Module 8

Schema Markup for Local SEO

Schema markup is code you add to your website that helps Google understand your business information more precisely. It's a bit technical, but can give you an edge over competitors who don't use it.

What Is Schema Markup?

What to do

Understand what schema markup is and why it helps local SEO.

Step by step

  1. Schema markup is structured data. It's a standardised way of labelling information on your website so search engines understand it better.
  2. It tells Google exactly what things mean. Instead of Google guessing "0123 456789" is a phone number, schema explicitly says "this is the telephone number for this business".
  3. LocalBusiness schema is most relevant. There's a specific schema type for local businesses that includes all your key information — name, address, phone, hours, etc.
  4. It's invisible to visitors. Schema is code embedded in your website. Visitors don't see it, but search engines read it.
  5. It can improve how you appear in search. Schema can help you get rich results — enhanced listings with extra information displayed.
Is schema markup required?

No, schema markup isn't required. Google can usually figure out your business information without it. However, schema reduces ambiguity and makes it easier for Google to understand your information correctly. It's particularly helpful for businesses with complex information or those competing in tough markets. If you can implement it, it's worth doing.

Google's official guidelines

Schema Markup: Options for Non-Technical Business Owners

What to do

You don't have to code this yourself. Here are your options.

Step by step

  1. Option 1: Use a website builder with built-in schema. Many modern website builders (Wix, Squarespace, WordPress with certain themes) automatically add local business schema. Check if yours does.
  2. Option 2: Use a plugin (WordPress). If you use WordPress, plugins like "Schema Pro", "Yoast SEO Local", or "Rank Math" can add schema without coding.
  3. Option 3: Use Google's Structured Data Markup Helper. Google has a free tool that helps you create schema code. You then paste it into your website.
  4. Option 4: Ask your web designer. If someone manages your website, ask them to implement LocalBusiness schema. It's a small job for someone who knows how.
  5. Option 5: Skip it. If this feels too technical and you don't have support, skip it. Schema is helpful but not essential. Focus on other aspects of your GBP first.

What to Include in Local Business Schema

What to do

If you or your web person implement schema, here's what it should include.

Step by step

  1. @type: Use the most specific business type that applies — "Plumber", "CafeOrCoffeeShop", "Dentist", "Attorney", etc. Check schema.org for the full list.
  2. name: Your exact business name (matching GBP).
  3. address: Full address broken into components (streetAddress, addressLocality, postalCode, addressCountry).
  4. telephone: Your main business phone number.
  5. openingHoursSpecification: Your opening hours by day.
  6. geo: Your latitude and longitude coordinates.
  7. url: Your website URL.
  8. image: URL of your logo or business photo.
  9. priceRange: Optional — indicates your price level (£, ££, £££).
  10. areaServed: For service-area businesses, the areas you cover.

How to Check Your Schema Markup

What to do

Verify your schema is implemented correctly.

Step by step

  1. Use Google's Rich Results Test. Go to search.google.com/test/rich-results. Enter your website URL.
  2. Check for LocalBusiness or related types. The tool shows what structured data Google found. Look for your business schema.
  3. Review any errors or warnings. The tool highlights problems. Fix any errors; warnings are less critical but worth addressing.
  4. Alternatively, use Schema Markup Validator. validator.schema.org is another tool for checking schema implementation.

Schema markup status: