Schema markup is structured data you add to your website that helps Google understand your business. It's the code behind rich results — star ratings in search results, business hours showing up in the knowledge panel, FAQ dropdowns, and more. For local businesses, it's one of the most impactful technical SEO implementations you can make.
What schema does for local SEO
Schema doesn't directly boost your rankings, but it helps Google understand your business with precision — what you do, where you're located, when you're open, what you offer, and how customers rate you. This clarity translates to better visibility, richer search results, and higher click-through rates.
Essential schema types for local businesses
LocalBusiness schema
The foundation. Include your business name, address, phone, hours, geo coordinates, area served, price range, and URL. Use the most specific subtype — Restaurant, Plumber, DentalClinic — rather than the generic LocalBusiness type.
Service schema
Describe each service you offer with name, description, and area served. This helps Google connect your business to specific service-related searches.
FAQPage schema
If your page includes frequently asked questions, FAQPage schema can earn you expandable FAQ rich results directly in search — taking up more real estate and driving more clicks.
Review and AggregateRating schema
Display star ratings in search results. Note that Google has strict guidelines about review schema — it must reflect genuine customer reviews from your website.
How to implement schema
The recommended format is JSON-LD — a script block in your page's head section. Google's Structured Data Markup Helper and Schema.org are the best references. Test your implementation with Google's Rich Results Test tool.
Pro tip
Don't over-stuff schema with irrelevant types. Focus on accuracy and completeness for the types that matter to your business. Quality schema beats quantity every time.