Local Business schema is structured data that explicitly identifies your business's name, address, phone number, hours and other details in a format search engines can read without interpretation. It reinforces information that also appears in your Google Business Profile and on directory listings, and it can improve how your business appears in knowledge panels and branded searches.
What It Adds to Your Search Presence
When someone searches for your business by name, or for a business type in your area, Google pulls together information from multiple sources. Local Business schema on your website gives Google an authoritative statement of your details directly from you, which helps when:
- Your address or hours appear differently across various directories (schema from your own site is the most trusted source).
- Google's knowledge panel shows outdated or inaccurate information.
- You want to reinforce the connection between your domain and your physical location.
Key Fields
| Field | Why it matters |
|---|---|
@type | The specific type (Restaurant, MedicalBusiness, etc.) |
name | Business name, exactly as you want it to appear |
address | Full postal address |
telephone | Phone number |
url | Your website |
openingHours | Opening hours in the schema format |
geo | Latitude/longitude coordinates |
priceRange | £/££/£££ style pricing indicator |
How to Generate the Schema
- Open Local Business Schema Generator.
- Fill in your business details.
- Copy the generated JSON-LD.
- Add it to your homepage (or About Us page) in a
<script type="application/ld+json">tag.
Consistency Is the Key Factor
The most common local SEO mistake is inconsistent NAP (Name, Address, Phone) information. If your business name appears slightly differently across your website, your Google Business Profile, directory listings and schema, search engines have to guess which version is correct. Keep the name, address format and phone number identical across every source.
Testing After Adding
Test the page with Google's Rich Results Test to confirm the schema is valid. Check the Local Business section specifically — it should show your details parsed correctly without errors. For broader schema guidance, see what is schema markup? A beginner's guide.
Local Business Schema for Service-Area Businesses
Some businesses don't have a physical address customers visit — a plumber, a digital agency, a freelancer working from home. For these, Local Business schema still applies but use "@type": "LocalBusiness" with a serviceArea property instead of an address, or omit the address if you prefer not to publish your home location. The serviceArea field can specify a city, region or radius. This is more accurate than listing a home address and more helpful than omitting location entirely. For making sure the schema is error-free, see how to test your structured data.
