LocalBusiness Schema
LocalBusiness Schema helps search engines and AI systems understand where your business operates, how customers can contact you, and what local services you provide.
If Organization Schema introduces your company...
LocalBusiness Schema introduces your location.
Those are related things.
They are not the same thing.
What Is LocalBusiness Schema?
LocalBusiness Schema is a Schema.org type used to describe a physical business location.
It can include information such as:
- business name
- street address
- city
- state
- postal code
- country
- phone number
- website
- business hours
- geo coordinates
- price range
- services
It tells machines exactly where your business exists and how customers interact with it.
Why It Matters
Local search depends on location.
AI recommendations often depend on location too.
When someone searches:
"Local SEO agency near me."
Search engines need confidence that your business actually serves that area.
LocalBusiness Schema reinforces those signals.
Organization vs LocalBusiness
These two schema types work together.
| Organization Schema | LocalBusiness Schema |
|---|---|
| Describes the company. | Describes a specific location. |
| Usually one entity. | One entity per location. |
| Defines the business. | Defines where customers find the business. |
A business with five offices might have:
- one Organization Schema
- five LocalBusiness Schema implementations
What Information Should Match?
Let's be honest.
The schema should not disagree with your website.
Or your Google Business Profile.
Or your citations.
Consistency matters.
Your:
- business name
- address
- phone number
- website
- hours
should all align across every trusted source.
This supports both Entity Confidence and Local Ranking Factors.
Service Area Businesses
Not every business welcomes customers into an office.
Plumbers.
Electricians.
Roofers.
Mobile veterinarians.
Many businesses travel to the customer instead.
These businesses can still use LocalBusiness Schema.
The implementation should accurately reflect how the business operates.
Don't pretend to have a storefront if you don't.
Reality is still the best SEO strategy.
LocalBusiness Schema Supports Google Business Profile
Google Business Profile and LocalBusiness Schema are separate systems.
But they should tell the same story.
When both consistently describe:
- the same business
- the same address
- the same phone number
- the same services
search engines have less ambiguity to resolve.
A Simple Example
This is a simplified example.
{
"@context":"https://schema.org",
"@type":"LocalBusiness",
"name":"Firm IQ",
"address":{
"@type":"PostalAddress",
"streetAddress":"123 Main Street",
"addressLocality":"Phoenix",
"addressRegion":"AZ"
},
"telephone":"+1-555-555-5555",
"url":"https://firmiq.io"
}
A real implementation usually contains additional properties.
Common Mistakes
- Using an old address.
- Listing the wrong phone number.
- Marking virtual offices as physical locations.
- Using different business names across platforms.
- Forgetting to update hours after changes.
- Implementing one location while ignoring the others.
Machines can only trust what stays consistent.
Multiple Locations
If your business has multiple offices, document each one.
Each location should have:
- its own location page
- its own LocalBusiness Schema
- its own accurate contact information
- its own Google Business Profile, when appropriate
This helps both search engines and customers.
Oddly enough, those goals usually overlap.
How Firm IQ Uses LocalBusiness Schema
At Firm IQ, LocalBusiness Schema is part of documenting the real-world footprint of a business.
It helps AI systems connect:
- the business
- its locations
- its services
- its customers
- its geographic relevance
Location is not just an address.
It is part of your entity.
Here's what we've learned: businesses often spend thousands trying to rank in cities they've barely documented. Start by accurately documenting where you actually operate. It sounds obvious because it is.