Create a business-data worksheet first
Ask the business owner to review the fields before implementation. Keep the page, profile and markup aligned when a fact changes.
| Field | Evidence to confirm | Common mistake to avoid |
|---|---|---|
| Business name | Current public business identity | Adding search keywords to the name |
| Canonical URL | The working preferred page address | Pointing to an old or broken hostname |
| Contact details | The published phone and contact route | Copying an unverified number from an old listing |
| Location | An actual business location | Creating an address for every target city |
| Opening information | The hours customers can rely on | Leaving temporary or seasonal changes unreviewed |
| Service coverage | The area the business can actually serve | Treating coverage as proof of a local office |
Choose the description that fits
Organization can describe business identity, while LocalBusiness describes an appropriate local business entity. Select the applicable type and confirm Google’s required and recommended properties for any supported search feature. Do not add an address solely to satisfy a validator.
Worked example: a service provider covering two cities
Illustrative example: a provider operates from one real location and serves customers in two nearby cities. Its city service pages describe the work available in each market. They should not each invent a branch address or a different business identity. The model starts with the actual operation, then relates service coverage to it.
Validate content and implementation separately
Check the JSON syntax, compare every field with the visible page and use Google’s Rich Results Test for applicable features. After publishing, confirm the markup is present on the final URL. Valid markup does not guarantee a particular appearance in search results.
Reviewed sources
Primary sources and standards
Use these official resources to confirm platform rules and technical guidance. They are maintained by their publishers and may change over time.