We explore schema markup for local businesses. Read our guide to find out how it can help your local marketing strategy.
Schema markup (also known as structured data) is a bit of code you add to your website that helps search engines understand your business information more clearly.
For local businesses in the UK, local business schema markup can be a game-changer in standing out on Google and other search engines.
In fact, LocalBusiness schema (a type of schema markup for business details) is hugely under-utilised – only around 500 k–1 M websites use it worldwide, while the UK alone has over 5.6 million small businesses.
By implementing schema markup you’re giving your business an advanced SEO edge that many competitors haven’t tapped into yet.
What is Schema Markup for Local Businesses?
Schema markup is essentially a structured data format for your business details that search engines can easily read. Major search engines (Google, Bing, etc.) collaborated on https Schema.org to create standard schema types and properties that describe different content.
For local businesses, the relevant schema type is usually LocalBusiness (or a more specific subtype like Restaurant, Dentist, Plumber, etc., depending on your industry).
By using this specific schema, you provide search engines with key details such as your business name, business address, phone number, opening hours, services, reviews and more in a consistent, machine-readable way.
When your site has this structured data, search engines can display your information in richer, more user-friendly ways directly in search results.
For example, your Google result might show rich snippets like star ratings, business hours, or even a quick link to get directions on Google Maps. These enhanced search results are often called rich snippets or rich results, and they immediately draw more attention to your listing.
Why Implement Schema Markup? (The Benefits)
For a small business owner, adding schema markup might sound technical, but the benefits make it well worth it:
Better Search Visibility & Enhanced Rich Results
Adding schema markup code helps search engines understand (and therefore display) your key business information more accurately.
That means you’re eligible for rich results, knowledge panels, and Google’s local pack – all of which occupy premium real estate on search engine results pages and attract potential customers.
Higher Click-Through Rates & More Traffic
Because rich snippets make your Google listing more attractive and trustworthy, users are more likely to click.
Case studies show that well-implemented structured data markup can deliver higher click-through rates (CTR) of up to 30 %, bringing more traffic and local customers to your site.
Stay Ahead of Other Local Businesses
Many other local businesses still overlook local business schema markup. Implementing it now gives you an immediate competitive advantage, boosting local rankings and delivering enhanced visibility in local search results.
Supports Your Local SEO Strategy
While schema markup alone isn’t a direct ranking factor, it underpins a holistic local SEO approach. By matching your website data with your Google Business Profile, directory citations and social profiles, you send powerful consistency signals that help search engines understand and trust your local business.
How to Add Local Business Schema Markup to Your Website
Implementing schema markup might sound technical, but you don’t need to be a developer to get it done. Follow these steps to generate and add LocalBusiness schema to your site:
Choose the Right Schema Type:
Use LocalBusiness or a more specific subtype (e.g., MedicalPractice, Locksmith, Restaurant, Electrician). The closer the type of business matches, the better. You can still rely on the core local schema properties even if you can’t find a perfect match.
Gather Key Business Information
Collect your essential business details: business name, physical address, phone number, website URL, service area, business location, business category, opening hours, and any multiple services or multiple locations you run. Include image URLs, logos, social media accounts, relative price range, and average rating if you have reviews.
Generate the Schema Markup Code
Use Google’s Structured Data Markup Helper, a schema app generator or your preferred CMS plugin to create JSON-LD. Each will output valid application/ld+json. Google recommends JSON-LD because it’s easy to maintain and leaves your web content untouched.
Add Schema Markup & Use Structured Data Site-Wide
Embed the JSON-LD in your or via a tag manager. If you have multiple branches, add a separate LocalBusiness data item for each specific business location or particular branch, ideally on its own location page.
Include Required & Recommended Properties
Always supply as many properties as possible: @context, @type, name, address, geo latitude/longitude coordinates, telephone, url, sameAs, image, openingHoursSpecification, service area, and aggregateRating or multiple ratings where available. Follow Google’s additional guidelines and ensure compliance with the required properties list.
Validate & Test
Run Google’s Rich Results Test, the schema markup validator, and keep an eye on Google Search Console for structured-data errors or warnings. Fix issues right away so your markup is working correctly and remains eligible for rich results.
Maintain & Update
If your business location opens or business location closes seasonally, update the start date/end date in openingHoursSpecification. Keep data like business phone number, address, service pages, and contact details in sync across all pages and platforms so search engines understand you’re a trustworthy, specific physical business.
Conclusion and Next Steps
Implementing local business schema is a powerful way to drive more traffic, strengthen your SEO strategy, and deliver a better user experience through enhanced rich results.
Follow the steps above, validate, and monitor via Search Console. Combine your markup with ongoing digital marketing efforts – reviews, citations, voice search optimization, and quality content – to maximise reach.
Leverage Noticed UK for Easy Rich Snippets
Premium members can pull a ready-made snippet from their Noticed local schema markup profile – complete with localBusiness structured data – and paste it onto their own homepage or contact page.
It automatically updates whenever you edit your Noticed listing, so your structured data remains fresh and implemented correctly with a working link back for extra authority.
That shortcut lets you focus on serving local customers while Noticed handles the adding structured data, json-ld code, and validation.
Adding your local business to a trusted directory helps to improve your online visibility. Get your Noticed UK business listing today.