LocalBusiness Schema

LocalBusiness is the Schema.org type for local shops, practices and agencies. Implemented correctly, it helps Google link the website to the real location and is a prerequisite for many local rich results.

Required fields

A minimal LocalBusiness schema contains: name; address as a PostalAddress with streetAddress, postalCode, addressLocality and addressCountry; telephone as an international number in E.164 format; url as the canonical website address. Without these fields Google will recognise the schema but cannot use it for map results.

Important additional fields

openingHoursSpecification with weekdays and times lets Google show your current opening hours. priceRange gives a rough price level in tiers of euro signs. areaServed lists the towns or regions you serve. founder with a Person schema gives the listing a real business person, which counts in E-E-A-T assessments. sameAs links your official profiles on Facebook, LinkedIn and Instagram and helps Google connect them to your business entity.

Common mistakes

Phone number with spaces instead of E.164 format. priceRange with a specific price instead of the tier notation. address as plain text instead of a PostalAddress object. Several LocalBusiness schemas on one page without a clear hierarchy. Inconsistencies between the schema address and the Impressum (legal notice) address should be avoided, even though a specific Google penalty for this cannot be proven.

Use specialised types

Instead of the generic LocalBusiness there are more specific types: ProfessionalService for agencies and consultants, MedicalOrganization for medical practices, HairSalon for hairdressers, Restaurant for restaurants and other food service. The more specific choice gives Google more context and improves how you appear in searches for a particular trade.

Related terms

Schema.org · NAP · Local SEO · Google Business Profile