Schema Markup for Local Business: Complete Implementation Guide

How to implement local business schema in 2026: LocalBusiness JSON-LD, NAP, hours, services, and the mistakes that get rich results ignored.

Written and reviewed by Artem Palamarchuk, Founder of BLEX STUDIO.

What schema does a local business website actually need?

LocalBusiness (or a more specific type), with the same name, address, phone, and hours as Google Business Profile — plus Organization, WebSite, and the page types you really have (Service, FAQ, Article). Schema does not rank you by itself. Wrong schema can get you ignored.

This sits on top of local SEO for contractors and the city playbooks.

The JSON-LD we put on local sites

LocalBusiness / ProfessionalService / MedicalBusiness / etc. — pick the most specific true type

NAP matching GBP character for character where it matters

geo, openingHoursSpecification, sameAs (GBP, LinkedIn, Facebook)

areaServed only for places you actually serve

Will schema get us in the map pack?

No. Map pack is mostly GBP, proximity, and reviews. Schema helps understanding. Do both.

JSON-LD vs microdata?

JSON-LD. Keep it in one graph. Easier to test and less likely to break the DOM.

Do we need Product schema?

If you sell products with price and availability on the page. Not on a service homepage.

Multiple locations?

A page (and a graph) per location, plus an Organization parent. Do not cram five offices into one blob.

How do we test?

Rich Results Test and Search Console enhancements. Re-test after theme updates — plugins love to duplicate graphs.