LocalBusiness schema for an Australian business

Describe one real location

Start with the business type, public name and canonical business URL. If a public street address is appropriate, separate street, suburb, state, postcode and country. For an Australian address, the country code is AU; NSW is a state abbreviation, not a country code.

Match phone numbers, opening hours and URLs to the visible page. Mapseen’s generator describes one location with one opening period on the selected days. Split hours, multiple locations and special holiday hours need additional work outside this generator.

Fictional Australian storefront example

Example Shop and its address below are invented. The JSON structure is parseable and uses the same fields as the generator. It has not been certified by Google’s Rich Results Test. Replace every sample value with an appropriate public fact before using it.

{
  "@context": "https://schema.org",
  "@type": "Store",
  "name": "Example Shop",
  "url": "https://example.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Example Street",
    "addressLocality": "Exampletown",
    "addressRegion": "NSW",
    "postalCode": "2000",
    "addressCountry": "AU"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "https://schema.org/Monday",
        "https://schema.org/Tuesday"
      ],
      "opens": "09:00",
      "closes": "17:00"
    }
  ]
}

Separate vocabulary from Google features

Schema.org defines types and properties. Google supports particular search features with its own requirements. For its LocalBusiness feature, Google lists name and physical address as required properties and provides additional recommended details. A syntactically valid object can still fail feature requirements.

Choose the most specific supported type that truthfully describes the business. Do not invent a price range, opening day or customer rating to fill a property. The generator deliberately avoids review and aggregate-rating claims.

A home address is not hidden in JSON-LD

Structured data is served to visitors and crawlers. It is not private storage. If you work from home and do not want the address public, do not add it to the HTML source as “hidden” schema. Decide what information you can publish before generating markup.

The generator can omit an address, but that omission does not meet Google’s LocalBusiness physical-address requirement. It does not configure Google Business Profile service areas or provide a service-area-only eligibility mode. Keep those separate decisions clear.

Validate the output and the published page

1. Generate markup from public facts, then compare it with the visible page.
2. Parse the JSON and review the chosen type, URL, country and day/time fields.
3. Use Google’s Rich Results Test for supported-feature feedback; review its errors and warnings.
4. Check the actual published page rather than assuming a copied draft was installed.
5. Recheck when hours, address or the business URL changes. Do not expect guaranteed stars or enhanced results.

Sources and editorial method

Written and maintained by Mapseen. Guidance is linked to primary documentation. Examples are fictional; they explain a calculation or decision rather than report customer outcomes. Provider behaviour and report availability can change.

• Google: LocalBusiness structured data
• Schema.org: LocalBusiness
• Google: structured-data policies
• Google: Rich Results Test

Found a mistake? Open an email draft to Mapseen with the guide URL and the detail to review.