If you’re a local business looking to improve visibility in search results, there’s one underused SEO tactic that can give you a clear edge: schema markup.
Search engines like Google are getting smarter, but they still rely on structured cues to understand your website. Schema markup provides that structure—helping Google know exactly who you are, what you offer, where you are, and why your content matters. And for local businesses, this can directly impact your rankings in the local pack, map listings, and even voice search.
Let’s break down how to use schema for local SEO—from basics to full implementation.
What Is Schema Markup?
Schema markup (also called structured data) is a standardized vocabulary of tags (or “microdata”) that you add to your HTML to help search engines better understand your content.
Created by schema.org, these tags give search engines context—such as “this is a business,” “this is an address,” or “this is a customer review.” In return, search engines may reward you with:
- Rich snippets (like review stars and event dates)
- Improved map listings
- More accurate voice search results
- Eligibility for Google features like Knowledge Panels and FAQs
Why Schema Matters for Local SEO
If you serve a specific geographic area, schema can directly influence your local rankings and click-through rates. Here’s how:
- LocalBusiness schema helps Google identify you as a legitimate local provider and ties your site content to your Google Business Profile.
- Event schema tells Google when and where your local events are happening, making them eligible for display in event-rich snippets and Google’s Events Pack.
- Review, FAQ, Product, and Service schemas give more context about your offerings, often appearing directly in the search results.
In short: Schema can turn a flat, basic listing into a rich, interactive display.
Core Types of Schema for Local Businesses
Here are the most important schema types you should know:
Schema Type | Purpose |
LocalBusiness | Defines your business name, location, contact info, hours, and more |
PostalAddress | Nested within LocalBusiness to format address correctly |
GeoCoordinates | Optional but useful for accurate map pinning |
OpeningHoursSpecification | Declares when you’re open, including holidays |
Review | Displays average ratings, customer feedback |
Event | Describes in-store events, webinars, sales, etc. |
Product/Service | Lists what you sell or offer |
FAQPage | Shows expandable Q&A in search results |
Each one plays a role in how search engines rank and display your content.
Step-by-Step: How to Use Schema for Local SEO
Here’s a complete implementation guide tailored for small and local businesses.
1. Start with LocalBusiness Schema
At the very least, every local business website should include LocalBusiness schema on its homepage and contact page.
Here’s a basic example:
json
CopyEdit
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Bella Skin Clinic”,
“image”: “https://bellaskinclinic.com/logo.png”,
“url”: “https://bellaskinclinic.com”,
“telephone”: “+1-905-555-1234”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main St”,
“addressLocality”: “Woodbridge”,
“addressRegion”: “ON”,
“postalCode”: “L4L 1A6”,
“addressCountry”: “CA”
},
“openingHours”: “Mo-Fr 09:00-18:00”,
“geo”: {
“@type”: “GeoCoordinates”,
“latitude”: “43.7705”,
“longitude”: “-79.5417”
},
“sameAs”: [
“https://www.facebook.com/bellaskinclinic”,
“https://www.instagram.com/bellaskinclinic”
]
}
</script>
Pro Tip: Tailor the @type to your business niche. For example:
- Use Dentist instead of LocalBusiness if you’re a dental clinic
- Use AutoRepair if you’re an auto shop
Schema.org has hundreds of niche types.
2. Implement Event Schema (If Applicable)
Hosting a seasonal sale, workshop, or grand opening? Use the Event schema to highlight it. This makes your event eligible to appear in Google’s event-rich results.
Example:
json
CopyEdit
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Event”,
“name”: “Free Skin Analysis Day”,
“startDate”: “2025-08-15T10:00”,
“endDate”: “2025-08-15T17:00”,
“location”: {
“@type”: “Place”,
“name”: “Bella Skin Clinic”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main St”,
“addressLocality”: “Woodbridge”,
“addressRegion”: “ON”,
“postalCode”: “L4L 1A6”,
“addressCountry”: “CA”
}
},
“image”: “https://bellaskinclinic.com/event.jpg”,
“description”: “Join us for a free skin analysis and product demos with certified professionals.”,
“offers”: {
“@type”: “Offer”,
“url”: “https://bellaskinclinic.com/events/free-analysis”,
“price”: “0”,
“priceCurrency”: “CAD”,
“availability”: “https://schema.org/InStock”
}
}
</script>
This adds both credibility and discoverability.
3. Add Review and Rating Schema
Positive reviews boost trust—and with schema, they can show up directly in search. But be careful: Google only supports review snippets on certain page types (like products and services).
For a local business, embed it under LocalBusiness:
json
CopyEdit
“aggregateRating”: {
“@type”: “AggregateRating”,
“ratingValue”: “4.6”,
“reviewCount”: “87”
}
4. Use Schema Generators or Plugins
If you’re not comfortable editing HTML, tools like these can help:
- Schema Markup Generator by Merkle
- Rank Math (WordPress plugin)
- Yoast SEO (with structured data blocks)
- Google’s Rich Results Test – to validate your schema
These simplify adding LocalBusiness and Event schema to your site without code.
Common Pitfalls to Avoid
Implementing schema is powerful—but only if done correctly. Watch out for:
- Duplicate schema on the same page
- Outdated or conflicting info (e.g., wrong hours or phone numbers)
- Missing required fields (use schema.org docs to verify)
- Review schema abuse (never fake reviews)
And always test your schema with Google’s Rich Results Tool or Schema Validator.
Mid-Blog Tip
💡 If you’re not sure whether your current site has schema or not, run your homepage through Google’s Rich Results Test. If nothing shows up, you’re leaving valuable SEO real estate untapped.
Voice Search, AI, and Structured Data
In 2025, schema isn’t just about rankings—it’s about being found across platforms.
With the rise of:
- Voice assistants (Alexa, Google Assistant, Siri)
- AI search (like SGE, Perplexity, and ChatGPT-powered results)
Structured data helps your content get picked up when users ask:
“Where’s the nearest dentist open on Sunday?”
or
“Are there any skincare events near me this weekend?”
Without schema, your business could be invisible to these queries—even if your content is relevant.
LocalBusiness and Event Schema: Together, They Win
When used in tandem, LocalBusiness and Event schema help businesses rank not only for service-based queries but also location + event-based searches—a growing segment in mobile SEO.
Example use case: A boutique gym hosts a free class on weekends. Using both LocalBusiness and Event schema:
- The gym ranks for “fitness class near me”
- The event shows up for “free events in Woodbridge this weekend”
These micro-optimizations compound over time.
Beyond Schema: Keep Everything in Sync
Schema is powerful, but it’s only one part of your local SEO strategy.
To get full value:
- Ensure your Google Business Profile matches your schema data
- Keep NAP (Name, Address, Phone) consistent across directories
- Update your sitemap and robots.txt for crawlability
- Use internal linking to tie location-specific pages with relevant content
If You’re Not Using Schema Yet…
You’re likely missing out on more than just rankings—you’re missing out on qualified clicks, rich snippets, and local search impressions that convert.
If you’re unsure, a homepage copy audit can uncover quick wins. (And yes—copy audits are one of the most ROI-positive things a business can do before jumping into redesigns or more ads.)
At TCB, we not only optimize your website for local visibility, but we also implement technical schema the right way—so your business stands out, gets found, and stays ahead.
Ready to Make Your Local SEO Work Smarter?
Let our SEO experts audit your local presence and implement structured data tailored to your goals.
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