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Quick Read SummarySchema markup is a structured data tool that improves local SEO by helping Google display rich results like star ratings, contact details, and business hours. For local businesses, LocalBusiness schema is especially powerful, highlighting essential details such as name, address, phone number, and customer reviews. Implementing schema with JSON-LD makes it easier for search engines to interpret content accurately, boosting click-through rates and trust. Testing with Google’s Rich Results tool ensures correct setup. Used strategically, schema improves local visibility, supports voice search, and builds credibility by showing accurate and engaging business information in search results.
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If you’re a local business trying to stand out online, you’ve likely wondered how to use schema markup to improve local SEO. Schema markup is one of the most powerful tools for increasing your visibility in Google Search, improving click-through rates (CTR), and providing more accurate information to potential customers. When used correctly, schema markup can transform your SEO strategy and help your local business shine in search results.
In this blog, we’ll break down how to use schema markup to improve local SEO, explain what structured data markup is, and show how rich snippets can drive more clicks. By the end, you’ll understand exactly how to implement schema markup using JSON-LD, what types of schema matter most for local businesses, and how to test it using Google’s Rich Results tool.
Schema markup, also known as structured data markup, is a code that you add to your web pages to help search engines better understand your content. When search engines like Google can interpret your data clearly, they can display rich snippets—such as star ratings, contact details, and business hours—directly in search results.
Rich snippets make your page stand out, often increasing click-through rates (CTR). If you’re a local business, using schema can also help Google identify your location, services, and reviews—key elements that influence local SEO.
Google’s rich results come from websites that use schema correctly. It’s not just about visibility; it’s about presenting useful, trustworthy info in the most appealing way possible.
One of the best ways to improve your local SEO is to use the Local Business schema. This type of schema includes critical information like your address, phone number, contact details, and business hours.
| Information Type | Details Required |
|---|---|
| Business Name | Official name of your business as registered |
| Full Address | Complete street address including city and postal code |
| Phone Number | Primary business contact number in international format |
| Business Hours | Days and times your business is open to the public |
| Website URL | Main domain of your official business website |
| Social Profiles | Links to official business pages on platforms like Facebook, LinkedIn, Twitter, etc. |
| Customer Reviews or Ratings | Collected star ratings or feedback from verified customers |
This type of schema makes your business easier to find and understand in Google search. Adding this to the page content of your contact or home page allows search engines to accurately list your business in local search results.
For best results, use JSON-LD, the format recommended by Google, to implement your schema.
Now that you know what schema is and what to include, let’s talk about implementing schema markup. JSON-LD is the easiest and most SEO-friendly way to add schema to your website.
| Step | Action |
|---|---|
| 1 | Generate JSON-LD code using free schema generators such as Merkle’s Schema Markup Generator or Google’s Structured Data Markup Helper. |
| 2 | Copy and paste the generated code into the <head> or <body> section of your HTML page. |
| 3 | Ensure each page has a unique schema. For example, your homepage might include LocalBusiness or Organization schema, while service pages should focus on specific offerings. |
| 4 | Use Google’s Rich Results Testing Tool to verify that the structured data is correctly implemented and eligible for rich results. |
This step is crucial. Testing ensures that Google can read your structured data correctly and show rich results in search.
Adding schema markup should be part of your long-term SEO strategy. It’s not just a technical trick—it’s a way to help Google deliver better search results to users.
Here’s how schema boosts your SEO:
When users see clear, organized information in search results, they’re more likely to click on your listing. This can drive real results for local businesses.
Want more clicks? Add star ratings and other rich snippets to your pages using schema. Customers are more likely to trust and engage with businesses that display reviews and ratings in search.
To do this, include a review schema on your product or service pages. This tells Google to display the rating in search results.
Important: Don’t fake reviews or ratings. Google’s algorithm can detect manipulation and penalize you. Instead, focus on collecting real customer reviews and using them as structured da
There are many types of schema, but not all are equally important for local businesses. Here are the top types you should use:
| Schema Type | Description |
|---|---|
| Local Business | Includes name, address, phone number, and more |
| Review | Displays customer feedback and star ratings |
| Product/Service | Highlights specific offerings |
| FAQPage | Helps with featured snippets |
| Organization | Shares company-wide info like logo and links |
Each type of schema plays a role in how your web pages appear in Google search and how well they perform in local SEO rankings.
Schema ranking works by using structured data markup like LocalBusiness schema to provide Google with accurate details about your business. This helps your local BBO appear in rich results and improves visibility in local SEO.
Start by implementing schema markup across your site using JSON-LD. Include important data like your address, phone number, reviews, and services. This makes your listings stand out in search results and increases click-through rates (CTR).
Add schema markup to relevant page content, test it with Google’s Rich Results tool, and regularly update your data. This improves your rankings and supports your broader SEO strategy.
At AdExpert, we understand the importance of local visibility. That’s why we specialize in local SEO, structured data implementation, and Google Search optimization. Whether you need help with schema markup, page content strategy, or full digital marketing services—we’re here for you.
We proudly serve businesses in:
Woodland Hills, Calabasas, Winnetka, Tarzana, Encino, Sherman Oaks, West Hills, Reseda, Burbank, Van Nuys, and beyond.
Let us help your local business stand out with expert strategies, accurate schema implementation, and tailored SEO support.
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