What goes in it
- @type: LocalBusiness, or a more specific type such as Plumber, Dentist or RoofingContractor.
- name, url and telephone.
- address, as a PostalAddress.
- openingHoursSpecification for your hours.
- areaServed, if you go to customers.
- sameAs, linking your Google, Facebook and other profiles.
An example
For a plumber in Akron. The business and number are made up.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Smith Plumbing",
"url": "https://www.example.com",
"telephone": "+1-330-555-0142",
"address": {
"@type": "PostalAddress",
"streetAddress": "120 Main St",
"addressLocality": "Akron",
"addressRegion": "OH",
"postalCode": "44308",
"addressCountry": "US"
},
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "07:00",
"closes": "18:00"
}],
"areaServed": ["Akron", "Cuyahoga Falls", "Stow"]
}
</script>
How to add it and test it
- Put the block in your homepage or contact page, in the head or the body.
- Test it with Google's Rich Results Test and the Schema.org validator.
- Keep it in step with the page. When your hours change, change them in both places.
Does schema help with AI search?
The AI assistants haven't said whether they read schema directly. What is known is that it helps search engines understand a page, and search results are part of what assistants read. The plain text on the page matters at least as much.
Questions
Do I need a plugin?
WordPress SEO plugins can add it, but any site can include the block by hand.
Is schema a ranking factor?
Google has said structured data doesn't directly boost rankings. It helps Google understand the page and can make it eligible for some search features.
Should every page have local business schema?
The main block belongs on your homepage or contact page. Service pages can carry their own, smaller markup.