Jake Labate

Local Business Page Schema

One physical store of a brand with several locations: the most specific LocalBusiness type with address, map position and hours, linked to the parent Organization from the homepage.

When To Use It

Use on the page for one physical location. A brand with several stores gets one page, and one LocalBusiness, per store.

Each location links to the brand with parentOrganization, pointing at the Organization @id from the homepage, so Google sees one brand with many places instead of many unrelated businesses.

Frameworks On This Page

Each card opens the framework for that feature, with its own rules and property reference. Cards marked "Linked by @id" are defined on the homepage and only referenced here.

How The Pieces Connect

Every node has a stable @id. A node is written out once, where it belongs, and everywhere else it is referenced by that @id alone. This is the map for this page, generated from the output below.

@idDefined onTypeReferenced by
/stores/portland/#webpageThis pageWebPageTop-level node
/stores/portland/#breadcrumbThis pageBreadcrumbListWebPage.breadcrumb
/stores/portland/#locationThis pageSportingGoodsStoreWebPage.about
/#organizationHomepageOnlineStoreSportingGoodsStore.parentOrganization
/#websiteHomepageWebSiteWebPage.isPartOf

The Builder

One function turns the page's data into the whole graph. It drops anything Google would reject instead of shipping it half built. The input below includes rows it is meant to drop, so you can see the logic work.

GitHub repositoryJakeLabate/schema-frameworks page-types/local-business 
// Local business location page schema: one physical location of a brand.
// The most specific LocalBusiness subtype with address, geo and hours,
// linked to the parent Organization from the homepage with
// parentOrganization, plus the page's WebPage and BreadcrumbList.

const TIME = /^([01]\d|2[0-3]):[0-5]\d$/;
const COUNTRY = /^[A-Z]{2}$/;
const DAYS = ['Monday', 'Tuesday', 'Wednesday', 'Thursday', 'Friday', 'Saturday', 'Sunday'];

const clean = (v) => (typeof v === 'string' ? v.trim() : v);
const isUrl = (v) => typeof v === 'string' && /^https:\/\/[^\s]+$/.test(v);
const compact = (obj) => {
  if (Array.isArray(obj)) {
    const out = obj.map(compact).filter((v) => v !== undefined);
    return out.length ? out : undefined;
  }
  if (obj && typeof obj === 'object') {
    const out = {};
    for (const [k, v] of Object.entries(obj)) {
      const c = compact(v);
      if (c !== undefined) out[k] = c;
    }
    return Object.keys(out).length ? out : undefined;
  }
  return obj === null || obj === '' ? undefined : obj;
};

function breadcrumb(trail, id) {
  const items = (trail || []).filter((c) => c.name && isUrl(c.url));
  if (items.length < 2) return undefined;
  return {
    '@type': 'BreadcrumbList',
    '@id': id,
    itemListElement: items.map((c, i) => ({ '@type': 'ListItem', position: i + 1, name: clean(c.name), item: c.url })),
  };
}

// Opening hours: days with the same open and close times are grouped into
// one specification and closed days are left out. A night open past midnight
// is split into an evening span and an early-hours span on the next day,
// rather than a close time that comes before the open time.
function openingHours(hours) {
  const spans = DAYS.map(() => []);
  DAYS.forEach((day, i) => {
    const h = (hours || {})[day];
    if (!h || !TIME.test(h.opens || '') || !TIME.test(h.closes || '') || h.opens === h.closes) return;
    if (h.closes > h.opens) spans[i].push([h.opens, h.closes]);
    else {
      spans[i].push([h.opens, '23:59']);
      spans[(i + 1) % 7].push(['00:00', h.closes]);
    }
  });
  const groups = new Map();
  DAYS.forEach((day, i) => {
    for (const [opens, closes] of spans[i]) {
      const key = `${opens}-${closes}`;
      if (!groups.has(key)) groups.set(key, { opens, closes, days: [] });
      groups.get(key).days.push(day);
    }
  });
  return [...groups.values()].map((g) => ({ '@type': 'OpeningHoursSpecification', dayOfWeek: g.days, opens: g.opens, closes: g.closes }));
}

function buildLocalBusinessPageSchema(source) {
  const site = source.site || {};
  const page = source.page || {};
  const loc = source.location || {};
  const addr = loc.address || {};
  if (!isUrl(site.url) || !isUrl(page.url) || !loc.name) return null;
  // Google requires a full street address for a local business.
  if (!addr.street || !addr.city || !COUNTRY.test(addr.country || '')) return null;

  const root = site.url.replace(/\/+$/, '');
  const pageUrl = page.url;
  const businessId = `${pageUrl}#location`;

  const geo = Number.isFinite(loc.lat) && Number.isFinite(loc.lng) && Math.abs(loc.lat) <= 90 && Math.abs(loc.lng) <= 180
    ? { '@type': 'GeoCoordinates', latitude: Number(loc.lat.toFixed(5)), longitude: Number(loc.lng.toFixed(5)) }
    : undefined;

  // No aggregateRating: Google treats ratings a business shows about itself
  // on its own site as self-serving and never gives them review stars.

  const business = compact({
    '@type': loc.type || 'LocalBusiness',
    '@id': businessId,
    name: clean(loc.name),
    url: pageUrl,
    image: (loc.images || []).filter(isUrl),
    telephone: clean(loc.telephone),
    priceRange: clean(loc.priceRange),
    address: {
      '@type': 'PostalAddress',
      streetAddress: clean(addr.street),
      addressLocality: clean(addr.city),
      addressRegion: clean(addr.region),
      postalCode: clean(addr.postalCode),
      addressCountry: addr.country,
    },
    geo,
    openingHoursSpecification: openingHours(loc.hours),
    servesCuisine: clean(loc.servesCuisine),
    menu: isUrl(loc.menu) ? loc.menu : undefined,
    acceptsReservations: typeof loc.acceptsReservations === 'boolean' ? loc.acceptsReservations : undefined,
    parentOrganization: { '@id': `${root}/#organization` },
  });

  const crumbs = breadcrumb(page.breadcrumbs, `${pageUrl}#breadcrumb`);
  const webpage = compact({
    '@type': 'WebPage',
    '@id': `${pageUrl}#webpage`,
    url: pageUrl,
    name: clean(page.title) || clean(loc.name),
    isPartOf: { '@id': `${root}/#website` },
    breadcrumb: crumbs ? { '@id': crumbs['@id'] } : undefined,
    about: { '@id': businessId },
  });

  return { '@context': 'https://schema.org', '@graph': [webpage, crumbs, business].filter(Boolean) };
}

Validation

The output above was run through the SchemaCDN validator, which checks every rule in Google's documentation for each feature. It was validated together with the homepage graph, so the @id links resolve. Result: no errors, and eligible for:

Breadcrumb Local business

Left Out On Purpose

  • An aggregate rating. Ratings a business shows about itself on its own site are self-serving, and Google never shows stars for them.
  • validFrom and validThrough on the hours. They belong only on temporary or holiday hours.
  • Sunday, because the store is closed. A closed day is left out, not written as zero hours.

Implementation Checklist

  • Use the most specific LocalBusiness type that fits, not plain LocalBusiness.
  • Match the name, address and phone exactly to the page and to the Google Business Profile.
  • Use five decimal places for latitude and longitude.
  • Group days with the same hours, and split a night open past midnight across two days.
  • Leave out ratings of the business on its own site.

Other Page Types