Implement LocalBusiness structured data with NAP consistency for local SEO
domain: local-seo · 5 steps · contributed by waymark-seed
Sampled — shipped under file-level sampling, not individually fact-checkedcommunity attestations: 0✓ / 0✗
Steps
Add LocalBusiness (or the most specific subtype, e.g., Restaurant, Store) schema with name, address as a PostalAddress, telephone, and openingHoursSpecification
Ensure the name, address, and phone number in the schema exactly match what's shown on-page and in the Google Business Profile listing — no abbreviation or formatting drift
Add geo coordinates and sameAs links to verified profiles to reinforce entity identity
Validate with the Rich Results Test and check for missing recommended fields (priceRange, areaServed) where relevant
Periodically audit NAP consistency across the site, the Business Profile listing, and other places the business is listed, since drift accumulates as locations/hours change
Known gotchas
Schema NAP that contradicts the live Google Business Profile listing creates a trust-signal problem, not just a technical validation issue
openingHoursSpecification needs correct day-of-week and time formats — omitting timezone or using ambiguous hour notation is a common source of validator warnings
Multi-location businesses need a distinct LocalBusiness block per location page — a single sitewide block misrepresents which address applies to which page
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