LocalBusiness schema
What is LocalBusiness schema?
LocalBusiness schema is structured data using the Schema.org LocalBusiness type, or a more specific subtype such as Dentist, Restaurant or Plumber, to describe a business in machine-readable form. It usually includes the name, address, phone number, opening hours, geo-coordinates, URL and photos. It is normally added as JSON-LD.
Google has a documentation page for local business structured data and says it can use it to show business details in Search, such as in the knowledge panel. It does not replace your Google Business Profile, which remains Google’s main source for local results.
Why LocalBusiness schema matters for SEO
Markup removes doubt about your business details, which supports NAP consistency and helps search engines connect your website with your profile and listings.
It is cheap to add and easy to get right. Use the most specific subtype available and keep the data identical to what is visible on the page and your profile.
How to add LocalBusiness schema
- Choose the most specific Schema.org subtype for your business.
- Add JSON-LD to each location page with that location’s details, not your head office’s.
- Include name, address, telephone, url, openingHoursSpecification and geo where you can.
- Make sure every value matches what users see on the page.
- Test the page with Google’s Rich Results Test and fix any errors.
LocalBusiness schema example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Hart & Sons Plumbing",
"url": "https://www.example.com/locations/leeds",
"telephone": "+44 113 496 0000",
"address": {
"@type": "PostalAddress",
"streetAddress": "14 Mill Lane",
"addressLocality": "Leeds",
"postalCode": "LS1 4AB",
"addressCountry": "GB"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 53.7965,
"longitude": -1.5478
},
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "18:00"
}]
}
</script>LocalBusiness schema FAQ
Does LocalBusiness schema help local rankings?
It is not a confirmed local ranking factor. It helps search engines understand and display your business details accurately, which supports your other local SEO work.
Where should I put LocalBusiness schema?
On the page about that location, such as a location page or the homepage of a single-location business. Each location page should describe only its own branch.
Related SEO terms
Structured data is code in a standard format that describes a page’s content to search engines, making it eligible for rich results.
Schema markup is structured data that uses the schema.org vocabulary to describe things on a page, such as products, articles and businesses.
JSON-LD is a JSON-based format for structured data, placed in a script tag. It is the format Google recommends for schema markup.
NAP stands for name, address and phone number. Keeping your NAP consistent across your site, profiles and directories supports local SEO.
Local landing pages are pages on your site for a specific location or service area, giving local details customers and search engines need.
Google Business Profile is Google’s free listing for local businesses, shown in Maps and the local pack with hours, reviews, photos and directions.