Google quietly rolled out new schema markup types for local businesses in late 2024, and they're already making a difference in search results. If you're a local business owner, these changes could help you stand out more in Google searches.
Here's what you need to know and how to take advantage of these updates.
What Actually Changed
Google introduced several new schema properties specifically for local businesses. The biggest additions focus on:
- Service area definitions - Better ways to specify where you operate
- Business attributes - More detailed business characteristics
- Opening hours variations - Seasonal hours and special schedules
- Contact method preferences - How customers should reach you
These aren't revolutionary changes, but they give Google more context about your business. More context means better search visibility.
Why This Matters for Your Business
Schema markup is invisible code that helps search engines understand your website content. Think of it as giving Google a detailed business card instead of making them guess what you do.
With these new schema types, local businesses can provide much more specific information. A tradesperson website might specify exact service areas down to postcodes. A restaurant could indicate they take reservations online but prefer phone orders for large groups.
The result? More relevant search traffic and better qualified leads.
New Schema Types Worth Using
LocalBusiness Enhancements
The core LocalBusiness schema got several useful additions:
Service Radius: Specify exactly how far you travel for jobs. Perfect for tradespeople, cleaners, or delivery services.
Business Attributes: Flag if you're wheelchair accessible, pet-friendly, or offer contactless services.
Payment Methods: List accepted payment types, including newer options like digital wallets.
Opening Hours Improvements
The new opening hours schema handles complex schedules much better:
- Seasonal variations (summer vs winter hours)
- Holiday schedules
- Special event hours
- Temporary closures
This is particularly useful for salon and beauty businesses that often have varying schedules.
Contact Information Updates
You can now specify preferred contact methods:
- "Call for urgent repairs"
- "Email for quotes"
- "WhatsApp for quick questions"
This helps customers reach you the right way and reduces time wasted on inappropriate enquiries.
Does Your Business Need This?
Not every business will benefit equally from these schema updates. Here's a quick checklist:
High Priority if you're:
- A service business that travels to customers
- Open with varying or seasonal hours
- Frequently asked the same contact questions
- Competing with many similar local businesses
Medium Priority if you're:
- A retail business with standard hours
- Professional services with fixed locations
- Restaurants with consistent schedules
Lower Priority if you're:
- Purely online businesses
- Single-person consultancies with simple contact needs
Implementation Timeline
Google started recognising these new schema types in November 2024. Full rollout completed in January 2025.
You won't see immediate dramatic changes in search rankings. Schema markup is more about enhancing your existing visibility than creating it from scratch.
However, businesses that implement these updates correctly are seeing better click-through rates from search results. When your listing shows exactly what customers need to know, they're more likely to click.
How to Add Schema to Your Site
If you have a WordPress website, there are several ways to add schema markup:
- SEO plugins like Yoast or RankMath have built-in schema features
- Dedicated schema plugins offer more granular control
- Manual implementation for developers comfortable with JSON-LD
For businesses using other platforms, most modern website builders now include basic schema markup automatically. Check if yours supports the new local business properties.
Need help identifying what schema your site currently uses? Our free website audit tool includes a structured data analysis that shows exactly what's implemented and what's missing.
Common Implementation Mistakes
We've seen several recurring issues when businesses try to implement schema markup themselves:
Over-optimising: Don't stuff every possible schema property. Focus on what's actually relevant to your business.
Inconsistent information: Make sure your schema matches your Google Business Profile and website content exactly.
Wrong schema types: Using generic Business schema instead of more specific types like Restaurant or LegalService.
Missing required properties: Each schema type has mandatory fields that must be completed.
Measuring the Impact
Schema markup improvements typically show results within 2-4 weeks of implementation. Look for:
- Increased click-through rates from search results
- More detailed rich snippets in Google
- Better visibility for local search queries
- Improved Google Business Profile integration
Google Search Console's Rich Results report shows which schema markup Google recognises on your site. It's the best place to check if your implementation is working correctly.
Our Approach to Local SEO
At Web Cardiff, we implement comprehensive schema markup as standard on all our WordPress websites. The new local business schema types are particularly valuable for our Welsh clients who serve specific geographical areas.
We also include schema markup in our website maintenance packages, ensuring your structured data stays current as Google introduces new features.
For businesses serious about local SEO in Wales, proper schema implementation is just one piece of a larger strategy. But it's an important piece that many competitors are still missing.
The new local business schema types give you an opportunity to provide more context about your business than ever before. Used correctly, they help the right customers find you at exactly the right time.
Whether you implement these updates yourself or need professional help, don't ignore them. Your competition probably will.