Schema Markup for Local Business: Get Rich Snippets in Google & AI

Reading time: 10 minutes

TLDR

Schema markup is code that tells Google and AI platforms exactly what your business is. Without it, you’re invisible to ChatGPT, Claude, and voice assistants. Implement LocalBusiness schema first with your name, address, hours, and service areas. Add FAQPage schema for expandable search snippets. Generate schema, add it to your website, test with Google Rich Results, and verify in your Scan report. Businesses with proper schema get 20-30% higher click-through rates from search.

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Schema markup tells Google, ChatGPT, Claude, and Gemini exactly what your business is. Without them having to guess. If your Scan report shows “missing or invalid structured data”, you’re invisible to AI recommendation engines. Here’s how to fix it.

What Is Schema Markup?

Schema markup (structured data) is code you add to your website that explicitly labels information for search engines and AI platforms.

Without schema markup: Google sees: “We serve Dallas, Fort Worth, Arlington, and surrounding areas.”

With schema markup: Google sees: serviceArea: ["Dallas, TX", "Fort Worth, TX", "Arlington, TX"] + knows you’re a LocalBusiness + knows you’re a MovingCompany.

Why this matters:

1. Google Rich Snippets - Star ratings, hours, prices appear directly in search results
2. AI Discovery - ChatGPT and Claude use schema to identify authoritative businesses
3. Voice Search - Alexa and Google Assistant read schema data aloud
4. Local Pack Rankings - Google prefers businesses with complete structured data

The Business Impact

Service business WITHOUT schema:

• Generic search listing
• No star ratings visible
• AI platforms ignore you (no structured business data)
• Voice assistants can’t find your hours or phone

Service business WITH schema:

• 4.8 rating (127 reviews) appears in search
• Operating hours, phone, and service areas show directly
• ChatGPT cites you: “Veterans Moving America (Dallas, 4.8★, veteran-staffed)”
• Google Assistant reads your hours when asked

Conversion impact: Businesses with rich snippets get 20-30% higher click-through rates than competitors without them.

Understanding Your Scan Report

Scan scans for these schema types:

Missing or Invalid Structured Data:
LocalBusiness schema - Not found
FAQPage schema - Not found
Organization schema - Valid
BreadcrumbList schema - Errors detected

What this means:

• LocalBusiness - Most important for service businesses; tells Google your name, address, phone, hours, service areas
• FAQPage - Makes your FAQ section appear as expandable snippets in search
• Organization - Your company info, logo, social profiles
• BreadcrumbList - Navigation trail that appears in search results

Priority order:

1. Fix LocalBusiness first (biggest impact)
2. Add FAQPage (if you have FAQ section)
3. Verify Organization is complete
4. Fix BreadcrumbList errors

The 2-Hour Schema Implementation

Step 1: Generate Your LocalBusiness Schema (30 minutes)

Use Google’s Structured Data Markup Helper: https://www.google.com/webmasters/markup-helper/

Or manually create using this template:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "@id": "https://yourwebsite.com/#organization",
  "name": "Your Business Name",
  "image": "https://yourwebsite.com/images/logo.jpg",
  "description": "Your one-sentence business description",
  "url": "https://yourwebsite.com",
  "telephone": "+1-214-555-0100",
  "email": "info@yourwebsite.com",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Dallas",
    "addressRegion": "TX",
    "postalCode": "75201",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 32.7767,
    "longitude": -96.7970
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "09:00",
      "closes": "15:00"
    }
  ],
  "areaServed": [
    {
      "@type": "City",
      "name": "Dallas",
      "containedIn": {
        "@type": "State",
        "name": "Texas"
      }
    },
    {
      "@type": "City",
      "name": "Fort Worth",
      "containedIn": {
        "@type": "State",
        "name": "Texas"
      }
    }
  ],
  "hasMap": "https://goo.gl/maps/yourlink",
  "sameAs": [
    "https://www.facebook.com/yourpage",
    "https://www.linkedin.com/company/yourcompany",
    "https://twitter.com/yourhandle"
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "127"
  }
}
</script>

Customization guide:

@type options for service businesses:

• LocalBusiness (generic)
• MovingCompany (if you’re movers)
• Plumber, Electrician, HomeAndConstructionBusiness (trades)
• LegalService, AccountingService (professional services)
• Restaurant, FoodEstablishment (food)

priceRange:

• $ = Under $10
• $$ = $10-$25
• $$$ = $25 or $50
• $$$$ = $50+

(Adjust for your industry)

aggregateRating: Only include if you have real reviews. Use average from Google, Yelp, or your review platform. Google will penalize fake ratings.

Step 2: Add FAQPage Schema (30 minutes)

If you have an FAQ section, this schema makes it appear as expandable dropdowns in Google search.

Template:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What areas do you serve?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We serve Dallas, Fort Worth, Arlington, Plano, Irving, and all DFW metro cities within 50 miles of downtown Dallas."
      }
    },
    {
      "@type": "Question",
      "name": "Do you offer same-day service?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, we offer same-day moving services Monday-Saturday for local moves within 20 miles. Call before 10 AM for same-day availability."
      }
    },
    {
      "@type": "Question",
      "name": "Are you licensed and insured?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, we are fully licensed (TX DMV #123456), bonded, and carry $1M liability insurance plus worker's compensation for all crew members."
      }
    }
  ]
}
</script>

Best practices:

• Include 3-10 questions (not just 1-2)
• Answer in 2-3 sentences minimum
• Use natural language (how customers actually ask)
• Include specific details (hours, prices, service areas)

→ Related: See our FAQ Pages for AI Visibility guide for question strategy.

Step 3: Implement on Your Website (30 minutes - 1 hour)

WordPress:

1. Install “Schema Pro” or “Rank Math SEO” plugin
2. Configure LocalBusiness settings (fills template automatically)
3. Or paste JSON-LD manually:
   • Appearance → Theme Editor → header.php
   • Add <script type="application/ld+json"> block before </head>

Shopify:

1. Online Store → Themes → Edit Code
2. Layout → theme.liquid
3. Paste schema code before </head> tag

Custom HTML site:

1. Open your homepage HTML
2. Paste schema code in <head> section before </head>
3. Repeat for key pages (About, Contact, Services)

Where to add schema:

• Homepage - LocalBusiness + Organization
• FAQ page - FAQPage
• Service pages - Service schema (see advanced section)
• Contact page - LocalBusiness (duplicate is OK)

Step 4: Validate Your Schema (30 minutes)

Google Rich Results Test: https://search.google.com/test/rich-results

1. Paste your page URL
2. Click “Test URL”
3. Google shows detected schema and any errors

Look for:

• “Page is eligible for rich results”
• “LocalBusiness” detected
• “FAQPage” detected

Common errors:

• Missing required field (add missing property)
• Invalid date format (use ISO 8601: “2024-01-15”)
• Invalid URL (must be absolute: https:// not /page)

Schema.org Validator: https://validator.schema.org/

Paste your full schema JSON to check syntax errors.

Advanced: Service-Specific Schema

For businesses offering specific services, add Service schema to service pages.

Example (Moving Company):

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Residential Moving",
  "provider": {
    "@type": "MovingCompany",
    "name": "Veterans Moving America"
  },
  "areaServed": {
    "@type": "State",
    "name": "Texas"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Moving Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Local Moving",
          "description": "Same-day moving within 50 miles"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Long Distance Moving",
          "description": "Interstate moving services"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Packing Services",
          "description": "Professional packing and unpacking"
        }
      }
    ]
  }
}
</script>

Add this to individual service pages to help AI platforms understand your full service catalog.

AI Platform Benefits

Schema markup isn’t just for Google. AI platforms use it heavily.

ChatGPT schema usage: When ChatGPT searches the web for businesses, it prioritizes sites with:

• LocalBusiness schema (knows you’re a legitimate business)
• AggregateRating (validates quality)
• Service areas (geographic relevance)

Example query: “Find me a veteran-owned moving company in Dallas with good reviews”

With schema: ChatGPT sees your LocalBusiness markup, 4.8★ rating, “veteran-staffed” in description, Dallas service area → recommends you

Without schema: ChatGPT sees unstructured text, can’t verify legitimacy → recommends competitor with schema

Claude and Gemini: Similar behavior. structured data makes you “machine-readable” and verifiable.

Monitoring Schema Performance

Google Search Console

After implementing schema:

1. Search Console → Enhancements → Unparsed Structured Data
2. You’ll see:
   • Detected schema types
   • Errors and warnings
   • Pages with valid markup

Wait time:

• Week 1-2: Google discovers and validates schema
• Week 3-4: Rich snippets may appear in search
• Month 2-3: Full rich snippet coverage

Check Your Rich Snippets

Google your business name + city:

Look for:

• Star ratings in search result
• Operating hours displayed
• Phone number click-to-call
• “Open now” / “Closed” status
• Service areas listed

Example rich snippet:

Veterans Moving America
★★★★★ 4.8 (127 reviews) · Moving company
Open now · Closes 6 PM
Dallas, TX · (214) 555-0100
"100% veteran-staffed moving services..."

Common Schema Mistakes

Mistake 1: Fake or inflated ratings

Don’t invent 5.0 ratings if you don’t have reviews. Google manually reviews businesses and will penalize schema spam.

Use real data:

• Pull from Google Business Profile
• Or aggregate: (Google + Yelp + Facebook) / 3

Mistake 2: Inconsistent NAP (Name, Address, Phone)

Your schema must EXACTLY match:

• Google Business Profile
• Directory listings
• Website footer

Inconsistent:

• Schema: “123 Main Street”
• GBP: “123 Main St”
• → Google can’t verify, rich snippets won’t show

Mistake 3: Missing @context and @type

Every schema block must start with:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  ...
}

Without these, Google ignores the entire block.

Mistake 4: Using deprecated properties

Schema.org updates regularly. Check documentation:

• telephone (current)
• phone (deprecated)

Validate with Google Rich Results Test to catch deprecated fields.

Multi-Location Businesses

If you have multiple locations, create separate LocalBusiness schema for each.

Approach 1: Individual location pages

Each location page has its own schema:

/locations/dallas → Dallas LocalBusiness schema
/locations/fort-worth → Fort Worth LocalBusiness schema
/locations/plano → Plano LocalBusiness schema

Approach 2: Homepage with multiple locations

Use an array:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Business Name",
  "subOrganization": [
    {
      "@type": "LocalBusiness",
      "name": "Your Business - Dallas",
      "address": { ... Dallas address ... }
    },
    {
      "@type": "LocalBusiness",
      "name": "Your Business - Fort Worth",
      "address": { ... Fort Worth address ... }
    }
  ]
}
</script>

Testing with AI Platforms

After implementing schema, test how AI platforms see you:

ChatGPT test:

Find me a [your service] in [your city] with [your differentiator]

Example: “Find me a veteran-owned moving company in Dallas with transparent pricing and good reviews”

Look for: Does ChatGPT recommend you? Does it cite your star rating, service areas, or unique features from schema?

Claude test: Same query format. Claude heavily weights structured data when making recommendations.

→ Related: See our Understanding AI Visibility guide for testing strategy.

The 30-Day Schema Plan

Week 1: Implement Core Schema

1. Create LocalBusiness schema for your homepage
2. Add Organization schema
3. Test with Google Rich Results Test
4. Fix any errors

Week 2: Add FAQ and Service Schema

1. Create FAQPage schema (if you have FAQ section)
2. Add Service schema to service pages
3. Validate all pages

Week 3: Submit and Monitor

1. Submit sitemap to Google Search Console
2. Request re-indexing of homepage
3. Monitor Search Console → Enhancements

Week 4: Expand and Refine

1. Add BreadcrumbList schema
2. Add ReviewSnippet schema (if applicable)
3. Check for rich snippet appearance in search

Month 2: Run new Scan report to verify “missing structured data” warnings are resolved.

When to Hire Help

You can DIY if:

• WordPress with schema plugin (auto-generates)
• Comfortable copy-pasting code into header
• Have basic business info ready (hours, address, phone)

Hire a developer if:

• Complex multi-location business (50+ locations)
• E-commerce with product schema needs
• Want to generate dynamic schema from database
• Budget: $500-1,500 for complete implementation

Warning signs you need help:

• Persistent “invalid schema” errors after fixes
• Rich snippets not appearing after 60 days
• Large website (100+ pages) needing schema across all pages

Next Steps

Today:

1. Review your Scan report for “missing structured data” warnings
2. Use Google’s Structured Data Markup Helper to generate LocalBusiness schema
3. Copy your business details: name, address, phone, hours, service areas

This Week:

1. Implement LocalBusiness schema on homepage
2. Test with Google Rich Results Test
3. Fix any validation errors

This Month:

1. Add FAQPage schema to FAQ section
2. Add Service schema to service pages
3. Monitor Google Search Console for rich snippet eligibility
4. Test AI discovery (ChatGPT, Claude) to verify structured data improves recommendations

→ Related: FAQ Pages for AI Visibility | Google Business Profile Optimization