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LocalBusiness schema markup: what it is and a JSON-LD example

By the ROAN ONE team · Updated 2026-09-28

Short answer

Schema markup is a block of structured data, usually JSON-LD, that states your business facts in a standard vocabulary from schema.org: type, name, address, phone, hours, service area. Search engines and AI tools read it directly instead of inferring it from your layout. Add one LocalBusiness block (or a more specific type like Plumber or Dentist) to your home page, and FAQPage markup where you have real FAQs.

An example you can adapt

Use the most specific type that fits: Plumber, HVACBusiness, Dentist, MedicalBusiness, HairSalon, AutoRepair and many more exist. Put this inside <head> or anywhere in the page:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "HVACBusiness",
  "name": "Northwind Heating & Air",
  "url": "https://example.com/",
  "telephone": "+1-555-010-0000",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1200 Sample Ave",
    "addressLocality": "Norcross",
    "addressRegion": "GA",
    "postalCode": "30093",
    "addressCountry": "US"
  },
  "areaServed": ["Norcross", "Duluth", "Peachtree Corners"],
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday","Saturday"],
    "opens": "07:00", "closes": "19:00"
  }],
  "sameAs": [
    "https://www.facebook.com/yourpage",
    "https://www.yelp.com/biz/your-business"
  ]
}
</script>

Every value must match what's visible on the page and on your Google listing. Markup that contradicts your page is ignored at best. See NAP consistency.

The mistake to avoid: rating yourself

Don't add aggregateRating or review to your own LocalBusiness or Organization markup. Since 2019 Google has not shown review stars for "self-serving" reviews a business puts about itself, and marking up ratings you collected yourself can count as a structured-data policy violation. Your Google reviews already show on your listing.

Other types worth adding

FAQPage on pages with a real FAQ section, matching the questions and answers on the page word for word.
Service on individual service pages.
BreadcrumbList if your pages sit in a hierarchy (Services › AC repair).

How to test it

Paste your page address into Google's Rich Results Test or the Schema Markup Validator at validator.schema.org. Fix errors; warnings about optional fields are usually fine. The free Check-Up lists the structured-data types it finds on your home page and flags self-issued ratings.

Check this on your own business

The free 60-second Check-Up reads your website and Google profile and shows where you stand on this: Structured data, Self-issued review markup, Breadcrumbs. Public data only, no login, no card.

Run the free Check-Up →

Or we run it for you

We build your website with structured data in place and keep it matching your listing as things change. Month to month, a new website included, plans from $199 a month.

See how it works →

Questions

Is JSON-LD better than microdata?

Google supports both and recommends JSON-LD because it is easier to add and maintain.

Does schema markup improve rankings?

Not directly. It makes your facts unambiguous and can make you eligible for richer results. AI tools also read it.

Can I put my Google rating in my schema?

No. Self-served review markup on your own business isn't eligible for stars and can break Google's structured-data policies.