STRUCTURED DATA · SEO GLOSSARY
LocalBusiness Schema
LocalBusiness schema is a Schema.org structured data type that describes a local business — name, address, phone, hours, geo coordinates, and more — enabling rich Knowledge Panel and Local Pack displays in Google Search. It is the foundation of structured data for local SEO.
Definition
LocalBusiness is a Schema.org type that extends Organization. It has more than 60 subtypes including Restaurant, MedicalClinic, Dentist, AutoRepair, HairSalon, Hotel, LegalService, AccountingService, and RealEstateAgent. Using the most specific applicable subtype (e.g., Restaurant instead of LocalBusiness) provides more relevant rich result eligibility. **Required and recommended properties**: name (business name), @type (the specific subtype), address (PostalAddress sub-type with streetAddress, addressLocality, addressRegion, postalCode, addressCountry), telephone, url (the business website URL), openingHoursSpecification (array of OpeningHoursSpecification with dayOfWeek, opens, closes — or openingHours text format), geo (GeoCoordinates with latitude/longitude), image (array of images), priceRange (e.g., "$", "$$", "$$$"). **Recommended additional properties**: aggregateRating (AggregateRating with ratingValue and reviewCount — enables star ratings in SERPs), hasMap (Google Maps URL), servesCuisine (for Restaurant), paymentAccepted, currenciesAccepted, areaServed (ServiceArea for businesses without a physical storefront). **Implementation**: LocalBusiness JSON-LD should be server-rendered in the <head> or <body> of the business\'s main landing page — not GTM-injected, not client-side rendered. For multi-location businesses, implement one LocalBusiness block per location on each location\'s dedicated page, with the location-specific address, phone, hours, and geo coordinates. **Validation**: Use Google\'s Rich Results Test and the Schema Markup Validator. GSC\'s Rich Results report shows if Google has detected LocalBusiness schema and any errors.
Why it matters for SEO
LocalBusiness schema directly influences how Google displays business information in Knowledge Panels, Local Pack results, and the business cards that appear when users search for a specific business by name. Correct schema with aggregateRating can enable star ratings in organic results. For multi-location businesses, per-location LocalBusiness schema with correct geo coordinates helps Google associate each location page with the correct physical location in Local Pack results.
How DeepSEOAnalysis checks this
The audit validates LocalBusiness JSON-LD in the server-rendered HTML: required property completeness (name, address PostalAddress subtype, telephone), address PostalAddress sub-property presence, openingHoursSpecification day-of-week array format, aggregateRating reviewCount ≥1 validation, image absolute URL check, and geo coordinates presence. Flags if LocalBusiness schema is present only in the client-side rendered DOM (GTM injection) vs the initial server HTML.
Useful tools and resources
GLOSSARY
Related terms
structured data
Structured Data
Machine-readable annotations added to HTML — usually JSON-LD — that explicitly describe what a page is about to search engines and AI systems.
Read definition →onpage
Local SEO
SEO optimisation for location-based search queries — ensuring a business appears in Google\'s local pack and map results for "near me" and city-specific searches.
Read definition →structured data
Schema Markup
A shared vocabulary of types and properties from Schema.org used to annotate web content in machine-readable format — enabling search engines to understand what content means, not just what it says, and to generate rich results.
Read definition →structured data
Organization Schema
Organization schema (schema.org/Organization) is a structured data type that describes a company or institution — name, URL, logo, social profiles, contact information — helping Google build a Knowledge Panel for the brand and confirm entity identity for E-E-A-T signals.
Read definition →structured data
Review Schema (AggregateRating)
JSON-LD structured data using the Review and AggregateRating schema types to communicate star ratings and review counts to search engines — enabling star rich results in SERPs.
Read definition →See how your site scores on LocalBusiness Schema.
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