • reviewCount
    Recommended Optional
    • bestRating

    LocalBusiness Schema (Plumber example)

    JSON-LD — paste in <head> of your pageapplication/ld+json
    {
  "@context": "https://schema.org",
  "@type": "Plumber",
  "name": "Mile High Plumbing",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "789 Colfax Ave",
    "addressLocality": "Denver",
    "addressRegion": "CO",
    "postalCode": "80218"
  },
  "telephone": "+1-720-555-0600",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday","Saturday","Sunday"],
      "opens": "00:00",
      "closes": "23:59"
    }
  ],
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 39.7392,
    "longitude": -104.9903
  },
  "priceRange": "$$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "840"
  }
}

    Test your schema at: search.google.com/test/rich-results before publishing.

    Schema Markup Mistakes Local Businesses Make

    ✗

    Using generic LocalBusiness instead of a specific subtype (Plumber, Electrician, etc.)

    ✗

    Missing geo coordinates — required for map pack optimization

    ✗

    Incorrect phone number format

    ✗

    Hours in schema not matching Google Business Profile (causes trust signal conflict)

    ✗

    Not updating schema after hours change for holidays or seasons

    More Local Business SEO Guides

    🔍
    SEO Audit for Local Business
    Identify and fix SEO issues
    🏷️
    Meta Tags for Local Business
    Optimize titles and descriptions
    🔑
    Keyword Research for Local Business
    Find the best ranking opportunities
    🔗
    Internal Linking for Local Business
    Build authority through site architecture
    ⚡
    Page Speed for Local Business
    Optimize Core Web Vitals

    Schema Markup FAQs for Local Business

    Verify Your Schema Implementation

    Run a free audit to find schema errors before Google penalizes them.

    Free SEO Audit