Schema markup is structured code on your website that tells Google what each page is about, in a format Google can read with certainty. It does not change how the page looks to humans. It changes how Google understands it.
For local businesses, schema is one of the highest leverage SEO improvements available. It can unlock rich results, knowledge panels, star ratings in search, and clearer local pack listings. Most sites have it implemented badly or not at all.
The 5 Schemas Every Local Business Needs
1. LocalBusiness
The foundation. Tells Google your name, address, phone, hours, and service area. Goes in the site footer or on a dedicated page.
2. Service
One per service you offer. Tells Google exactly what services you provide. Lives on service pages.
3. FAQPage
Marks up FAQ sections. Triggers featured snippets and rich results.
4. Review and AggregateRating
Star ratings shown in search results. Increases click through rate 15 to 30 percent.
5. BreadcrumbList
Shows hierarchical breadcrumbs in search results. Improves CTR and clarifies site structure.
How Schema Actually Works
Schema is JSON-LD format these days. A small block of code (looks like a JavaScript object) inserted in the page source. Google reads it and treats the contents as authoritative facts about the page.
You do not have to write it from scratch. Most CMS platforms have plugins (Yoast, RankMath for WordPress, native schema for Shopify, etc.) that handle the basics. For more advanced schemas, you can use a free schema generator and paste the result into your page.
LocalBusiness Schema in Detail
This is the most important one. Get it right and most other schemas build on top of it.
Required fields: name, address (with street, city, postal code), telephone, openingHoursSpecification, image, url, priceRange.
Strongly recommended: geo coordinates (latitude and longitude), areaServed, sameAs (links to your social profiles).
The schema goes once per site, usually in the footer or on a contact page. Not on every page.
Service Schema
One Service schema per service. Goes on the relevant service page.
Key fields:
- serviceType: The name of the service (e.g. "Boiler Repair")
- provider: Links to your LocalBusiness schema
- areaServed: Where you provide the service
- description: 50 to 150 word description
- offers: If you have pricing, include it
FAQPage Schema
Wraps any FAQ section on your site. Each question and answer becomes a structured pair Google can use directly in search results.
Two rules:
- The Q and A must actually be visible on the page. You cannot have schema for FAQs that are not displayed.
- Each question should be a real question, not a phrase. "What does boiler repair cost?" not "Boiler repair costs".
Pages with FAQ schema can appear as expanded FAQ rich results in Google, doubling their visual footprint.
Review and AggregateRating Schema
This is the schema that produces the gold stars shown next to search results. It needs to be implemented carefully because Google has strict rules:
| Rule | Why |
|---|---|
| Reviews must be visible on the page | Cannot fake stars based on aggregated off site data |
| Reviews must be about the page entity | Service page reviews must be for that service, not the whole business |
| Aggregate ratings cannot be sitewide on every page | Misuse triggers penalties |
| Use Product schema for products, Service for services | Wrong type triggers warnings |
BreadcrumbList Schema
The smallest but most consistently helpful schema. It tells Google your site hierarchy: Home > Services > Boiler Repair > Nottingham.
In search results, this replaces the standard URL with a breadcrumb path, which looks cleaner and more clickable. Implement it everywhere there is a logical hierarchy.
How to Validate Your Schema
Two free tools to check schema is working:
- Google Rich Results Test: Paste any URL. Tells you which rich results the page is eligible for and flags any errors.
- Schema.org Validator: More detailed technical validation. Shows every property and any missing required fields.
Run both on every important page after implementing schema. Fix errors and warnings.
What Schema Does Not Do
Three common misconceptions:
- Schema does not directly rank your page higher. It does not make you appear above competitors who do not use it. Indirectly it can improve click through rate and signal quality.
- Schema does not guarantee rich results. Google chooses when to show them. Implementing schema makes you eligible.
- Schema cannot fix bad content. If the page itself is weak, schema will not save it.
The Order to Implement
For a typical local business site, work through schema in this order:
- LocalBusiness (sitewide foundation)
- BreadcrumbList (every page with a hierarchy)
- Service (each service page)
- FAQPage (any page with an FAQ section)
- Review/AggregateRating (only where you display real reviews)
This typically takes 4 to 8 hours of work for a single location service business. The return is unlocked rich results across most service pages.
WordPress Specific Notes
If you are on WordPress, the easiest path is:
- Yoast SEO Premium or Rank Math handle LocalBusiness, BreadcrumbList, and FAQPage out of the box once configured
- Service schema may need a paid add on or manual JSON-LD
- Review schema usually requires a review plugin like WP Customer Reviews or Schema App
Where to Start
Run your homepage through Google's Rich Results Test today. Note what schemas already exist and what is missing. LocalBusiness is the foundation. Add it first if you do not have it. Service schemas on your top 5 service pages are the next priority. Schema is one of the cleanest SEO wins available because the effort is low and the impact compounds over time.
Brett Dixon
Founder & Managing Director of DPOM. Brett founded DPOM nearly 15 years ago after a career in marketing working with Harvey Nichols, BBC Top Gear, Formula One circuits, and UK Trade and Investment. His passion became helping smaller businesses grow, with honest advice, no jargon, and realistic expectations.
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