Schema markup is code that tells Google and AI engines exactly what your business is, where it operates, and how customers rate it. For local businesses it is one of the highest-ROI SEO fixes available - LocalBusiness schema correlates with a ~45% higher AI citation rate - yet most sites we audit have little or none. Here is what you need and how to add it.
Schema (usually written as JSON-LD) is a small block of code in your page's head that labels your information for machines: this is the business name, this is the phone number, this is the 4.9-star rating from 27 reviews. People never see it, but Google and AI engines read it to understand and trust your page. Content matching that schema is more likely to earn rich results and AI citations.
See which structured data your pages already have, what is missing, and get the exact JSON-LD to add.
Check My Schema FreeHere's a minimal LocalBusiness block with an aggregate rating. Replace the details with your own and paste it into your page's <head>:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Acme Plumbing",
"telephone": "(555) 123-4567",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Allentown",
"addressRegion": "PA"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "27"
}
}
</script>
If writing JSON-LD by hand isn't your idea of a good time, the schema markup checker shows what you have, what's missing, and generates the code filled in with your details.
In our recent audits, every single local business site had five-star Google reviews - and not one had review schema. They earned the reviews and then never told Google about them, so the stars never showed up in search. If you do one thing from this guide, add AggregateRating. It is the clearest example of leaving clicks on the table.
Schema only helps when it matches what's visible on the page. Don't claim a 5.0 rating in markup if your site shows 4.7, and don't add FAQ schema for questions that aren't actually on the page - Google ignores or penalizes mismatches. Keep your structured data honest and in sync with your content, and link your Person and Organization schema together so engines understand who stands behind the business.
See which structured data your pages already have, what is missing, and get the exact JSON-LD to add.
Check My Schema Free