Using Schema Markup for Local SEO

Schema markup is structured data embedded in your site's code that tells search engines exactly what your content means, rather than making them infer it. For local businesses, LocalBusiness schema explicitly states your name, address, phone number, hours, and service area in a format Google can parse with certainty — reducing the room for misinterpretation that plain text leaves open.

LocalBusiness (or a more specific subtype like Restaurant, Plumber, or Dentist) is the foundation — use the most specific type available for your industry rather than the generic one. Review schema can surface star ratings directly in search results, which meaningfully improves click-through rate even without a ranking change. FAQ schema, when your content genuinely answers common questions, can also win additional visual real estate in search results.

Schema should describe content that's actually visible on the page — marking up information that doesn't appear anywhere for a human visitor risks violating Google's structured data guidelines. Test everything with Google's Rich Results Test before and after publishing, and keep the data current: outdated hours or an old address in your schema is worse than no schema at all, since it actively misinforms.

Schema markup alone won't move a poorly-optimized page to the top of results — it's a supporting signal, not a substitute for the fundamentals (accurate NAP, real reviews, genuinely relevant content). But paired with a solid on-page foundation, it's a low-cost, low-risk addition that removes ambiguity and can unlock rich result features that meaningfully improve click-through rate.