What Is Schema? (And Why Local Businesses Should Actually Care)
Schema markup might sound intimidating, it deals with code, after all. But you don’t need to be a developer to make it work for your business.
In fact, just understanding the basics can help you show up more clearly on Google, earn better results, and stand out in local search.
This guide breaks down what schema is, why it matters for local SEO, and how to use it to get discovered, without getting lost in the technical web world.
Why Schema Markup Matters for Local SEO
Schema doesn’t directly boost your rankings, but it does something just as important: it helps Google trust, interpret, and display your content more clearly.
And when your website is easier to understand, it’s easier to show in search. especially in rich formats like:
Google Business Profile results
Local Map Pack listings
People Also Ask sections
Featured snippets
Common Schema Types for Local Businesses
There are hundreds of schema types, but here are the ones that matter most for local service-based businesses:
LocalBusiness Schema
Tells Google: You’re a local company serving a specific area.
Use this to mark up your business name, address, phone number, hours, and services.
Service Schema
Tells Google: What you do (e.g., “HVAC repair,” “Dental cleaning,” “Roof inspections”).
Use this on service pages to help Google understand your offerings more clearly.
Review & AggregateRating Schema
Tells Google: You have good reviews, and how many.
This helps you show up with stars in search results, which improves click-through rates and builds trust.
Event & Offer Schema
Tells Google: You’re offering something now, like a discount, sale, or seasonal promotion.
Use this to feature time-sensitive campaigns or specials.
FAQPage Schema
Tells Google: This is a helpful Q&A format. Show it directly in search results.
If your site includes a frequently asked questions section, schema can turn it into a rich result instantly.
See FAQPage schema
Best Practices for Schema Markup
(Without Getting Too Nerdy)
Schema can get technical, but you don’t have to write it all manually. Here are some practical tips to stay on track:
Use Google's Markup Helper Tool
You can tag content visually without writing code
Keep Schema Updated
You can tag content visually without writing code
Stick to What’s Accurate
Don’t add fake reviews or offers. Google may penalize misleading schema.
Use JSON-LD Format (Google’s Favorite)
It’s easier to manage, less prone to break, and recommended by Google.
Validate Your Schema
After adding markup, test your page using Google’s Rich Results Test:
Test your schema
Real Talk: Schema Alone Won’t Save You
Here’s the truth: Schema is just one piece of the local SEO puzzle. It works best when combined with:
A fully optimized Google Business Profile
Consistent NAP across citations
Keyword-rich content with local intent
Solid backlink and review strategies
Smart GMB post SEO and metadata
But if you’ve nailed the basics and want to go further, schema helps you look sharper, show up smarter, and compete harder.
Real Talk: Schema Alone Won’t Save You
At Local Howl, we don’t throw schema at your site and hope it works. We:
Scan your entire website to identify schema opportunities
Add business type, service, and review markup for better relevance
Sync your schema with your GBP, citation, and keyword strategies
Keep it updated as your business evolves
Validate everything with Google’s testing tools
We also help you learn how to read and understand your schema, so you're not flying blind.
And if you want to go deep?
Here’s the full list of schema types:
Schema Doesn’t Have to Be Complicated
You don’t need to be a developer, or even understand code, to make schema work for your business. You just need the right structure, the right guidance, and someone to help you make it count.
Want Smarter Schema
(Without the Guesswork)?
Let Local Howl handle the markup that moves rankings.