Local SEO Series · Issue 7
Schema, Entities, and Structured Clarity
Author: Thomas McLoughlin · 28 Aug 2026
Schema does not create rankings by itself. It reduces ambiguity. It helps systems understand exactly what your business is and where it operates.
For local businesses in the UK and US, LocalBusiness schema (or a more specific subtype) is the core markup. When implemented cleanly and kept accurate, it supports both traditional local results and AI answer selection.
What to implement
Use JSON-LD. Place it on the relevant location or service pages.
- Required at minimum: name, address
- Strongly recommended: telephone, url, geo coordinates, openingHoursSpecification, image
- Choose the most specific type available rather than generic LocalBusiness when possible
Entity consistency
Schema works best when the same name, address, and phone appear on the page, in the Google Business Profile, and in the markup. Conflicting signals reduce trust.
What to Avoid
- Copy-pasting schema with outdated hours or addresses.
- Using aggregateRating or review markup for your own reviews.
- Applying the same schema block to every page without differentiation.
- Choosing an inaccurate or overly broad business type.
- Implementing schema and never validating or updating it.
Actions this week
- Check whether your site currently has LocalBusiness schema.
- Validate any existing markup with Google’s Rich Results Test.
- Correct any NAP mismatches between schema, page content, and Google Business Profile.
- Add or update geo coordinates if missing.
- Ensure opening hours in schema match the Google Business Profile exactly.
Do this today
Run your homepage or main location page through Google’s Rich Results Test. Note any errors or missing recommended properties. Fix the most critical one.