Local Business Schema Explained

What Does Local Business Schema Do?

Your website tells people who you are. Local business schema tells machines. It is a block of code, invisible to visitors, that describes your business using the shared Schema.org vocabulary understood by Google, Bing and the AI systems built on top of them.

For local businesses, that clarity matters. It confirms your location, connects your website to your Google Business Profile and social profiles, and gives AI assistants reliable facts to quote. If you are new to local search, start with what local SEO is.

Key takeaways

Local business schema describes your business in a machine-readable format.
JSON-LD is the format Google recommends.
Key properties are name, address, phone, hours, geo, areaServed and sameAs.
Use the most specific subtype, such as Dentist or Plumber.
Schema supports consistency with your Google Business Profile.
AI assistants use structured facts to describe and recommend businesses.
Validate with Google's Rich Results Test and the Schema Markup Validator.

What is local business schema?

LocalBusiness is a Schema.org type representing a physical business or branch. It inherits properties from Organization and Place, so it can describe both who a business is and where it operates. There are hundreds of more specific subtypes, including AccountingService, Dentist, Electrician, LegalService, Restaurant and ProfessionalService.

The markup usually lives in a script tag in the page head or body, written in JSON-LD. Search engines read it alongside visible content and use it to understand the entity behind the website.

Why is local business schema important?

Schema is not a direct ranking factor on its own, but it strengthens several signals that local rankings and AI recommendations depend on.

It removes ambiguity about who you are

Many businesses share similar names. Schema states your exact name, address, phone and website, making it easier for search engines to match your site with your Google Business Profile, directory listings and mentions.

It reinforces local relevance

Address, geo coordinates and areaServed properties tell search engines which places you serve. That supports relevance for "near me" and town-specific searches, which are among the main ranking factors for local SEO.

It supports rich results and knowledge panels

Structured data can contribute to enhanced search features, such as business details in knowledge panels, and makes your information eligible for use in rich results where Google supports them.

It helps AI assistants recommend you

ChatGPT, Gemini, Perplexity and Google AI Overviews prefer facts they can verify. Clear structured data, consistent with your profile and citations, gives them a reliable source for your services, location and hours.

It connects your online presence

The sameAs property links your website to LinkedIn, Facebook, Instagram, YouTube and directory profiles, helping search engines treat them as one entity.

What properties should local business schema include?

Key local business schema properties
Property	What it describes	Priority
@type	Most specific business subtype	Essential
name	Exact business name	Essential
address	PostalAddress with street, town, postcode	Essential
telephone	Main phone number	Essential
url	Website address	Essential
geo	Latitude and longitude	Recommended
openingHoursSpecification	Opening hours	Recommended
areaServed	Towns or regions served	Recommended
sameAs	Social and directory profiles	Recommended
image / logo	Brand images	Recommended
priceRange	Indicative pricing	Optional
hasOfferCatalog	Services offered	Optional

What does local business schema look like?

A Southsea accountancy firm might use AccountingService with its address, phone, opening hours, geo coordinates, areaServed listing Portsmouth, Southsea and Havant, and sameAs links to its LinkedIn and Facebook pages. The JSON-LD sits on the homepage and contact page, and each branch page carries its own LocalBusiness block with that branch's details.

The values must match what visitors see on the page and what appears on your Google Business Profile. Inconsistent details weaken trust rather than strengthening it.

How do you add local business schema to a website?

Choose the right type. Search Schema.org for the most specific subtype.
Gather accurate details. Copy them from your Google Business Profile.
Write JSON-LD. Use a generator or your developer, or a plugin on WordPress.
Place it on key pages. Usually the homepage, contact page and location pages.
Validate it. Test with Google's Rich Results Test and validator.schema.org.
Monitor Search Console. Watch for structured data errors.
Update it. Change hours, phone or address whenever the business changes.

What are common local business schema mistakes?

Using the generic LocalBusiness type when a specific subtype exists.
Marking up details that are not visible on the page.
Adding fake or self-written review ratings.
Listing areas you do not genuinely serve.
Using different phone numbers or addresses from your profile.
Copying one branch's schema onto every location page.

Does local business schema help B2B firms?

Yes. B2B service providers such as IT support, accountants, solicitors and contractors use ProfessionalService or specific subtypes to clarify their services and service areas. That supports the wider benefits of local SEO for B2B businesses, particularly visibility in AI-generated supplier shortlists.

How does schema work with Google Business Profile?

Schema does not replace your profile, and your profile does not replace schema. Together they form a consistent picture: the profile gives Google verified details, and schema on your website confirms them. See the importance of Google Business Profile for local SEO for profile optimisation.

Local business schema glossary

Schema.org — the shared vocabulary for structured data.
Structured data — code that labels information for machines.
JSON-LD — the script-based format Google recommends.
LocalBusiness — the Schema.org type for local businesses.
Subtype — a more specific type, such as Dentist.
PostalAddress — the type describing a street address.
GeoCoordinates — latitude and longitude values.
areaServed — the places a business serves.
sameAs — links to other profiles of the same entity.
Rich result — an enhanced search listing.
Knowledge panel — the information box about an entity.
Entity — a distinct thing search engines understand.
NAP — name, address and phone number.
Validator — a tool that checks markup for errors.
openingHoursSpecification — the property for opening hours.

Frequently asked questions

Is local business schema a ranking factor?+

Not directly. It helps search engines understand and trust your business details, which supports the relevance and prominence signals that do influence rankings.

Do I need local business schema if I have a Google Business Profile?+

Yes. Your profile and schema reinforce each other, and schema helps other search engines and AI assistants that do not rely on Google's profile data.

Which pages should have local business schema?+

Usually the homepage and contact page, plus a separate block on each genuine branch or location page.

Can I add review stars with local business schema?+

Google does not show self-serving review stars for LocalBusiness markup on your own site, and fake ratings breach its guidelines.

How do I check my schema is working?+

Use Google's Rich Results Test, the Schema Markup Validator and the enhancements reports in Search Console.

Tell machines exactly who you are

Local business schema is a small piece of code with a big job: making your business unambiguous to search engines and AI assistants. Accurate, specific and consistent markup supports local rankings, knowledge panels and AI recommendations.

If you want schema implemented correctly across your site and locations, our local SEO services include structured data as standard. Get in touch to find out more.

What Is Local Business Schema and Why Is It Important?