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Google’s LocalBusiness structured data can make a business eligible for certain search result features, but valid JSON-LD does not guarantee that Google will show them. To give a location the best chance of eligibility, use its real name and physical address, choose the most specific applicable business type, keep every marked-up detail accurate and visible on the page, and check both the markup and the live URL.
What LocalBusiness structured data does—and does not do
LocalBusiness structured data describes a business location in a format search engines can interpret. Google recommends JSON-LD, and its Local Business (LocalBusiness) Structured Data guide explains which properties can support eligibility for a local-business rich result.
Structured data is not a ranking guarantee or a promise of enhanced display. Google says that even technically correct markup may not produce a rich result: display can depend on whether the feature is useful for a particular query, as well as context such as a searcher’s location, device, and search history. A manual action against structured data removes eligibility for rich results, but Google says it does not affect ordinary web ranking. Google’s general structured data guidelines explain these limits.
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How to add structured data for a business location
Start with the required properties
Google lists name and address as required for the LocalBusiness rich result. The address should be a physical PostalAddress; provide as many applicable address components as possible. Use the business’s actual name and location details, consistent with what visitors can see on the page.
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Represent each location as LocalBusiness and use the most specific applicable subtype—for example, Restaurant, DaySpa, or HealthClub. If more than one type genuinely applies, Google says to use an array for @type. It does not support additionalType for this purpose.
Add useful details only when they are accurate
Google recommends adding applicable information such as geographic coordinates, opening hours, telephone number, location URL, and image. Food businesses may also include a menu and cuisine. These are supplementary properties, not replacements for the required name and address.
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- For latitude and longitude, Google’s guide recommends at least five decimal places.
- A restaurant’s
menuvalue should be a fully qualified URL. priceRangemust be shorter than 100 characters for Google to show a price range.- Only use values that describe the real business and are supported by visible page content.
Place location details on a relevant page
Google allows LocalBusiness markup on any page, although a page containing information about the business is often the natural choice. Match the markup to that page rather than attaching location details to unrelated content. For a location with departments, include the store name with the department name unless the department is explicitly branded.
For a business with multiple locations, describe each location in a way that matches its own page and the organization’s identity. Google’s Organization schema markup guidance also recommends useful, applicable identity and contact details and the most specific type that fits.
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Common reasons Google may not show a rich result
A page can contain syntactically valid JSON-LD and still fail Google’s content or access requirements. Check these issues as well as the code:
- Missing required fields: Without a business name or physical address, the item is not eligible for this rich result.
- Markup that does not match the page: Do not mark up information that is hidden from readers, irrelevant to the page, outdated, misleading, or fabricated. Google’s structured data policies require markup to represent visible page content accurately.
- Deceptive or spammy information: Fake reviews, impersonation, and misrepresented ownership or affiliation can violate Google’s quality policies.
- Google cannot access the page: A page blocked by
robots.txt, markednoindex, or protected by an access barrier cannot be crawled as required. - Technical errors or incomplete implementation: A test can identify many syntax and eligibility problems, but automated validation does not catch every mismatch or policy issue. Inspect the deployed page, not just the code in an editor.
- No guarantee of display: Eligibility means Google can consider the page for a feature; it does not require Google to show that feature.
Reviews do not create a shortcut to star ratings
A business cannot use LocalBusiness or Organization markup to earn review stars for reviews it controls about itself. Google’s review snippet guidance says those pages are ineligible for the star review feature. Reviews must be authentic and visible; do not aggregate reviews from other websites or fabricate or incentivize reviews without clear, prominent disclosure. For local-business ratings, Google says ratings must come directly from users rather than editors compiling them.
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Validate the live page, not just the JSON-LD
- Confirm the business identity. Choose the most specific applicable type and verify the location’s name and physical address.
- Match markup to visible content. Add only accurate properties that the page supports; do not include hidden or misleading details.
- Run Google’s Rich Results Test. Fix critical errors. Treat non-critical suggestions as possible improvements where they apply.
- Publish to a crawlable URL. Use URL Inspection in Search Console to check how Google accesses the deployed page. Confirm that it is not blocked by
robots.txt,noindex, or a login or other access barrier. - Allow Google to recrawl. Google says recrawling and reindexing after publication can take several days. Recheck after making changes; a sitemap can help Google discover future updates.
Passing the Rich Results Test is one validation step, not proof that Google has indexed the page or will display a rich result. Use the live URL check to catch access problems that a code-only test cannot establish.
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