Schema Markup for Local Businesses: A Beginner's Guide
What Is Schema Markup?
Schema markup (also called structured data) is code you add to your website that helps search engines understand what your content means, not just what it says.
Think of it like labeling boxes when you move. A box labeled "Kitchen - Pots and Pans" is much easier to handle than an unlabeled box. Schema does the same thing for your website content.
Why Does It Matter?
1. Rich Results in Search
Schema can unlock special search features like:
- Star ratings in search results
- Business hours displayed directly
- FAQ dropdowns
- Event listings with dates and prices
2. Voice Search and AI
When Siri, Alexa, or Google Assistant answers questions about local businesses, they often pull from schema markup. No schema = you might be invisible to voice search.
3. Future-Proofing
As AI becomes more integrated into search, structured data becomes more important. AI systems rely on clearly labeled data to understand and recommend businesses.
Essential Schema Types for Local Businesses
LocalBusiness Schema
The foundation for any local business. Includes:
- Business name
- Address
- Phone number
- Hours of operation
- Geographic coordinates
- Business type
Review/Rating Schema
Displays your star rating in search results. Requires:
- Average rating
- Number of reviews
- Individual reviews (optional)
FAQ Schema
Turns your FAQ page into expandable sections right in Google search results. Great for capturing more real estate in search results.
Product/Service Schema
If you offer specific products or services with prices, this schema can display them in search.
Event Schema
For businesses that host events, this can get your events displayed in Google's event listings.
How to Add Schema to Your Website
Option 1: WordPress Plugins
If you're on WordPress, plugins like Yoast, Rank Math, or Schema Pro can add schema without coding.
Option 2: Google Tag Manager
You can inject schema via Google Tag Manager without touching your website code.
Option 3: Manual Implementation
Add JSON-LD script tags to your HTML. This is the most flexible but requires some technical knowledge.
Example LocalBusiness Schema:
```json
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Joe's Pizza",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10001"
},
"telephone": "(555) 123-4567",
"openingHours": "Mo-Su 11:00-22:00",
"geo": {
"@type": "GeoCoordinates",
"latitude": 40.7128,
"longitude": -74.0060
}
}
```
How to Test Your Schema
- **Google Rich Results Test** - Test if your schema is valid and eligible for rich results
- **Schema Markup Validator** - Check for syntax errors
- **Our Schema Checker** - Tests your schema and provides specific recommendations
Common Mistakes to Avoid
1. Fake or Inflated Reviews
Don't add review schema for reviews you don't actually have. This violates Google's guidelines.
2. Mismatched Information
Your schema should match what's on the visible page. Different hours in schema vs. on-page text is a red flag.
3. Wrong Business Type
Use the most specific LocalBusiness type. Don't use "LocalBusiness" if "Restaurant" or "Dentist" applies.
4. Missing Required Properties
Each schema type has required fields. Leaving them out can cause your schema to fail validation.
Getting Started Today
- **Run our Schema Checker** to see what you currently have
- **Start with LocalBusiness schema** - it's the foundation
- **Add FAQ schema** if you have an FAQ page
- **Test everything** before publishing
- **Monitor in Search Console** for any errors
Schema isn't a magic bullet for rankings, but it's an important piece of the local SEO puzzle. It helps search engines (and AI) understand and trust your business—and that's increasingly important in 2025 and beyond.
Ready to Try It?
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