Add Local Business Schema in WordPress with a Reusable Free Template

A business website may already show its location and contact details to visitors. LocalBusiness structured data describes those same facts in a form that search systems can read. It should match the actual business and page, not fill gaps with invented details.

This guide uses Schema Templates Free on WordPress.org. Local Business is one of its five free schema types, alongside Article, FAQ Page, Breadcrumbs, and Website. Free includes reusable templates, manual post or page assignment, page-level overrides, previews, and validation. Conditional Auto Rules, additional schema types, ACF and WooCommerce sources, and import/export are premium features.

1. Choose a page that describes the business

Start with the business’s own location, contact, or about page, where the name and address are accurate and visible. Google’s Local Business documentation requires a real business name and physical address for its Local Business search feature. If you do not have a physical business location that can be represented accurately, do not invent one to fill the markup. A service area alone is not a substitute for the documented address requirement.

For multiple branches, give each location its own accurate details and page where appropriate. Check existing SEO plugins or theme output first so the page does not get conflicting Local Business objects.

2. Create the free template

Install and activate Schema Templates, then open Schema Templates → Templates and create a Local Business template. Give it a clear internal name such as Main location. Map the business name to a reliable site field or enter the actual name as a custom value. Enter the physical address as structured address data, including locality, region, postal code, and country where applicable. Review the builder’s field guidance and resolve validation messages before saving.

Add a current phone number, website URL, and opening hours only when those facts apply and can be maintained. Google’s documentation lists these as recommended properties, while name and address are required for its Local Business feature. Do not add self-serving review ratings: Google’s guidance limits the review and aggregate-rating recommendations here to sites that capture reviews about other local businesses.

3. Assign it deliberately

Open the chosen WordPress page, find its Schema Templates panel, select Main location, and save the page. The free edition uses manual assignment. Reuse the template only where the same location details accurately describe the page; use another template or a page-level override for a different branch.

4. Inspect the published result

Use the plugin preview to check the resolved LocalBusiness object, validation messages, and final JSON-LD. Confirm that the name and structured address match the visible page and that no other plugin emits conflicting markup. After publication, test the public URL with Google’s Rich Results Test and inspect the live page source. Passing validation does not guarantee a particular search display, ranking, or installation outcome.

Ready to try it? Install Schema Templates Free and build one accurate Local Business template for a real location.