Ultimate Guide To Local Schema Validation
Local schema validation ensures your LocalBusiness JSON‑LD passes syntactic checks and renders correctly for search engines. Schema.org validity differs from Google rich result eligibility—most LocalBusiness markup won’t trigger rich snippets but aids entity disambiguation and NAP consistency.
Google recommends JSON‑LD over microdata or RDFa. Proper validation reduces parsing errors, clarifies business entities, and maintains consistent data across your website and Google Business Profile.
This guide covers single‑location businesses, multi‑location chains, and service‑area businesses. Use Schema Markup Validator (Schema.org), Google Rich Results Test (limited applicability), and Google Search Console URL Inspection for comprehensive validation.
How To Create a Local Business Schema Markup Easily
Create structured data using the most specific schema type available for your business. Combine Organisation (brand level) with LocalBusiness (location level) for multi‑location businesses. Use persistent @id URIs tied to canonical URLs.
Key Components of Local Schema Markup
Creating local schema markup that works well requires attention to several crucial elements. These components help search engines better understand and display your business information accurately.
Choosing the Right Schema Type
Schema.org provides specific types tailored to various industries, such as ‘Restaurant’ or ‘Dentist’. These types include relevant properties like servesCuisine or specialty. Common examples include:
- LocalBusiness: A general type for most local businesses
- Restaurant: Designed for food service businesses
- Dentist: Ideal for dental practices
- Hotel: Suitable for accommodation providers
After selecting the right schema type, make sure to include all required properties to ensure your markup is valid and functional.
| Business Type | Primary Schema | Required Subtypes | Key Properties |
|---|---|---|---|
| Single Location | LocalBusiness | Restaurant, Dentist, Hotel | Basic NAP + hours |
| Multi-Location | Organisation + LocalBusiness | Same as single + branchOf | Consistent @id strategy |
| Service Area | LocalBusiness | ProfessionalService, Contractor | areaServed, hidden address |
| Franchise | Organisation + LocalBusiness | FoodEstablishment, Store | parentOrganization linking |
Core JSON‑LD Properties and Formatting
To validate your local schema, you need to include key mandatory properties.
Structure your LocalBusiness schema with these mandatory and recommended properties:
| Property Group | Required Fields | Format Requirements | Example |
|---|---|---|---|
| Entity Identity | @context, @type, @id, url, name | Stable @id per location | "@id": "https://example.com/#business" |
| Contact Data | telephone | E.164 format with country code | "+61 8 1234 5678" |
| Address | address (PostalAddress) | streetAddress, addressLocality, addressRegion, postalCode | Full structured address object |
| Location | geo (GeoCoordinates) | latitude, longitude (decimal) | Precise coordinates |
| Hours | openingHoursSpecification | 24-hour format, dayOfWeek array | "Mo-Fr 09:00-17:00" |
| Visual Assets | image, logo | Absolute URLs, multiple sizes | High-resolution, branded images |
| External Links | sameAs, hasMap | Official profiles and Google Maps | GBP, social media URLs |
Enhanced Properties for Better Entity Recognition
Adding optional properties can improve your schema by offering more details to search engines. These extra details can enhance visibility and reduce the chance of errors during validation.
| Property | Use Case | Implementation | SEO Benefit |
|---|---|---|---|
| areaServed | Service-area businesses | Geographic regions served | Clarifies service boundaries |
| specialOpeningHoursSpecification | Holiday hours | Seasonal/special hours | Reduces user confusion |
| priceRange | Consumer businesses | Relative pricing ($$) | Sets customer expectations |
| department/branchOf | Multi-location | Links locations to parent | Establishes entity relationships |
| serviceType | Professional services | Specific services offered | Improves service discovery |
| AggregateRating | Review compliance | Third-party ratings only | Builds trust (when compliant) |
Some useful optional properties include:
- Reviews and ratings
- Service areas
- Price range
- Payment methods
- Business hours
- Images
- Social media profiles
Including these optional elements enriches your schema and provides search engines with a more complete picture of your business.
Three‑Pass Validation Workflow
Ensuring your schema markup is properly validated can boost your local SEO efforts and improve visibility in search results.
Using Validation Tools
Validate schema using multiple tools to catch different error types:
Pass 1: Schema.org Validation
- Tool: Schema Markup Validator (schema.org)
- Purpose: Syntax, structure, and property compliance
- Action: Fix type mismatches, missing properties, nesting errors
Pass 2: Google Feature Eligibility
- Tool: Google Rich Results Test
- Purpose: Check supported rich result features
- Caveat: LocalBusiness rarely triggers rich results
- Action: Test FAQ, Product, or other eligible schema types
Pass 3: Render and Detection
- Tool: Google Search Console URL Inspection
- Purpose: Confirm Google detects schema in rendered HTML
- Action: Verify Tag Manager injection, server-side rendering
| Tool | Purpose | Best For |
|---|---|---|
| Schema Markup Validator | Checks syntax and structure | Ensuring technical accuracy |
| Rich Results Test | Tests rich result eligibility | Previewing how your schema appears in SERPs |
| Google Search Console | Tracks performance | Monitoring schema effectiveness over time |
After validation, be sure to fix any errors to maximise your schema’s impact.
Common Schema Errors and Solutions
Here are some frequent issues you might encounter and how to fix them:
| Error Type | Symptoms | Solution | Prevention |
|---|---|---|---|
| Missing Required Properties | Validation warnings | Add name, url, address, telephone, geo | Use complete templates |
| Type Mismatches | "Expected Text, got Object" | Match value types to schema expectations | Validate before deployment |
| Incorrect Nesting | Flat structure errors | Wrap address in PostalAddress object | Follow schema.org examples |
| Hours Formatting | Time format warnings | Use 24-hour format, correct dayOfWeek | Test with multiple time zones |
| SAB Compliance | Address visibility issues | Hide streetAddress, show areaServed | Align with GBP settings |
| @id Inconsistency | Duplicate entity errors | Unique, stable @id per location | Document @id strategy |
| NAP Discrepancies | Cross-platform conflicts | Match schema to GBP exactly | Centralise data management |
Testing and Maintenance Schedule
To keep your schema accurate and effective, consider these tips:
- Perform schema audits every three months to catch and correct errors.
- Document all changes to your schema and validation results for future reference.
- Check schema implementation across all locations, especially for businesses with multiple branches or more complex setups.
For businesses with advanced needs, specialised tools or expert assistance may be required, which will be discussed in the next section.
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Implementing Local Schema Effectively
Keeping Information Consistent Across Platforms
It’s crucial to ensure your Name, Address, and Phone (NAP) details are consistent across your website schema, Google Business Profile, and online directories.
This consistency improves your local search rankings and ensures users find accurate information about your business. A centralised system can help manage updates and prevent conflicting details.
| Platform | Key Details to Keep Consistent |
|---|---|
| Website Schema | NAP, Business Hours, Services |
| Google Business Profile | Location Data, Categories, Photos |
| Online Directories | Contact Information |
Performing Regular Schema Audits
Regular schema audits are essential to ensure your structured data is both accurate and effective. Focus on these key areas:
- Technical Accuracy: Use schema validation tools to confirm proper syntax and formatting.
- Content Accuracy: Double-check that all business details, such as addresses and contact numbers, are up-to-date.
- Performance Monitoring: Evaluate how your schema impacts search visibility using tools like Google Search Console.
For businesses with multiple locations, create a checklist to review schema data for each location while keeping your brand identity consistent. If your schema setup is complex or resources are tight, consider hiring experts to handle the process.
Getting Professional Assistance
If your audits uncover recurring errors or issues you can’t resolve, professional help might be the solution. Experts can:
- Fix technical problems in your schema implementation.
- Fine-tune your schema markup to improve search rankings.
- Ensure your schema complies with the latest search engine standards.
Search Scope, SEO agency based in Australia, specialises in helping businesses in Western Australia with schema implementation and validation. Our services include detailed audits and optimisation strategies to enhance local search performance.
"Local businesses can measure the effectiveness of their schema markup by tracking metrics such as increased visibility in search engine results pages (SERPs), improved click-through rates (CTR), and enhanced local SEO performance".
Mastering Local Schema Validation
Why Local Schema Matters
Validating your schema markup correctly helps search engines better interpret and display your business details. This technical step brings several advantages for improving your local search presence:
| Advantage | Effect |
|---|---|
| Better Search Rankings & Consistency | Greater visibility and consistent business information across platforms |
| Enhanced User Experience | Clear and organised business details in search results |
| Fewer Errors | Reduced schema issues and improved functionality |
How to Stay on Top of Schema Validation
Track these metrics to gauge schema impact:
| Metric | Measurement Method | Expected Outcome |
|---|---|---|
| Detection Rate | Search Console structured data | 100% coverage |
| Validation Errors | Monthly SMV checks | Zero critical errors |
| NAP Consistency | Cross-platform audit | Perfect alignment |
| Entity Disambiguation | Knowledge panel accuracy | Correct business info |
| User Engagement | GBP insights (calls, directions) | Improved discovery |
To keep your schema working effectively, a solid validation strategy is essential. Tools like the Schema Markup Validator (SMV) and others can help ensure your schema operates as intended.
Here’s how you can maintain schema accuracy:
- Use multiple tools to cover all validation needs.
- Schedule regular checks to catch any errors.
- Track performance using search analytics.
If your business frequently updates content – like seasonal offers or service changes – schema accuracy becomes even more critical.
For companies without in-house technical expertise, partnering with an SEO professional based in Perth can simplify implementation and ongoing upkeep.
Keeping your schema validated is key to maintaining a strong local SEO presence and staying competitive. It ensures your business information remains accurate and accessible across all digital platforms.
FAQs
How do you fix schema validation errors?
Schema validation errors can hurt your local SEO by making it harder for search engines to understand your data. This can lead to lower rankings, less visibility, and a drop in traffic.
Here are common issues and how to fix them:
| Error Type | What to Do |
|---|---|
| Missing Required Properties | Add key details like name, address, and phone number to improve visibility. |
| Incorrect Data Types | Ensure values match schema.org standards for accurate interpretation. |
| Syntax Mistakes | Fix errors in structured data formatting to avoid misinterpretation. |
To resolve these errors effectively:
- Use Google’s Rich Results Testing Tool to identify problems.
- Review your schema code and test your fixes with multiple tools for accuracy.
If you manage multiple locations or update content regularly, a validation system is essential. Tools like the Schema Markup Validator (SMV) can scan your entire site, helping you maintain consistent local business information.
Pro Tip: Validate schema changes with at least two tools, such as the Schema Markup Validator and Rich Results Testing Tool, to catch different errors.
Best Practice: Perform monthly audits to catch and fix schema issues before they affect your search visibility.
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Dorian Menard
https://searchscope.com.auI’m Dorian, founder of Search Scope and an SEO obsessed with ROI and lead generation. After a decade in the trenches, I’ve built and ranked digital assets for businesses across the world. I cut through the noise with data, automation, and strategies that actually convert. When I’m not scaling rankings, you’ll find me on a motorbike or setting chess traps — always planning three moves ahead.