Your website's code contains signals that tell Google what your business does and where you do it. This is called structured data, or schema. For any business serving a specific geography, LocalBusiness schema is the most important type.
It feeds directly into Google Maps and the "local pack" results. Getting it right means Google has zero confusion about your services, hours, or location. Getting it wrong lets your competitors rank ahead of you. Many Seattle-area websites are getting it wrong.
What is LocalBusiness Schema?
LocalBusiness schema is a specific vocabulary of code added to your website to explicitly define your business details. Think of it as a highly detailed, machine-readable business card for search engines.
Instead of making Google guess your business type or service area by reading your text, you provide these details directly. This precision is critical for ranking in searches like "electrician near me" or "best brunch in Capitol Hill".
Which Schema Fields Do Seattle Businesses Get Wrong?
We audit dozens of Puget Sound business websites every month. We see the same foundational errors repeatedly. Here are the five most common.
/1. The `@type` Is Too General
Many sites use the generic @type: "LocalBusiness". This is technically valid but not effective. The schema vocabulary is incredibly specific. You should use the most precise type available.
Are you a plumber in Ballard? Use Plumber. A dentist in Bellevue? Use Dentist. A law firm in Tacoma? Use LegalService. Using a general type is like telling Google you're a "store" when you could tell it you're a HardwareStore.
/2. The `areaServed` Is Missing or Incorrect
This field tells Google the geographic areas you serve. This is a massive opportunity for service-area businesses (SABs) that is almost always missed. A roofer based in Renton does not only serve Renton. Their service area might include Bellevue, Kent, and Newcastle.
You can list multiple cities, ZIP codes, and even counties. For a B2B consultant in South Lake Union, the areaServed might be King, Pierce, and Snohomish counties. Defining this correctly helps you appear in searches originating from those locations, even if your physical address is elsewhere.
/3. The `department` Field is Ignored
Larger organizations often fail to mark up their internal departments. A hospital like Swedish or Virginia Mason is a perfect example. The emergency room, pharmacy, and cardiology unit are all distinct departments, often with their own hours and phone numbers.
This also applies to retail. A Target in Northgate has a Pharmacy, a Cafe, and a main retail floor. Each can be marked up as a department within the main Store schema, providing Google with granular, helpful information for users.
/4. The `priceRange` is Not Defined
For restaurants, retail, and service businesses, priceRange manages user expectations and helps Google qualify your audience. It uses a simple $ to $$$$ scale. An upscale steakhouse in downtown Seattle should be marked as $$$$, while a pho restaurant in the International District might be $$.
This data helps Google match your business to user intent. Someone searching for "cheap eats near me" is more likely to see businesses marked with $ or $$.
Schema is not a suggestion. It is a direct instruction to Google on who you are, where you are, and what you do. Getting it right is the foundation of local SEO.
/5. Geo-Coordinates Are Left Out
Every address has latitude and longitude coordinates. While Google is excellent at parsing street addresses, providing the geo coordinates within your schema removes all possible ambiguity.
This is especially useful for businesses with tricky locations, like an office in a large downtown Bellevue skyscraper or a vendor stall inside Pike Place Market. You can explicitly confirm your location down to a few decimal points, ensuring the pin on Google Maps is in exactly the right spot.
Fixing these schema errors clarifies your website's purpose for search engines. This clarity is rewarded with better visibility to local customers.
Find out how your website's schema looks with a complimentary audit. Visit our /free-website-audit-report page to get started.
Seattle, WA
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