Schema Markup for Local Service Businesses
Schema markup is structured data that helps Google understand a page. A local service business needs LocalBusiness, Service, and FAQPage schema, added as JSON-LD.
- Format: JSON-LD is the preferred method.
- Core types: LocalBusiness, Service, FAQPage, and Review where eligible.
- Effect: better understanding and rich results, not a direct ranking boost.
Schema markup is structured data that tells Google what a page is about in a format it can read precisely. For a local service business it clarifies the business identity, the services offered, and the FAQs, which supports local visibility and rich results in search. This guide covers the schema types that matter, what to mark up on each page, copy-ready JSON-LD examples, and how to validate them. We handle technical SEO including schema as part of our local SEO service.
What Schema Markup Is
Schema markup is structured data added to a page so search engines can understand its content explicitly. The preferred format is JSON-LD, a small block of code placed in the page that describes the business, service, or FAQ in a standard vocabulary. It does not change what visitors see; it changes how clearly Google understands the page, which can unlock rich results.
The Schema Types That Matter for Local
LocalBusiness
Core identity: name, address, phone, areaServed, and opening hours.
Service
Each service offered, with the provider and the area served.
FAQPage
For the FAQ blocks used across the site, eligible for FAQ rich results.
Review / AggregateRating
Where genuinely eligible, to represent ratings. Use within Google guidelines.
What to Mark Up on Each Page Type
Match the schema to the page. The money page uses LocalBusiness and Service; service-area pages use Service with areaServed for the town; supporting articles like this one use Article and FAQPage. Do not duplicate a full LocalBusiness block on every page; keep it on the core pages and use the right type elsewhere.
JSON-LD Examples
Adapt these copy-ready snippets, replacing the placeholders with real details. Each goes in the page head or body.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name",
"image": "https://example.co.uk/logo.jpg",
"telephone": "+44 113 000 0000",
"address": {
"@type": "PostalAddress",
"addressLocality": "Leeds",
"postalCode": "LS1 1AA",
"addressCountry": "GB"
},
"areaServed": ["Leeds", "Bradford", "Wakefield"],
"url": "https://example.co.uk/",
"openingHours": "Mo-Fr 08:00-18:00"
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Service",
"serviceType": "Boiler Repair",
"provider": { "@type": "LocalBusiness", "name": "Your Business Name" },
"areaServed": { "@type": "City", "name": "Leeds" }
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "How much does boiler repair cost?",
"acceptedAnswer": { "@type": "Answer", "text": "Most boiler repairs fall within a typical range depending on the fault." }
}]
}
</script>
How to Validate
After adding schema, test it with Google Rich Results Test and watch the Enhancements reports in Search Console. Common errors to avoid are missing required fields, marking up content that is not visible on the page, and inventing ratings that do not exist. Fix any errors flagged before relying on the markup.
Last Thoughts on Schema
The right structured data helps Google understand and feature a local business, and it is a standard part of technical local SEO rather than an optional extra. Mark up the business, the services, and the FAQs accurately, validate it, and keep it honest, and the page becomes easier for search engines to interpret and surface.
- Schema is structured data, best added as JSON-LD.
- Core types: LocalBusiness, Service, FAQPage, and Review where eligible.
- Match the schema to the page type; do not duplicate everywhere.
- Use the copy-ready snippets and replace the placeholders.
- Validate with the Rich Results Test and never fake data.
Frequently Asked Questions (FAQs)
Does schema improve rankings directly?
Not directly. It helps Google understand the page and can unlock rich results, which improves visibility and click-through rather than acting as a direct ranking factor.
Do I need a plugin to add schema?
No. A plugin or manual JSON-LD both work. Many SEO plugins output LocalBusiness and FAQ schema; manual JSON-LD gives the most control.
Which schema helps the Map Pack?
LocalBusiness schema reinforces the business identity that supports local search, alongside the profile. The mechanics are in the Google Map Pack guide.
What is JSON-LD?
A script-based format for structured data, recommended by Google. It sits in the page code as a block and does not affect the visible layout.
Can I mark up reviews?
Only genuine reviews you are eligible to display, following Google guidelines. Inventing ratings or marking up content not shown on the page can cause a penalty.
Where does the schema code go?
In the page head or body. Placement does not matter much for JSON-LD; what matters is that it accurately describes the visible content.
What is areaServed?
A property that states the towns or regions a business or service covers, which is especially useful for service-area businesses with no single address.
How do I check my schema is valid?
Run the page through Google Rich Results Test and review the Enhancements section of Search Console for warnings or errors.
Will schema show stars in search?
Only where review or rating markup is valid and eligible. Google decides whether to display rich results, so it is not guaranteed.
Do supporting articles need schema?
Yes. Articles use Article and FAQPage schema, which is why the FAQ sections across this silo are built to support FAQ structured data.
