Local business schema markup

The Complete Guide to Local Business Schema Markup

Have you ever searched for a local business on Google, only to find the search results cluttered with map packs, knowledge panels, review stars and snippets for competing businesses? Even if your business shows up in the results, it likely blends into the pack unless your listing stands out in some way. This is where schema markup comes in – a simple way to enhance your local business’ visibility in search engines and make your listing shine above the rest.

Schema markup enables you to add code to your website that highlights key information about your business to search engines like Google and Bing. When implemented properly, schema markup gives your listing a boost in the local pack and enables you to take up more real estate in search results with additional snippets and details. The end result is a listing that catches the searcher’s eye over your competitors.

This comprehensive guide will provide local businesses with everything they need to know to implement schema markup effectively. We’ll go over the basics of what schema is, the specific types of markup that benefit local SEO, proper implementation, and pitfalls to avoid. Follow this advice to make your business stand out with enhanced listings that drive more clicks and conversions.

Let me know if you would like me to modify or expand this draft introduction further. I aimed to provide an engaging hook related to local SEO issues while also setting up the topic and flow of the full article. 

What is Schema Markup and Why it Matters for Local Businesses

You may have heard the term “schema markup” thrown around when reading about SEO and enhancing website visibility. But what exactly does it mean and why does it matter so much for local businesses in particular?

What is Schema Markup?

In simple terms, schema markup is a way of adding additional code and data to your web pages to highlight key details about your business to search engines. Here’s a quick rundown:

  • Schema markup uses JSON-LD (JavaScript Object Notation for Linked Data) formatting to structure data about your business.
  • This JSON data gets embedded in the backend code of your web pages.
  • The schema markup acts as cues or signposts, pointing out important information to search engines like Google and Bing.
  • Some key things schema can mark up includes:
    • Business name
    • Address
    • Phone number
    • Opening hours
    • Services
    • Reviews
    • Events
    • FAQs

By implementing schema markup properly, you make it easier for search engines to understand your business and display your information prominently in the search results.

The Powerful Benefits of Schema Markup for Local SEO

Schema markup may seem simple on the surface, but it can provide tremendous benefits for local businesses who want to improve their visibility and stand out from the pack in the search results:

  • Ranks higher in local pack – Schema-embedded business info gets prioritized to rank better in the coveted 3-pack local search results.
  • Enhanced listings – Markup enables your business profile to display more prominently with additional details like images, hours, address, etc.
  • Rich results – You can tap into rich result features like review stars, events, FAQ snippets and more.
  • Improves CTR – Detailed listings with images/reviews catch users’ attention, improving click-through rates. One study found 30% higher CTR with rich snippets.
  • Gains visibility on virtual assistants – Markup helps you show up on voice search and virtual assistants like Siri.
  • Builds authority – Become seen as the trusted source on a topic in search engines with markup.

Clearly, schema markup offers tremendous benefits for local business visibility. Implementing it provides an easy way to enhance your listings in the search results without requiring complex optimizing.

Let me know if you would like me to expand on any part of this section! I aimed to provide an in-depth overview explaining schema markup and why it is so valuable for local SEO. 

Essential Schema Markup for Local Businesses

Now that you understand the basics of schema markup and why it’s valuable for local SEO, let’s dig into the specific types of markup that every local business needs to implement. There are a few key pieces of markup that serve as the foundation for making your business listings shine in search results.

Business Name, Address and Contact Info

This schema covers the basic identifying details about your business. At a minimum, you’ll want to mark up your:

  • Business name
  • Full street address
  • Phone number
  • Website URL

Properly formatting this information as schema gives search engines clear signals about your business identity and contact information.

Here is an example of the markup:

<script type=”application/ld+json”>


  “@context”: “https://schema.org”,

  “@type”: “LocalBusiness”,

  “name”: “Popular Bakery”,

  “image”: “https://example.com/popularbakery.png”,  

  “telephone”: “201-555-4987”,

  “email”: “info@popularbakery.com”,

  “address”: {

    “@type”: “PostalAddress”,

    “streetAddress”: “521 Grove St”,

    “addressLocality”: “Jersey City”,

    “addressRegion”: “NJ”,

    “postalCode”: “07311”,

    “addressCountry”: “US”




This simple markup gives search engines a detailed overview of your business location and contact info, laying the foundation for your listing.

Business Images

Adding schema markup to your business images provides additional cues by connecting photos to your business identity. The key is to include:

  • Relevant images like storefront, products, services, etc.
  • Descriptive alt text for each image
  • Link images to the business website URL

Properly formatted image markup might look like:

<img itemprop=”image” src=”bakeryphoto.png” alt=”Popular Bakery storefront”>

<img itemprop=”image” src=”cupcakes.png” alt=”An assortment of colorful cupcakes”>

This tells search engines exactly what the images represent on your site. Enhanced listings with relevant images tend to have higher click-through rates.

Let me know if you need any clarification or have additional questions! I aimed to provide the two essential pieces of schema markup for optimizing local business listings and improving SEO. Please provide feedback on any areas you would like me to expand on further.

Advanced Schema Markup Options for Local Businesses

Now that we’ve covered the essential local business schema markup, let’s look at some more advanced options that can take your listings to the next level. While not required, implementing some of these can really make your business stand out with enhanced snippets and rich results.


Marking up customer reviews is a great way to showcase your reputation and social proof. When formatted properly, review markup enables stars and snippets to display prominently next to your listing.

Here is an example review markup structure:

<script type=”application/ld+json”>


  “@context”: “https://schema.org/”,

  “@type”: “LocalBusiness”,

  “name”: “Popular Bakery”,

  “image”: “https://example.com/bakerysphoto.png”,

  “aggregateRating”: {

    “@type”: “AggregateRating”,

    “ratingValue”: “4.9”,

    “reviewCount”: “89”




This tells search engines your overall star rating and number of reviews. Displaying stars can improve click-through rates by up to 30%.


Marking up a Frequently Asked Questions section can result in a rich snippet that displays FAQ questions and answers directly in search results.

FAQ markup looks like:

<script type=”application/ld+json”>


  “@context”: “https://schema.org”,

  “@type”: “FAQPage”,

  “mainEntity”: [


      “@type”: “Question”,

      “name”: “What are your opening hours?”,

      “acceptedAnswer”: {

        “@type”: “Answer”,

        “text”: “We are open 7 days a week from 8am – 8pm.”




      “@type”: “Question”,

      “name”: “Do you accept credit cards?”,

      “acceptedAnswer”: {

        “@type”: “Answer”,

        “text”: “Yes, we accept Visa, Mastercard and American Express.”






FAQ markup is great for highlighting key details like hours, payments, and other common questions.

Let me know if you would like me to expand on any additional advanced schema markup types. My goal was to provide some options beyond the basics that can take your listings to the next level. 

Potential Pitfalls to Avoid with Schema Markup

While schema markup offers tremendous benefits, there are a few potential pitfalls to be aware of as you implement it to avoid downsides:

Invalid Implementation

The key is proper JSON-LD formatting. If there are any typos or syntax errors in your schema code, Google is likely to ignore the markup altogether.

Markup Bloat

Don’t go overboard stuffing every page with 10 different schema markups. Too much on one page can feel spammy and be counterproductive. Keep your implementation focused.

Duplicating Content

Only include unique schema enhanced content on each page. Avoid duplicating the same reviews, images, or details on multiple pages.

Inaccurate Data

Any incorrect business info like addresses, hours, etc. can result in penalties if Google believes the intent is to manipulate search results.

Focusing Only on Markup

While important, schema should be just one part of an overall local SEO strategy. Don’t neglect on-page content, reviews, citations, link building, etc.

By keeping these potential downsides in mind, you can implement schema markup in a safe, effective way. The key is proper JSON-LD formatting, keeping it reasonable to avoid bloat, using it to enhance (not duplicate) unique content, and ensuring any marked up info precisely matches your actual business details.

Done right, schema markup can take your local business listings to the next level without putting your SEO at risk. Focus on providing genuine value to searchers, and schema will enable Google to showcase your business prominently.

Let me know if you would like me to expand on any part of this section. I aimed to highlight some key pitfalls local businesses should avoid when implementing schema markup.

Implement Schema Markup to Boost Your Local SEO

If you run a local brick and mortar business, schema markup should be a top priority for your SEO and online visibility. As search becomes increasingly competitive, you need any edge you can get to make your listings stand out.

Based on everything we’ve covered, here are some key takeaways:

  • Schema is easy to implement – With proper JSON-LD formatting, you can quickly embed markup on your pages without changing code.
  • It enhances listings – Populating key details through schema highlights your business info to search engines.
  • Benefits are significant – Ranking better locally, improving CTRs, gaining rich results, and more.
  • Start with the basics – Business name, address, contact info and images.
  • Add advanced markup – Reviews, FAQs and more to take your listings up a notch.
  • Avoid common pitfalls – Like duplicate content, bloating pages, and inaccurate data.
  • Combine with overall SEO – Don’t rely solely on schema without doing on-page optimizations, link building, citation cleanups and other local strategies.

Ready to get started? Audit your existing pages to find opportunities to implement schema markup. Focus on your homepage, contact page, and key landing pages first. Use tools like Google’s Structured Data Testing Tool to validate your markup code and preview how your pages will appear in search.

With strategic schema markup implementation, you can establish your business as a prominent pillar in your local community. Populating key details about your business signals to search engines that you are the go-to authority in your industry. Done right, schema markup can be a competitive differentiator that wins you more visibility and customers in local search.

Let me know if you would like me to expand on any part of this conclusion. I aimed to summarize the key benefits of schema markup for local SEO and provide actionable next steps.


Implementing schema markup provides a simple yet powerful way for local businesses to enhance their SEO and stand out in search results. Here are the key takeaways:

  • Boosts Local SEO – Appearing prominently in the 3-pack and knowledge panels should be top priority. Schema optimizes this.
  • Enhances Listings – Populating business details through schema highlights important info to search engines.
  • Drives Clicks – Star ratings, images, and rich snippets catch searchers’ eyes over plain text results.
  • Gains Visibility – Proper schema can help you rank on virtual assistants like Siri and Alexa.
  • Starts with Basics – Name, address, phone, etc. Build the foundation before enhancing.
  • Add Advanced Markup – Reviews, FAQs, events, etc. take your listing to the next level.
  • Combines with Overall SEO – Schema complements other optimization efforts like content, linking, citations.
  • Avoid Pitfalls – Duplicate content, inaccurate data, and markup bloat can backfire.

Clearly schema plays an integral role in local SEO success. Use structured data to highlight your business, establish authority, and stand out in search results.

Let me know if you would like me to expand or modify this conclusion section in any way. I aimed to summarize the key benefits and tactical takeaways based on the full outline.

Post List #3

what are local directories in seo

Unlocking the Power of Local Directories for SEO Success

Marc LaClearFeb 14, 20247 min read

In the digital age, where the internet is the first stop for most customers looking for products or services, local businesses can’t afford to overlook the importance of online visibility. One of the most effective ways to boost this visibility…

How Long Does Local SEO Really Take? A Comprehensive Timeline…

How Long Does Local SEO Really Take? A Comprehensive Timeline…

Marc LaClearJan 4, 202420 min read

Imagine this scenario: You’ve eagerly rubbed the magic SEO lamp, your heart set on watching that genie emerge to bestow upon your website those coveted top local search rankings. Yet as time marches on, you’re left with a nagging suspicion…

Creating Compelling Local Landing Pages That Convert

Creating Compelling Local Landing Pages That Convert

Marc LaClearDec 24, 20236 min read

As a business with a physical location, having a website that connects with customers in your geographic area is critical for driving foot traffic and sales. A practical approach to improve your local online visibility is by creating dedicated landing…

How to Use Google Maps for Local SEO

How to Use Google Maps for Local SEO

Marc LaClearDec 23, 20235 min read

For any business with a physical location, ranking highly on Google Maps is critical for driving foot traffic and sales. Google Maps has become the go-to resource for consumers to discover and research local businesses. In fact, according to a…

Optimizing Your Website for Local SEO A Complete Checklist

Optimizing Your Website for Local SEO: A Complete Checklist

Marc LaClearDec 7, 20234 min read

For any business with a physical location, having an effective local SEO strategy is essential for driving more foot traffic, phone calls, and sales. Local SEO improves your visibility when customers search for products or services near them on Google,…