Local Schema Markup can be used to help improve local keyword rankings.

Here’s what you need to know to boost visibility:

  1. What Is Schema Markup?
  2. How Local Schema Markup Can Impact Rankings
  3. LocalBusiness Schema
  4. Examples of LocalBusiness Schema Markup
  5. Testing & Troubleshooting Schema

What is Schema Markup?

Schema Markup was created by 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 it’s 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.

A visualization of Schema Markup.

The defined entity is Robert Downey Jr, and the visualization shows how Shema defines his attributes and relationships to 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 Manhattan, New York, NY. </p>

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

<script type="application/ld+json">
{
   "@context":"https://schema.org",
   "@type":"Person",
   "name":"Robert Downey Jr.",
   "nationality":"American",
   "description":"actor",
   "birthDate":"April 4, 1965",
   "birthPlace":"Manhattan, New York, NY"
}
</script>

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…

An example of rich results using LocalBusiness Schema Markup

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

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

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

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

Here’s how to implement Local Schema.

LocalBusiness Schema

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 as detailed on Schema.org’s LocalBusiness Examples, but here’s what I’ve found to be most impactful to include in Local Schema Markup.

Property Type Description
url URL URL of the item.
logo ImageObject or
URL
An associated logo.
image ImageObject or
URL
An image of the item. This can be a URL or a fully described ImageObject.
name Text The name of the item.
description Text A description of the item.
telephone Text The telephone number.
address PostalAddress or
Text
Physical address of the item.
hasMap or
URL
A URL to a map of the place. Supersedes map, maps.
openingHours Text The 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.
  • Here is an example: <time itemprop="openingHours" datetime="Tu,Th 16:00-20:00">Tuesdays and Thursdays 4-8pm</time>.
  • If a business is open 7 days a week, then it can be specified as <time itemprop="openingHours" datetime="Mo-Su">Monday through Sunday, all day</time>.
sameAs URL URL 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” local business as close as possible, but there’s not any updated list.

So here’s what I’ve found after working with over a 100+ local businesses across different niches.

LocalBusiness Schema Types

  • AutomotiveBusiness
    • AutoBodyShop
    • AutoDealer
    • AutoPartsStore
    • AutoRental
    • AutoRepair
    • AutoWash
    • AutoPartsStore
    • GasStation
    • MotorcycleDealer
    • MotorcycleRepair
  • 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
  • HealthAndBeautyBusiness
    • BeautySalon
    • DaySpa
    • ExerciseGym
    • HairSalon
    • HealthClub
    • NailSalon
    • TattooParlor
    • ExerciseGym
    • TravelAgency
  • BedAndBreakfast
  • Campground
  • Hostel
  • Hotel
  • LodgingBusiness
  • Motel
  • Resort
  • TouristInformationCenter
  • 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
  • AnimalShelter
  • GovernmentOffice
  • PostOffice
  • InternetCafe
  • Library
  • RadioStation
  • RecyclingCenter
  • SelfStorage
  • TelevisionStation
  • Professional Service
    • HomeAndConstructionBusiness
      • Electrician
      • GeneralContractor
      • HVACBusiness
      • HousePainter
      • Locksmith
      • MovingCompany
      • Plumber
      • RoofingContractor
    • LegalService
      • Attorney (deprecated)
      • Notary
    • DryCleaningOrLaundry
    • EmploymentAgency
  • SportsActivityLocation
    • BowlingAlley
    • ExerciseGym
    • GolfCourse
    • HealthClub
    • PublicSwimmingPool
    • SkiResort
    • SportsClub
    • StadiumOrArena
    • TennisComplex
  • 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

When selecting a specific LocalBusiness Type (such as those in the list above), it’s important to be as specific.

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 matching the Google My Business category as close as possible.

Examples of LocalBusiness Schema Markup

The LocalBusiness Schema Type is used to represent a physical location of a business. T

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",
  "address":
    {
      "@type": "PostalAddress",
      "streetAddress": "1515 Wynkoop Street #360",
      "addressLocality": "Denver",
      "addressRegion": "CO",
      "postalCode": "80202",
      "addressCountry": "USA"
    },
  "sameAs":[
  "https://www.linkedin.com/company/the-fang-law-firm-p.c./",
  "https://twitter.com/fanglawfirmpc",
  "https://www.facebook.com/FangLawFirm/"
  ]
}
</script>

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",
      "postalCode":"85023",
      "streetAddress": "17423 N 25th Ave"
    },
    "sameAs" : [
                    "https://www.facebook.com/diamondbackplumbing",
                    "https://www.linkedin.com/company/diamondback-plumbing",
                    "https://twitter.com/DiamondBackPlmb",
                    "https://diamondbackplumbing.tumblr.com/",
                    "https://www.youtube.com/c/Diamondbackplumbing"
    ],
    "hasMap": "https://goo.gl/maps/fnZFrQhJfKFRmYBH6",
    "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "5",
        "ratingCount": "10"
    }
}
</script>

These examples 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 testing local business schema markup with the 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 service pages, articles, about pages, and tons of other elements to improve on-page SEO.

Just using LocalBusiness Schema Markup alone should be enough start improving local rankings.

Happy SEO-ing 🙂