AI Summary
Schema markup helps search engines understand your business and can trigger rich results—those enhanced search listings with stars, prices, and additional information. This guide covers the essential schema types for local businesses, provides copy-paste code examples, and shows you how to test your implementation. You'll learn to implement LocalBusiness, FAQPage, and Review schema to stand out in search results.
What Is Schema Markup?
Schema markup is structured data code that tells search engines exactly what your content means, not just what it says. When Google encounters a phone number on your page, it might not know if it's for sales, support, or something else. Schema markup removes that ambiguity.
What Schema Enables:
- • Rich results: Enhanced search listings with stars, images, FAQs, and more
- • Knowledge panels: Business information boxes in search results
- • Voice search: Better answers for voice assistants like Google Assistant
- • Google Maps: Enhanced business listings with services, hours, and more
- • AI features: Powers AI-generated summaries and answers
For local businesses, schema is particularly valuable because it reinforces the information in your Google Business Profile and can trigger rich results that make your listings more clickable.
LocalBusiness Schema: The Foundation
LocalBusiness schema provides Google with essential information about your business: name, address, phone, hours, service area, and more. This is the most important schema type for any local business.
Basic LocalBusiness Implementation
Here's a complete LocalBusiness schema example for a plumbing company:
LocalBusiness Schema (JSON-LD):
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "ABC Plumbing Services",
"image": "https://example.com/logo.png",
"url": "https://example.com",
"telephone": "+1-555-123-4567",
"email": "info@example.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Denver",
"addressRegion": "CO",
"postalCode": "80202",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 39.7392,
"longitude": -104.9903
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "07:00",
"closes": "18:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Saturday"],
"opens": "08:00",
"closes": "14:00"
}
],
"areaServed": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": 39.7392,
"longitude": -104.9903
},
"geoRadius": "50000"
},
"priceRange": "$$",
"paymentAccepted": "Cash, Credit Card, Check",
"sameAs": [
"https://facebook.com/abcplumbing",
"https://twitter.com/abcplumbing",
"https://yelp.com/biz/abc-plumbing-denver"
]
}
</script>Specific Business Types
Instead of generic "LocalBusiness," use a specific type when available. This helps Google understand exactly what your business does.
Common Business Type Schema:
- • Plumber
- • Electrician
- • HVACBusiness
- • RoofingContractor
- • Locksmith
- • MovingCompany
- • Dentist
- • Attorney
- • Physician
- • RealEstateAgent
- • InsuranceAgency
- • FinancialService
Find the full list at schema.org/LocalBusiness
Critical:
Your schema data must match your Google Business Profile exactly. Same business name, same address format, same phone number. Inconsistencies can hurt your local SEO by confusing Google about your business identity.
FAQPage Schema: Get FAQ Rich Results
FAQ schema can trigger expandable FAQ listings directly in search results, significantly increasing your listing's real estate and click-through rate.
FAQPage Schema Example
FAQPage Schema (JSON-LD):
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How much does a plumber charge per hour?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Plumbers typically charge between $75-150 per hour,
depending on the complexity of the work and your location.
Emergency and after-hours calls may cost more."
}
},
{
"@type": "Question",
"name": "Do you offer emergency plumbing services?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, we offer 24/7 emergency plumbing services.
Call our emergency line at 555-123-4567 for immediate assistance
with burst pipes, severe leaks, or sewage backups."
}
},
{
"@type": "Question",
"name": "What areas do you service?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We serve the entire Denver Metro area including Aurora,
Lakewood, Arvada, Westminster, and surrounding communities
within a 30-mile radius of downtown Denver."
}
}
]
}
</script>FAQ Schema Best Practices:
- • The FAQ content must be visible on the page (not hidden or in collapsed sections)
- • Each Q&A should provide genuine value, not promotional content
- • Limit to 5-10 questions per page for best results
- • Don't use FAQ schema for support forums or user-generated content
- • Answers should be concise—Google may truncate long answers
Review Schema: Show Your Star Ratings
Review schema can display star ratings in search results, making your listing significantly more prominent. However, there are strict guidelines about when you can use it.
Important Warning:
You can only use review schema for reviews that are displayed on the same page as the schema. Adding schema for Google or Yelp reviews that aren't shown on your page violates Google's guidelines and can result in a manual penalty or removal of rich results.
AggregateRating Schema
If you display reviews on your website with an overall rating, you can use AggregateRating schema:
AggregateRating within LocalBusiness:
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "ABC Plumbing Services",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"bestRating": "5",
"worstRating": "1",
"ratingCount": "127"
},
"review": [
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "John Smith"
},
"datePublished": "2026-01-15",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5"
},
"reviewBody": "Excellent service! They fixed our water heater
the same day we called. Professional and fair pricing."
}
]
}Service Schema: Describe Your Offerings
Service schema helps Google understand the specific services your business offers, which can improve visibility for service-specific searches.
Service Schema Example:
{
"@context": "https://schema.org",
"@type": "Service",
"serviceType": "Emergency Drain Cleaning",
"provider": {
"@type": "Plumber",
"name": "ABC Plumbing Services"
},
"areaServed": {
"@type": "City",
"name": "Denver, Colorado"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Drain Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Drain Snaking",
"description": "Clear minor clogs with professional drain snaking"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Hydro Jetting",
"description": "High-pressure water jetting for severe blockages"
}
}
]
}
}How to Implement Schema Markup
Method 1: JSON-LD (Recommended)
JSON-LD is Google's recommended format. Add the schema code in a script tag, typically in your page's <head> section or just before </body>.
JSON-LD Advantages:
- • Separate from your HTML, so it doesn't clutter your markup
- • Easy to update without touching page content
- • Can be added via Google Tag Manager without developer help
- • Easier to generate dynamically from your CMS
Method 2: WordPress Plugins
If you're using WordPress, these plugins can generate schema automatically:
Recommended Schema Plugins:
Yoast SEO (Local SEO add-on)
Comprehensive SEO plugin with local business schema. The Local SEO add-on ($99/year) adds detailed LocalBusiness schema with multiple locations support.
RankMath
Free plugin with built-in schema generator. Supports LocalBusiness, FAQ, and many other schema types.
Schema Pro
Dedicated schema plugin ($79/year) with extensive schema type support and automatic generation.
Method 3: Google Tag Manager
You can add schema via GTM without touching your website code:
- 1.Create a new Custom HTML tag in GTM
- 2.Paste your schema script (including the <script> tags)
- 3.Set the trigger to fire on the appropriate pages (e.g., All Pages for LocalBusiness, specific pages for FAQs)
- 4.Preview, test with Rich Results Test, then publish
Testing Your Schema Markup
Always test your schema after implementation. Invalid schema won't trigger rich results and can cause errors in Search Console.
Testing Tools:
- Google Rich Results Test
search.google.com/test/rich-results — Test any URL or code snippet. Shows which rich results are eligible and any errors. - Schema Markup Validator
validator.schema.org — Validates syntax against the Schema.org vocabulary. Good for catching technical errors. - Google Search Console
Enhancements section shows schema across your entire site. Check for errors, warnings, and valid items.
Pro Tip:
Even if your schema passes validation, it doesn't guarantee rich results. Google decides whether to display rich results based on many factors including content quality, user behavior, and search intent. Schema is necessary but not sufficient for rich results.
Frequently Asked Questions
What is schema markup and why does it matter for SEO?
Schema markup (also called structured data) is code you add to your website that helps search engines understand your content better. It uses a standardized vocabulary from Schema.org to describe your business, products, reviews, FAQs, and more. Schema matters for SEO because it can trigger rich results (enhanced search listings with stars, images, prices, etc.), helps Google understand your content context, and can improve click-through rates by making your listings more prominent and informative.
Does schema markup directly improve rankings?
Schema markup is not a direct ranking factor—adding schema won't automatically boost your position in search results. However, it indirectly helps SEO by: enabling rich results that increase click-through rates, helping Google better understand your content (which can improve relevance), providing additional context for voice search and AI features, and building trust through review stars and business information. The main benefit is standing out in search results, not ranking higher.
What types of schema are most important for local businesses?
For local businesses, prioritize: LocalBusiness schema (or specific subtypes like Plumber, Dentist, Attorney) for your business information, FAQPage schema for FAQ sections (can trigger FAQ rich results), Review/AggregateRating schema for testimonials, Service schema for your service offerings, and Article/BlogPosting schema for blog content. LocalBusiness is the most critical—it provides Google with your NAP (name, address, phone), hours, service area, and other key local ranking factors.
How do I add schema markup to my website?
There are several ways to add schema: 1) JSON-LD (recommended): Add a script tag with JSON-formatted schema in your page's head or body. This is Google's preferred format and doesn't affect your visible content. 2) Plugins: WordPress plugins like Yoast SEO, RankMath, or Schema Pro can generate schema automatically. 3) Google Tag Manager: Add schema scripts without touching your website code. 4) Manual HTML: Add microdata attributes to existing HTML elements (not recommended due to complexity).
How do I test if my schema markup is working?
Use these free tools to validate your schema: 1) Google Rich Results Test (search.google.com/test/rich-results): Shows if your schema is eligible for rich results and highlights any errors. 2) Schema.org Validator (validator.schema.org): Validates schema syntax against the Schema.org vocabulary. 3) Google Search Console: The "Enhancements" section shows schema issues across your entire site. Always test after adding new schema, and check Search Console regularly for warnings.
Can I add review schema if my reviews are on Google or Yelp?
You should not add review schema for reviews that only exist on third-party platforms like Google or Yelp. Google's guidelines state that review schema should only be used for reviews that appear on the page where the schema is added. Using schema for off-site reviews can result in a manual penalty. You can add AggregateRating schema only if you display those reviews on your website with the rating visible to users. Many review widgets from Google and Yelp include proper schema automatically.
What's the difference between JSON-LD, Microdata, and RDFa?
These are three formats for implementing schema markup: JSON-LD uses JavaScript Object Notation in a script tag, separate from your HTML content—Google recommends this format as it's easiest to implement and maintain. Microdata adds attributes directly to HTML elements, tying schema to specific content but making code harder to manage. RDFa is similar to Microdata, using attributes on HTML elements. For most websites, JSON-LD is the best choice because it's cleaner, doesn't interfere with your HTML, and is easier to update.
How often do I need to update my schema markup?
Update your schema whenever the underlying information changes: business hours, address, phone number, services offered, or ratings. For LocalBusiness schema, ensure it always matches your Google Business Profile exactly. For FAQ schema, update when you add or modify FAQ content. For reviews, if you're displaying dynamic reviews with aggregate ratings, the schema should update automatically with your review data. Static schema (like business info) should be reviewed quarterly to ensure accuracy.
Schema Implementation Checklist
Essential Schema (Do First)
- □LocalBusiness schema on homepage with complete NAP
- □Business type matches your Google Business Profile category
- □Opening hours included and accurate
- □Test with Rich Results Test - no errors
Additional Schema
- □FAQPage schema on pages with FAQ sections
- □Service schema on service pages
- □AggregateRating schema if displaying reviews on site
- □Article schema on blog posts
Ongoing Maintenance
- □Check Search Console monthly for schema errors
- □Update schema when business info changes
- □Add schema to new pages as they're created
- □Monitor rich results in Search Console Performance
Need Help With Schema Implementation?
At Verlua, we implement comprehensive schema markup as part of every website we build. Our technical SEO services include schema audits, implementation, and ongoing monitoring to ensure your business gets maximum visibility in search results.
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