Short answer: schema markup is a small block of code on your website that states your business name, address, phone and hours in a form Google can read. It does not guarantee a ranking or a special result, but it removes guesswork. Google says the only required properties for a local business are the name and address. The part to avoid is review markup about your own business, which Google does not allow.
*Written by Barry Scheurweghs, Sureway Marketing, Peoria, AZ.*
What is local business schema?
Your visible page says “Sureway Marketing, 8173 W Gelding Dr, Peoria.” Schema says the same thing in a labeled format, so a computer does not have to guess which line is the name and which is the phone number. Google calls this LocalBusiness structured data and says it can support business knowledge panels and local carousels in Search.
What does Google require?
Google lists two required properties: your business name and your address, with as many address fields as you can give. It then recommends several more that fit most small businesses:
- Opening hours, including special or seasonal dates.
- Telephone number, with country and area code.
- Website URL, which must be a working link.
- Geo coordinates, with latitude and longitude to at least five decimal places.
- Price range, kept short.
Google also says to use the most specific business type that fits, such as a more precise subtype instead of the generic one.
What is the review-markup trap?
Google’s guide says review and rating markup is meant for sites that collect reviews of other local businesses. It does not say to mark up reviews of your own business. Putting your own customers’ reviews into your own business’s markup is called self-serving, and Google can ignore it or take a manual action against the page. While auditing this very website I found review markup on our Reviews page and removed it. The reviews are still visible on the page. Only the code is gone. If a plugin or a developer added review stars to your markup, ask them to take it out.
Do I need to write the code myself?
No. Most WordPress SEO plugins create the basics for you. The risk is that two tools each add their own version and they disagree on your hours or phone number. If you see two blocks of business data on one page, keep one and make sure it is correct.
How do I test my markup?
- Open Google’s Rich Results Test and paste in your page address.
- Fix any critical errors it lists.
- Check that the name, address, phone and hours match your Google profile and your visible page.
- Use the URL Inspection tool in Search Console to confirm the page is not blocked by robots.txt or a noindex tag.
- Allow several days for Google to recrawl.
What can I do this week?
- Right-click your home page, choose View Page Source, and search for “ld+json” to see what you have.
- Compare the name, address and phone in the code with your Google profile.
- Remove any review or rating markup about your own business.
- Add or correct opening hours, including holiday changes.
- Retest the page.
Schema is one small piece. For the rest, see what Google says matters on your Business Profile and how to choose a local SEO company.
Frequently asked questions
Will schema make me rank higher?
Google does not say it does. It helps Google understand your details and may make you eligible for some features. I never promise a ranking.
Do I need schema if I have a Google Business Profile?
Your profile is the main source for Maps. Schema on your site supports it by stating the same facts in code. Keep them identical.
What happens if my markup breaks Google’s rules?
Google says violations may lead to a manual action, and that your structured data is ignored while one applies. The page can still appear in results. You can request reconsideration after fixing it.
Want me to check what code your site is sending to Google? Get your free marketing report. No contract.
*Barry Scheurweghs, Sureway Marketing, Peoria, AZ.*
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Sureway Marketing is a local marketing agency in Peoria, Arizona. Our free marketing report shows you where you stand against your local competitors and how to reach customers within 30 miles of Peoria, so you can plan steady growth over the next six months.
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