Schema markup for local businesses: a plain-English guide

What is schema markup?

Your page says “Open Tuesday to Sunday, 8 to 4” for people. Schema markup says the same thing in a fixed vocabulary from Schema.org, so software doesn't have to guess what “8 to 4” means or which number on the page is your phone.

The usual format is JSON-LD: a small block of code in your page that visitors never see. Google says it recommends JSON-LD when your site's setup allows it.

Do AI assistants need schema markup?

Not strictly. Google says there's no special structured data you need to add to appear in AI Overviews or AI Mode. But markup removes guesswork about the exact facts people ask assistants for: are you open now, where are you, roughly what does it cost. Clear facts are easier to repeat correctly, and harder to get wrong.

Which properties should I include?

Which type should I use?

Google asks for the most specific LocalBusiness type that fits. Some common ones:

What does an example look like?

Here's complete markup for a fictional bakery. Swap in your own details; every value must match what's written on your page.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Bakery",
  "name": "Example Bakery",
  "url": "https://www.example.com/",
  "telephone": "+44 20 7946 0000",
  "priceRange": "££",
  "servesCuisine": ["Bakery", "Café"],
  "menu": "https://www.example.com/menu",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example Street",
    "addressLocality": "London",
    "postalCode": "E8 1AA",
    "addressCountry": "GB"
  },
  "geo": { "@type": "GeoCoordinates", "latitude": 51.54512, "longitude": -0.05531 },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Tuesday", "Wednesday", "Thursday", "Friday", "Saturday", "Sunday"],
      "opens": "08:00",
      "closes": "16:00"
    }
  ]
}
</script>

Times use 24-hour hh:mm. For a day you're closed, leave it out of dayOfWeek. For seasonal hours, add validFrom and validThrough dates.

How do I add it to my site?

• Generate it. The free schema generator builds the code from a short form.
• WordPress: many SEO plugins add business markup from their settings. Check you don't end up with two conflicting blocks.
• Wix, Squarespace, Webflow, Shopify: paste the code into the page's custom code or header code settings.
• Any other site: paste it into the page's <head>, or anywhere in the page's HTML.

How do I test it?

1. Paste your page address into Google's Rich Results Test (opens in a new tab). It shows errors and which rich results the page is eligible for.
2. Use the Schema Markup Validator (opens in a new tab) for a full check against the Schema.org vocabulary.
3. In Google Search Console, use URL Inspection to confirm Google can fetch the page at all.

What mistakes should I avoid?

• Markup that disagrees with the page, such as different hours or an old phone number.
• Plain LocalBusiness when a specific type exists.
• Two or three plugins each adding their own, conflicting block.
• Forgetting to update the markup when you change your hours.
• Expecting guaranteed rich results. Valid markup makes you eligible; Google decides.