When someone searches for a local service, Google tries to connect websites with real businesses: their name, location, opening hours, phone number, reviews and service areas. Much of this comes from your Google Business Profile, but your website plays a part too. LocalBusiness schema markup is structured data that states these facts in a machine-readable format, reducing ambiguity and reinforcing the information Google already has about you. It is not a magic ranking boost, but it is a clean, low-effort signal that every local business website should have.
This article is part of our complete guide: SEO for Small Business: The Complete Guide (2026).
What LocalBusiness schema is
Schema.org is a shared vocabulary used by Google, Bing and other search engines. LocalBusiness is a type for businesses with a physical location or service area. It has many more specific subtypes, such as Plumber, Electrician, Dentist, HairSalon, Restaurant, AutoRepair, ChildCare, HomeAndConstructionBusiness and ProfessionalService. Google recommends JSON-LD, a block of code in the page that does not change what visitors see.
Choosing the right type
Use the most specific type that accurately describes your business. A plumbing firm should use Plumber, not just LocalBusiness. If no specific type fits, use the closest parent, such as HomeAndConstructionBusiness or ProfessionalService. You can list more than one type in an array if your business genuinely fits several.
Key properties to include
- name: your business name exactly as used on Google Business Profile and signage.
- url: your homepage or location page.
- logo and image: URLs of your logo and a representative photo.
- telephone: in international format.
- address: a PostalAddress with street, locality, region, postcode and country.
- geo: latitude and longitude.
- openingHoursSpecification: days and hours.
- areaServed: towns, regions or postcodes you cover.
- priceRange: a simple indicator such as “££”.
- sameAs: links to your official profiles (Facebook, Instagram, LinkedIn, industry directories).
Example: a business with a shop or office
{
"@context": "https://schema.org",
"@type": "Electrician",
"name": "Brightline Electrical",
"url": "https://example.co.uk/",
"logo": "https://example.co.uk/logo.png",
"image": "https://example.co.uk/van.jpg",
"telephone": "+44 161 000 0000",
"priceRange": "££",
"address": {
"@type": "PostalAddress",
"streetAddress": "12 Market Street",
"addressLocality": "Bolton",
"postalCode": "BL1 1AA",
"addressCountry": "GB"
},
"geo": {"@type": "GeoCoordinates", "latitude": 53.578, "longitude": -2.429},
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
"opens": "08:00", "closes": "18:00"
}],
"areaServed": ["Bolton", "Bury", "Wigan"],
"sameAs": ["https://www.facebook.com/example"]
}This is an illustrative example with made-up details. Replace every value with your own real information.
Service-area businesses
If you visit customers and do not serve them at your address, you may hide the address on Google Business Profile. On your website, you can still include your locality and region in the address (or omit the street address) and list the towns you serve in areaServed. Never invent addresses or use virtual offices to appear local in towns where you have no presence; this breaks Google’s guidelines.
Multiple locations
Create a page for each real location, each with its own LocalBusiness markup containing that location’s address, phone and hours. Use an Organization block on the homepage that represents the brand, and link each location to it using parentOrganization or branchOf concepts. Each location should also have its own Google Business Profile linking to its page.
Organization vs. LocalBusiness
Not every business needs LocalBusiness markup. If you operate entirely online, sell nationally or internationally, and do not serve customers at a physical location or within defined areas, Organization is the better fit. It still lets you declare your name, logo, contact details and social profiles, which helps Google build your knowledge panel. Many businesses use both: Organization for the brand as a whole, and LocalBusiness for each physical branch or service area. A web design studio that works with clients worldwide but also has an office where local clients meet might use Organization on the homepage and LocalBusiness on its contact page.
Adding Service markup to service pages
On individual service pages, Service markup can describe the service name, a short description, the area served and the business that provides it, referenced through the provider property. It will not create a visible rich result on its own, but it helps make each page’s purpose explicit. Keep it short and accurate, and make sure every detail matches the visible page content.
Where to put the markup
For a single-location business, add LocalBusiness markup to the homepage, the contact page, or both (with identical details). Avoid placing full LocalBusiness markup on every single page with different variations. Service pages can use Service markup that references the business as the provider.
How to add it on each platform
- WordPress: Rank Math’s Local SEO module and Yoast’s Local SEO add-on generate LocalBusiness markup from your settings. You can also add custom JSON-LD with a code snippet. See Rank Math vs Yoast.
- Wix: Business Info generates basic markup, and you can add custom JSON-LD per page. See Wix structured data.
- Squarespace: use code injection on the relevant page (on supported plans).
- Shopify: add JSON-LD in the theme or with a structured data app.
Testing
Run the page through Google’s Rich Results Test and the Schema Markup Validator. Fix errors such as missing required fields, invalid formats or typos. After Google recrawls the page, check Search Console for structured data issues.
Rules and common mistakes
- Match visible information. The name, address, phone and hours in the markup must match what visitors see and what your Google Business Profile says.
- No self-serving review stars. Google does not show review rich results for LocalBusiness or Organization reviews the business marks up about itself. Do not add an
aggregateRatingyou collected on your own site expecting stars. - No fake data. Invented locations, awards or ratings risk manual actions.
- Avoid duplicates. One plugin and one theme both outputting LocalBusiness markup with different details confuses search engines.
- Keep it current. Update hours, phone numbers and addresses whenever they change.
What results to expect
Schema helps Google understand and trust your business details; it supports, rather than replaces, the fundamentals of local SEO: a complete Google Business Profile, reviews, consistent citations and strong service pages. See local SEO for service businesses and Google Business Profile optimisation.
From our projects
For local businesses like Tech Lab Repairs, K9 Daycare and RepairPod, accurate business details across the website, Google Business Profile and directories are the foundation. Structured data is the final layer that ties them together for search engines.
Related guides and services
- Local SEO for service businesses: how local businesses win the map pack and nearby searches.
- Wix structured data: how to add schema markup to Wix pages.
- Wix local SEO: how local businesses on Wix can rank in their area.
- Technical SEO audit checklist: the 40-point technical checklist we use on every site.
- SEO services: technical, on-page and local SEO for small businesses.
Get expert help
We can add accurate LocalBusiness and Service markup to your website, align it with your Google Business Profile and fix any structured data errors. Start with our SEO services, browse real client results in our case studies, or contact us for a free, no-pressure review of your website.
Frequently asked questions
Does LocalBusiness schema improve rankings?
It is not a direct ranking boost, but it helps Google understand your business details accurately.
Do I need schema if I have a Google Business Profile?
The profile matters more, but schema on your website reinforces the same information.
Which page should have LocalBusiness schema?
Usually the homepage or contact page for single-location businesses, and each location page for multi-location businesses.
Can I add review stars with schema?
Not for reviews about your own business marked up on your own site. Stars usually come from Google Business Profile.
