Structured data: LocalBusiness for local businesses

A person immediately sees on your website that your address is at the top and your opening hours at the bottom. For a search engine this is not always clear. Structured data tells it in a form machines can read reliably.

What structured data is

Structured data is a standardised format for describing information about a page. The vocabulary comes from schema.org, a joint project of major search engines. Google recommends the JSON-LD format: a small block in the source code that visitors do not see (source: developers.google.com/search/docs/appearance/structured-data/intro-structured-data).

LocalBusiness: the right type for businesses

For local businesses there is the LocalBusiness type and many more specific subtypes, for example Electrician, HairSalon, Plumber or Restaurant. For local businesses, Google evaluates details such as these (source: developers.google.com/search/docs/appearance/structured-data/local-business):

• Name, address and phone number
• Opening hours
• Website address
• Geo coordinates
• Price range
• For restaurants, menu and cuisine

An electrician would therefore choose the Electrician type and enter name, address, phone number and opening hours, exactly as they appear visibly on the page.

What it does and does not do

Structured data is not a trick for better rankings. Google itself says there is no guarantee that it will show up in search results. It does help Google assign the details of your business clearly. For Google Maps and the map area in search, the Google Business Profile matters more anyway.

Google's rules

• The data must match the visible content. Opening hours in the code that are not on the page, or made-up reviews, violate the guidelines.
• Reviews that a business marks up about itself on its own site are not shown as stars by Google for LocalBusiness.
• In case of violations, Google can take manual action against the site.

How to check the markup

• Google's Rich Results Test: search.google.com/test/rich-results
• Schema Markup Validator: validator.schema.org

Enter your page's address there. You will see which details are recognised and whether there are errors.

Frequently asked questions

Do I need a plugin for this?

With WordPress, SEO plugins handle part of it. On a hand-built site, the block is written directly into the code and then matches your content exactly.

Do I have to change the markup when my opening hours change?

Yes, otherwise the page and the data contradict each other. It is easiest if both come from the same source, so one change in one place is enough.