LocalBusiness Schema: a Copy-Paste Guide

What it is and why Google needs it

LocalBusiness schema is a small block of structured data (JSON-LD) you add to your site's HTML. It tells search engines, in a machine-readable way, exactly who you are: your name, address, phone, hours, and location. Google uses it to populate your knowledge panel and to decide whether to show you in the local pack. Without it, Google is inferring these facts from scattered page text — and often getting them wrong.

Required vs. recommended fields

Required: name, address (a PostalAddress), telephone.
Strongly recommended: openingHoursSpecification, geo (GeoCoordinates), priceRange, and sameAs links to your social and Google Business Profile.

Copy-paste template

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Your Business Name",
  "telephone": "+1-555-555-1234",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78701",
    "addressCountry": "US"
  },
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
    "opens": "09:00", "closes": "17:00"
  }],
  "url": "https://yourbusiness.com"
}
</script>

Pick the most specific subtype

Schema.org defines dozens of LocalBusiness subtypes. Use the most specific one that fits — Dentist, Plumber, Attorney, DaySpa, HVACBusiness — rather than the generic LocalBusiness. Specificity helps Google match you to the right searches.

Validate, then avoid these mistakes

Run it through Google's Rich Results Test before and after.
Make the schema NAP identical to what's visible on the page and on your Google Business Profile.
Never add aggregateRating for reviews you don't actually display — fake or self-serving review markup violates Google's policy and can earn a penalty.

Not sure what your site is missing? Run a free local SEO scan — the paid report generates this schema pre-filled for your business.

← Free Local SEO Audit

More guides: How to Rank in the Google Map Pack