Local business schema markup is no longer optional in 2026. It is a structural trust layer that helps Google, Maps, and AI systems understand exactly who you are, where you operate, what you offer, and why your business is legitimate.
Over the years, LocalMighty has audited hundreds of local websites across HVAC, law firms, dental clinics, real estate agencies, and retail stores. The most common pattern is simple. Businesses invest heavily in content and backlinks but neglect structured data. When we implement proper schema markup aligned with real-world business data, visibility becomes more stable, rich results appear more consistently, and AI-driven search systems reference the brand with higher confidence.
This guide breaks down local business schema markup from foundation to advanced implementation. It covers single-location sites, multi-location structures, service area businesses, rating schema, service schema, product schema, validation workflows, and common errors that quietly hurt performance.
What Local Business Schema Markup Actually Does
Schema markup is structured data written in a standardized vocabulary defined by Schema.org. It helps search engines interpret your business data without having to guess.
For local businesses, schema clarifies:
• Business name and legal identity
• Physical address and geo coordinates
• Phone number and contact methods
• Business category and services
• Opening hours and special hours
• Reviews and aggregate ratings
• Service areas
• Events and promotions
• Products and pricing
Search engines use this data to enhance:
• Knowledge panels
• Map listings
• Rich results
• AI-generated answers
• Entity associations
It does not directly guarantee rankings. What it does is remove ambiguity. In competitive local markets, ambiguity costs visibility.
LocalBusiness Schema Types: Which One to Use
The most common local SEO mistake we see is businesses using the generic LocalBusiness type when a more specific subtype exists.
Schema.org includes dozens of local business types. The more precise the type, the clearer the signal.
Common examples:
• Restaurant
• Store
• ProfessionalService
• MedicalBusiness
• Dentist
• LegalService
• HVACBusiness
• RealEstateAgent
• AutomotiveBusiness
If you run a dental clinic, use Dentist instead of the generic LocalBusiness type. If you operate an HVAC company, use HVACBusiness. If you are a consultant or service provider without a retail storefront, ProfessionalService may be a good fit.
Using the correct subtype improves entity alignment and helps AI systems accurately classify your business.
Organization Schema vs LocalBusiness Schema
This question comes up often during audits.
Use the Organization schema when you want to define the overarching company entity, especially for brands that operate nationally or online.
Use the LocalBusiness schema to mark up a physical location or service area.
For multi-location brands, you typically:
• Define Organization schema at the root level
• Implement LocalBusiness schema on each location page
Do not replace LocalBusiness with Organization if you operate a physical business. That weakens local signals.
JSON LD vs Microdata for Local Business Schema
JSON-LD is the recommended format in 2026.
Reasons:
• Cleaner implementation
• Easier to manage and update
• Does not interfere with HTML structure
• Preferred by Google documentation
Microdata and RDFa still function, but they are harder to maintain and increase the risk of structural errors.
All local business schema implementations in this guide assume JSON-LD format.
Core LocalBusiness Schema Implementation
A basic local business schema should include:
• @context
• @type
• name
• image
• address
• telephone
• url
• openingHoursSpecification
• geo
Example structure:
<script type=”application/ld+json”> { “@context”: “https://schema.org”, “@type”: “HVACBusiness”, “name”: “Example Heating and Cooling”, “image”: “https://example.com/logo.jpg”, “url”: “https://example.com”, “telephone”: “+1-555-123-4567”, “address”: { “@type”: “PostalAddress”, “streetAddress”: “123 Main Street”, “addressLocality”: “Phoenix”, “addressRegion”: “AZ”, “postalCode”: “85001”, “addressCountry”: “US” }, “geo”: { “@type”: “GeoCoordinates”, “latitude”: 33.4484, “longitude”: -112.0740 } } </script>
GeoCoordinates Schema for Better Local Visibility
Latitude and longitude data reduce confusion in dense markets.
Especially important for:
• Shared office buildings
• Multi-suite locations
• Businesses in large commercial centers
Adding precise geographic coordinates helps Map systems confirm physical location.
Opening Hours Schema Implementation
The OpeningHoursSpecification should reflect the actual business hours and any special variations.
Include:
• Regular weekly hours
• Holiday hours
• Emergency availability if applicable
Do not mark 24-hour service unless the business truly answers calls 24 hours a day.
Incorrect hours in the schema versus those in the Google Business Profile create trust conflicts.
Schema Markup for Multi-Location Businesses
For multi-location brands:
• Create a dedicated landing page for each location
• Implement a unique LocalBusiness schema on each page
• Ensure NAP data matches that specific location
• Avoid duplicating the same schema across all pages
Each location should include:
• Unique address
• Unique phone number if available
• Unique geo coordinates
• Location-specific opening hours
Do not mark up only the homepage locations. That dilutes clarity.
Service Schema for Local Service Businesses
Service-based businesses should mark up their offerings using the Service schema nested within LocalBusiness.
Example:
“makesOffer”: {
“@type”: “Offer”,
“itemOffered”: {
“@type”: “Service”,
“name”: “Emergency AC Repair”,
“description”: “Same day air conditioning repair services in Phoenix.”
}
}
If pricing is public and stable, you may include:
• price
• priceCurrency
Do not fabricate prices for SEO. Only include pricing if accurate.
This improves commercial intent signals and AI comprehension.
Aggregate Rating Schema for Local Businesses
AggregateRating can trigger star ratings in search results when implemented correctly and supported by visible reviews.
Example:
“aggregateRating”: {
“@type”: “AggregateRating”,
“ratingValue”: “4.8”,
“reviewCount”: “327”
}
Important rules:
• Ratings must reflect visible on-page reviews
• Do not self-generate fake ratings
• Review counts must match real data
Review Schema for Local Businesses
Individual reviews can be marked up using the Review type, which is nested under LocalBusiness.
Include:
• author
• reviewRating
• reviewBody
Never mark up third-party reviews that are not displayed on your site.
FAQ Schema for Local Business Pages
The FAQ schema is powerful for:
• Service pages
• Location pages
• Pricing pages
Use it to answer:
• Cost questions
• Emergency service questions
• Service area clarifications
Keep answers factual and visible on the page.
Breadcrumb Schema for Local Landing Pages
BreadcrumbList schema improves search result display and site structure clarity.
For example:
Home > HVAC Services > AC Repair > Phoenix
This helps search engines understand site hierarchy.
Event Schema for Local Business Promotions
Local events such as:
• Grand openings
• Seasonal promotions
• Community sponsorships
Can be marked up using the Event schema.
Include:
• event name
• startDate
• location
• description
Useful for retailers, gyms, clinics, and restaurants.
Product Schema for Local Retailers
If you sell physical goods, combine:
• Product
• Offer
• LocalBusiness
Include:
• SKU
• price
• availability
This bridges e-commerce and local search.
Local Schema for Service Area Businesses
Service-area businesses without storefronts must avoid listing a fake address.
Use:
• areaServed
• serviceArea
• AdministrativeArea
Do not mark a residential address if hidden in Google Business Profile.
Advanced Local Schema Strategies
Advanced implementations include:
• Nested schema structures
• Linking Organization and LocalBusiness via @id
• Using sameAs for social profiles
• Integrating schema with knowledge graph entity IDs
For example:
“sameAs”: [
“https://www.facebook.com/example”,
“https://www.linkedin.com/company/example”
]
This reinforces brand entity alignment.
Local SEO Schema Validation and Testing
Always test using:
• Google Rich Results Test
• Schema Markup Validator
Common issues include:
• Missing required fields
• Invalid JSON formatting
• Rating mismatches
• Hidden structured data not matching page content
Fix errors immediately. Warnings may not block indexing, but should still be reviewed.
Common Local Schema Markup Errors and Fixes
Frequent problems:
• Copying schema from templates without editing
• Marking multiple business types on one page
• Duplicate schema across pages
• Schema data not matching visible content
• Using the wrong business subtype
Schema Markup Impact on Local Rankings
In multiple real client audits, structured data cleanup resulted in:
• More stable knowledge panels
• Increased rich result impressions
• Better AI answer visibility
• Improved entity consolidation
Schema alone does not rank pages. It supports every other trust and clarity signal.
How to Implement Local Business Schema in WordPress
Options include:
• Manual JSON-LD insertion via theme header
• Using schema plugins
• Using SEO plugins with schema modules
Manual implementation offers the most control.
Plugins simplify deployment, but often create duplicate schemas if not configured properly.
Always audit plugin-generated schema using validation tools.
Final Thoughts
Local business schema markup is foundational infrastructure.
It tells Google and AI systems:
• Who you are
• Where you operate
• What you offer
• How trustworthy you are
When implemented correctly and aligned with real-world data, it strengthens Maps visibility, enhances rich results, and supports AI discovery.
In competitive local markets, clarity wins. Structured data provides that clarity.