The : How to Feed Structured Data Directly Into Search Indexers Local Business Schema Checklist

Before writing any code, verify that your site includes all five of these schema blocks. Missing even one can significantly reduce your chances of appearing in rich results and the local pack.

[ ] Exact Business Type (@type)
Use the most specific schema.org type for your business. Do not default to the generic "LocalBusiness" — specialized types carry more semantic weight:
- Dentist — for general, cosmetic, and pediatric dentistry
- MedicalSpa — for aesthetics and medical spa practices
- LegalService — for law firms and attorneys
- HomeAndConstructionBusiness — for remodelers, contractors, and builders
- Physician — for medical doctors and specialized clinics
- AutomotiveBusiness — for auto body shops and repair centers

[ ] NAP Consistency (address & telephone)
Your schema address and phone number must match your Google Business Profile exactly — character for character. Any discrepancy creates a conflicting signal that confuses search engines and damages local pack rankings.

[ ] Geographic Coordinates (geo)
Exact latitude and longitude pinpointing your front door or office. Google uses geo coordinates to verify your physical location against Google Maps. Use a tool like latlong.net to get precise coordinates.

[ ] Service Area Map (areaServed)
Defined cities, neighborhoods, or Wikipedia entity URIs that define your operational footprint. For a Houston-based business, this might include Houston, Sugar Land, Katy, and The Woodlands. Each area should include a sameAs link to its Wikipedia page for maximum entity clarity.

[ ] Aggregate Reputation (aggregateRating)
Verified review counts and rating values linked to first-party or third-party proof. Only include aggregateRating if you have verified reviews from a platform like Google or Facebook. Never fabricate review counts — Google penalizes fake review markup.

Med spas and aesthetics practices should use the MedicalSpa @type. This is a subtype of both "MedicalBusiness" and "HealthAndBeautyBusiness" — giving you the best of both worlds for search visibility. Adding an OfferCatalog block lets you list specific services (Botox, laser resurfacing, etc.) directly in search results.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "MedicalSpa",
      "@id": "https://www.yourmedspa.com/#organization",
      "name": "Lumière Aesthetics & Medical Spa",
      "url": "https://www.yourmedspa.com",
      "telephone": "+1-713-555-0188",
      "priceRange": "$$$",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "1800 Post Oak Blvd, Suite 240",
        "addressLocality": "Houston",
        "addressRegion": "TX",
        "postalCode": "77056",
        "addressCountry": "US"
      },
      "geo": {
        "@type": "GeoCoordinates",
        "latitude": 29.7499,
        "longitude": -95.4623
      },
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "5.0",
        "reviewCount": "194"
      },
      "hasOfferCatalog": {
        "@type": "OfferCatalog",
        "name": "Aesthetic Services",
        "itemListElement": [
          {
            "@type": "Offer",
            "itemOffered": {
              "@type": "Service",
              "name": "Botox & Dermal Fillers"
            }
          },
          {
            "@type": "Offer",
            "itemOffered": {
              "@type": "Service",
              "name": "Medical Grade Laser Resurfacing"
            }
          },
          {
            "@type": "Offer",
            "itemOffered": {
              "@type": "Service",
              "name": "Chemical Peels & Microneedling"
            }
          }
        ]
      }
    }
  ]
}

Why this matters for med spas: The OfferCatalog block enables service-specific rich snippets. When someone searches "Botox Houston," your med spa can appear with a direct link to your Botox service page — not just your homepage. This dramatically improves click-through rates for service-specific queries.

Heavy SEO plugins like Yoast, Rank Math, and All in One SEO often generate bloated, generic, or duplicate schema blocks that conflict with each other. The cleanest approach is to inject your custom JSON-LD script directly into your active theme's functions.php file or via a custom code snippet manager.

Step-by-step code snippet:
Add this lightweight PHP hook to your child theme's functions.php file:

/**
 * Inject Custom JSON-LD Local Business Schema into <head>
 * Add this to your child theme's functions.php
 */
function add_custom_local_schema() {
    // Only fire on the homepage
    if ( is_front_page() ) {
        ?>
        <script type="application/ld+json">
        {
          "@context": "https://schema.org",
          "@type": "LegalService",
          "name": "Your Business Name",
          "url": "https://www.yourwebsite.com",
          "telephone": "+1-512-555-0100",
          "address": {
            "@type": "PostalAddress",
            "streetAddress": "123 Main Street",
            "addressLocality": "Austin",
            "addressRegion": "TX",
            "postalCode": "78701",
            "addressCountry": "US"
          },
          "geo": {
            "@type": "GeoCoordinates",
            "latitude": 30.2672,
            "longitude": -97.7431
          }
        }
        </script>
        <?php
    }
}
add_action( 'wp_head', 'add_custom_local_schema', 99 );

For service-area pages and location pages:
Create separate schema blocks for each location page using WordPress conditional tags. For example, use is_page('houston') to inject Houston-specific schema, is_page('dallas') for Dallas, etc. Each location page should have its own unique schema block with the correct address, geo coordinates, and phone number.

For page-specific schema (Next.js / custom sites):
If your site is built on Next.js (like Texas Web Service), you can inject JSON-LD directly in each page's metadata or component. This approach gives you 100% control over which schema appears on which page — no plugins, no conflicts, no bloat.