LocalBusiness schema for service businesses: a copy-paste starter and checklist

Structured data is a small block of code that describes your business in a standard format — name, address, phone, hours, website — so software doesn't have to guess from your page layout. For a local service business, the relevant vocabulary is LocalBusiness from schema.org, or one of its more specific types.

Pick the most specific type

Google advises using "the most specific LocalBusiness sub-type possible." Schema.org has types for many trades. A few examples you can look up on schema.org:

• Plumber, Electrician, RoofingContractor, HVACBusiness, Locksmith
• Dentist, MedicalClinic
• LegalService, AccountingService

Google also notes that if you offer multiple services you can list multiple types as an array, e.g. ["Electrician", "Plumber"].

What Google requires and recommends

Source: Google, Local Business structured data, read October 2026. Google lists review/aggregateRating as recommended only for sites that capture reviews about other businesses — don't mark up ratings of your own business.

Copy-paste starter (edit every value)

Put this inside the <head> of your homepage or contact page. Replace every example value with your real details. Or fill in the free LocalBusiness Schema Generator, which builds the same JSON-LD in your browser.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "name": "Example Plumbing Co.",
  "url": "https://www.example.com/",
  "telephone": "+1-555-555-0100",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Example St",
    "addressLocality": "Springfield",
    "addressRegion": "IL",
    "postalCode": "62701",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 39.78172,
    "longitude": -89.65015
  },
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
    "opens": "08:00",
    "closes": "18:00"
  }]
}
</script>

"Example Plumbing Co." and the address/phone above are fictional examples (555-01xx numbers are reserved for fiction).

Checklist before you publish

1. Matches the visible page. Google's AI-features guidance says to make sure "structured data matches the visible text on the page." If your page shows different hours or a different phone number, fix one of them.
2. Matches your Business Profile. Same name, address, phone, and hours as your Google Business Profile and major directories.
3. Validated. Run the page through Google's Rich Results Test and fix critical errors (Google's recommended step).
4. Crawlable. The page isn't blocked by robots.txt, noindex, or a login. (See our robots.txt check.)
5. One block per location. Multiple locations should each have their own page and their own LocalBusiness block.
6. No fake data. Don't invent reviews, ratings, or addresses. Google warns that guideline violations can lead to a manual action.

Service-area businesses without a storefront

Many plumbers, roofers, and cleaners work from home and don't want to publish a street address. Google lists address as required for its LocalBusiness rich results, so there's a real trade-off here. Options to discuss with your web person: use a genuine business address if you have one (never a fake one), or accept that you may not be eligible for that rich result while still keeping your name, phone, and service-area wording consistent everywhere.

Sources

• Google Search Central, "Local Business (LocalBusiness) structured data" — developers.google.com
• Google Search Central, "AI features and your website" — developers.google.com
• schema.org, LocalBusiness — schema.org/LocalBusiness