6 Essential Schema Markup Codes You Need for Local SEO

When building a strong local SEO strategy, nothing signals your credibility to search engines quite like structured data. 

That’s where Schema Codes step in.

These codes help Google and other search engines “read” your content more intelligently. That means increased chances of appearing in Knowledge Panels, rich snippets, and Map Pack. So, you need to focus on schema markup codes that reinforce your location, services, reputation, and user‑centric content.

Let's learn six essential schema types that you must implement, and how to use them effectively. 

Key Takeaways

• Schema markup boosts local visibility by helping search engines interpret and feature your content in enhanced results.
  
  
• Always use JSON-LD format and ensure schema data matches your on-page content.
  
  
• The six essential schema types for local SEO are:
  
  1. Organization
     
  2. BreadcrumbList
     
  3. Sitelinks Search Box
     
  4. Review / AggregateRating
     
  5. LocalBusiness (Geo-Targeting)
  6. Person schema
• You can stack multiple schemas on a single page when relevant, just ensure proper nesting and validation.
  
  
• Keep your schema updated and consistent.

1. Organization Schema Markup

Purpose: Helps search engines understand your brand’s identity.

This schema defines key business details like your name, contact information, etc. It’s commonly used on homepages and can contribute to Knowledge Panels and brand consistency across SERPs.

Best practices:

• Include NAP, logo, and sameAs links.
  
  
• Place this schema on your homepage.
  
  

Ensure data is consistent everywhere.

2. BreadcrumbList Schema

Purpose: Improves navigation and helps Google display breadcrumb trails in search results.

Breadcrumb schema outlines the page’s position within your site’s hierarchy, enhancing both user experience and crawlability.

Best practices:

• Use BreadcrumbList schema format.
  
  
• Apply it to all key pages (services, blog posts, etc.).
  
  
• Ensure breadcrumb links reflect your actual site structure.

3. Sitelinks Search Box Schema

Purpose: Adds a search box directly in your SERP listing.

Best practices:

• Use the WebSite schema with a potentialAction property.
  
  
• Make sure your on-site search is functional and crawlable.
  
  

Implement this on your homepage only.

4. Review / AggregateRating Schema

Purpose: Builds trust and increases CTR by showing star ratings and review data in search results.

Best practices:

• Only mark up reviews that are visible on the page.
  
  
• Use AggregateRating to display overall scores and counts.
  
  
• Follow Google’s review guidelines.
  
  

Regularly validate in Google Search Console to catch issues.

5. LocalBusiness Schema (Geo-Targeting)

Purpose: Provides detailed information about your location, service area, and operations that are crucial for local SEO.

This schema acts as a geographic signal, helping your business to show in searches and map results.

Best practices:

• Use the appropriate subtype (e.g., Restaurant, LegalService, Dentist).
  
  
• Include geo coordinates (latitude & longitude) for accurate mapping.
  
  
• Keep your NAP consistent across your website, schema, and online listings.
  
  
• Use areaServed if you’re a service-area business.
  
  
• Update opening hours as needed, especially during holidays.
  
  
• Validate regularly with Google’s Rich Results Test.

6. Person Schema

Purpose: Highlights individual expertise and builds personal authority in search results.

This schema is particularly useful for local businesses where a known expert leads the service.

Best practices:

• Use Person schema on About pages, author bios, or staff profile sections.
  
  
• Include jobTitle, worksFor, sameAs (for social links), and a professional description.
  
  
• Ensure the schema reflects visible on-page content.
  
  
• If using images, include them with a valid, crawlable URL.
  
  
• Always validate with Google’s Rich Results Test.

How to Combine Schema Markup (Schema Stacking)

You’re not limited to one schema per page. Often, you can “stack” multiple schema types to fully describe your content.

Example Stack for a Service Page:

• BreadcrumbList
  
  
• LocalBusiness (with nested address, geo, and phone)
  
  
• Service
  
  
• Offer
  
  
• Review / AggregateRating
  
  
• FAQPage
  
  

Tips for stacking:

• Nest related schemas (e.g., aggregateRating inside LocalBusiness).
  
  
• Avoid duplicating or conflicting property definitions.
  
  

Validate each page after implementation.

Example: Local SEO Agency in Bangalore

Imagine your agency offers local SEO services in Bangalore. Here’s how you might structure schema:

• Homepage / Contact Page: LocalBusiness, Review, BreadcrumbList
  
  
• Service Pages (e.g., Local SEO, GMB Optimization): LocalBusiness, Service, Offer, Review, FAQPage, BreadcrumbList
  
  
• Blog Posts / Resources: Article (optional), BreadcrumbList

Pre-Publish Schema Checklist

Before going live with your schema, check these:

• JSON‑LD format is used
• Schema is validated via Google’s Rich Results Test
• Errors or warnings are addressed in Search Console
• Details (e.g., hours, services) are up to date
• NAP consistency is maintained across all platforms

Conclusion

By implementing these six essential schema types: LocalBusiness, Review, Organization, BreadcrumbList, Sitelinks Search Box, and Person schema, you’ll build a strong foundation for local SEO success.

As your content grows, you can layer in additional schemas (like FAQPage, Event, or Article) to further enhance visibility.

If you're ready to optimize your schema, Dare Network can help you implement, audit, and manage your structured data for long-term local SEO performance.

Let’s connect today and boost your visibility where it matters most.

FAQs

Is schema markup a ranking factor for local SEO?

Schema enhances how Google understands your content, which can improve visibility in search features and boost click-through rates.

Can I use multiple schema types on the same page?

Yes. You can stack schema types like LocalBusiness, Service, Review, and FAQPage on the same page, as long as each corresponds to visible, relevant content.

How does LocalBusiness schema help my local SEO?

It provides essential business information (name, address, hours, location), which helps your business show up in Map Packs, local snippets, and more.

Do I need to show reviews on the page to use the Review schema?

Yes. Only mark up reviews that are visible to users. Fake or hidden reviews can lead to Google penalties.

What happens if my schema markup doesn’t match my page content?

Google may issue a manual action or make your site ineligible for rich results. Always ensure your schema reflects what’s actually on the page.

How do I test if my schema markup is working correctly?

Use the Schema Markup Validator or the Google Rich Results Test to confirm validity and check for issues.

How often should I update my schema markup?

Update it whenever your business information changes like address, phone, services, or operating hours. Also, review regularly for compliance and optimization.