Schema markup is structured data code you add to your website that helps search engines understand the specific meaning of your content — not just the words, but what they represent. For local businesses, it can produce enhanced search results that stand out from competitors.
How schema works
Search engines can read text, but they guess at what it means. Schema markup removes the guesswork by explicitly labeling information. A phone number is just text to a search engine unless schema tells it “this is the phone number for this business.” With that label, Google can display it more prominently and use it to populate local business features.
The most important schema types for local businesses
LocalBusiness (or a more specific subtype like Plumber, Dentist, or LegalService) is the foundation. It tells Google your name, address, phone, hours, and service area. Review schema surfaces star ratings in search results. FAQ schema can display your FAQs directly in search results, taking up more page real estate. Service schema describes the individual services you offer.
How to implement it
Schema is added to the HTML of your pages as JSON-LD code — a script tag containing a structured data object. It’s not visible to visitors. You can validate your implementation using Google’s Rich Results Test tool to ensure it’s being read correctly.