Many local businesses within your area are looking to attract the same customers online. This means the competition is fierce and requires a competitive online presence that focuses on local search engine optimization (SEO).
Optimizing your SEO strategy is key — from well-written content to the technical side that improves how search engines crawl and index a website. Among the different aspects of local SEO, schema markup is a must-have. When used correctly, it can help search engines understand the business, showcase the right information and recognize your relevance among related searches.
Understanding what is schema markup, how to add schema markup and the best practices for using it is crucial for local businesses.
Here is what you should know about schema markup and how it can be used for local SEO strategies, including:
• What Is Schema Markup and Why Does It Matter for Local SEO?
• How Schema Markup Helps You Stand Out in Local Search
• 3 Types of Schema Markup Every Local Business Should Use
• How to Add Schema Markup to Your Website
• 3 Common Mistakes to Avoid When Using Schema for Local SEO
What Is Schema Markup and Why Does It Matter for Local SEO?
Schema markup, or structured data, is code added to a webpage’s HTML to help search engines understand your content more effectively. Often used in technical SEO, it gives search engines more context about your web page. When search engines can better interpret your content, they’re more likely to showcase your link with rich results that offer more visibility.
Schema markup for SEO optimization enhances your listing on search engine results pages (SERPs). Compared to the typical search engine results, rich results provide more visibility and information that can lead users to click. Additionally, providing clear, structured data can help you appear in local search features like the map pack or voice search results. This can drive more traffic to your website, increase customer engagement and ultimately lead to more sales.
Does Schema Improve Your Rankings?
Adding schema markup for SEO alone won’t directly impact your rankings. However, adding it to your pages can help your SERP listing stand out among other search results. This can indirectly influence your SEO efforts as it helps both search engines and users.
When search engines have more context and better understand your webpage, they can see how much value it can provide to users. This can help your web page rank higher in relevant SERPs.
On the other hand, users can appreciate the additional data schema that can be provided by local business schema markup. Details like images, prices, locations and ratings help it stand out on SERPs. This can lead users to click, improving your click-through rate. As long as users see the value of your landing page and engage, Google will see this as your website is a valuable resource, which can further improve your rankings, visibility and overall SEO.
How Schema Markup Helps You Stand Out in Local Search
Local business schema markup helps local SEO efforts by improving visibility and how both search engines and potential customers see you on search engines. As more businesses leverage schema markups, not using them can prevent them from fully optimizing their web pages. Here are some ways it works and why it’s so effective:
Rich Snippets in Search Results
Local schema markups allow your business to display enhanced information on the search engine results page (SERPs). These optimize your listings, making them more eye-catching and providing more details than competitors with plain-text listings.
For example, if a user is looking for a baked mac recipe, here’s what they will see:
In typical searches, users would see a meta title and description. However, you can see additional details here, such as food images, user ratings and cooking times, which were all provided through schema markup. These extra features make a link more competitive. Users get more insight into the page, which can lead them to engage.
Increased Visibility in Local Features
By providing search engines with more information, such as your business’s location, local schema markups are more likely to feature you on platforms such as Google’s Local Pack, Knowledge Panel or even voice search results.
Here’s an example of Google’s Local Pack, which features listings when a search query has the intent of finding places nearby or a specific location. These businesses have used schema markup for their location, ensuring they will likely be seen for local searches.
Accurate and Consistent Business Information
Search engines prioritize businesses that provide clear and consistent details about their location, services and contact information. With local business schema markup, search engines can display accurate information, reducing the risk of incorrect or incomplete listings that could confuse users.
For example, if someone searches for “24-hour restaurants,” the intent is clear: They’re most likely looking for a restaurant open at late hours of the night. Showing a map of all the restaurants in that area isn’t enough, as users would have to keep searching for one open late at night.
Through a schema markup indicating 24-hour operations, Google can narrow down results to provide accurate recommendations, such as this:
Improved Click-Through Rates
Schema markups can provide more information to users, such as product ratings, price and availability. This can encourage more people to click on your listing, as they’re getting more information from you on the SERP compared to other links, which are more generic in comparison.
Here’s an example. If a user searched for “rare beauty blush,” here is what they would find:
These top results have used schema markup. As a result, you can see their product ratings, review numbers, price, availability and image. If you scroll down, the next two results are from the same website but don’t have schema markup.
When search engines better understand the context of your pages, they’re more likely to push it up the rankings. Additionally, providing engaging details can encourage more people to click on your listing.
3 Types of Schema Markup Every Local Business Should Use
To maximize visibility in local search, you should implement the right types of schema markup relevant to local SEO. These are the most relevant types of schema markup for local businesses to showcase specific details that matter most to your customers.
1. LocalBusiness Schema
The LocalBusiness schema markup is a must-have for any local SEO strategy. It helps search engines understand and display key information about your business, such as:
• Name
• Address
• Phone number (NAP)
• Business hours
• Accepted payment methods
• Services offered
This schema is a must-have for appearing on Google’s Local Pack. By using the LocalBusiness schema markup, customers can find accurate information about your business, which is crucial for driving foot traffic or online conversions.
Here is how LocalBusiness schema markup can look in HTML using JSON-LD:
| <script type=”application/ld+json”> { “@context”: “https://sampleclothesstore.com”, “@type”: “LocalBusiness”, “name”: “Sample Clothes Store”, “image”: “https://www.sampleclothesstore.com/logo.jpg”, “@id”: “https://www.sampleclothesstore.com”, “url”: “https://www.sampleclothesstore.com”, “telephone”: “+15559876543”, “address”: { “@type”: “PostalAddress”, “streetAddress”: “456 Fashion Avenue”, “addressLocality”: “Style City”, “addressRegion”: “CA”, “postalCode”: “90210”, “addressCountry”: “US” }, “openingHoursSpecification”: [ { “@type”: “OpeningHoursSpecification”, “dayOfWeek”: [ “Monday”, “Tuesday”, “Wednesday”, “Thursday”, “Friday”, “Saturday”, “Sunday” ], “opens”: “10:00”, “closes”: “21:00” } ], “priceRange”: “$$”, “paymentAccepted”: “Cash, Credit Card, PayPal”, “geo”: { “@type”: “GeoCoordinates”, “latitude”: 34.052235, “longitude”: -118.243683 }, “sameAs”: [ “https://www.facebook.com/sampleclothesstore”, “https://www.instagram.com/sampleclothesstore” ] } </script> |
When Google indexes your website, it can use this structured data to display these details in your SERP listing. This ensures users get accurate information for local search results and map packs.
2. Review Schema
More users rely on online reviews and other social proof before engaging with a brand. What existing customers say about a product or brand can impact customer trust and show how potential customers are likely to expect a positive or negative experience.
Using a review schema can show your customer star ratings on SERPs. If users see a positive rating, they’re more likely to engage with your business than with other competitors on SERPs with no visible ratings.
Although social proof is valuable in all industries, this type of schema is especially valuable for businesses in competitive niches where word of mouth, referrals and customer feedback can drive revenue. This can include restaurants, retail stores or service providers, where customers are likely to look at feedback before making a decision.
Here is how it would look in HTML:
| <script type=”application/ld+json”> { “@context”: “https://sampleclothesstore.com”, “@type”: “LocalBusiness”, “name”: “Sample Clothes Store”, “image”: “https://www.sampleclothesstore.com/logo.jpg”, “@id”: “https://www.sampleclothesstore.com”, “url”: “https://www.sampleclothesstore.com”, “telephone”: “+15559876543”, “address”: { “@type”: “PostalAddress”, “streetAddress”: “456 Fashion Avenue”, “addressLocality”: “Style City”, “addressRegion”: “CA”, “postalCode”: “90210”, “addressCountry”: “US” }, “aggregateRating”: { “@type”: “AggregateRating”, “ratingValue”: “4.8”, “reviewCount”: “200” }, “review”: [ { “@type”: “Review”, “author”: “Jane Doe”, “datePublished”: “2025-01-01”, “reviewBody”: “Amazing selection of trendy clothes and great customer service! Highly recommend.”, “reviewRating”: { “@type”: “Rating”, “ratingValue”: “5” } }, { “@type”: “Review”, “author”: “John Smith”, “datePublished”: “2025-01-10”, “reviewBody”: “Good quality clothes, but the pricing is a bit high for some items.”, “reviewRating”: { “@type”: “Rating”, “ratingValue”: “4” } } ] } </script> |
3. Event Schema
If your business hosts seasonal or regular events, such as workshops, sales or community gatherings an event schema can help promote these activities. It allows you to showcase details in search results like:
• Event name
• Date and time
• Location
• Ticket price (if applicable)
• Description
Using Event schema makes it easier for potential attendees to discover your events, get the details they need and take action, such as buying tickets or marking their calendars. Here’s an example of what it would look like:
Event schema can make your listing stand out by letting potential customers know about special happenings at your business. It’s a powerful way to engage your local community and drive attendance. This schema is especially effective for businesses like retail stores, event venues and service providers that host regular or seasonal events.
Here’s what it will look like on your HTML:
| <script type=”application/ld+json”> { “@context”: “https://sampleclothesstore.com”, “@type”: “Event”, “name”: “Winter Clearance Sale”, “startDate”: “2025-02-01T10:00”, “endDate”: “2025-02-01T18:00”, “eventAttendanceMode”: “https://sampleclothesstore.com/OfflineEventAttendanceMode”, “eventStatus”: “https://sampleclothesstore.com/EventScheduled”, “location”: { “@type”: “Place”, “name”: “Trendy Threads Boutique”, “address”: { “@type”: “PostalAddress”, “streetAddress”: “456 Fashion Avenue”, “addressLocality”: “Style City”, “addressRegion”: “CA”, “postalCode”: “90210”, “addressCountry”: “US” } }, “image”: [ “https://www.sampleclothesstore.com/sale-banner.jpg” ], “description”: “Join us for our Winter Clearance Sale! Enjoy up to 50% off on all winter apparel, including jackets, sweaters and accessories.”, “offers”: { “@type”: “Offer”, “url”: “https://www.sampleclothesstore.com/winter-clearance-sale”, “price”: “0”, “priceCurrency”: “USD”, “availability”: “https://sampleclothesstore.com/InStock”, “validFrom”: “2025-01-15T09:00” }, “performer”: { “@type”: “Organization”, “name”: “Trendy Threads Boutique” }, “organizer”: { “@type”: “Organization”, “name”: “Sample Clothes Store”, “url”: “https://www.sampleclothesstore.com” } } </script> |
How To Add Schema Markup to Your Website
Adding schema markup for SEO to your website requires modifying your webpage’s HTML. Although a bit technical, it’s a straightforward process, especially with this step-by-step guide to help you implement it:
1. Choose the Right Schema Types
Identify the schema types relevant to your business. For most local businesses and those that want to optimize their local SEO strategy, the ones mentioned earlier — LocalBusiness, Review and Event schema – are essential. However, you can add more if necessary. Visit Schema.org to browse a full list of schema types.
2. Use a Schema Markup Generator
If you have experience in coding, you can manually set the schema markups on your webpage. However, those new to coding can use schema markup generators to make things easier.
For this example, I’ll generate the code for one of my articles using Google’s Structured Data Markup Helper.
1. Select the relevant data type and paste the URL of the webpage you want to create structured data for. Then click “Start Tagging.”
2. Your chosen webpage will be loaded. Highlight an element of your webpage and a pop-up list will appear. Select the appropriate tag.
3. Keep repeating these steps until you’ve provided all the information you need for your structured data. If the data you want to add isn’t visible on the website, click “Add missing tags” on the lower-right side, select the tag type, manually input the information and click “OK.”
In this example, I’ve only added my article’s title, author, date published and image.
4. Click “Create HTML.” This should show you the generated HTML. You can choose between JSON-LD – which Google recommends – or Microdata Markup format.
5. You can copy the code from this page. If you want to download a .html file of your code, click “Download” in the upper-right corner.
3. Add the Schema Code to Your Website
Once your schema markup is ready, you must embed it into your website. You can do this in two ways:
• HTML Pages: Insert the schema code in your HTML file’s <head> or <body> section.
• Content Management Systems: If you use platforms like WordPress, install plugins like Yoast SEO, Rank Math or Schema Pro to add schema without manually editing your code.
4. Run Your Code Through a Schema Markup Checker
Before publishing, test your schema markup to ensure it’s implemented correctly. Use tools like Google’s Rich Results Test or any schema markup validator to check if your schema markup will show rich results on SERPs.
5. Monitor and Update as Needed
Once your schema markup is live, monitor its impact on your website’s performance. Tools like Google Search Console can help you track valuable metrics, such as impressions, clicks and click-through rates. An uptick in metrics after adding your structured data can suggest that users value the added data provided on SERPs.
Keep in mind that some details, such as your operating hours, prices, events, reviews and ratings, are likely to change over time. Avoid confusing users by ensuring your schema data is always updated to reflect the right information. Using a schema markup validator each time you update ensures your webpage is always optimized.
3 Common Mistakes to Avoid
While schema markup can significantly enhance your local SEO, improper implementation can lead to errors that hurt your visibility:
1. Using the Wrong Schema
Applying the wrong schema type can prevent you from adding the right details users are looking for.
For example, if you are a bakery, using Organization schema instead of LocalBusiness schema can prevent you from adding details such as your address or operating hours, which are essential for local SEO strategies.
2. Syntax Errors
Typos, missing commas or improperly nested fields in your schema code can cause errors that prevent it from being read by search engines.
Using a schema markup generator to create your code and validating your code using a schema markup validator can ensure that search engines will read your schema.
3. Overlapping Schema
Applying multiple schema types to the same content or creating conflicting data can confuse search engines.
For example, if you put an Organization schema and LocalBusiness schema on one page with conflicting phone numbers, search engines may put the wrong information or no information at all. While you can place multiple schema types, always ensure that the details are consistent and complement each other. Use a schema markup checker to ensure accuracy.
Optimize Your Local SEO Efforts With Thrive Local
Schema markup is a must-have for local businesses looking to stand out in an increasingly competitive niche. With structured data, you can enhance your visibility in search results, provide accurate and engaging information to potential customers and improve click-through rates. Whether sharing business details, showcasing glowing reviews or promoting local events, schema markup ensures you deliver the right information to the right audience at the right time.
At Thrive Local, we help businesses put their best foot forward by optimizing their local SEO strategies. Want to see how your online presence can help businesses like yours thrive?
