Beginner’s Guide to Schema.org for Local Businesses

Short answer

Adding schema.org structured data—especially LocalBusiness schema—to your website helps search engines and AI assistants understand your business, improving your chances of appearing in local search results, map packs, and voice recommendations. This can directly increase calls, visits, and organic traffic.

Why it matters

Local businesses depend on being found by nearby customers. Search engines and AI assistants (like Google, Bing, and Siri) use structured data to decide which businesses to show in:

  • The Google Map Pack (the top 3 local results with map pins)
  • “Near me” searches and local queries
  • Voice search and AI-powered recommendations

Without LocalBusiness schema, your business details might be unclear or missed by these systems, costing you valuable visibility and traffic. For example:

  • A restaurant with correct schema is more likely to show up when someone asks, “best pizza near me” on Google or Alexa.
  • A plumber with LocalBusiness schema can appear in the map pack, making it easier for customers to call or get directions.

Structured data is now a key ranking and recommendation factor for local SEO and AI-driven search.

Steps

Follow these steps to make your website AI- and SEO-ready with LocalBusiness schema:

Audit your current site Check if your site already uses any schema (use Google’s Rich Results Test). Note any missing or incorrect business details.

Choose the right schema type Most local businesses should use LocalBusiness or a more specific subtype (e.g., Restaurant, Dentist, Plumber). See schema.org/LocalBusiness for options.

Add structured data to your site Use your website builder or CMS plugin (like Yoast, Rank Math, or All in One SEO for WordPress) to add LocalBusiness schema. If editing HTML directly, use microdata or RDFa attributes (see Example below).

Include key business details Name, address, phone number (NAP) Opening hours Website URL Business category Geo-coordinates (latitude/longitude) Logo and images

Test your implementation Use Google’s Rich Results Test or Schema Markup Validator to check for errors. Fix any warnings or missing required fields.

Monitor results Track impressions, clicks, and queries in Google Search Console (especially for local queries). Watch for increases in map pack appearances, calls, and direction requests.

Example

Here’s a simple example using microdata for a local bakery:


  <span itemprop="name">Sunrise Bakery</span>

  <span itemprop="address" itemscope itemtype="https://schema.org/PostalAddress">
    <span itemprop="streetAddress">123 Main St</span>,
    <span itemprop="addressLocality">Springfield</span>,
    <span itemprop="addressRegion">IL</span>
  </span>

  Phone: <span itemprop="telephone">(555) 123-4567</span>

  <meta itemprop="openingHours" content="Mo-Fr 07:00-18:00">

This markup helps search engines and AI assistants understand exactly who you are, where you are, and how to contact you—making it more likely you’ll show up in local search and map results.

Common pitfalls

Avoid these mistakes that can hurt your local SEO and AI visibility:

  • Missing or incomplete schema: Not including address, phone, or opening hours can disqualify you from rich results.
  • Wrong schema type: Using a generic type (like Organization) instead of a specific one (LocalBusiness or its subtypes) limits your eligibility for local features.
  • Inconsistent NAP: If your name, address, or phone number differs between your site, schema, and business listings, search engines may not trust your info.
  • Forgetting to update schema: Outdated hours, moved locations, or changed phone numbers can mislead customers and search engines.
  • Not testing your markup: Unchecked errors or warnings can prevent your schema from being used.

Summary

  • Schema.org structured data helps search engines and AI assistants understand your business.
  • LocalBusiness schema boosts your chances of appearing in map packs, local search, and AI recommendations.
  • Use plugins or microdata to add accurate, complete business info to your site.
  • Test and monitor your schema for errors and impact. Next steps:
  • Run your site through Google’s Rich Results Test this week.
  • Add or update your LocalBusiness schema using a plugin or microdata, and monitor your local search performance in Google Search Console.

FAQ

What is schema.org?

Schema.org is a shared vocabulary of tags (structured data) that you can add to your website to help search engines and AI understand your content.

How does LocalBusiness schema help my business?

It makes your business details clear to search engines, increasing your chances of showing up in local search results, map packs, and AI assistant recommendations.

Do I need to know code to add schema?

Not necessarily—many website builders and WordPress plugins can add schema for you without coding.

How soon will I see results?

Improvements can appear in a few days to a few weeks, depending on how often search engines crawl your site and the competitiveness of your area.

Is schema required for local SEO?

It’s not required, but it’s a strong advantage. Schema increases your chances of being featured in rich results and AI-powered search.