Schema markup is a hidden layer of labelled information on your web page. It tells search engines, in a standard format, “this is a dental clinic, this is its address, these are its opening hours.” For a local business, it’s a tidy way to state your key facts clearly. It helps search and Maps understand you. It isn’t a trick for AI. This guide to local business schema markup keeps it practical.
What does local business schema markup do?
According to Google’s documentation, LocalBusiness structured data helps Google show details such as hours, departments and reviews for your business in Search and Maps, including knowledge panels. It uses the most specific subtype that fits, such as Restaurant or Dentist, rather than the generic type when possible. Local business schema markup is optional housekeeping, not a ranking trick.
Which properties does Google require?
Only two are required: your name and your address. Google recommends several more, listed below.
| Property | What to put |
|---|---|
| name (required) | Your business name exactly as customers know it |
| address (required) | Full postal address with as many fields as possible |
| telephone | Main number, with country and area code |
| url | The page for this specific location |
| openingHoursSpecification | Regular hours, plus any seasonal changes |
| geo | Latitude and longitude, to at least five decimal places |
| priceRange | A short price indication, under 100 characters |
Do you need schema to appear in AI answers?
No. Google’s AI features documentation says you don’t need special markup or AI-specific schema types to appear in AI Overviews or AI Mode, and that structured data should match the visible text on the page. Treat schema as clean housekeeping for regular search and Maps, not as a shortcut.
What mistakes should you avoid?
- Mismatched data. Hours or phone numbers in the markup that differ from the page confuse search engines and can break trust.
- Marking up your own reviews. Google says aggregateRating and review properties are for sites that collect reviews of other local businesses. A business marking up its own five-star average isn’t what it’s intended for.
- Using the generic type when a specific one exists. Choose the most specific subtype.
- Adding schema for things that aren’t on the page. If a customer can’t see it, don’t mark it up.
How do you add it to a WordPress site?
You have three realistic options. An SEO plugin such as Yoast or Rank Math can output local business details from settings. A developer can add JSON-LD, the format Google’s examples use, to the head of the page. Or your theme may include it already. After adding it, don’t assume it’s right. Test it.
How do you test it?
- Run the page through Google’s Rich Results Test and fix critical errors.
- Use the URL Inspection tool in Search Console to confirm Google can access the page and that it isn’t blocked by robots.txt, a noindex tag or a login.
- Request a recrawl and allow several days. Submit and keep a sitemap up to date.
Done right, local business schema markup is a small job with a clear checklist. This is a small job with a clear checklist. If you’d like it done and verified, our SEO services include technical markup, and website development can add it during a rebuild.
Frequently Asked Questions
What is schema markup in simple words?
It’s structured labelling in your page code that tells search engines exactly what your content is, such as your business name, address, phone and hours, in a standard format they can read reliably.
Will schema improve my rankings?
Not directly. It helps search engines understand your page and can make you eligible for richer displays, but it isn’t a ranking switch. Accurate content and a strong Business Profile matter more.
Which format should I use?
JSON-LD is the format used in Google’s own examples and is generally the easiest to maintain, since it sits in one block rather than being woven through your page.
Do I need a separate markup for each location?
Yes. If you have several locations, each should have its own page and its own markup with that location’s name, address, phone and hours.
Can I add schema myself?
Often, yes. A reputable SEO plugin can handle the basics. Always test with the Rich Results Test, and get help if you see errors you don’t understand.