Local Business Schema: Correct Markup for Visibility and Rich Results
Use LocalBusiness schema the right way. Learn the required fields, when to use it, how to validate markup, and how to keep data aligned.
Local schema helps search engines read your business details.
Wrong or mismatched markup can hurt trust more than no schema at all.
Use this guide to set it up once, validate it, and keep it current.
When to Use LocalBusiness
Use LocalBusiness, or a more specific subtype, when customers can connect your business to a real address or service area.
It supports local understanding in search, but it does not replace Google Business Profile.
For one location, use one clear block.
For several locations, Google asks for each one to be marked up as its own LocalBusiness, normally on that location's own page.
Required and Recommended Properties
Keep name, address and phone exactly the same as on the page itself and on your Google Business Profile.
Google asks for structured data that matches what visitors can see.
- Required by Google: name and address.
- Recommended: telephone, url and opening hours (openingHoursSpecification).
- Recommended: geo coordinates, and priceRange where it helps.
- Useful: links to your official profiles (sameAs) and an image.
- Use the most specific subtype available, such as Dentist or Plumber, instead of plain LocalBusiness.
Validation and Testing
Retest after changes to templates or to your content management system (CMS).
Markup often breaks quietly.
- Test with Google Rich Results Test and Schema Markup Validator.
- Check for duplicate or conflicting schema types on the same page.
- Make sure JSON-LD is valid and not broken by third-party scripts.
Ongoing Governance
Give one person ownership when hours, offices, or services change.
Fix structured-data errors in the next release window instead of letting them sit.
Treat schema like contact details. Set it up carefully, then keep it accurate whenever the business changes.
Need local schema implemented or audited? We can deliver valid markup and a maintenance plan.
Book a strategy consultationFrequently asked questions
Can we use both Organization and LocalBusiness?
Yes. Organization for the brand; LocalBusiness (or subtype) for each location. Avoid nesting them incorrectly.
What if we have many locations?
Google asks for each location to be marked up as its own LocalBusiness, normally on that location's own page. Keep each one accurate and distinct.
Does schema replace Google Business Profile?
No. The profile is what appears in the map results. Structured data helps search engines read the details on your website; the two must say the same thing.
How often should we validate schema?
After every relevant site or location change, and at least monthly as a routine check.
