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In today’s competitive local business landscape, standing out in search results can make the difference between thriving and merely surviving. Local businesses that implement schema markup see up to 30% higher click-through rates compared to those that don’t. Yet, many small business owners are either unaware of schema markup or intimidated by its perceived complexity.
If you’re looking to attract more local customers through search, schema markup is your secret weapon. This powerful SEO tool helps search engines better understand your business information, leading to enhanced visibility and more prominent display in search results.
By the end of this article, you’ll understand exactly which schema types to implement for maximum local visibility, even if you have minimal technical experience.
What is Schema Markup and Why Should Local Businesses Care?
Schema markup is a standardized vocabulary of tags (or microdata) that you add to your website’s HTML to improve how search engines read and represent your page in search results.
Think of it as a translator that converts your business information into a language search engines can easily understand. While visitors to your website don’t see this code, search engines use it to display rich results—those eye-catching search listings with stars, prices, images, and additional information.
For local businesses specifically, schema markup offers several compelling benefits:
- Enhanced local visibility: Helps your business appear in relevant local searches with detailed information
- Rich snippets in search results: Makes your listing stand out with additional information like reviews, prices, and availability
- Improved mobile search presence: Provides critical information for on-the-go searches
- Better voice search optimization: Structures your data in a format that voice assistants can easily parse and relay to users
- Competitive advantage: Sets your listing apart from competitors who aren’t using schema
Before You Start: Schema Markup Implementation Basics
Before diving into specific schema types, it’s helpful to understand some implementation basics:
- JSON-LD format is recommended over microdata. This JavaScript-based format is preferred by Google and easier to implement and maintain.
- Tools needed:
- Google’s Rich Results Test
- Schema Markup Validator
- JSON-LD generator tools (for beginners)
- Where to place it: JSON-LD schema is typically placed in the <head> section of your webpage’s HTML.
Looking for an easy way to add schema markup to WordPress? Follow our detailed guide to implement schema with or without plugins! HERE
Now, let’s explore the most effective schema types for your local business.
The Most Effective Schema Markup Types for Local Businesses
LocalBusiness Schema: Your Foundation for Local Search
LocalBusiness schema is the cornerstone of local business markup. It provides search engines with comprehensive information about your business.
Key properties to include:
Here is a comprehensive list of all the property types associated with the LocalBusiness type from Schema.org, derived from the information provided:
Properties from LocalBusiness
- currenciesAccepted – Text
- openingHours – Text
- paymentAccepted – Text
- priceRange – Text
Properties from Organization
- acceptedPaymentMethod – LoanOrCredit, PaymentMethod, or Text
- actionableFeedbackPolicy – CreativeWork or URL
- address – PostalAddress or Text
- agentInteractionStatistic – InteractionCounter
- aggregateRating – AggregateRating
- alumni – Person
- areaServed – AdministrativeArea, GeoShape, Place, or Text
- award – Text
- brand – Brand or Organization
- contactPoint – ContactPoint
- correctionsPolicy – CreativeWork or URL
- department – Organization
- dissolutionDate – Date
- diversityPolicy – CreativeWork or URL
- diversityStaffingReport – Article or URL
- duns – Text
- email – Text
- employee – Person
- ethicsPolicy – CreativeWork or URL
- event – Event
- faxNumber – Text
- founder – Organization or Person
- foundingDate – Date
- foundingLocation – Place
- funder – Organization or Person
- funding – Grant
- globalLocationNumber – Text
- hasCertification – Certification
- hasCredential – EducationalOccupationalCredential
- hasGS1DigitalLink – URL
- hasMemberProgram – MemberProgram
- hasMerchantReturnPolicy – MerchantReturnPolicy
- hasOfferCatalog – OfferCatalog
- hasPOS – Place
- interactionStatistic – InteractionCounter
- isicV4 – Text
- iso6523Code – Text
- keywords – DefinedTerm, Text, or URL
- knowsAbout – Text, Thing, or URL
- knowsLanguage – Language or Text
- legalName – Text
- leiCode – Text
- location – Place, PostalAddress, Text, or VirtualLocation
- logo – ImageObject or URL
- makesOffer – Offer
- member – Organization or Person
- memberOf – MemberProgramTier, Organization, or ProgramMembership
- naics – Text
- nonprofitStatus – NonprofitType
- numberOfEmployees – QuantitativeValue
- ownershipFundingInfo – AboutPage, CreativeWork, Text, or URL
- owns – OwnershipInfo or Product
- parentOrganization – Organization
- publishingPrinciples – CreativeWork or URL
- review – Review
- seeks – Demand
- skills – DefinedTerm or Text
- slogan – Text
- sponsor – Organization or Person
- subOrganization – Organization
- taxID – Text
- telephone – Text
- unnamedSourcesPolicy – CreativeWork or URL
- vatID – Text
Properties from Place
- additionalProperty – PropertyValue
- address – PostalAddress or Text
- aggregateRating – AggregateRating
- amenityFeature – LocationFeatureSpecification
- branchCode – Text
- containedInPlace – Place
- containsPlace – Place
- event – Event
- faxNumber – Text
- geo – GeoCoordinates or GeoShape
- geoContains – GeospatialGeometry or Place
- geoCoveredBy – GeospatialGeometry or Place
- geoCovers – GeospatialGeometry or Place
- geoCrosses – GeospatialGeometry or Place
- geoDisjoint – GeospatialGeometry or Place
- geoEquals – GeospatialGeometry or Place
- geoIntersects – GeospatialGeometry or Place
- geoOverlaps – GeospatialGeometry or Place
- geoTouches – GeospatialGeometry or Place
- geoWithin – GeospatialGeometry or Place
- globalLocationNumber – Text
- hasCertification – Certification
- hasDriveThroughService – Boolean
- hasGS1DigitalLink – URL
- hasMap – Map or URL
- isAccessibleForFree – Boolean
- isicV4 – Text
- keywords – DefinedTerm, Text, or URL
- latitude – Number or Text
- logo – ImageObject or URL
- longitude – Number or Text
- maximumAttendeeCapacity – Integer
- openingHoursSpecification – OpeningHoursSpecification
- photo – ImageObject or Photograph
- publicAccess – Boolean
- review – Review
- slogan – Text
- smokingAllowed – Boolean
- specialOpeningHoursSpecification – OpeningHoursSpecification
- telephone – Text
- tourBookingPage – URL
Properties from Thing
- additionalType – Text or URL
- alternateName – Text
- description – Text or TextObject
- disambiguatingDescription – Text
- identifier – PropertyValue, Text, or URL
- image – ImageObject or URL
- mainEntityOfPage – CreativeWork or URL
- name – Text
- potentialAction – Action
- sameAs – URL
- subjectOf – CreativeWork or Event
- url – URL
Example implementation:
json
| { “@context”: “https://schema.org”, “@type”: “LocalBusiness”, “name”: “Main Street Bakery”, “address”: { “@type”: “PostalAddress”, “streetAddress”: “123 Main Street”, “addressLocality”: “Anytown”, “addressRegion”: “CA”, “postalCode”: “12345” }, “telephone”: “(555) 123-4567”, “openingHours”: “Mo,Tu,We,Th,Fr 08:00-17:00”, “geo”: { “@type”: “GeoCoordinates”, “latitude”: “37.7749”, “longitude”: “-122.4194” } } |
Tip: Always use the most specific subtype of LocalBusiness that applies to your business. For example, if you’re a florist, use Florist rather than just Store or LocalBusiness.
2. Organization Schema: For Businesses with Multiple Locations
While LocalBusiness works well for single-location businesses, Organization schema is ideal for businesses with multiple locations or those wanting to establish broader brand recognition.
Key properties to include:
- @type: Organization
- name: Your business name
- url: Your website URL
- logo: URL to your business logo
- contactPoint: Various contact methods (phone, email)
- location: For multiple business locations
When to use Organization vs. LocalBusiness: Use Organization when:
- You have multiple physical locations
- You want to emphasize your brand rather than a specific location
- Your business operates primarily online but has a local presence
For multi-location businesses, you can include an array of locations within your Organization schema, each with its own address and contact information.
3. Review Schema: Showcase Your Customer Satisfaction
Reviews are critical for local businesses, with 93% of consumers saying online reviews impact their purchasing decisions. Review schema helps showcase your positive customer feedback directly in search results.
Key properties to include:
- @type: Review
- reviewRating: The numerical rating given
- author: Name of the reviewer
- itemReviewed: The product or service being reviewed
- reviewBody: The actual review content
Important caution: Google has strict guidelines about review markup. Only include reviews that are actually visible on your page, and never fabricate or manipulate reviews. Doing so can result in penalties.
When properly implemented, review schema can display star ratings in search results, significantly increasing click-through rates. Research shows listings with star ratings get clicked up to 35% more often than those without.
4. Product Schema: Highlight What You Sell
For local retailers and service providers offering specific products, Product schema helps showcase your inventory directly in search results.
Key properties to include:
- @type: Product
- name: Product name
- image: Product image URL
- description: Product description
- price: Price of the product
- priceCurrency: Currency code (e.g., USD)
- availability: In stock, out of stock, etc.
- review: Customer reviews for the product
Product schema is particularly valuable for local retailers competing with larger online stores. It allows potential customers to see pricing, availability, and reviews before they even visit your website.
5. BreadcrumbList Schema: Improve Navigation and User Experience
BreadcrumbList schema might not seem directly related to local business information, but it significantly improves user experience and site structure understanding.
Key properties to include:
- @type: BreadcrumbList
- itemListElement: An ordered list of breadcrumb items
Breadcrumbs help users understand where they are on your site and make navigation easier. For search engines, they provide valuable information about your site structure and content hierarchy.
When displayed in search results, breadcrumbs make it easier for users to understand what section of your site they’ll be visiting, potentially increasing click-through rates for deeper pages on your site.
6. FAQPage Schema: Answer Customer Questions Directly in Search
Local businesses frequently field the same questions from potential customers. FAQPage schema allows you to answer these questions directly in search results.
Key properties to include:
- @type: FAQPage
- mainEntity: An array of question-answer pairs
Example implementation:
json
| { “@context”: “https://schema.org”, “@type”: “FAQPage”, “mainEntity”: [ { “@type”: “Question”, “name”: “Do you offer after-hours service?”, “acceptedAnswer”: { “@type”: “Answer”, “text”: “Yes, we provide emergency plumbing services 24/7 with no extra charge on weekends.” } }, { “@type”: “Question”, “name”: “What areas do you serve?”, “acceptedAnswer”: { “@type”: “Answer”, “text”: “We serve all of Anytown and surrounding communities within a 25-mile radius.” } } ] } |
This schema type is incredibly valuable for local service businesses, allowing you to address common concerns (pricing, service areas, hours) before a potential customer even visits your site.
7. Event Schema: Promote Your Local Happenings
Many local businesses host events—whether they’re workshops, sales, classes, or community gatherings. Event schema helps these events appear in Google’s event search features.
Key properties to include:
- @type: Event
- name: Event name
- startDate: When the event begins
- endDate: When the event ends
- location: Where the event is taking place
- description: Event details
- offers: Ticket information (if applicable)
Event schema is particularly valuable for:
- Restaurants hosting special dinners
- Retail stores holding sales events
- Service businesses offering workshops or classes
- Any local business participating in community events
When properly implemented, your events can appear in Google’s event carousel and event-specific search results, significantly increasing visibility.
8. Place Schema: Emphasize Your Physical Location
While similar to LocalBusiness, Place schema focuses specifically on the physical location aspects of your business.
Key properties to include:
- @type: Place
- name: Location name
- address: Physical address
- geo: Geographic coordinates
- hasMap: Link to a map
Place schema is often used in conjunction with other schema types to provide more detailed location information. It’s particularly useful for businesses where the physical location is a key selling point, such as scenic restaurants, historic buildings, or landmarks.
9. Service Schema: Highlight What You Do Best
Service schema is ideal for local businesses that primarily offer services rather than products—think plumbers, consultants, cleaning companies, etc.
Key properties to include:
- @type: Service
- serviceType: Category of service
- provider: Your business information
- areaServed: Geographic service area
- price: Service cost (if fixed)
- description: Detailed service description
This schema type helps search engines understand exactly what services you offer and where you offer them. For service-area businesses that travel to customers rather than having customers come to them, the areaServed property is particularly important.
10. PostalAddress Schema: Ensure Location Accuracy
While often used as part of other schema types, PostalAddress schema ensures your location information is structured correctly.
Key properties to include:
- @type: PostalAddress
- streetAddress: Street number and name
- addressLocality: City or town
- addressRegion: State or province
- postalCode: ZIP or postal code
- addressCountry: Country
Consistent and accurate address formatting is crucial for local SEO. Using PostalAddress schema as part of your LocalBusiness or Organization schema helps ensure search engines correctly interpret your location.
Schema Markup Implementation Strategy for Local Businesses
Now that you understand the essential schema types, here’s a strategic approach to implementation:
- Start with the fundamentals: Implement LocalBusiness schema first
- Address your primary business model: Add Product or Service schema next, depending on your focus
- Enhance with supporting schemas: Add Review, FAQPage, and BreadcrumbList
- Add specialized schemas as needed: Implement Event schema for special events
For non-technical business owners, several WordPress plugins make schema implementation straightforward:
- Yoast SEO
- Rank Math
- Schema Pro
- All in One SEO Pack
These plugins provide user-friendly interfaces to add schema without writing code.
Measuring the Impact of Your Schema Implementation
Once you’ve implemented schema markup, track its performance through:
- Google Search Console: Monitor rich results and enhancement reports
- Increased click-through rates: Compare before and after implementation
- Local ranking improvements: Track changes in your position for key local searches
- Rich result appearance: Use incognito searches to see how your listing appears
Expect to see results within 1-4 weeks of implementation, as Google needs time to crawl and process your markup.
Common Schema Markup Mistakes Local Businesses Make
Avoid these common pitfalls:
- Incomplete implementation: Missing required properties
- Outdated information: Not updating schema when business details change
- Markup that doesn’t match visible content: Schema must reflect what users can actually see
- Inconsistent NAP (Name, Address, Phone): Ensure consistency across all your online presences
- Spammy implementation: Adding fake reviews or misleading information
Future of Schema Markup for Local Businesses
As search continues to evolve, schema markup is becoming increasingly important:
- Voice search optimization: Structured data helps voice assistants provide accurate information
- Mobile-first experiences: Rich results are particularly valuable on mobile devices
- AI integration: Structured data helps AI systems better understand your business context
Conclusion
Implementing schema markup is one of the most effective ways for local businesses to improve their search visibility. While it may seem technical at first, the benefits far outweigh the initial learning curve.
Start with LocalBusiness schema and gradually expand to other types as you become more comfortable. Even implementing just one or two schema types can significantly impact your local search presence.
Take action this week: implement at least one schema type on your website and monitor the results. Your future customers are searching—make sure they can find you.
Additional Resources
- Schema.org official website
- Google’s Structured Data Guidelines
- Rich Results Test
- Schema Markup Validator
Boost Your Local Search Visibility with PEAKONTECH!
At PEAKONTECH, we help local businesses like yours improve their online presence with powerful tools like schema markup. By implementing schema, you can increase your click-through rates, stand out in search results, and attract more local customers.
🔹 Enhance your search presence
🔹 Stand out with rich results
🔹 Attract more local customers
Start optimizing today with PEAKONTECH! Let us handle the technical side while you focus on growing your business. Contact us now for expert schema markup implementation and more!
