Structured data is code that describes your business to search engines in a standard format. For local businesses, the LocalBusiness type from schema.org can describe your name, address, phone, opening hours and more. It does not replace your Google Business Profile, but it helps search engines understand and trust your website.
What LocalBusiness schema contains
- Name, logo and website URL.
- Address and geographic coordinates.
- Phone and email.
- Opening hours for each day.
- Special opening hours for holidays and exceptions.
- Price range, accepted payment, area served.
- More specific types exist: Restaurant, HairSalon, Dentist, Plumber, Store and many others.
Why it matters
Search engines compare the information on your site with your Google profile and directories. Consistent, machine-readable data reduces confusion. Structured data can also make your pages eligible for certain enhanced results, although search engines decide whether to show them.
How to add it in WordPress
- An SEO plugin: many include a “local business” section where you enter your details.
- A business hours plugin that outputs hours and special dates as structured data, so you maintain your hours in one place.
- Manual JSON-LD in your theme or with a code snippet plugin, for full control.
Avoid adding the same information twice with conflicting values: if two plugins output LocalBusiness data, disable one of them.
Keep hours accurate
Structured data is only useful if it is correct. The most common error is outdated hours, especially around holidays. A plugin that reads the same schedule you display on the page avoids mismatches, see holiday opening hours and how to choose a business hours plugin.
Test it
Use Google’s Rich Results Test or the Schema Markup Validator: enter your page URL and check that LocalBusiness is detected without errors. Fix warnings for missing important fields such as address or telephone.
Don’t forget the visible page
Structured data must match what visitors see. Show your address, phone and hours as real text on your contact page and in the footer. OpenHours displays your hours and live status and outputs LocalBusiness structured data with your hours and special dates. See essential plugins for local businesses.
Frequently asked questions
Does LocalBusiness schema improve rankings?
It is not a direct ranking boost, but it helps search engines understand your business and can make pages eligible for enhanced results.
Do I still need Google Business Profile?
Yes. Your profile is the main source for local results and Maps.
Can I add several locations?
Yes, with one LocalBusiness entry per location, ideally on each location page.