Local business schema

Local business schema is structured data that describes a local business, its address, hours and contact details, in a form machines can read.

Local business schema is structured data that describes a business with a physical location: its name, address, phone number, opening hours, the area it serves and more. You add it to your website's code, usually as JSON-LD, using the LocalBusiness type from Schema.org or one of its more specific types, like CafeOrCoffeeShop or FurnitureStore.

It turns the details people read on your contact page into facts a machine can read without guessing.

What it looks like

Here's a short example for a café:

{
  "@context": "https://schema.org",
  "@type": "CafeOrCoffeeShop",
  "name": "Fernhill Coffee York",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example Street",
    "addressLocality": "York",
    "postalCode": "YO1 0AA",
    "addressCountry": "GB"
  },
  "telephone": "+44 1904 000000",
  "openingHours": "Mo-Sa 08:00-17:00",
  "url": "https://fernhill.example/york"
}

If you have several branches, each one gets its own page with its own markup.

What it does in search

Google lists the properties it reads in its local business structured data guide. The markup helps it understand your details, but it doesn't guarantee any special display, and it doesn't replace a business profile, which is what Google's map results draw on.

The details in your markup should match what's on the page and on your listings elsewhere. If your markup gives one address and the page shows another, a search engine has two answers to choose from.