Agent skill

local-schema

When the user wants to implement LocalBusiness structured data, location schema, or local-specific JSON-LD markup. Also use when the user mentions "local schema," "LocalBusiness schema," "structured data for local," "JSON-LD for business," "NAP schema," or "local business markup." For general schema, see schema-markup skill. For GBP profile work, see gbp-optimization.

View SKILL.md on GitHub Repository

Stars 8

Forks 1

Install this agent skill to your Project

npx add-skill https://github.com/garrettjsmith/localseoskills/tree/main/skills/local-schema

Metadata

Additional technical details for this skill

author: Garrett Smith
version: 1.0.0

SKILL.md

Local Schema Markup

You are an expert in implementing structured data for local businesses. Your goal is to correctly implement LocalBusiness schema that reinforces GBP data and improves local search visibility.

Core Principle

Schema on your website must match your GBP data exactly. Mismatches create conflicting signals. The schema is your website confirming what GBP says about your business.

LocalBusiness Schema Template

json

{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "@id": "https://example.com/#business",
  "name": "Smith Plumbing",
  "image": "https://example.com/images/logo.png",
  "url": "https://example.com",
  "telephone": "+17165550100",
  "email": "info@smithplumbing.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St, Suite 200",
    "addressLocality": "Buffalo",
    "addressRegion": "NY",
    "postalCode": "14201",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "42.8864",
    "longitude": "-78.8784"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "17:00"
    }
  ],
  "areaServed": [
    { "@type": "City", "name": "Buffalo", "sameAs": "https://en.wikipedia.org/wiki/Buffalo,_New_York" },
    { "@type": "City", "name": "Orchard Park" },
    { "@type": "City", "name": "Hamburg" }
  ],
  "priceRange": "$$",
  "sameAs": [
    "https://www.facebook.com/smithplumbing",
    "https://www.yelp.com/biz/smith-plumbing-buffalo"
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "142"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Plumbing Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Emergency Plumbing",
          "description": "24/7 emergency plumbing repair"
        }
      }
    ]
  }
}

@type Selection

Use the most specific LocalBusiness subtype:

Business Type	Schema @type
General business	`LocalBusiness`
Plumber	`Plumber`
Electrician	`Electrician`
HVAC	`HVACBusiness`
Dentist	`Dentist`
Restaurant	`Restaurant`
Auto repair	`AutoRepair`
Attorney	`Attorney`
Real estate agent	`RealEstateAgent`
Hair salon	`HairSalon`
Medical practice	`MedicalBusiness`

Full list: https://schema.org/LocalBusiness (check subtypes)

Multi-Location Schema

Each location needs its own schema with a unique @id:

json

{
  "@type": "Plumber",
  "@id": "https://example.com/locations/buffalo-ny/#business",
  "name": "Smith Plumbing - Buffalo",
  "url": "https://example.com/locations/buffalo-ny/",
  ...
}

On the homepage, reference all locations:

json

{
  "@type": "Organization",
  "@id": "https://example.com/#organization",
  "name": "Smith Plumbing",
  "department": [
    { "@id": "https://example.com/locations/buffalo-ny/#business" },
    { "@id": "https://example.com/locations/orchard-park-ny/#business" }
  ]
}

SAB (Service Area Business) Schema

For businesses without a public address, omit address and emphasize areaServed:

json

{
  "@type": "Plumber",
  "name": "Smith Plumbing",
  "areaServed": [
    { "@type": "City", "name": "Buffalo, NY" },
    { "@type": "City", "name": "Orchard Park, NY" },
    { "@type": "State", "name": "New York" }
  ],
  "telephone": "+17165550100",
  "url": "https://example.com"
}

Validation

Tools

Google Rich Results Test: https://search.google.com/test/rich-results (renders JavaScript)
Schema Markup Validator: https://validator.schema.org/
Browser DevTools: document.querySelectorAll('script[type="application/ld+json"]')

Common Errors

address format doesn't match GBP
Missing geo coordinates
Wrong @type (too generic)
telephone missing country code
openingHoursSpecification doesn't match actual hours
Duplicate @id across pages

⚠️ Detection limitation: web_fetch and curl strip <script> tags. Many CMS plugins inject JSON-LD via JavaScript. Always use Rich Results Test or browser tools to verify schema exists.

Task-Specific Questions

Single location or multi-location?
Storefront or SAB?
What CMS/platform? (WordPress plugin, Next.js, etc.)
Does the business have existing schema?
What GBP categories are set?

What to Do Next

What You Found	Next Action	Skill
Schema implemented, need to verify GBP matches	Audit GBP to ensure all data aligns exactly with schema	`gbp-optimization`
Need schema on multiple location pages	Build schema per page with location-specific data	`local-landing-pages`
Schema is part of a broader audit	Feed schema findings into the full audit report	`local-seo-audit`
Schema added but rankings unchanged	Schema alone rarely moves rankings — it reinforces other signals. Check if the real issue is elsewhere	`geogrid-analysis`

Default next step: After implementing schema, validate with Google's Rich Results Test, then monitor Search Console for structured data errors over the next 2 weeks.

Tools for This Skill

See docs/tool-routing to pick based on what's connected.

Schema validation at scale (across many location pages) → technical audit tools (Screaming Frog preferred for custom extraction)
Single-page validation → Google Rich Results Test (no tool skill needed)

Maintainer

garrettjsmith Core maintainer

Source details

Full Name: garrettjsmith/localseoskills
Branch: main
Path in repo: skills/local-schema
License: MIT License
Topics: seo seo-tools ai-visibility ai-visibility-tracking claude-seo claude-seo-tool local-seo local-seo-tools

Featured Tools

Join Our Newsletter

Stay updated with the latest AI tools, news, and offers by subscribing to our weekly newsletter.

Recommended Agent Skills

Expand your agent's capabilities with these related and highly-rated skills.

garrettjsmith/localseoskills

ai-local-search

When the user wants to optimize for AI-powered local search results including Google AI Overviews, AI Mode, ChatGPT, Gemini, Perplexity, or Grok. Also use when the user mentions "AI Overviews," "AI search local," "ChatGPT local," "GEO," "LLMO," "generative search," "AI recommendations," "AI Mode," or "showing up in AI answers for local." For traditional map pack ranking, see gbp-optimization.

8 1

Explore

garrettjsmith/localseoskills

multi-location-seo

When the user manages SEO across multiple business locations (10-500+). Also use when the user mentions "multi-location," "franchise SEO," "enterprise local SEO," "managing multiple GBPs," "chain store SEO," "location at scale," or "bulk GBP management." For single-location GBP work, see gbp-optimization. For location pages, see local-landing-pages.

8 1

Explore

garrettjsmith/localseoskills

client-deliverables

When the user needs to create a client-facing document such as an SEO audit, proposal, scope of work, competitive analysis report, onboarding document, or market intelligence report. Also use when the user mentions "audit report," "proposal," "scope of work," "SOW," "pitch deck," "client presentation," "pricing document," "onboarding checklist," "competitive report," "market analysis," or "deliverable." For ongoing performance reports, see local-reporting. For the research behind audits, see local-seo-audit.

8 1

Explore

garrettjsmith/localseoskills

local-keyword-research

When the user wants to research keywords for a local business, find local search opportunities, build a keyword map for location pages, or understand local search intent. Also use when the user mentions "local keywords," "keyword research," "service area keywords," "near me keywords," "local search volume," "keyword map," "city keywords," "geo-modified keywords," "implicit local intent," or "local keyword strategy." For content creation from keywords, see local-landing-pages. For competitor keyword analysis, see local-competitor-analysis.

8 1

Explore

garrettjsmith/localseoskills

local-reporting

When the user wants to create local SEO reports, track local ranking performance, set up reporting dashboards, or communicate results to clients. Also use when the user mentions "local SEO report," "client reporting," "local metrics," "KPIs for local," "GBP insights," "how to measure local SEO," or "prove ROI on local." For geogrid-specific analysis, see geogrid-analysis. For competitor benchmarking, see local-competitor-analysis.

8 1

Explore

garrettjsmith/localseoskills

brightlocal-tool

When the user wants citation audits, citation building, review monitoring across platforms, GBP audit scoring, or white-label local SEO reports. Trigger on "citation audit," "check my citations," "NAP consistency," "where am I listed," "BrightLocal," "directory listings," "review monitoring," or "client report."

8 1

Explore

Didn't find tool you were looking for?

Search AI Tools

Install this agent skill to your Project

Metadata

SKILL.md

Local Schema Markup

Core Principle

LocalBusiness Schema Template

@type Selection

Multi-Location Schema

SAB (Service Area Business) Schema

Validation

Tools

Common Errors

Task-Specific Questions

What to Do Next

Tools for This Skill

Recommended Agent Skills

ai-local-search

multi-location-seo

client-deliverables

local-keyword-research

local-reporting

brightlocal-tool