LOCALBUSINESS SCHEMA MARKUP FOR SMALL BUSINESS.
Schema markup is a block of code that tells search engines your business name, address, phone and hours in a format machines read reliably. Here is what Google says it does and doesn't do, which properties matter, a copy-paste example, and how to test it.
WHAT CHANGED RECENTLY
- Google retired FAQ rich results — FAQPage markup no longer produces the expanding SERP feature.
- Google added a review-snippet rule on incentivized reviews — Incentivized reviews must not be marked up for rich results.
This guide covers what stays true. The blog tracks the changes as they land.
WHAT IT DOES
LocalBusiness structured data can tell Google details such as your hours, departments and reviews.1 Schema.org defines a LocalBusiness as a particular physical business or branch of an organization, like a restaurant, a bank branch or a medical practice.3
- No promise of a special listing. Google says it doesn't guarantee that structured data will show up in search results, even when the page is marked up correctly.2
- It must match the page. Google says not to mark up content that isn't visible to readers of the page, or content that is irrelevant or misleading.2
- No stars for your own reviews. If a business controls the reviews about itself, its pages using LocalBusiness or Organization markup are not eligible for the star review feature.4
- It doesn't replace your Business Profile. Your Google Business Profile is still where Maps and the local pack get most of their business details.
PROPERTIES THAT MATTER
| Property | Google status | What to put |
|---|---|---|
name | Required [1] | Your business name exactly as on your signage and Business Profile |
address | Required [1] | A PostalAddress with street, city, region, postal code and country |
telephone | Recommended [1] | The main number customers call, with country code |
url | Recommended [1] | The page for this location |
openingHoursSpecification | Recommended [1] | Your real hours; update them when they change |
geo | Recommended [1] | Latitude and longitude of the location |
priceRange | Recommended [1] | A short text range |
menu, servesCuisine | Recommended [1] | Restaurants only |
department | Recommended [1] | Separate departments inside one location, such as a pharmacy in a store |
areaServed | Defined by Schema.org [3] | Towns you serve, if you travel to customers |
Use the most specific type that fits. Schema.org lists subtypes such as Restaurant, Store, AutomotiveBusiness, HealthAndBeautyBusiness and HomeAndConstructionBusiness.3 Google's list of required and recommended properties can change, so check the current help page before you publish.
COPY-PASTE EXAMPLE
Replace every value with your own details. Everything here is made up, including the address and phone number. Paste the block into the <head> of your home page or the page for that location.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "HomeAndConstructionBusiness",
"@id": "https://www.example.com/#business",
"name": "Example Plumbing Co.",
"url": "https://www.example.com/",
"telephone": "+1-555-555-0100",
"image": "https://www.example.com/images/storefront.jpg",
"priceRange": "$$",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Example Street",
"addressLocality": "Springfield",
"addressRegion": "IL",
"postalCode": "62701",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 39.7817,
"longitude": -89.6501
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "17:00"
}
],
"areaServed": ["Springfield", "Chatham"]
}
</script>If you work from home and don't serve customers at that address, don't publish it in your markup or on your site just to look local. Google's Business Profile guidelines treat service-area businesses differently from storefronts.6
HOW TO TEST IT
- Run the Rich Results Test. Google says to validate your code with it and fix any critical errors.1
- Check what Google sees. Use the URL Inspection tool in Search Console to test how Google sees the page.1
- Compare with your profile. Name, phone and hours should match your Business Profile and your listings.
- Watch for manual actions. Google says spammy structured data can lead to a manual action, which you can check in Search Console.2
FAQ
Will schema markup improve my rankings?
Google doesn't promise that. It helps Google understand your details and can make a page eligible for some features, with no guarantee they appear.2 Treat it as part of a solid website, not a shortcut.
Should I add review stars to my own markup?
No. Reviews you control about your own business aren't eligible for star results.4 Put your energy into getting real Google reviews.
Does schema help with AI search?
Google says there is no special markup needed to appear in AI Overviews or AI Mode, and lists accurate structured data among normal good practice.5 See our AI search guide.
Can you add it for me?
Yes. It's part of the websites we build and our local SEO work.
SOURCES
- Google Search Central, Local business (LocalBusiness) structured data.
- Google Search Central, General structured data guidelines.
- Schema.org, LocalBusiness.
- Google Search Central, Review snippet structured data.
- Google Search Central, AI features and your website.
- Google Business Profile Help, Guidelines for representing your business on Google.
KEEP READING
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