Local schema markup on your Wix site, full code walkthrough

LocalBusiness schema markup is structured data that tells Google exactly who you are, where you are, what you do, when you are open and how to contact you, in a machine-readable format that eliminates any ambiguity. While Google can extract some of this information from your page content, schema markup provides it in a structured, standardised format that Google can process with complete confidence. For local businesses on Wix, implementing comprehensive LocalBusiness schema reinforces every other local SEO signal you have built: your GBP listing, your citations, your NAP consistency and your location pages. This lesson provides complete, copy-and-paste code for every local schema type, with step-by-step implementation instructions specifically for Wix.

Why Local Schema Matters

• Reinforces your Google Knowledge Panel: schema data confirms and enriches the information Google displays in your Knowledge Panel.
• Supports Map Pack rankings: LocalBusiness schema with GeoCoordinates strengthens your location signals.
• Enables rich results: proper schema can trigger enhanced search result features like star ratings, opening hours and contact information.
• Reduces entity ambiguity: for businesses with common names, schema explicitly connects your Wix site to your GBP listing and physical location.
• Voice search optimisation: when Siri, Google Assistant or Alexa process local queries, structured data provides the authoritative answers.
• AI search citations: AI search engines (Perplexity, ChatGPT Search, Google AI Overviews) use schema to identify and cite local businesses accurately.

Choosing Your Specific @type

Google recognises dozens of specific LocalBusiness subtypes. Using the most specific type available for your business improves relevance and can influence which search queries trigger your listing.

• Instead of generic "LocalBusiness", use specific types: "Plumber", "Electrician", "Dentist", "Restaurant", "HairSalon", "RealEstateAgent", "AccountingService", "LegalService".
• Browse the full list at schema.org/LocalBusiness to find your exact business type.
• If your exact type is not available, use the closest parent type. For example, a dog groomer would use "AnimalShelter" or fall back to "LocalBusiness".
• You can use multiple types with @type as an array: ["Plumber", "LocalBusiness"] to capture both specificity and breadth.

Complete LocalBusiness Schema Template

{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "@id": "https://yoursite.com/#organization",
  "name": "Your Business Name",
  "alternateName": "Your Trading Name",
  "description": "Professional plumbing services for homes and businesses across Manchester.",
  "url": "https://yoursite.com",
  "telephone": "+44-161-123-4567",
  "email": "[email protected]",
  "image": "https://yoursite.com/business-photo.jpg",
  "logo": {
    "@type": "ImageObject",
    "url": "https://yoursite.com/logo.png",
    "width": 300,
    "height": 300
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 High Street",
    "addressLocality": "Manchester",
    "addressRegion": "Greater Manchester",
    "postalCode": "M1 1AA",
    "addressCountry": "GB"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 53.4808,
    "longitude": -2.2426
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
      "opens": "08:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "09:00",
      "closes": "13:00"
    }
  ],
  "priceRange": "££",
  "currenciesAccepted": "GBP",
  "paymentAccepted": "Cash, Credit Card, Debit Card, Bank Transfer",
  "areaServed": [
    { "@type": "City", "name": "Manchester" },
    { "@type": "City", "name": "Salford" },
    { "@type": "City", "name": "Stockport" },
    { "@type": "City", "name": "Trafford" }
  ],
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Plumbing Services",
    "itemListElement": [
      {
        "@type": "OfferCatalog",
        "name": "Emergency Plumbing",
        "itemListElement": [
          {
            "@type": "Offer",
            "itemOffered": {
              "@type": "Service",
              "name": "Emergency Callout"
            }
          }
        ]
      }
    ]
  },
  "sameAs": [
    "https://www.facebook.com/yourbusiness",
    "https://www.linkedin.com/company/yourbusiness",
    "https://twitter.com/yourbusiness",
    "https://www.instagram.com/yourbusiness",
    "https://www.yell.com/biz/yourbusiness-manchester"
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "127",
    "bestRating": "5",
    "worstRating": "1"
  }
}

Getting Your Exact GPS Coordinates

How to find precise coordinates for your schema

• Open Google Maps in your browser and navigate to your exact business location.
• Right-click on your precise location (your front door, not the general area).
• Click "What's here?" from the context menu.
• A small information card appears at the bottom of the screen showing the latitude and longitude.
• Copy both numbers. The first number is latitude, the second is longitude.
• Enter these numbers in your schema under the "geo" > "GeoCoordinates" section.
• Verify accuracy by searching the coordinates on Google Maps. They should pin to your exact location.

Opening Hours Specification: All Scenarios

Opening hours schema supports regular hours, special holiday hours, seasonal variations and 24/7 availability. Covering all your hour variations in schema prevents Google from showing incorrect information in your Knowledge Panel.

Standard Weekly Hours

Group days with identical hours together. Separate days with different hours into individual specifications as shown in the template above.

Holiday and Special Hours

{
  "@type": "OpeningHoursSpecification",
  "validFrom": "2026-12-25",
  "validThrough": "2026-12-25",
  "opens": "00:00",
  "closes": "00:00",
  "description": "Closed for Christmas Day"
}

24/7 Availability

{
  "@type": "OpeningHoursSpecification",
  "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday","Saturday","Sunday"],
  "opens": "00:00",
  "closes": "23:59"
}

Service Area Schema for Mobile Businesses

If your business travels to customers rather than having customers visit you, use the areaServed and serviceArea properties instead of a physical address display.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Mobile Business",
  "areaServed": [
    { "@type": "City", "name": "Manchester" },
    { "@type": "City", "name": "Salford" },
    { "@type": "City", "name": "Bolton" }
  ],
  "serviceArea": {
    "@type": "GeoCircle",
    "geoMidpoint": {
      "@type": "GeoCoordinates",
      "latitude": 53.4808,
      "longitude": -2.2426
    },
    "geoRadius": "30 mi"
  }
}

Adding Schema to Your Wix Site

Implementation process for Wix

• Customise the template above with your actual business details. Replace every placeholder with real data.
• Validate your schema at Google's Rich Results Test (search.google.com/test/rich-results) before adding it to your site.
• Fix any errors reported by the validator. Common issues: missing required fields, incorrect date formats, invalid URL formats.
• In your Wix Dashboard, go to Settings > Custom Code (or Marketing Integrations > Custom Code).
• Click "Add Custom Code" and paste your JSON-LD schema wrapped in a script tag: <script type="application/ld+json">YOUR SCHEMA HERE</script>.
• Set the placement to "Head" and the page scope to "All pages" for your main LocalBusiness schema.
• For location-specific schema (on individual location pages), use page-level custom code instead of site-wide.
• Publish your site and test the live page with Rich Results Test to confirm the schema is rendering correctly.
• Check Google Search Console for any structured data errors or warnings under the Enhancements section.

AggregateRating Schema: Displaying Star Ratings

AggregateRating schema can trigger star ratings in search results, which dramatically increases click-through rates. However, Google has strict guidelines about when AggregateRating is eligible for rich results.

• AggregateRating must reflect genuine customer reviews visible on the page where the schema is placed.
• The rating data must match reviews actually displayed on your page. Do not claim 127 reviews in schema if only 5 are shown.
• Self-serving ratings (rating your own business on your own page) may not qualify for rich result display.
• Third-party review platform ratings (from Google, Trustpilot, etc.) embedded on your page with matching schema are more likely to trigger rich results.
• Update your AggregateRating values regularly to reflect current review counts and ratings.

Testing and Validating Your Schema

Complete validation process

• Copy your final JSON-LD code and paste it into the Google Rich Results Test tool.
• Run the test and review results. Green checkmarks indicate valid markup. Errors must be fixed before deployment.
• After deploying to your live Wix site, test the live URL in Rich Results Test to ensure the schema renders correctly from Wix's servers.
• Check Schema Markup Validator (validator.schema.org) for additional warnings that Google's tool may not flag.
• Open Google Search Console > Enhancements > LocalBusiness to see if Google has detected and processed your schema.
• Search for your business name on Google and check whether your Knowledge Panel reflects the schema data.
• Monitor Search Console weekly for any new schema warnings or errors.

FAQ: Local Schema on Wix

Should I add schema to every page or just the homepage?

Add your main LocalBusiness schema site-wide (in the head of all pages). Add location-specific Service or LocalBusiness schema to individual location pages. Add AggregateRating schema only to pages that display reviews.

Does schema directly improve rankings?

Schema itself is not a direct ranking factor, but it enables rich results (star ratings, contact info in search), strengthens entity understanding and supports local ranking signals. Businesses with comprehensive schema markup consistently outperform those without it in local search.