Local SEO

Local Schema

Last updated October 2, 2026

What is Local Schema?

Local schema is structured data markup — typically using Schema.org vocabulary in JSON-LD format — that describes a local business's key information to search engines. It includes properties such as business name, address, phone number, opening hours, geo-coordinates, accepted payment methods, and business category. The most relevant schema types for local businesses are `LocalBusiness` and its subtypes (e.g., `Restaurant`, `Plumber`, `MedicalBusiness`).

Implementing local schema on a business's website helps search engines parse and understand location-specific information more accurately, reinforcing the same NAP data that appears in citations and GBP listings. While it does not guarantee rich results, it supports knowledge panel population and can improve the confidence with which search engines associate the site with a specific location and business type.

Why it matters for SEO

Local schema provides an authoritative, machine-readable declaration of business identity directly from the source: the business's own website. This strengthens the consistency of entity signals across the web, supporting both local pack rankings and knowledge panel appearance. For multi-location businesses, per-location schema markup is especially important for ensuring each location is treated as a distinct, well-understood entity.

Example

A restaurant adds JSON-LD to its homepage with "@type": "Restaurant", its name, a PostalAddress, telephone, geo coordinates, openingHoursSpecification for each day, servesCuisine "Italian" and a sameAs link to its Google Maps listing. The same name, address and phone match its Google Business Profile exactly, reinforcing one consistent entity.