LocalBusiness Schema
LocalBusiness schema extends Organization schema with location-specific properties: geo coordinates, hasMap (Google Maps URL with CID), openingHoursSpecification, areaServed, priceRange, paymentAccepted, and (critically) aggregateRating from the verified Google Business Profile. It's the schema layer that powers Google Local Pack ranking.
Also called: LocalBusiness JSON-LD, Local Business Schema.org · Last updated: May 27, 2026 · By Joseph W. Anady
Why it matters.
LocalBusiness schema is the foundation of Local Pack visibility. The Google Local Pack — the 3-business map result that appears for local-intent queries — pulls businesses from Google's local index, which combines Google Business Profile data with website Schema.org signals. Sites with proper LocalBusiness schema that matches their GBP outperform sites with mismatched or missing schema in Local Pack ranking.
How it works.
LocalBusiness schema lives in a JSON-LD block, typically on the homepage and any location-specific page. Required: name, address (with @type PostalAddress), telephone. Recommended: geo (with @type GeoCoordinates), hasMap (pointing to the Google Maps URL with cid=CID), openingHoursSpecification, areaServed, priceRange, aggregateRating, sameAs to the verified Google Business Profile URL.
2026 reality check.
LocalBusiness schema with verified GBP CID is now a measurable Local Pack ranking factor. Google's local algorithm cross-references on-page Schema.org signals against Google Business Profile data. Mismatches trigger lower rankings. Perfect alignment (same name, same address, same hours, same CID) is the baseline for competitive Local Pack visibility.
Data points
- LocalBusiness extends Organization (schema.org/LocalBusiness)
- 70+ subtypes (Restaurant, Dentist, Plumber, etc.) — use the most specific that fits
- hasMap with Google Business Profile CID is a measurable Local Pack ranking signal
- NAP consistency between schema + GBP + Yelp + BBB + Manta = baseline for Local Pack competitive visibility
- Review velocity (new reviews per month) affects Local Pack ranking — schema aggregateRating must stay current
First-hand insight from ThatDeveloperGuy.
ThatDeveloperGuy maintains LocalBusiness schema on /locations/missouri/cassville/ and 13 newly-built city service-area pages. Each LocalBusiness schema includes the verified Google Business Profile CID 7763394265835378411 in hasMap, geo coordinates of Cassville MO, areaServed array of cities we serve, aggregateRating 5.0/7 reviews, and parentOrganization reference to the main TDG Organization. Within 30 minutes of deploying the schema upgrade to /locations/missouri/cassville/, the page moved from URL unknown to PASS Submitted+indexed in GSC.
How TDG approaches it
TDG's LocalBusiness schema rigorously matches the verified Google Business Profile CID 7763394265835378411. Every property cross-validated: name, address, hours, geo, hasMap URL. Wired across 14 location pages (Cassville + 13 city pages) with parentOrganization references. aggregateRating reflects current GBP review count.
Common mistakes.
- Listing fake CID or pointing hasMap to a different business
- NAP mismatch (name/address/phone differs between schema and GBP)
- Missing geo coordinates (required for accurate Local Pack matching)
- Skipping openingHoursSpecification (hours mismatch with GBP = downranking)
- Failing to include parentOrganization reference to main Organization
FAQ.
Should I use LocalBusiness even if I have no physical office?
If you have a service area (even remote-only), yes. LocalBusiness with areaServed array enables service-area visibility. If purely virtual with no location, use Organization instead.
What's the difference between LocalBusiness and Organization?
LocalBusiness extends Organization with location-specific properties (geo, hasMap, openingHours, areaServed). Use LocalBusiness for any business with a physical address or service area.
Do I need LocalBusiness on every page?
Homepage + every location-specific page. Other pages can inherit via @id reference. No need to replicate the full schema everywhere.
Why does Local Pack ranking change weekly?
Google's local algorithm runs continuously, weighted on review velocity, GBP completeness, NAP consistency, and proximity. Maintaining consistent schema reduces volatility.
Does LocalBusiness schema replace Google Business Profile?
No — they complement each other. GBP is required for Local Pack display. LocalBusiness schema on your site reinforces the GBP data and enables additional rich results.
Maintained by Joseph W. Anady at ThatDeveloperGuy. Back to glossary · Suggest a term