Schema markup, sometimes referred to as structured data, is a type of code that you can add to your website to help search engines better understand the content on each page. For businesses focused on local SEO, this could include details like your company name, address, phone number, business hours, and customer reviews. This information can then be displayed directly in search results, often in the form of rich snippets.
When schema markup first started gaining traction in SEO circles, it was hailed as a powerful way to improve visibility. For local businesses, it offered a way to communicate important location-based information directly to Google and other search engines. But as SEO trends evolve, some business owners and marketers are left wondering whether schema still holds weight.
The most commonly used structured data for small businesses is the LocalBusiness schema. This includes specific tags that highlight where you are based, what services you offer, and how people can contact you. It can also include extra elements such as links to your social media profiles, accepted payment types, and even parking options.
Search engines use this structured data to build a clearer picture of what your business does and where it operates. It plays a role in populating business panels, knowledge graphs, and featured snippets. For local SEO, this means schema can help your business become more visible in local search results, even if you’re not ranking number one organically.
There is no evidence to suggest that schema markup alone will cause a dramatic rise in your Google rankings. Google has publicly stated that structured data is not a direct ranking factor. However, that doesn’t mean it’s not useful — far from it.
Schema markup can indirectly improve your local SEO performance. By giving search engines more clarity about your business and location, it increases your chances of appearing in rich results, which often receive higher click-through rates. When people searching locally see additional information like your star rating, opening hours or service list right in the results, they’re more likely to choose your listing.
So while schema might not push you up the rankings on its own, it can help attract more attention to your listings and encourage clicks, which can lead to better engagement signals — and these do impact rankings over time.
One of the key areas where schema intersects with local rankings is through its relationship with your Google Business Profile (formerly Google My Business). A consistent name, address and phone number (NAP) across your website and your profile is essential. Schema helps reinforce this consistency by explicitly labelling the same information in your site’s code.
When Google sees the same details confirmed through multiple sources — your website, your schema, and your Google profile — it builds trust. This trust can improve your chances of appearing in the local pack, especially for proximity-based searches such as “near me” queries.
Additionally, using schema to tag your reviews or testimonials can help them show up in your Google listing. A well-optimised listing with verified schema and recent reviews can outperform a competitor with a higher organic ranking but fewer trust signals.
Despite the increasing complexity of Google’s ranking algorithm and the rise of AI-powered search, schema still plays an important role in modern local SEO strategies. Search engines are becoming more capable of interpreting content, but they still rely on clear structure — and schema is one of the best ways to provide it.
In 2025, rich results are more prominent than ever. Voice search, local search via maps, and mobile browsing all benefit from fast-loading results that answer user intent quickly. Schema helps your business appear in these results by providing search engines with the context they need.
Google is also placing more importance on entities — that is, things like brands, services, and locations. Schema can help associate your business with these entities by clearly outlining what you offer and where you operate.
Many local businesses either skip schema entirely or only partially implement it. One common mistake is to use basic schema that only includes business name and location, ignoring more detailed tags like business type, opening hours, service areas and customer reviews.
Another is using automated tools or plugins that generate incorrect or duplicate schema, which can confuse search engines rather than help them. If you’re using a CMS like WordPress, it’s important to check that your schema is valid and doesn’t clash with any built-in structured data.
Manually checking and validating your schema through Google’s Rich Results Test or the Schema Markup Validator is a good practice to adopt. These tools allow you to see exactly what Google sees and make adjustments accordingly.
Implementing schema markup properly takes a bit of effort — especially if you're not using a developer. But for businesses that rely on local visibility, it’s a smart investment. Even if your competitors are using it too, few are doing it well. Taking the time to include comprehensive, accurate schema across your site gives your business a competitive edge.
The benefits are clearest when schema is used alongside other local SEO essentials — a fully optimised Google Business Profile, accurate NAP details, local backlinks, and on-page optimisation. Schema doesn’t replace good SEO practice — it supports and enhances it.
Schema markup might not be a magic bullet, but in local SEO, it’s still a relevant and valuable tool. It improves how search engines understand and present your business, enhances click-through rates, and helps you show up in more useful and visible ways across search results.
If you’re aiming to improve your local search presence in 2025, schema should be part of your wider strategy — not ignored as an outdated tactic.
