Local Business Schema Markup Guide

 In Marketing, Restaurant, Retail, SEO, Small Business

Structured Data helps search engines understand your business. In addition, it can help your small business stand out in search results and increase click through rates.

Google and other search engines use the structured data to generate rich snippets, which are the expanded pieces of information that will appear with a search result below the meta description. Some examples include hours, reviews, pricing, and more.

Properly implemented structured data can increase your chance of Google showing rich snippets / rich results for your business in the search results.

In this article, we will be covering an important markup for your site: LocalBusiness.

Local Business Schema Markup

When users search for local businesses on Google Search or maps, the search results may display the Knowledge Graph card with additional details about your business if it matches the user’s query.

LocalBusiness Schema Markup

Image source: Google

Here are the steps to add Local Business (LocalBusiness without a space) Schema to your website (http://schema.org/LocalBusiness):

1) Pick your LocalBusiness sub-type

2) Gather required details: name, address, etc.

3) Use Local Business Schema Generator

4) Paste code into Google’s Structured Data testing tool to validate

5) Add code to website

Define your location as a LocalBusiness type, and then use the specific Local Business sub-type if possible:

  • AnimalShelter – animal shelter
  • AutomotiveBusiness – car repair, sales, or parts
    • AutoBodyShop
    • AutoDealer
    • AutoPartsStore
    • AutoRental
    • AutoRepair
    • AutoWash
    • GasStation
    • MotorcycleDealer
    • MotorcycleRepair
  • ChildCare – a Childcare center
  • Dentist – a dentist
  • DryCleaningOrLaundry – a dry-cleaning business
  • EmergencyService – an emergency service, such as a fire station or ER
    • FireStation
    • Hospital
    • PoliceStation
  • EmploymentAgency – an employment agency
  • EntertainmentBusiness – a business providing entertainment
    • AdultEntertainment
    • AmusementPark
    • ArtGallery
    • Casino
    • ComedyClub
    • MovieTheater
    • NightClub
  • FinancialService – financial services business
    • AccountingService
    • AutomatedTeller
    • BankOrCreditUnion
    • InsuranceAgency
  • FoodEstablishment – a food-related business
  • GovernmentOffice – a government office, for example, an IRS or DMV office
  • HealthAndBeautyBusiness – health and beauty
  • HomeAndConstructionBusiness – a LocalBusiness that provides services around homes and buildings:
    • Electrician
    • GeneralContractor
    • HVACBusiness
    • HousePainter
    • Locksmith
    • MovingCompany
    • Plumber
  • InternetCafe – an internet café
  • LegalService – a business that provides legally-oriented services, advice and representation, ex: law firms
  • Library – a library
  • LodgingBusiness – a lodging business such as a motel, hotel, or inn:
    • BedAndBreakfast
    • Campground
    • Hostel
    • Hotel
    • Motel
    • Resort
  • MedicalBusiness: a particular physical or virtual business of an organization for medical purposes:
    • CommunityHealth
    • Dentist
    • Dermatology
    • DietNutrition
    • Emergency
    • Geriatric
    • Gynecologic
    • MedicalClinic
    • Midwifery
    • Nursing
    • Obstetric
    • Oncologic
    • Optician
    • Optometric
    • Otolaryngologic
    • Pediatric
    • Pharmacy
    • Physician
    • Physiotherapy
    • PlasticSurgery
    • Podiatric
    • PrimaryCare
    • Psychiatric
    • PublicHealth
  • RadioStation – a radio station
  • RealEstateAgent – a real-estate agent
  • RecyclingCenter – a recycling center
  • SelfStorage – a self-storage facility
  • ShoppingCenter – a shopping center or mall
  • SportsActivityLocation – a sports location, such as a playing field
    • BowlingAlley
    • ExerciseGym
    • GolfCourse
    • HealthClub
    • PublicSwimmingPool
    • SkiResort
    • SportsClub
    • StadiumOrArena
    • TennisComplex
  • Store – a retail good store
    • AutoPartsStore
    • BikeStore
    • BookStore
    • ClothingStore
    • ComputerStore
    • ConvenienceStore
    • DepartmentStore
    • ElectronicSTore
    • Florist
    • FurnitureStore
    • GardenStore
    • GroceryStore
    • HardwareStore
    • HobbyShop
    • HomeGoodsStore
    • JewelryStore
    • LiquorStore
    • MensClothingStore
    • MobilePhoneStore
    • MovieRentalStore
    • MusicStore
    • OfficeEquipmentStore
    • OutletStore
    • PawnShop
    • PetStore
    • ShoeStore
    • SportingGoodsStore
    • TireShop
    • ToyStore
    • WholesaleStore
  • TelevisionStation – a television station
  • TouristInformationCenter – a tourist information center
  • TravelAgency – a travel agency

Now that you have picked the most relevant LocalBusiness sub-type, it is time to create your structured data. Here is a list of required information you will need:

  • URL
  • Business name
  • Address

Some other items you should consider including (but not required) if applicable is hours, menu URL, telephone number, department, etc.

Now, visit this handy tool: Local Business Schema Generator. Select your business type/sub-type and enter as much information as possible.

Local Business Schema Generator

Next, validate the output from the generator above using Google’s Structured Data Testing Tool. Click on the Code Snippet tab, paste your code, and then click Run Test.

Google Structured Data Testing Tool

Review the results to ensure there are no errors before adding to your site. Typically, you will see an error if you are missing a required item.

Structured Data Testing Tool Results

If the code has 0 errors, it is time to add it to your site! Do you currently have your address in the footer of your website? Because the footer typically appears on every page of your site, this is a great option for adding the code. Depending on your CMS, or internal resources/capabilities, you may need a developer to help you with this step.

Once the code has been added to your site, be sure to run another test with the Structured Data Testing Tool. Instead of pasting the code, run the URL(s) where it appears on your site to make sure there are no issues once implemented. Paste your URL on the Fetch URL tab and click Run Test:

Structured Data Testing Tool Fetch URL

Congratulations, you’ve successfully added LocalBusiness schema to your website!

What now? There are a lot more structured data opportunities that you can leverage if they are relevant to your business. Stay tuned for our future blog posts outlining some of these options including reviews, recipes, products and offers, videos, breadcrumbs, and more.

Also, check out a clip from our recent “Website Tips and Techniques for Small Business” webcast featuring SEO authority John Lincoln, CEO of Ignite Visibility. John provides some great SEO tips, including information about schema markup: https://youtu.be/1FNOR2fGBQw.

Share this article:
Lindsay Brown
Lindsay Brown is Operations Director of the Small Business Center of Excellence (SBCoE). Lindsay is Director of Digital Marketing and a partner at Modern Marketing Partners. Lindsay specializes in startups of all types, along with experience with technology brands. She is Google Analytics and AdWords certified, earning a Bachelor of Science from the Illinois State University.
Recent Posts

Leave a Comment

Start typing and press Enter to search