Local Business Schema: The Complete Guide (2026)

Q: Can I add reviews to my schema markup?

Yes. Google supports aggregateRating (average rating and review count) and individual review markup. The reviews must be real, published on your website, and visible to users. Do not fabricate reviews or use schema to mark up reviews that only exist on third-party sites.

Add LocalBusiness schema markup to rank higher in local search. Covers JSON-LD code, required properties, sub-types, and testing. Updated 2026.

Siddharth Gangal • 2026-03-30 • Local SEO

Local Business Schema: The Complete Guide (2026)

What local business schema is and why Google recommends it
Every required and recommended property with explanations
How to choose the right LocalBusiness sub-type for your industry
Complete JSON-LD code examples you can copy and customize
How to add schema to your website (WordPress, Shopify, custom)
Testing and validation tools to catch errors before they cost you
Common mistakes that block rich results and how to fix them
Multi-location schema for businesses with more than one address

What Is Local Business Schema?

Local business schema is structured data markup that communicates your business information to search engines in a standardized format. It uses the Schema.org vocabulary and JSON-LD syntax to describe your business name, address, phone number, hours, services, and more.

Think of it as a machine-readable business card. When you put your hours on your website, humans can read them. Schema markup ensures Google, Bing, and AI search tools can read them too.

How Google Uses LocalBusiness Schema

Google processes LocalBusiness schema to power:

Feature	What It Shows	Impact
Local Pack (Map Pack)	Business name, rating, hours, address	Primary local search placement
Knowledge Panel	Full business details sidebar	Brand queries and direct searches
Rich snippets	Star ratings, price range, hours in SERPs	20-30% higher CTR
Google Maps	Business details, categories, hours	”Near me” search visibility
Voice search	Spoken business info (hours, address)	Growing search channel
AI Overviews	Cited business data in AI answers	Emerging search channel

Schema does not guarantee placement in these features. But without it, Google relies on signals from your Google Business Profile, third-party sites, and page content alone. Schema gives Google direct, structured confirmation of your business details.

For a broader overview of how structured data works for SEO, see our schema markup guide.

Required and Recommended Properties

Google defines two required properties and 15+ recommended properties for LocalBusiness schema. The more properties you include, the more search features you qualify for.

Required Properties

These two must be present or Google ignores your markup entirely.

Property	Description	Example
`name`	Official business name	”Downtown Dental Care”
`address`	Physical business address (PostalAddress object)	Street, city, state, zip, country

The address property requires a nested PostalAddress object with streetAddress, addressLocality, addressRegion, postalCode, and addressCountry.

Recommended Properties

These are optional but directly affect which rich results you qualify for.

Property	Description	Rich Result Impact
`telephone`	Primary phone number	Knowledge Panel, Local Pack
`url`	Website homepage URL	Knowledge Panel
`openingHoursSpecification`	Business hours by day	Hours display in search
`geo`	Latitude and longitude coordinates	Map placement accuracy
`priceRange`	Price indicator (”$”, ”$$”, ”$$$“)	Price display in search
`aggregateRating`	Average star rating	Star ratings in SERPs
`review`	Individual customer reviews	Review snippets
`image`	Business photo URL	Image display
`logo`	Business logo URL	Knowledge Panel
`sameAs`	Social media profile URLs	Entity connections
`description`	Business description	AI search context
`email`	Contact email	Direct contact
`servesCuisine`	Cuisine type (restaurants only)	Food search filters
`menu`	Menu URL (restaurants only)	Menu link in search
`department`	Sub-departments with own details	Multi-department businesses

The NAP Consistency Rule

Your schema name, address, and telephone must match your Google Business Profile exactly. Character for character. “123 Main St” in your schema and “123 Main Street” on your GBP creates an inconsistency.

Search engines use NAP consistency as a trust signal. Mismatches between your schema, GBP, and website content reduce confidence in your data.

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Choose the Right LocalBusiness Sub-Type

The generic LocalBusiness type works. But using the most specific sub-type available tells Google more about what kind of business you operate. Google supports dozens of sub-types.

Common LocalBusiness Sub-Types

Industry	Recommended Sub-Type	Schema.org Type
Dentists	`Dentist`	Dentist
Restaurants	`Restaurant` (or `FastFoodRestaurant`, `CafeOrCoffeeShop`)	Restaurant
Attorneys	`Attorney`	Attorney
Real estate agents	`RealEstateAgent`	RealEstateAgent
HVAC companies	`HVACBusiness`	HVACBusiness
Auto repair	`AutoRepair`	AutoRepair
Hair salons	`HairSalon`	HairSalon
Gyms	`HealthClub`	HealthClub
Veterinarians	`VeterinaryCare`	VeterinaryCare
Electricians	`Electrician`	Electrician
Plumbers	`Plumber`	Plumber
Physicians	`Physician`	Physician
Pharmacies	`Pharmacy`	Pharmacy
Hotels	`Hotel`	Hotel

If your exact business type does not have a dedicated sub-type, use the closest parent. A chiropractor would use Chiropractor. A pet groomer without a specific type would use LocalBusiness or AnimalShelter depending on services.

Find the full list at Schema.org/LocalBusiness. Click “More specific Types” to browse all available options.

Why Sub-Types Matter

Using Dentist instead of LocalBusiness tells Google you are a dental practice. Google can then:

Show your listing for dental-specific searches
Display dental-relevant attributes (emergency services, insurance accepted)
Connect your entity to the dental category in its knowledge graph
Match your business to industry-specific search features

LocalBusiness schema sub-types by industry

Complete JSON-LD Code Examples

JSON-LD is Google’s recommended format for structured data. It sits in a <script> tag in your page’s HTML. It does not affect your visible page content.

Basic LocalBusiness Example

This is the minimum viable implementation. Copy it, replace the values, and add it to your homepage.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Downtown Dental Care",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street, Suite 200",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78701",
    "addressCountry": "US"
  },
  "telephone": "+1-512-555-0123",
  "url": "https://www.downtowndentalcare.com",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "09:00",
      "closes": "13:00"
    }
  ]
}

Extended Example With All Recommended Properties

This version includes geo coordinates, ratings, social profiles, and logo.

{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Downtown Dental Care",
  "description": "Family dentistry serving Austin, TX since 2010. Cleanings, crowns, implants, and emergency care.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street, Suite 200",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78701",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 30.2672,
    "longitude": -97.7431
  },
  "telephone": "+1-512-555-0123",
  "email": "[email protected]",
  "url": "https://www.downtowndentalcare.com",
  "logo": "https://www.downtowndentalcare.com/logo.png",
  "image": "https://www.downtowndentalcare.com/office-photo.jpg",
  "priceRange": "$$",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "17:00"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "127"
  },
  "sameAs": [
    "https://www.facebook.com/downtowndentalcare",
    "https://www.instagram.com/downtowndentalcare",
    "https://www.yelp.com/biz/downtown-dental-care-austin"
  ]
}

Restaurants should use Restaurant (or a sub-type like ItalianRestaurant) and add food-specific properties.

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Bella Cucina",
  "servesCuisine": "Italian",
  "menu": "https://www.bellacucina.com/menu",
  "priceRange": "$$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "456 Oak Avenue",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  },
  "telephone": "+1-312-555-0456",
  "url": "https://www.bellacucina.com",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Tuesday", "Wednesday", "Thursday", "Friday", "Saturday"],
      "opens": "17:00",
      "closes": "22:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Sunday",
      "opens": "11:00",
      "closes": "15:00"
    }
  ]
}

For a full breakdown of structured data formats beyond LocalBusiness, see our structured data guide.

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How to Add Schema to Your Website

Where and how you add your JSON-LD depends on your website platform.

WordPress

Option 1: Plugin (easiest)

Install Yoast SEO, Rank Math, or Schema Pro. These plugins generate LocalBusiness schema automatically based on your settings.

Yoast SEO: Settings → General → Site Representation → Organization → Fill in business details
Rank Math: Schema Templates → LocalBusiness → Configure all fields
Schema Pro: Add New Schema → Local Business → Map fields to your content

Option 2: Manual (more control)

Add JSON-LD directly to your header using a plugin like “Insert Headers and Footers” or by editing your theme’s header.php file.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "YourBusinessType",
  ...your properties here...
}
</script>

Shopify

Add the JSON-LD to your theme’s theme.liquid file, just before the closing </head> tag. Or use an app like JSON-LD for SEO or Schema Plus.

Custom HTML / Static Sites

Place the <script type="application/ld+json"> block in the <head> or <body> of your homepage. JSON-LD works in either location.

Where to Place Schema

Page	Schema Type	Scope
Homepage	LocalBusiness (full details)	Primary implementation
About page	LocalBusiness or Organization	Supplementary
Contact page	LocalBusiness (address-focused)	Supplementary
Service pages	Service + LocalBusiness reference	Service-specific
Location pages	LocalBusiness (per location)	Multi-location

Your homepage should carry the full LocalBusiness schema. Other pages can reference it or include simplified versions.

Testing and Validation

Published schema with errors is worse than no schema at all. Invalid markup can confuse Google and block your rich results.

3 Tools to Test Your Schema

Tool	What It Checks	URL
Google Rich Results Test	Eligibility for Google rich results	search.google.com/test/rich-results
Schema Markup Validator	Full Schema.org compliance	validator.schema.org
Google Search Console	Schema errors across your entire site	search.google.com/search-console

Validation Checklist

After adding schema to your site, run through this checklist:

Monitor Schema in Google Search Console

After validation, check Google Search Console under “Enhancements” for your structured data type. Google reports errors, warnings, and valid items over time. Fix any new errors within 7 days to avoid losing rich result eligibility.

For a complete technical SEO approach that includes schema, see our local SEO checklist.

Local business schema testing and validation workflow

Common Local Business Schema Mistakes

These mistakes are the reason most local businesses do not get rich results. Each one is preventable.

1. Using the Generic LocalBusiness Type

A plumber using LocalBusiness instead of Plumber misses out on industry-specific rich result features. Always use the most specific sub-type available.

2. NAP Inconsistencies

“123 Main St” in your schema, “123 Main Street” on your GBP, and “123 Main St.” in your website footer. Three versions of the same address. Google sees three different signals and trusts none of them fully.

Pick one format. Use it everywhere. Schema, GBP, website footer, directory listings. Exact match.

3. Missing Geo Coordinates

Without geo (latitude and longitude), Google cannot precisely confirm your physical location. Get your coordinates from Google Maps (right-click your location, click the coordinates to copy). Adding geo takes 30 seconds and strengthens your Map Pack signal.

4. Incorrect Opening Hours Format

Schema uses 24-hour time and ISO day names. “9am-5pm” is wrong. “09:00” to “17:00” is correct. “Mon” is wrong. “Monday” is correct. Small formatting errors cause validation failures.

5. Schema Data That Does Not Match the Page

Google requires that schema data be visible on the page or otherwise verifiable. If your schema says you have a 4.8 rating with 127 reviews, that rating should appear somewhere on the page. Markup that describes invisible content violates Google’s guidelines.

6. Duplicate Schema Across Multiple Pages

Your homepage and about page should not both carry identical full LocalBusiness schema. Use the full markup on your homepage. Use simplified references or no schema on secondary pages. Duplicates confuse crawlers.

7. Forgetting to Update Schema

Changed your hours for summer? Moved to a new office? Got your 200th review? Your schema needs updating too. Outdated schema creates the same trust issues as outdated GBP information.

For more on maintaining consistent local signals, see our guide on Google Maps SEO.

Multi-Location Schema

Businesses with more than one location need separate LocalBusiness schema for each address. This is where most multi-location businesses make mistakes.

One Schema Block Per Location

Each location gets its own JSON-LD block with its own unique:

name (include the location identifier: “Downtown Dental Care - Austin”)
address (unique physical address)
telephone (local phone number for that location)
geo (unique coordinates)
openingHoursSpecification (may vary by location)
url (link to that location’s specific page)

Organization + Location Structure

For multi-location brands, use an Organization schema on your homepage and LocalBusiness schema on each location page.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Downtown Dental Care",
  "url": "https://www.downtowndentalcare.com",
  "logo": "https://www.downtowndentalcare.com/logo.png",
  "sameAs": ["https://facebook.com/downtowndentalcare"],
  "subOrganization": [
    {
      "@type": "Dentist",
      "name": "Downtown Dental Care - Austin",
      "url": "https://www.downtowndentalcare.com/austin"
    },
    {
      "@type": "Dentist",
      "name": "Downtown Dental Care - Dallas",
      "url": "https://www.downtowndentalcare.com/dallas"
    }
  ]
}

Each location page then carries its own full LocalBusiness schema with complete address, hours, phone, and coordinates.

For a deeper guide on managing SEO across multiple locations, see our multi-location SEO guide.

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Advanced Schema Properties for Local SEO

Once you have the basics in place, add these advanced properties to gain an edge over competitors.

Service Schema

Describe specific services you offer:

"hasOfferCatalog": {
  "@type": "OfferCatalog",
  "name": "Dental Services",
  "itemListElement": [
    {
      "@type": "Offer",
      "itemOffered": {
        "@type": "Service",
        "name": "Teeth Whitening",
        "description": "Professional in-office teeth whitening."
      }
    },
    {
      "@type": "Offer",
      "itemOffered": {
        "@type": "Service",
        "name": "Dental Implants",
        "description": "Full dental implant placement and restoration."
      }
    }
  ]
}

Review Markup

Individual review markup can trigger review rich snippets:

"review": [
  {
    "@type": "Review",
    "author": {
      "@type": "Person",
      "name": "Sarah Johnson"
    },
    "datePublished": "2026-02-15",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5",
      "bestRating": "5"
    },
    "reviewBody": "Best dental experience I have ever had."
  }
]

Reviews in schema must be genuine reviews that appear on your website. Fabricated reviews violate Google’s guidelines and can result in manual actions.

Businesses that actively collect and display Google reviews can feed those reviews into their schema markup for additional search visibility.

SpeakableSpecification for AI and Voice Search

Add speakable to indicate which parts of your page are suitable for voice assistants and AI systems:

"speakable": {
  "@type": "SpeakableSpecification",
  "cssSelector": [".business-description", ".hours-summary"]
}

This signals to Google Assistant, Siri, and AI search tools which content to read aloud or cite when answering voice queries about your business.

FAQ

Is local business schema required for local SEO?

Schema is not required for ranking in local search. You can rank without it. But businesses with schema markup get 20-30% higher click-through rates and qualify for rich results that display ratings, hours, and contact details directly in search results. 72.6% of page-1 results use schema. Skipping it puts you at a disadvantage.

How do I find my business coordinates for the geo property?

Open Google Maps. Search for your business address. Right-click the map pin. Click the coordinates that appear. They copy to your clipboard automatically. Paste the latitude as geo.latitude and the longitude as geo.longitude in your schema.

Can I add reviews to my schema markup?

Yes. Google supports aggregateRating (average rating and review count) and individual review markup. The reviews must be real, published on your website, and visible to users. Do not fabricate reviews or use schema to mark up reviews that only exist on third-party sites.

Should I put schema on every page or only the homepage?

Place the full LocalBusiness schema on your homepage. For multi-location businesses, place location-specific schema on each location page. Service pages can include Service schema that references your LocalBusiness. Do not duplicate the full LocalBusiness block across every page.

What format should I use for local business schema?

JSON-LD. Google explicitly recommends JSON-LD over Microdata and RDFa. JSON-LD is easier to implement, easier to maintain, and does not interfere with your page’s HTML structure. Place it in a <script type="application/ld+json"> tag in your <head> or <body>.

How long does it take for schema to show in search results?

Google typically processes new schema within days to a few weeks. Rich results may appear sooner for frequently crawled sites. After adding schema, submit the page in Google Search Console using “Request Indexing” to speed up the process.

Local business schema is the single fastest technical SEO win for any business with a physical location. It takes 15 minutes to implement. It costs nothing. And it gives Google the structured confirmation it needs to display your business details in rich results, the Local Pack, Knowledge Panels, and AI answers. Add it today. Validate it. Update it when your business changes.

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