Part of Cluster:Local SEO (South Africa)Local Schema Markup

Local Schema Markup

Learn how to implement local schema markup to enhance your local search visibility. Covers LocalBusiness, GeoCoordinates, OpeningHours, and review schema.

Intermediate8 min readUpdated 04 Mar 2026Bukhosi Moyo

Local schema markup is structured data specifically designed for businesses with physical locations or defined service areas. It tells Google exactly where you are, what you do, when you are open, and how customers can reach you. Proper local schema strengthens your local search presence and can trigger enhanced search result features.

⚡ Quick Answer

Local schema markup uses structured data to communicate business location, services, hours, and contact information to Google.
The primary schema type is LocalBusiness (or a more specific subtype like ProfessionalService, Restaurant, etc.).
Local schema supports Map Pack rankings, Knowledge Panels, and rich results with business details.
Implement using JSON-LD format in the <head> or <body> of your pages.
Every location page should have unique local schema with location-specific information.

If you want the full breakdown, continue below.

Essential Local Schema Types

LocalBusiness Schema

The foundation of local structured data:

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Symaxx",
  "description": "Digital agency specialising in web design, SEO, and digital marketing for South African businesses.",
  "url": "https://symaxx.co.za",
  "telephone": "+27-12-345-6789",
  "email": "hello@symaxx.co.za",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Road",
    "addressLocality": "Pretoria",
    "addressRegion": "Gauteng",
    "postalCode": "0001",
    "addressCountry": "ZA"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "-25.7479",
    "longitude": "28.2293"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "17:00"
    }
  ],
  "priceRange": "$$",
  "image": "https://symaxx.co.za/images/office.jpg",
  "sameAs": [
    "https://www.facebook.com/symaxx",
    "https://www.linkedin.com/company/symaxx"
  ]
}

Choosing the Right Business Type

Use the most specific subtype available:

Business Type	Schema Type
General service business	`ProfessionalService`
Web/digital agency	`ProfessionalService`
Law firm	`LegalService`
Medical practice	`MedicalBusiness`
Restaurant	`Restaurant`
Auto repair	`AutoRepair`
Real estate	`RealEstateAgent`
Accounting	`AccountingService`
Hair salon	`HairSalon`

A more specific type provides clearer signals to Google than the generic LocalBusiness type.

Service Schema

List specific services within your LocalBusiness schema:

{
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Digital Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Web Design",
          "description": "Custom website design and development for South African businesses."
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "SEO",
          "description": "Search engine optimisation to improve organic rankings and traffic."
        }
      }
    ]
  }
}

AggregateRating Schema

If you have reviews, include aggregate rating data:

{
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "47",
    "bestRating": "5",
    "worstRating": "1"
  }
}

Note: Only include this if you have genuine reviews to back it up. Fake or inflated ratings violate Google's guidelines.

AreaServed Schema

For service-area businesses that travel to customers:

{
  "areaServed": [
    {
      "@type": "City",
      "name": "Pretoria"
    },
    {
      "@type": "City",
      "name": "Johannesburg"
    },
    {
      "@type": "State",
      "name": "Gauteng"
    }
  ]
}

Where to Place Local Schema

Homepage

Full LocalBusiness schema with complete business information, services, and social links.

Location Pages

Location-specific schema with the address, phone, and hours for that specific location:

/web-design/pretoria → Schema with Pretoria address
/web-design/cape-town → Schema with Cape Town address

Service Pages

Service-specific schema nested within LocalBusiness, highlighting the particular service.

Contact Page

LocalBusiness schema with contact details and a ContactPoint element.

Validation and Testing

Google Rich Results Test

Test your local schema at: search.google.com/test/rich-results

Paste your URL
Verify all local schema elements are detected
Fix any errors or warnings

Schema Markup Validator

Test at: validator.schema.org

More comprehensive validation
Catches structural issues the Rich Results Test may miss

Google Search Console

Monitor your structured data in Search Console → Enhancements:

View valid, warning, and error counts
Track rich result eligibility
Identify pages with broken schema

Common Local Schema Mistakes

Wrong business type. Using generic LocalBusiness when a more specific type exists.

Inconsistent NAP. Schema NAP must match your GBP and all citations exactly.

Missing coordinates. GeoCoordinates help Google confirm your exact location — do not omit them.

Fake aggregate ratings. Only include ratings if backed by genuine, verifiable reviews.

Same schema on every page. Location pages need location-specific schema. Do not copy the homepage schema to every page.

Outdated hours. If your hours change, update both your GBP and your schema markup.

Key Takeaways

Local schema markup communicates business location, services, and contact information to Google in a machine-readable format.
Use the most specific LocalBusiness subtype for your industry.
Include address, coordinates, hours, services, area served, and social profiles.
Each location page needs unique, location-specific schema.
Validate with Google's Rich Results Test and monitor in Search Console.

Quick Local Schema Checklist

LocalBusiness schema on homepage with full business details
Most specific business type selected (not generic LocalBusiness)
Complete PostalAddress with street, city, region, postal code, country
GeoCoordinates with accurate latitude and longitude
OpeningHoursSpecification for all operating days
Telephone and email included
Services listed with descriptions
Social profiles linked via sameAs
AggregateRating included only if backed by genuine reviews
Location-specific schema on each location page
Schema validated with Rich Results Test
Schema monitored in Search Console Enhancements

Tools & Resources (Coming Soon)

Schema Markup Generator (Coming soon)
Local Schema Validator (Coming soon)
Structured Data Template (Coming soon)