Definition
LocalBusiness schema includes name, address (PostalAddress), telephone, openingHoursSpecification, geo (GeoCoordinates), and priceRange. It has 100+ subtypes such as Restaurant, Dentist, HomeGoodsStore.
How it works
A JSON-LD LocalBusiness block is declared on the corporate page or location pages. The schema is a direct signal for Google Maps and Local Pack. The sameAs field adds Google Business Profile, Facebook, and Instagram links to strengthen the entity graph. Multi-location businesses need a separate LocalBusiness page and schema per location.
Where you see it in Scope Trends
Schema Sentinel validates required fields in LocalBusiness schema. The Local Pack Visibility report tracks Local Pack performance for schema-equipped pages.
Frequently asked questions
Is Google Business Profile enough or do I still need schema?
Use both. Schema signals from your own site; GBP signals on Maps and Local Pack.
Multi-location?
One location page per branch, with LocalBusiness schema on each. Link to the parent brand via parentOrganization.