Local SEO schema is structured data that transforms key information about your website into a format that’s easier for Google and other bots to read.
You add it to your website by generating schema markup that includes your business information, then injecting that markup into your web pages.
The easiest way to do this is with a WordPress plugin, but you can also use a code generator.
In this post, I explain what schema is and how it affects local SEO and share tips on how to generate it for your website.
What is Local SEO Schema?
Local SEO schema is structured data you add to your website’s code that lets search engines (primarily Google) detect information about your business. Some of this information can even be displayed on search engine results pages (SERPs).
Schema in general is special code for structured data that defines how that data appears on SERPs. Local SEO schema, formally known as “LocalBusiness schema,” is code for structured data that’s specifically related to local search.
Local SEO schema primarily affect SERP features that display with localized search results, which are the organic results that appear on a local SERP.
If you want to rank higher in the local pack, focus more on optimizing Google Business Profile.
Adding local business schema to your website can even help Google validate information in your profile, helping you rank higher in the local pack.
What are the Benefits of Adding Local Schema to Your Website?
- Helping Google and other bots find and understand your business information better
- Better visibility on SERPs and AI overviews
- Better click-through rates
- Better consistency across all platforms
- Voice search optimization
- Enhanced accessibility
Related: How to Optimize Your Website for Local SEO
Helping Bots Understand Your Business Information Better
Google, other search engines and LLMs (like ChatGPT) all use bots to scan your website for relevancy before their engines use their respective ranking factors to determine how to rank your business in the local pack (on local Google SERPs), local search results and AI overviews.
Schema translates your business information into a format that’s easier to read, especially for bots.
This allows search engine bots and LLMs to find your business information faster and understand it better.
Better Visibility On SERPs and AI Overviews
If search engine bots and LLMs are able to understand your business information better, especially how topically relevant it is for certain search queries, they’ll be more likely to rank your business higher on SERPs and AI overviews.
While other ranking factors certainly apply, schema can give you a competitive advantage.
Better Click-Through Rates
Schema creates rich results in local searches, transforming your business information into a visual format that’s easier to read.
This can improve click-through rates as users are able to see your business information more prominently as they scan SERPs.
Better Consistency Across All Platforms
One thing Google certainly looks for as it decides how to rank your business in the local pack is how consistent your business information is across every platform your business is listed on.
This includes your website as well as wherever your local citations are listed, such as Facebook, Yelp and Tripadvisor.
Transforming your business information into structured data helps Google check for consistency between Google Business Profile and your website.
Voice Search Optimization
Voice search primarily operates through a bot that’s designed to read information out loud. These bots are able to find and output information easier if it’s available in a structured data format.
If voice-based search engines are able to find structured data on your website, it may be more likely to rank your business higher than others.
Enhanced Accessibility
Screen readers are able to detect and output information to people with visual impairments if that information is available in a structured data format.
By adding structured data to your website, you’re making your website more accessible for people with disabilities.
Where to Add Local Schema to Your Website
The best pages to add local SEO schema to your website are:
- Homepage – This is most likely the most-visited page on your website, so it’s the best spot for structured data.
- Contact Us Page – Consistent NAP (name, address and phone number) data is crucial for SEO, so your Contact page, which is designed to feature this information prominently, is pretty important for local SEO.
- Location Pages – A good way to boost local rankings is to create a separate page on your website for each individual store location you operate. Add local schema to each of them.
- Service Pages – If you offer your services locally, add local schema to each individual service page on your website.
- About Page – If you have location data on your About page, add local schema to it as well.
- Team Page – Schema.org has person-based markup, so it’s a good idea to add structured data to your Team page as well if you have one.
- FAQ Page – Schema.org has a collection of structured data for FAQ pages. Add it to your website if you have a dedicated FAQ page.
How to Generate Local Schema for Your Website
The easiest way to generate local schema for your website is to use a WordPress plugin.
Most SEO plugins have a local SEO module that’s designed to turn text fields into structured data. All you have to do is fill in these fields to add local SEO schema to your website.
Here are general SEO plugins that offer local SEO features:
- Rank Math – Critical local SEO schema is available with the free version. Support for multiple locations is only available in the premium version.
- The SEO Framework – Local SEO features are available through a free extension.
- SEOPress – Local SEO features are only available on premium plans.
- Yoast – Local SEO features are only available on premium plans.
- AIOSEO – Local SEO features are only available on the Plus plan or higher.
Related: The Best Local SEO Plugins for Small Businesses
There are also dedicated schema plugins for WordPress that generate local schema for your website.
They include:
- Five Star Business Profile and Schema – Includes a Business Profile contact card for adding NAP data, opening hours data and a Google Map widget to your website.
- Schema & Structured Data for WP & AMP – Includes modules for Schema.org’s organization schema types, such as FoodEstablishment and MedicalBusiness.
- Schema Pro – Supports specific types of organizations, but local SEO features are only available in the premium version.
- Local Business Schema – A simple yet affordable local SEO plugin that’s specifically designed for adding local SEO schema to your website.
No matter which solution you choose (your current SEO plugin or a dedicated local SEO plugin), they all more or less work the same: you fill in text fields like “Business Name” and “Business Address,” and the plugin takes that information and transforms it into the JSON-LD format Google requires for structured data.
You then insert that data into your web pages through shortcodes, blocks and widgets.
How to Add Local Schema to Non-WordPress Sites
If you don’t have a WordPress site, the easiest way to generate schema markup is to use a schema markup generator.
Here are a few options:
- TechnicalSEO.com – Generates markup from form fields
- Localo – Generates markup from your business listing on Google
- Microdata Generator – Generates markup from form fields
Just make sure that whatever generator you choose is set to output markup in JSON-LD format. Also, if you have multiple locations, generate a separate script for each one.
Add this code to your site’s header.
In Squarespace, this means going to Settings → Advanced, then pasting the code into the Page Header Code Injection field.
In Wix, this means finding the Custom Code field in the Settings section of your site’s dashboard.
However, it’s important to note that Wix generates local schema for your website automatically if you’ve filled in your business information. This only supports a single location, though.
Schema Types to Add to Your Local Business Website
Schema.org, the internet’s chosen library for structured data, has a section of schema types for local business, or LocalBusiness.
Here are a few important schema types from this list:
legalName (Property)* | Text (Expected Type)**
The official, legally-recognized name of a business.
address | PostalAddress or Text
A business’ physical address.
areaServed | AdministrativeArea, GeoShape, Place or Text
The geographic area a business serves.
geo | GeoCoordinates or GeoShape
The geographical location of a business, specifically its geographical coordinates on a map.
telephone | Text
A business’ official, customer-facing telephone number.
URL | URL
A business’ URL for their official website.
logo | ImageObject or URL
A business’ logo.
openingHours | Text
A business’ operating hours. It can be displayed with days of the week (Mo, Tu, We, etc.) and time (24:00 format) and can include individual days/time or ranges.
paymentAccepted | Text
Payment methods the business accepts, such as cash, credit cards and cryptocurrency.
currenciesAccepted | Text
The type of currencies the business accepts.
*”Property” refers to the way the schema type is referenced in code.
**”Expected Type” refers to the format bots expect each property to be written in.
Schema.org also has schema types for different types of organizations. For example, FoodEstablishment schema types include “acceptsReservations” and “hasMenu”.
There are over two dozen organization types Schema.org has defined schema types for. Scroll to the bottom of the LocalBusiness page on Schema.org’s website to find them.
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