How do I add schema markup to my website?

Last updated 20 August 2026

Schema markup is added by pasting a JSON-LD script block into your website's HTML, usually in the head section. Write the JSON-LD describing your business, add it to your site through your platform's code injection setting or a plugin, then validate it at validator.schema.org or Google's Rich Results Test. For a local business the essential types are LocalBusiness (or a more specific subtype), Service, and FAQPage.

The code

Here's a complete, working example for a local business. Replace the values with your own — every field shown matters, and the ones people most often omit are areaServed, openingHours and the service list.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Acme Heating & Air",
  "url": "https://acmeheating.com/",
  "telephone": "+1-602-555-0142",
  "email": "[email protected]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1420 W Camelback Rd Suite 3",
    "addressLocality": "Phoenix",
    "addressRegion": "AZ",
    "postalCode": "85015",
    "addressCountry": "US"
  },
  "areaServed": ["Los Angeles", "Beverly Hills", "Santa Monica", "Pasadena"],
  "openingHours": "Mo-Fr 07:00-18:00",
  "priceRange": "$$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "312"
  }
}
</script>

Where it goes, by platform

Platform	Where to paste it
WordPress	Appearance → Theme File Editor → header.php, before `</head>`. Safer: a header-scripts plugin, or your SEO plugin's schema settings.
Squarespace	Settings → Advanced → Code Injection → Header
Wix	Settings → Custom Code → Add Custom Code → place in Head, all pages
Shopify	Online Store → Themes → Edit code → theme.liquid, before `</head>`
Webflow	Project Settings → Custom Code → Head Code

Validate it — this step is not optional

Paste your URL into validator.schema.org or Google's Rich Results Test. Both are free. A single missing comma silently invalidates the entire block, and you get no warning anywhere in your site's admin.

Common mistakes

Markup that contradicts the visible page. If the schema says you're open until 6 and the page says 5, you've created a conflict rather than a signal.
Inventing an aggregateRating. Only include it if the reviews genuinely exist. Fabricating it is a policy violation and it's checkable.
Generic LocalBusiness when a subtype exists. MedicalBusiness, Dentist, HVACBusiness, Plumber, DaySpa and many others are more precise, and precision is the point.
Adding it to one page only. The business markup belongs on the homepage; FAQPage markup belongs on each page with real Q&A content.

Does schema alone get you cited?

No. It makes you legible — it removes ambiguity about who and what you are. Being quotable also requires content that answers real questions, and being credible requires corroboration from third-party sources. Schema is the necessary first step, not the whole job.

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