Google LocalBusiness structured data can make a business eligible for a local-business rich result, but it cannot guarantee one. Start with the required business name and physical address, choose the most specific applicable business type, and ensure every marked-up detail matches what visitors can see on the page. Then test the markup and confirm Google can crawl the published page.
What Google requires for LocalBusiness structured data
Google’s Local Business (LocalBusiness) Structured Data guide lists two required properties for its local-business rich result:
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name: the business’s name.address: a physical address represented as aPostalAddress.
Include as many applicable address components as possible, such as the street address, locality, region, postal code, and country. Use the address of the location described by the page, not a mailing address that does not represent the business location.
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Choose the right business type and location
Define each business location as a LocalBusiness and use the most specific applicable subtype. For example, a restaurant can use Restaurant, a day spa can use DaySpa, and a health club can use HealthClub. If multiple types apply, Google says to supply an array for @type; it does not support additionalType for this purpose.
LocalBusiness markup can appear on any page, but a page that provides information about the business is often the clearest fit. Make the location’s name and physical address clear on that page. For a business with departments, include the store name alongside the department name unless the department is explicitly branded.
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For a multi-location business, align each location’s markup with the page about that location. The organization-level identity and contact information should also be consistent with the relevant business. Google’s Organization Schema Markup guidance covers applicable organization details and choosing a specific subtype.
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Once the required fields are in place, add applicable details that are accurate and supported by visible page content. Google’s LocalBusiness guide recommends information such as geographic coordinates, opening hours, telephone number, a location URL, and an image. Food businesses may also include a menu and cuisine.
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geo: Google’s guide says latitude and longitude should have at least five decimal places.menu: For a restaurant, provide a fully qualified URL.priceRange: Keep the value shorter than 100 characters; Google says it will not show a price range that exceeds this limit.
These are supplementary recommendations, not additional required properties for the LocalBusiness rich result. Omit a value if it is unavailable, outdated, or not represented on the page. A schema plugin can generate markup, but its output still needs to match the business and the page.
What can make markup ineligible or keep it from appearing
Google’s structured data policies explain why valid-looking markup may not qualify or may not be shown:
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- Missing required fields: An item without the required name or physical address is not eligible for this rich result.
- Markup that conflicts with the page: Hidden, irrelevant, misleading, fabricated, or outdated information does not truthfully represent visible page content.
- Spam or deceptive claims: Fake reviews, impersonation, or misrepresented ownership and affiliation violate quality policies.
- Blocked crawling: Google cannot access the page as required if it is blocked by
robots.txt, markednoindex, or protected by an access barrier such as a login. - Technical errors: Invalid or incomplete markup can prevent Google from understanding the item. A test may identify errors, but automated checks do not catch every policy or content problem.
- No guarantee of display: Passing a test and meeting technical requirements makes a page eligible; Google may still decide a rich result is not useful for a particular query. Search history, location, and device can also affect what appears.
A structured-data manual action removes rich-result eligibility, but Google says it does not affect ordinary web ranking. After correcting the issue, a site can submit a reconsideration request.
Why LocalBusiness review markup will not earn self-controlled stars
Adding aggregate ratings to a business’s own LocalBusiness or Organization page does not make it eligible for Google’s review stars when the reviewed business controls the reviews about itself. Google’s Review Snippet Structured Data guidance also says reviews must be visible and authentic. Do not aggregate reviews from other websites or fabricate or incentivize reviews without clear, prominent disclosure. Local-business ratings must come directly from users, not from editors compiling ratings.
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How to add structured data and validate the live page
- Choose the type and confirm the basics. Identify the most specific applicable business subtype, then verify the location’s name and physical address.
- Add only accurate, visible details. Include supplementary properties only when they describe the business truthfully and are supported by page content.
- Run the Rich Results Test. Correct critical errors. Treat non-critical suggestions as opportunities to improve completeness where they apply.
- Publish the markup on a crawlable page. Make sure the page is not blocked by
robots.txt,noindex, or a login or other access control. - Use URL Inspection on the deployed page. Check how Google accesses the live URL; testing a draft or a different page does not confirm that the published page is crawlable.
- Allow time for a recrawl. Google says discovery and reprocessing after publication can take several days. Recheck after changes, and consider submitting a sitemap to help Google discover future updates.
Testing verifies different stages: the Rich Results Test checks the markup, while URL Inspection helps assess Google’s access to the deployed page. Neither test guarantees a rich result.
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