LocalBusiness schema: Crawl Audit check 13

Short answer: LocalBusiness markup describes a business people can visit or call: its name, street address, phone, location on a map and opening hours. Google requires only a name and an address, but the other details are what make it useful. Crawl Audit check 13 warns when a page shows contact details but has no LocalBusiness markup. If you run an online-only business with no address customers come to, plain Organization markup is the right choice, and you can ignore the warning.

What Crawl Audit checks

• Pass: the page has a node of one of these types: LocalBusiness, ProfessionalService, Store, Restaurant, Dentist, Physician, LegalService, Attorney, HomeAndConstructionBusiness, AutomotiveBusiness, FoodEstablishment, HealthAndBeautyBusiness, LodgingBusiness, RealEstateAgent, FinancialService or MedicalBusiness.
• Warning: none of those, but the page shows contact details. That means a phone-like number of eight or more digits in the header, footer or an <address> element, or an <address> element at all.
• Pass: no contact details, so the markup isn't needed.

The type names are matched exactly. schema.org has narrower types, such as Plumber or Bakery, that aren't on the list. List LocalBusiness alongside them, for example "@type": ["LocalBusiness", "Bakery"], and both Crawl Audit and Google will understand it.

What Google requires and recommends

Google's LocalBusiness documentation has two required properties, name and address. For the address it says: "The physical location of the business. Include as many properties as possible." The recommended ones worth adding:

• telephone: "Be sure to include the country code and area code in the phone number."
• geo: latitude and longitude, with "at least 5 decimal places".
• openingHoursSpecification: Google documents this property for hours, not the shorter openingHours.
• url and priceRange.

A trimmed version of Google's example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Dave's Steak House",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "148 W 51st St",
    "addressLocality": "New York",
    "addressRegion": "NY",
    "postalCode": "10019",
    "addressCountry": "US"
  },
  "telephone": "+12122459600",
  "url": "https://www.example.com/restaurant-locations/manhattan"
}
</script>

Keep it identical to your Google Business Profile

Your Google Business Profile is managed separately, in Google. Google's guidelines for it ask you to "Represent your business as it's consistently represented and recognized in the real world across signage, stationery, and other branding", and to "Use a precise, accurate address". Use the same name, address and phone in your markup, your footer and your profile. Crawl Audit's check 25 looks at exactly that.

Online-only businesses

LocalBusiness needs an address. If customers never come to you, and you don't want your address public, use Organization markup instead (check 7). You can still list the cities you serve with areaServed, without publishing a street address.

How to add it on your platform

• Wix: Wix adds Local Business markup to your homepage automatically. Check your business info in the dashboard is complete. Custom markup goes under the page's Advanced SEO › Structured Data Markup.
• Squarespace: Local business markup is generated automatically from your business information, and you can't edit it. Fill in the address and hours.
• WordPress: SEO plugins handle Organization markup by default. For full LocalBusiness details, use your plugin's local business settings, or add a JSON-LD block to the homepage.
• Shopify: the Dawn theme outputs Organization, not LocalBusiness. If you have a shop people visit, add a LocalBusiness JSON-LD snippet to your theme's layout file.
• Next.js: add it once in the root layout, built from the same data as your footer, so the two can't disagree.

Common mistakes

• A different phone number or spelling in the markup than on the page or in your Business Profile.
• Coordinates with two or three decimal places, which point to a neighbourhood, not your door.
• Adding star ratings for your own business. Google says those are ineligible. See check 14.

Sources

• Google Search Central, Local business structured data (updated 8 September 2026), checked 3 October 2026.
• Google Business Profile Help, Guidelines for representing your business on Google.
• Wix, Adding structured data markup; Squarespace, Structured data.