Schema Markup for Local SEO: How to Implement LocalBusiness Schema in 2025

Schema markup — structured data added to your website's code that helps search engines

understand your content — is one of the most impactful on-page local SEO techniques. For local

businesses, LocalBusiness schema tells Google exactly who you are, where you are, what you do,

and how to contact you.

Despite its importance, schema markup remains underutilized by most local businesses — which

means implementing it correctly gives you an immediate competitive advantage.

Schema markup is code (typically JSON-LD format) embedded in your website's HTML that

structures your business information in a way search engines can easily read and understand.

Rather than trying to parse your business hours from a paragraph of text, Google can read a

structured data object and know with certainty that you're open Monday–Friday from 9am to 5pm.

This certainty improves your local search presence and eligibility for rich search features.

@type: The specific business type (Plumber, Dentist, Restaurant, etc.) name: Your exact business

name url: Your website URL telephone: Your business phone number address: Your complete

business address (PostalAddress schema) geo: Your GPS coordinates (latitude/longitude)

openingHoursSpecification: Your hours for each day priceRange: Price range indicator ($, $$, $$$)

sameAs: Links to your social media profiles and major directory listings

For service-area businesses that don't serve customers at a fixed location, use the areaServed

property instead of address.

{ "@context": "https://schema.org", "@type": "Plumber", "name": "Smith Plumbing Services", "url":

"https://www.smithplumbing.com", "telephone": "+1-555-123-4567", "address": { "@type":

"PostalAddress", "streetAddress": "123 Main Street", "addressLocality": "Chicago",

"addressRegion": "IL", "postalCode": "60601", "addressCountry": "US" }, "geo": { "@type":

"GeoCoordinates", "latitude": 41.8781, "longitude": -87.6298 }, "openingHoursSpecification": [ {

["Monday","Tuesday","Wednesday","Thursday","Friday"], "opens": "08:00", "closes": "18:00" } ],

This code goes in a script tag with type="application/ld+json" in your page's head section.

Review schema (showing star ratings in search results) is a valuable but policy-sensitive area.

Google's policy: Review schema is only permitted when the reviews are first-party reviews

displayed on your own website. You cannot mark up reviews from third-party platforms (Google,

Yelp, Trustpilot) unless the full review text is displayed on your page.

Best practice: If you display customer testimonials on your website (with full review text visible on

the page), you can implement Review/AggregateRating schema. This can produce star ratings in

organic search results — a significant CTR booster.

eligible for rich results 2. Schema.org Validator (validator.schema.org): Checks schema structure

for errors 3. Google Search Console: The "Enhancements" report shows schema status for your

entire site

Common errors to check: missing required fields, incorrect data types, mismatched information

between schema and page content.

LocalBusiness schema markup is one of the most powerful and most underutilized on-page local

SEO techniques. Implemented correctly, it strengthens Google's understanding of your business,

supports your GBP, and can enable rich search features that boost click-through rates.

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