03 / Complete markup
LocalBusiness + Review
+ AggregateRating.
Review schema uses JSON-LD — Google's preferred structured data format. Here's the complete implementation you can paste into your site's <head>.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness", // use specific subtype: Plumber, Dentist, Restaurant…
"name": "Apex Plumbing Services",
"image": "https://apexplumbing.com/logo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "1234 Main Street",
"addressLocality": "Atlanta",
"addressRegion": "GA",
"postalCode": "30301",
"addressCountry": "US"
},
"telephone": "+1-404-555-0123",
// ── Aggregate Rating ──────────
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8", // MUST match your actual average
"reviewCount": "127", // MUST match your actual count
"bestRating": "5",
"worstRating": "1"
},
// ── Individual Reviews ─────────
"review": [
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Sarah Mitchell"
},
"datePublished": "2025-12-10",
"reviewBody": "Apex Plumbing fixed our emergency leak within 2 hours of calling. Professional, fast, and reasonably priced.",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5",
"worstRating": "1"
}
}
// ... add more reviews here
]
}
</script>
This goes in the <head> section of your website HTML. But here's where most businesses get it wrong: they implement either incomplete schema (missing critical fields), incorrect schema (technical errors Google ignores), or static schema (that never updates as new reviews come in).
What Complete Schema Includes
✓ Business name, specific type (not generic "LocalBusiness" — use Plumber, Dentist, Restaurant, etc.), and description
✓ Complete NAP: address, telephone, website URL
✓ Aggregate rating statistics — average rating AND total review count, both matching your actual GBP data exactly
✓ Individual review details: author, date, rating, review text, and business response where applicable
✓ Opening hours, including special holiday hours
✓ Service area radius or specific cities served
✓ Price range indicators and payment methods
✓ Photos associated with the business and specific services