LocalBusiness Schema for Home Service Businesses: What to Add and Why

LocalBusiness schema is code on your website that tells search engines, in a structured way, who you are, what you do, where you work and how to reach you. It won’t rank you by itself, but it removes guesswork, and AI search tools increasingly rely on clear, structured facts.

What is LocalBusiness schema?

It is structured data, usually written in JSON-LD, using the LocalBusiness type from Schema.org. It labels your business name, phone, address, hours, service area and website so search engines can read them reliably. Google uses structured data to understand pages and to show certain rich results.

Does schema help local rankings?

Not directly. Google has said structured data helps it understand content, but it is not a shortcut to higher rankings. Its value is accuracy: it confirms the same details your Google Business Profile shows, which supports the consistency covered in our NAP consistency guide.

Which schema type should a home-service business use?

Use the most specific type that fits. Schema.org has specific types for many trades, including Plumber, Electrician, HVACBusiness, RoofingContractor, Locksmith, GeneralContractor and HousePainter. If no specific type exists, use HomeAndConstructionBusiness or LocalBusiness.

What should LocalBusiness schema include?

• Business name, exactly as on your Google profile.
• Phone number.
• Website URL and logo.
• Address, if it is shown publicly.
• Opening hours that match your profile.
• Area served: the cities or regions you cover.
• sameAs links to your real profiles, such as Facebook or Yelp.

What if I’m a service-area business with no public address?

Don’t publish a home address in your schema if you hide it on Google. Use city, state and ZIP where appropriate, and list your service area with areaServed. Keep it consistent with what customers see on your profile and website.

Where should LocalBusiness schema go?

Put your main LocalBusiness schema on your homepage or contact page. Service pages can use Service schema linked to your business. Most SEO plugins, like Rank Math, can generate it. Test it with Google’s Rich Results Test or the Schema Markup Validator after you add it.

Common LocalBusiness schema mistakes

• Details that don’t match the Google Business Profile.
• Fake review or rating markup.
• Listing cities you don’t actually serve.
• Several conflicting LocalBusiness blocks from different plugins.

Want your schema checked? Get a free Local SEO audit, or see our local website SEO service.

Which Schema Types to Use

Common structured data for home-service sites.

Local Business Schema Markup: Copy-Paste Example

Replace the details with your own, change “Plumber” to the type that fits your trade (for example “Electrician”, “HVACBusiness” or “RoofingContractor”), and paste it into your site’s header or an HTML block. Use exactly the same name, address and phone as your Google Business Profile. If you don’t show a public address, remove the street address and keep “areaServed”.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "name": "Your Business Name",
  "url": "https://www.yourwebsite.com/",
  "telephone": "+1-555-555-0123",
  "image": "https://www.yourwebsite.com/logo.png",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Your City",
    "addressRegion": "ST",
    "postalCode": "00000",
    "addressCountry": "US"
  },
  "areaServed": ["Your City", "Nearby Town"],
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
    "opens": "08:00",
    "closes": "18:00"
  }],
  "sameAs": ["https://www.facebook.com/yourpage"]
}
</script>

Prefer not to edit code? Our free local business schema generator builds this markup for you. Test the result with Google’s Rich Results Test before publishing.

Localbusiness Schema FAQs

Is JSON-LD the best format for schema?

Yes. Google recommends JSON-LD for structured data because it is easy to add and maintain.

Can I add star ratings to my own website with schema?

Google does not show review stars for a business marking up reviews about itself on its own site, so self-serving review markup is not worth adding.

How do I test my LocalBusiness schema?

Use Google’s Rich Results Test or the Schema Markup Validator to check for errors after adding it.

Source: Google, Tips to improve your local ranking on Google, Google Business Profile Help.

Written by Faisal Zahoor, founder of RankAutomate Agency (Semrush Academy certified in Local SEO). This Localbusiness Schema guide is reviewed under our editorial policy.