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SEO · 8 min read · October 12, 2026

Schema Markup for Local Businesses: The Types That Actually Matter

Structured data helps search engines and AI tools understand who you are, where you work and what you offer. Most businesses only need a handful of schema types done well.

Ryan Pereyra, Founder & Agency Owner of RPM National

By , Founder & Agency Owner, RPM National

Structured data schema code for a local business shown beside a rich search result

The short answer

Schema markup is code that labels the facts on your pages, like your business name, address, hours, services and reviews, so machines can read them without guessing. For local businesses, the types that matter most are Organization or LocalBusiness, Service, FAQPage, BreadcrumbList and Article for blog posts.

Start with LocalBusiness and Organization

Your homepage should describe your business with the most specific LocalBusiness subtype that fits, such as Plumber, Dentist or LegalService. Include your name, address, phone, hours, service area, logo and links to your official social profiles.

Keep it identical to your Google Business Profile. Mismatched details weaken the signal instead of strengthening it.

Add Service, FAQ and breadcrumb markup

Service schema on each service page connects what you do to where you do it. FAQ markup on pages with genuine questions and answers makes your content easier for AI assistants to quote. Breadcrumb markup shows how your pages relate to each other.

Rules that keep you out of trouble

Only mark up content that is visible on the page. Do not add review stars you collected elsewhere to your own business schema, since Google does not show self-serving review stars for local businesses. Test every template with Google’s Rich Results Test and fix warnings before you roll it out site-wide.

Ryan Pereyra’s take

“Schema is not a magic ranking boost, but it removes ambiguity. When an AI assistant is deciding which plumber in town to mention, clean structured data makes you the easy answer. We add it to every site we build before launch, not as an afterthought.” — Ryan Pereyra

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