LocalBusiness Schema: A Complete Property Guide

LocalBusiness schema describes your business to search engines: name, address, phone, hours, location, and type. It reinforces your NAP consistency and strengthens how clearly Google understands your business as an entity.

Key properties

• @type — use the most specific subtype (e.g., Dentist, Restaurant, Plumber), falling back to LocalBusiness.
• name, address (a PostalAddress), telephone
• openingHoursSpecification, geo (latitude/longitude)
• url, priceRange, sameAs (profiles)

How to implement

1. Use JSON-LD on your homepage and/or contact and location pages.
2. Match it exactly to your visible NAP and your Google Business Profile — inconsistency undermines the whole point.
3. Use the most specific @type available for your industry.
4. For multiple locations, mark up each location page separately with its own data.
5. In WordPress, RankMath's Local SEO module outputs this — configure it rather than hand-coding.
6. Validate with the Rich Results Test.

Common mistakes

• Schema NAP that does not match the page or the Business Profile.
• Using generic LocalBusiness when a specific subtype exists.
• Invalid JSON-LD that fails silently.

Related: Schema Markup FAQ