Local Business Schema For SEO – 2024 Guide & Templates

Local Business Schema example

Follow this Local Business Schema guide, examples, and proven templates to increase visibility in Local 3-Pack and organic results.

Here’s what you need to know to improve rankings using Local Business Schema:

  1. What Is Schema Markup?
  2. How Local Schema Can Impact Rankings
  3. About Local Business Schema & Types
  4. List of Local Business Schema Types
  5. Schema Markup Examples & Templates
  6. Testing & Troubleshooting Schema

What is Schema Markup?

Schema Markup was created by Google, Bing, and Yahoo, and refers to the Schema.org vocabulary, which is an entity-relationship model (ERM) used to clearly define entities and their attributes.

So… what exactly is an entity? At its core, Google refers to SEO entities as a well-defined object. This includes local businesses, websites, services, and people.

One of the easiest ways to understand entities and Schema Markup is to first understand how it applies to people. Here’s a visual representation of relationships and attributes for the entity, Robert Downey Jr., a notable American Actor.

An example of Schema Markup using a data visualization tool

The defined entity is Robert Downey Jr, and the Schema visualization from isSemantic shows the relationships between the person and other entities.

Here’s how it might be represented in HTML on a website:

<p> Robert Downey Jr. is an American actor who was born on April 4, 1965 in Manhattan of New York City, NY. </p>

Here’s how it looks as Schema Markup using JSON-LD:

<script type="application/ld+json">
   "name":"Robert Downey Jr.",
   "birthDate":"April 4, 1965",
   "birthPlace":"New York City, NY"

Here’s how it can be used for Local SEO…

How Local Schema Can Impact Rankings

Almost any website can use Schema Markup to gain a competitive edge.

For Local SEO, this can mean rich results for your local landing page to help increase click-through rate (CTR) by adding review markup…

An example of review schema for a localized search.

Or it can be used to increase relevance and proximity signals by clearly defining a local business’s address, services, and other relevant information.

Here’s an example before on-page and schema implementation as a result of a Google My Business audit and optimizations.

A LocalViking report 10 days after Google My Business optimization services.

These Local Viking reports were just 10 days apart after adding Local Business Schema.

After Phase II google my business optimizations after approximately 45 days after starting GMB optimization services.

Local businesses like attorneys, doctors, home builders, plumbers, and restaurants can use Schema to improve local rankings and become eligible for rich results in organic search.

Pro Tip: You can use this checklist for Local SEO to help identify other helpful types of Schema that you can add to your website to maximize visibility in Google Search.

Here’s how to implement Local Schema…

About Local Business Schema & Types

For local businesses, the LocalBusiness Schema Markup is commonly used because it can really move the needle for local rankings.

Pro Tip: To get the best results, it’s important to follow Google’s Guidelines for Schema Markup, and add Schema to the header or body of a webpage in JSON-LD format.

Once you get the hang of it, JSON-LD markup is simple and easy to implement.

There are tons of possible inputs for Local Schema Markup as detailed on Schema.org, but here’s what I’ve found to be most impactful.



URL of the item.

ImageObject or
An associated logo.

ImageObject or
An image of the item. This can be a URL or a fully described ImageObject.

TextThe name of the item.

TextA description of the item.

TextThe telephone number.

PostalAddress or
Physical address of the item.

A URL to a map of the place.

TextThe general opening hours for a business. Opening hours can be specified as a weekly time range, starting with days, then times per day. Multiple days can be listed with commas ‘,’ separating each day. Day or time ranges are specified using a hyphen ‘-‘.
  • Days are specified using the following two-letter combinations: Mo, Tu, We, Th, Fr, Sa, Su.
  • Times are specified using 24:00 format. For example, 3pm is specified as 15:00, 10am as 10:00.

URLURL of a reference Web page that unambiguously indicates the item’s identity. E.g. the URL of the item’s Wikipedia page, Wikidata entry, or official website.

It’s also helpful to match the @type as close as possible to your primary Google Business Profile category, but Schema.org does not provide any comprehensive list.

So here’s the list I’ve created for various niches after working with 100+ local businesses across different niches…

List of Local Business Schema Types

The most general type is @LocalBusiness, but there is almost always an option that is more applicable to your niche. When selecting a Local Business type (such as those listed below), it’s important to be as specific as possible.

  • AutomotiveBusiness
    • AutoBodyShop
    • AutoDealer
    • AutoPartsStore
    • AutoRental
    • AutoRepair
    • AutoWash
    • AutoPartsStore
    • GasStation
    • MotorcycleDealer
    • MotorcycleRepair
Education & Child Care
  • ChildCare
  • EducationalOrganization
  • EmergencyService
    • FireStation
    • Hospital
    • PoliceStation
  • EntertainmentBusiness
    • AdultEntertainment
    • AmusementPark
    • ArtGallery
    • Casino
    • ComedyClub
    • MovieTheater
    • NightClub
  • FinancialService
    • AccountingService
    • AutomatedTeller
    • BankOrCreditUnion
    • InsuranceAgency
  • FoodEstablishment
    • Bakery
    • BarOrPub
    • Brewery
    • CafeOrCoffeeShop
    • Distillery
    • FastFoodRestaurant
    • IceCreamShop
    • Restaurant
    • Winery
Health & Beauty
  • HealthAndBeautyBusiness
    • BeautySalon
    • DaySpa
    • ExerciseGym
    • HairSalon
    • HealthClub
    • NailSalon
    • TattooParlor
    • ExerciseGym
    • TravelAgency
  • BedAndBreakfast
  • Campground
  • Hostel
  • Hotel
  • LodgingBusiness
  • Motel
  • Resort
  • TouristInformationCenter
Housing & Real Estate
  • Apartment
  • ApartmentComplex
  • RealEstateAgent
  • MedicalBusiness
    • CommunityHealth
    • Dentist
    • Dermatology
    • DietNutrition
    • Emergency
    • Geriatric
    • Gynecologic
    • MedicalClinic
    • Midwifery
    • Nursing
    • Obstetric
    • Oncologic
    • Optician
    • Optometric
    • Otolaryngologic
    • Pediatric
    • Pharmacy
    • Physician
    • Physiotherapy
    • PlasticSurgery
    • Podiatric
    • PrimaryCare
    • Psychiatric
    • PublicHealth
Other Local Businesses
  • AnimalShelter
  • GovernmentOffice
  • PostOffice
  • InternetCafe
  • Library
  • RadioStation
  • RecyclingCenter
  • SelfStorage
  • TelevisionStation
Professional Services
  • Professional Service
    • HomeAndConstructionBusiness
      • Electrician
      • GeneralContractor
      • HVACBusiness
      • HousePainter
      • Locksmith
      • MovingCompany
      • Plumber
      • RoofingContractor
    • LegalService
      • Attorney (deprecated)
      • Notary
    • DryCleaningOrLaundry
    • EmploymentAgency
Sports & Activities
  • SportsActivityLocation
    • BowlingAlley
    • ExerciseGym
    • GolfCourse
    • HealthClub
    • PublicSwimmingPool
    • SkiResort
    • SportsClub
    • StadiumOrArena
    • TennisComplex
Specialty Shops & Stores
  • Store
    • ShoppingCenter
    • BikeStore
    • BookStore
    • ClothingStore
    • ComputerStore
    • ConvenienceStore
    • DepartmentStore
    • ElectronicsStore
    • Florist
    • FurnitureStore
    • GardenStore
    • GroceryStore
    • HardwareStore
    • HobbyShop
    • HomeGoodsStore
    • JewelryStore
    • LiquorStore
    • MensClothingStore
    • MobilePhoneStore
    • MovieRentalStore
    • MusicStore
    • OfficeEquipmentStore
    • OutletStore
    • PawnShop
    • PetStore
    • ShoeStore
    • SportingGoodsStore
    • TireShop
    • ToyStore
    • WholesaleStore

Pro Tip: For the best results, ensure that what’s included in the Local Schema Markup is also visible to the end-user when viewing the page. This includes name, address, and phone number (NAP) info and matching the Google My Business category as close as possible, adding your business logo, and cover photo.

Schema Markup Examples & Templates

Use these Local Schema Markup templates for your own SEO campaign…

Schema For Law Firms & Attorneys

<script type="application/ld+json">
  "@context": "http://schema.org",
  "@type": "Attorney",
  "name": "The Fang Law Firm",
  "alternateName": " The Fang Law Firm, P.C.",
  "description": "At The Fang Law Firm, our Denver personal injury lawyers are passionate about personalized service for your unique personal injury claim. Contact us today to learn how we can help you.",
  "url" : "https://www.fanglawfirm.com",
  "logo" : "https://fanglawfirm.com/wp-content/uploads/2018/12/hero_logo-01.svg",
  "image" : "https://fanglawfirm.com/wp-content/uploads/2018/12/hero_logo-01.svg",
  "telephone": " (303) 993-4323",
  "priceRange": " Free Consultation",
  "openingHours" : "Mo-Sa 08:00-19:00, Sun 12:00-16:00",
  "hasMap": "https://goo.gl/maps/nCWAsi2DHP22",
      "@type": "PostalAddress",
      "streetAddress": "1515 Wynkoop Street #360",
      "addressLocality": "Denver",
      "addressRegion": "CO",
      "postalCode": "80202",
      "addressCountry": "USA"

Schema For Plumbing Companies

<script type="application/ld+json">
    "@context": "http://schema.org",
    "@type": "Plumber",
    "url" : "https://www.diamondbackplumbing.com",
    "name": "Diamondback Plumbing",
    "logo": "https://www.diamondbackplumbing.com/wp-content/uploads/2015/03/logo-1.png",
    "image": "https://www.diamondbackplumbing.com/wp-content/uploads/2015/03/slide3-1.jpg",
    "description": "Plumbing and Mechanical Contractors in Phoenix Arizona",
    "telephone": "6026743255",
    "openingHours": "Mo-Su",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Phoenix",
      "addressRegion": "AZ",
      "streetAddress": "17423 N 25th Ave"
    "sameAs" : [
    "hasMap": "https://goo.gl/maps/fnZFrQhJfKFRmYBH6",
    "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "5",
        "ratingCount": "10"

Note: These templates are basic, but the Schema properties apply to every niche and business type. There are tons of other Schema optimizations you might want to make depending on your level of knowledge and niche.

The example templates above should make it easy to get started, but errors can be a common occurrence – especially with a lack of programming knowledge.

Testing & Troubleshooting Schema Markup

Generally, the most common types of errors that cause invalid schema are a result of syntax errors, or unknown values.

It’s important to test markup before implementation.

Web applications like Google’s Structured Data Testing Tool make this super easy…

An example of an error in LocalBusiness markup using Google's Structured Data Testing Tool

Or track errors with Google Search Console for Breadcrumb and structured data validation.

A Google Search Console report for schema markup.

With the help of these tools, it should be easy to identify and fix any errors.

Additional Uses

Schema markup also be used to optimize specific types of pages such as service pages, articles, about pages, and others to improve on-page SEO.

However, just using LocalBusiness Schema Markup alone can be enough start improving local rankings.

Happy SEO-ing 🙂