LocalBusiness Schema Markup: How to Add It to a WordPress Site

Quick answer

LocalBusiness schema is JSON-LD code that tells search engines your business name, address, phone, opening hours, services and area. On WordPress you can add it with an SEO or schema plugin, or paste JSON-LD into your header, then test it with Google’s Rich Results Test and keep it identical to your Google Business Profile.

Last updated: November 2026

Your website may say you are a plumber in Sheffield open from 8 to 6, but a search engine has to infer that from text. Schema markup removes the guesswork by stating it in a structured format machines can read.

For local businesses, LocalBusiness schema is one of the most useful pieces of structured data, because it reinforces your name, address and phone details, supports map visibility and gives AI assistants clean facts to quote.

This guide explains what to include, how to choose the right type, how to add it to WordPress with and without plugins, and how to test and maintain it.

What LocalBusiness schema does

Schema.org defines a vocabulary for describing things on the web. LocalBusiness is a type for physical businesses and service-area businesses, with more specific subtypes such as Dentist, Electrician, Plumber, AccountingService, LegalService, Restaurant and RealEstateAgent.

Marked-up details help search engines connect your website to your Google Business Profile, and to your entity more broadly. It does not guarantee rankings or rich results, but it removes ambiguity and supports consistent information across search and AI.

Choose the most specific type

Use the most specific subtype available that honestly describes you. A dental practice should use Dentist, a firm of solicitors should use LegalService, and a general plumber should use Plumber. If none fits, use LocalBusiness.

Check the full list at schema.org. Using a precise type helps machines classify your business correctly and aligns with the category you chose in Google Business Profile.

Properties to include

name, url, logo and image.
telephone and email.
address as a PostalAddress with street, locality, postcode and country.
geo coordinates and a link to your Google Maps listing via hasMap.
openingHoursSpecification with days and times, including holiday variations where possible.
areaServed for the towns or regions you cover.
priceRange where appropriate, and sameAs links to your official profiles.
aggregateRating only if it complies with Google guidelines on review markup.

Self-serving reviews and other rules

Google does not allow self-serving review markup for LocalBusiness and Organization on your own site in many cases, meaning you generally should not mark up ratings of your own business that you collect yourself. Avoid marking up content that is not visible on the page, and do not include misleading details.

Make sure every value in your schema matches what appears on the page and in your Google Business Profile. Mismatches reduce trust and can trigger structured data warnings.

Method 1: Use an SEO plugin

Plugins such as Yoast SEO and Rank Math can output Organization or LocalBusiness schema from settings. Rank Math includes a local SEO module with fields for address, opening hours and coordinates. Yoast offers a local add-on. This is the safest route for most small businesses.

Fill in every field carefully, set the correct business type, upload a logo, and add your official profiles. Check the output on the live page, not just in the settings.

Method 2: Add JSON-LD manually

You can paste a JSON-LD script into your site header using a plugin such as WPCode, or through your theme. A typical script includes the context, type, name, url, telephone, address, openingHoursSpecification and sameAs list. Keep it as a single, valid block on the homepage and contact page.

If you use Elementor, an HTML widget on the page can hold the script, though a site-wide header injection is neater. Whichever method you choose, avoid duplicating schema from both a plugin and manual code, which can create conflicting data.

Schema for multiple locations

For multi-location businesses, create a separate LocalBusiness block on each location page with its own address, phone, hours and map link, and use a parent Organization on the homepage. Each location should match its own Google Business Profile.

Our local SEO service sets up location schema and profiles together, so details stay consistent as you add branches.

How to test your markup

Use Google’s Rich Results Test and the Schema Markup Validator on your homepage and contact page.
Check Search Console’s Enhancements reports for errors.
View the page source and confirm only one set of LocalBusiness data appears.
Compare each value with your Google Business Profile and footer.
Re-test after theme, plugin or content changes.

A cautious example

A boiler servicing company in Sheffield would use the Plumber type, with its trading name, phone number, a PostalAddress in Sheffield, opening hours Monday to Friday 8am to 6pm and Saturday 9am to 1pm, areaServed set to Sheffield, Rotherham and Barnsley, and sameAs links to its Facebook, LinkedIn and Google Business Profile.

Every one of those details appears visibly on the page too. That is the principle: the schema should describe, not invent. If you cannot see a fact on the page or in your listings, it does not belong in the markup.

Common mistakes

Using the generic LocalBusiness type when a specific one exists.
Opening hours that differ from your profile.
Outdated phone numbers or addresses after a move.
Duplicate schema from multiple plugins.
Marking up reviews in ways that break Google guidelines.
Never re-checking after redesigns.

How it supports local SEO and AI search

Schema is a quiet but useful part of the local stack. It reinforces your NAP details, helps search engines connect your site to your profile and gives AI assistants clear facts to draw on. Combined with consistent listings, strong reviews and genuine location pages, it makes your business easier to identify and recommend.

If you want to check your current markup and everything around it, a website SEO audit reviews your structured data, listings and on-page signals together.

What to do this week

Start small and finish the job. First, open your Google Business Profile and copy your exact name, address, phone and hours into a note. Second, check what your site currently outputs by viewing the page source or running the Rich Results Test on your homepage, so you know whether a plugin is already adding markup. Third, decide whether to use a plugin or a manual block, and avoid doing both.

Fourth, add or correct your markup, publish, and test again on the live page. Fifth, put a reminder in your calendar to re-check after any website redesign, plugin update or move, since structured data is one of the first things to break silently. Finally, make sure the same details appear in your footer and on your contact page, because markup that disagrees with visible content is worse than none.

If you work with a developer, give them this checklist and ask them to confirm each point. If you work with us, we will handle schema as part of your technical and local SEO work and report back what changed. Either way, treat structured data as living information about your business, not a one-off tick box.

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Frequently asked questions

Is LocalBusiness schema a ranking factor?

Not directly. It helps search engines understand your business and can support local visibility, but it works best with a strong profile, reviews and relevant content.

Where should I put LocalBusiness schema?

On your homepage and contact page, and on each location page for multi-location businesses.

Can I use schema if I am a service-area business with no public address?

Yes. Omit the street address if you hide it in Google Business Profile, and use areaServed to describe the places you serve.

How do I check my schema is working?

Test pages with the Rich Results Test and Schema Markup Validator, and check Search Console for structured data reports.