When I run an audit on a local business website, one of the most common things missing is local business schema. Most owners have never heard of it. It’s not visible on the page, so nobody notices it’s gone. But it’s one of the simplest ways to make sure Google and AI search tools get your business details right.
What local business schema is
Schema is a small block of code on your website, written in a standard format Google and other search engines agree on. Local business schema describes your business: your name, address, phone number, hours, website, logo and the areas you serve.
Your website already shows that information to people. Schema says it to machines, in a format they don’t have to guess at. Think of it like filling out a form for Google instead of making it read your whole site and piece things together.
Why it matters for local businesses
- Consistency. Google cross-checks your website, your Google Business Profile and your listings around the web. Schema makes your website’s version of your details clear and unambiguous.
- AI search. Tools like Google’s AI Overviews and ChatGPT pull business facts from sources they can read with confidence. Structured data helps. I cover this more in our post on AI search SEO for local businesses.
- Fewer mix-ups. If your business shares a name with another company, or you’ve moved, schema helps connect the right details to the right business.
Schema won’t move you to the top of Google by itself. It’s a foundation piece, like having your hours right. It works alongside good content, reviews and a complete profile.
What to include
At a minimum, your local business schema should include:
- Business name, exactly as it appears on your Google Business Profile
- Business type (plumber, dentist, restaurant, and so on)
- Address, or service area if you go to customers
- Phone number and website
- Opening hours
- Logo
- Links to your social media profiles
How to add it to your website (free)
You don’t need to write code. Our free local business schema generator asks for your details and creates the code for you. Copy it, then paste it into your site.
If your site runs on WordPress, an SEO plugin like Rank Math or Yoast can handle this for you through its settings. On other platforms, you can usually paste the code into a header or custom code section. After adding it, test the page with Google’s Rich Results Test to make sure it reads correctly.
Keep it up to date
If your hours, phone number or address change, update your schema at the same time as your Google Business Profile. Mismatched information is exactly what schema is supposed to prevent. If you’d rather not keep track of it, our website care plans include it.
Frequently asked questions
Is schema the same as a sitemap?
No. A sitemap lists the pages on your site so search engines can find them. Schema describes what’s on a page, like your business details or an FAQ. We have a sitemap for visitors too, if you’re curious.
Will schema get me rich results like stars in Google?
Google decides which rich results to show, and review stars for your own business generally aren’t shown from your own site’s schema. Local business schema is mainly about accuracy and trust, not visual extras.
Do I need schema on every page?
Your main business schema usually goes on the homepage or sitewide. Individual pages can have their own schema, like FAQ or service details. Our local SEO service sets all of this up.
Want to know if your site has schema now? A free audit will tell you. You can also find more free tools here.
