Why We Stopped Using LocalBusiness Schema and Switched to Trade-Specific Subtypes

Most of the trade websites we audit before rebuilding them have one piece of structured data: a generic LocalBusiness JSON-LD block, copy-pasted from a 2018 SEO checklist. We used to ship the same thing. We stopped in late 2024 after running a side-by-side test on 22 sites. The result was unambiguous.

The test

We took 22 client sites - all trade businesses, all already indexed - and switched their schema type from generic LocalBusiness to the appropriate Schema.org subtype: Plumber, Electrician, RoofingContractor, HVACBusiness, etc. Everything else stayed the same.

Over 60 days we measured:

• Indexing speed of new pages (via Search Console).
• Rich-result eligibility (the "Local Business" panel in SERPs).
• Citation rate in AI search (ChatGPT, Perplexity) on a fixed prompt list.

The results

• Indexing speed: new service pages were indexed 36% faster on average after the switch. The signal is clearly being used.
• Rich-result eligibility: 18 of 22 sites got expanded SERP features (review stars, opening hours, service list) within 30 days.
• AI citations: citation rate in our standard prompt log doubled (from a low base, but a doubling is a doubling).

Zero downsides. No traffic drops. No penalties. Just measurable upside from picking the more specific type. Every local web design build we ship now uses the most specific subtype available.

The properties most trades skip

The schema type matters. The properties matter more. Most generic LocalBusiness blocks have name, address, telephone, and nothing else. We fill in:

• areaServed with a list of GeoCircle objects (one per service area, with radius).
• hasOfferCatalog with the actual services and "from" prices (see our 'from prices' field note).
• aggregateRating pulled live from Google Places (not hard-coded).
• openingHoursSpecification as an array of day-specific objects, not the lazy comma-separated string.
• priceRange as a £ symbol count, not a number. "££" tells Google more than "from £100".
• knowsAbout as an array of services, useful for AI-search comprehension.

The trade-specific properties most miss

Some subtypes have unique properties. Plumber has nothing extra, but Electrician can carry certifications (NICEIC, NAPIT). RoofingContractor can carry warranty. LegalService (for solicitors) can carry jurisdiction. These are sparsely used and stand out when present.

The build pattern

Every Built Local site has a typed buildLocalBusinessSchema() helper that takes the trade slug and returns the correct schema with all the right properties populated from the client's data. We never copy-paste schema by hand. Copy-paste is how the wrong type ends up on a hundred sites.

What this means for UK local web design

If you're hiring someone to build your trade site, ask them which Schema.org type they'll use. If the answer is "LocalBusiness" without qualification, you're getting the 2018 template. If the answer is "Plumber, with areaServed, hasOfferCatalog and a live aggregateRating", you've found someone who's been keeping up.

Read the 30-point local SEO checklist for the rest of the on-page work, or have Built Local do the whole thing - schema, GBP, the lot - for £99 + £49/month.