Schema Strategy

Local Business Schema and Markup – Does it help with SEO?

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With millions of websites competing for attention, it’s becoming more and more important for businesses to stand out in search results. If you have a local business, you must have a strong SEO strategies to be found online and thrive among your competitors. You need to optimize your website for local SEO and that’s where local schema markup comes in.

Schema markup was created so that the pages on your website can easily be indexed. Implementing local business schema is a powerful way to help businesses boost their visibility by delivering search engines with specific details about their business.

In this article, we’ll provide you a guide to local schema, why it is important, its best practices, and choosing the right schema that defines your business type.

Key Takeaways

  • Local schema is a set of structured code applied to websites, informing search engines about the services, goods, and details of a business that’s local.
  • It includes information such as name, address, phone number (NAP), operating hours, and geolocation data.
  • This markup is commonly used by businesses to enhance their online visibility and stand out among competitors.
  • It involves using structured code within the with specific details about a business aiding both visitors and search engines in understanding the business.
  • Boosts visibility on SERP, that’s beneficial for small businesses relying on local customers.
  • Tailor the markup to provide detailed information about the business type by using specific schema type and subtypes.
  • For businesses with multiple locations, choose the appropriate method based on the website’s structure and address information. Link different LocalBusiness datasets for each location to the Organization data.

What Is The “Local Business” Schema?

Local Business

Understanding localbusiness schema markup is essential to staying ahead of the competition in today’s hyper-competitive online marketplace. But first, let’s understand a schema markup.

Schema markup is a set of codes that search engines use to better understand a website’s content and present data using standard tag groups. This supports businesses in better website optimization, which raises their SERP ranking.


Local business schema is just the same!

Local schema is same as a schema markup. It is a structured data markup that businesses that are local use on their websites to let Google know what kinds of services and goods they offer.

It is a customized markup within the language that can be applied to both the location and the organization. It retains the qualities of both while concentrating on data that would be relevant to a local searcher. This makes your website eligible for rich results.

You can enter a broad range of schema markups, also known as “properties” while creating local schema. Properties for local schema as usually the standard NAP that stands for name, address, phone number, work hours, and geolocation data.

However, agencies that prefer to go the extra mile for their customers may use social networking, feedback, and additional information.

Localbusiness markup is mainly about the categories and properties that fall within the vocabulary. This vocabulary is used to group together and describe information about your business.

When you add it to your website, it translates your content into a machine-understanding language, namely JSON-LD, which can be understood only by humans.

But how does it work?

Let’s say you run a small coffee shop in downtown San Francisco. When someone types “coffee shops near me” into Google, you want to make sure that your business’s name shows up at the top of the search results. An example for it is given below.


Using schema markup on your website can help Google better understand your business’s purpose and goals by providing detailed information about your business.

How To Add Local Schema?

To add this schema, you can follow the steps outlined below:

Step 1: Identify your company’s category

First go to and and identify the specific niche category you are targeting with your website optimization. Make sure that your business is a brick-and-mortar one. Lets say you own a bank branch, you can use “FinancialService” code. There will later be several subtypes which you can choose from for refining your optimization.


Step2: Use a generic business

This step is only viable for those business owners whose business is not represented in the above list. In this case, one can use a generic business schema such as “Local Business” of “Organization.” You should use the sameAs property to add a Wikipedia or Wikidata entry appropriate for your specific line of business.

generic business

Step3: Work on your “About” page

Spend time in creating an informative “About Us” page that is rich in details while also including a distinct “AboutPage” schema element. The page should inform the visitors about your business, that’s easily understandable for visitors to your site. Try adding less or as many schema properties as you can in this section allowing the search engines to better know what your organisation is all about.

About” page

Step 4: Examine your code

There are two ways to examine your schema code. One technique is by using Google’s Rich Results Test. You just need to enter the code or the URL of your website in the space provided to check which rich results are generated by the information on your page. This tool can also be used to check how rich results will appear on Google search.


The second technique is by using a Schema Markup Validator. This tool can be used for structured data testing without any specific warnings by Google. This again works the same as the previous one. You have to enter your site’s URL or code to get the results.

 Schema Markup Validator

Step 5: Add schema to your website

Once all your results are clear, publish the schema on your website. This can directly be included in your HTML code. You can also use a schema app, plugin or a managed user interface.

Step 6: Test your business markup

This is the final step wherein you have to use Google Search Console to check if your schema markup is working right. Just enter your URL prefix or domain and check the status of your website traffic and how its performing. If you see an invalid schema, make necessary adjustments. Always be careful and stay alert because if Google modifies its approach to schema or if there are changes in your business listing, you need to change your markup too.

Search Console

Examples Of Local Schema Markup

According to, localbusiness schema markup can include:

• A coffee shop

• A restaurant

• A bank branch

• A specific location of any chain of fast food restaurants

• Any other type of business

The local schema markup will look as follows when you apply the JavaScript-compatible JSON-LD format for a coffee business, “Cafe Moe.”

<script type=”application/ld+json”>


“@context”: “”,

“@type”: “Coffee Shop”,

“address”: {

“@type”: “PostalAddress”,

“addressLocality”: “San Francisco”,

“addressRegion”: “CA”,

“postalCodes”: “94110”,

“streetAddress”: “3139 Mission St”


“aggregateRating”: {

“@type”: “AggregateRating”,

“ratingValue”: “4.5”,

“reviewCount”: “240”


“name”: “Cafe Moe”,

“openingHours”: [

“Mo-Sa 9:00-16:00”,


“priceRange”: “$$”,

“servesDrinks”: [





“telephone”: “(415) 358-3902”,

“url”: “”

We understand that it might seem a little complicated to use the schema properties for a local business structure. But, if you are aware of your business category, you may use schema to boost your website’s exposure and rating on organic search.

You only need to be aware of the basic details of the business, such as the name, contact information, address, operating hours, and customer testimonials, and incorporate them into the code. And once you get the hang of it, there will be no turning back!

Why Is Local Business Schema Important?

As many companies are competing for customers online, it’s essential to ensure that search engines quickly understand what your business is and what it does.

Local business schema

This is made possible by local business schema markup, which gives structured data markup code that precisely identifies your company.

When you use the schema markup correctly on your website, search engines can better know the intent of your website. This will make it easier for them to understand your company and raise the rank of your website in search engine result pages.

Eventually, it may also improve your visibility in search results, making it easier for prospective customers to reach you. This can be especially important for small businesses that rely on local customers to drive sales.

For example, if someone searches for “coffee shops in San Francisco,” localbusiness markup can show your Google My Business page and provide additional details about your business’s location, hours, and reviews, making it easier for users to decide whether to visit your shop.

Having Google My Business and integrating it into your website validates and strengthens the information you are attempting to present to users and search engines.

By doing this, you give context to search engines to identify the links between your local listings, your website, and your business as a whole.

Local Business Schema Best Practices

To make sure you get the most out of your schema markup, it’s important to follow best practices. This will help you optimize the schema markup you create for search engines and users alike.

To-do list

• Include every important business-related detail. This should include your company’s name, business category, address, specific business location, URL, business phone number, and operating hours. This will make it simpler for your company to be included and approved on local directories like Yelp, Google My Business, and Bing Places.

• To be eligible for Google rich results, your website’s header tag should contain proper markup code for search engines to clearly understand what you do.

• Include local keywords in the content and headings of your website to get better result for your local business.

• Send your website to local search engines and directory listings for local target audience to reach you.


• Try to make as many contacts and connections as you can. You can do this by engaging with local communities, discussion boards, and social media groups.

• Take full advantage of customer testimonial and feedbacks by engaging with those who have left reviews about your business on local directories or social media platforms. This will give your company credibility, and potential clients will trust you more and choose you over other businesses when they search online for businesses in your niche.


To Sum It Up

Local schema markup is a powerful way for businesses to improve their visibility and attract more customers online.

Local schema markup implementation may initially seem difficult, but it’s a valuable effort that can pay off in the long term. With so much competition in today’s digital landscape, it’s important to stay ahead of the game and make sure your business stands out in search results.

By adding local schema markup to your website, you can take charge of your online presence and make sure that both visitors and search engines can find and understand your business.

So, don’t wait any longer – start implementing local schema markup today and watch your business soar to new heights in search results!


Where to add local business schema?

You should add the schema on the header of your business’ website to make it easier for search engines to find you.

How to add local schema in WordPress?

Adding the schema in WordPress can be done in just a few simple steps:

Step 1:

• Access the WordPress Dashboard.

• Go to settings.

• Select the Schema Pro option to create a new Schema markup by choosing the “Add New” option.

Step 2: Select “Local Business” under the type of schema you want.

Step 3: Choose the posts or pages you want to apply the markup to or exempt this schema from.

Step 4: After finishing the setup, link the necessary properties to the fields on your website’s articles, pages, or other areas.

Step 5: Check the section you will see below, after the setup, for further information on what each field represents.

Step 6: You will find a number of fields related to the local schema in the “Schema Settings” section. You can input information about your business using these fields. After that, verify that the proper values are in place for each schema field.

How can I test if my schema markup is working correctly?

There are various methods for determining whether your markup is functioning properly.

The Schema Markup Validator: This tool checks your syntax but does not indicate whether you qualify for rich results.

Rich Results Preview Testing: This tool tells you whether or not your page qualifies for rich results.

Google’s Structured Data Tool: You can use this tool to highlight the structured data on a web page by entering the URL of that page. The tool will also display any issues or red flags associated with the schema markup.

Google’s Rich Results Test Tool: You can use rich results test to see rich snippets and other types of structured data that show up in Google search results.

How to create a schema for multiple locations?

If your business has multiple locations or want to create a schema for your client who has their business in more than one locations, you can create the schema in different ways.

Use the Organization category to create a schema for different locations.

Try to be as specific as possible. If you see any details, such as the other business locations and their address listed on the homepage, you should select the subOrganization property under Organization.

Once that’s done, you can easily create the markup for every location provided.

On the other hand, if your business’ every location has its own page, you will have to work on generating a different LocalBusiness data set for all the different location pages.

From every LocalBusiness data you have created, use either the parentorganization property or branch of property so you can link them to the actual Organization data.

In cases where you or your client have a homepage where the address is mentioned and can be seen as “headquarters,” go back to the LocalBusiness using the options provided. You can also choose among the various subtypes that you think will match the business for localbusiness rich results.

Gaby Alexander

Gaby Alexander

Gaby is a search marketing enthusiast with a passion for helping agencies improve their ROI through effective link-building strategies. With expertise in Google Campaign Manager, HubSpot Inbound Marketing, and SEMrush, Gaby provides valuable insights and guidance to optimize search marketing campaigns.

Gaby Alexander

Gaby Alexander

Gaby is a search marketing enthusiast with a passion for helping agencies improve their ROI through effective link-building strategies. With expertise in Google Campaign Manager, HubSpot Inbound Marketing, and SEMrush, Gaby provides valuable insights and guidance to optimize search marketing campaigns.

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