LocalBusiness schema is structured data that can help search systems interpret what your business does, where it operates, and how customers can reach it. It does not control a search result or replace clear, visible business information.
Start with the right business type
The foundation is the @type declaration. Most service businesses should use either LocalBusiness or a more specific subtype like PlumbingService, HVACBusiness, or RoofingContractor. The more specific your type, the easier it is for search systems to understand the business category you are claiming. A plumber in Syracuse should not look identical to a generic local shop in structured data.
Add the fields that remove ambiguity
Start with the real business identity and contact details that appear on the page and in the Business Profile. Fields such as areaServed, serviceType, and hasOfferCatalog can make the local context clearer when they truthfully reflect the business. Name actual offerings—such as “Emergency Pipe Repair” or “Tankless Water Heater Installation”—instead of vague categories.
Use review or aggregateRating markup only when it is real, visible, and supported by your actual review source. Fake or unsupported review markup is worse than no markup because it creates a mismatch between the page and the data.
Implementation should match the page
On a modern site, JSON-LD can be added to the page and validated against the relevant documentation. The important part is not the framework: the structured data must match the visible page and real-world business records. See Google’s structured-data policies before publishing it.
The fields we check first in audits:
- Specific @type subtype.
PlumbingService,HVACBusiness,RoofingContractor— not genericLocalBusinesswhen a better type exists. - AreaServed with named cities and zip codes. “Onondaga County” beats “Central New York” when you truly serve the county.
- ServiceType arrays naming actual offerings. “Tankless Water Heater Installation” beats “Plumbing Services”. Each important service should map to a real page.
- Review data only when supported. Include it only if the same review evidence is visible and accurate.
Schema is not a silver bullet. It is a reinforcing signal that works best when NAP is consistent, the Business Profile is accurate, and the visible content supports the services you claim. Use it to improve clarity, not to promise a competitive result.
Want to see whether your current site has any structured data at all? The free Lighthouse audit flags missing schema in the report. For the broader foundation, read Technical Local Visibility for Utica & Central NY.