Crystal Ball checks covered
LOCALBUSINESS_SCHEMA_MISSING
Useful next pages
LocalBusiness schema works best with clear local SEO contact signals, valid JSON-LD structured data, and a visible contact page that matches the business facts in the markup.
What the flag means
Crystal Ball flags missing LocalBusiness schema when a local business page does not appear to identify the business with local structured data. LocalBusiness schema can describe the business name, URL, address, service area, phone, hours, logo, and social profiles.
This is a problem when the site needs local visibility because search engines and AI systems benefit from consistent business facts. Schema should support visible content, not replace it. The grimoire should match the sign on the shop door.
Common causes
Common causes include no schema plugin, Organization schema instead of LocalBusiness, missing address or service-area information, agency templates without local markup, or schema that was copied from another site and never updated.
How to fix it
- Custom HTML/static: Add LocalBusiness JSON-LD with name, URL, address or service area, contact details, opening hours when applicable, and sameAs profiles. Google documents Local Business structured data.
- WordPress: Configure site representation and local business settings in a trusted SEO plugin. Yoast documents Schema setup; local SEO plugins can add more specific local fields.
- Shopify: For local stores, confirm business details in theme settings, footer content, contact pages, and schema/app output. Multi-location stores may need custom development.
- Wix: Use Wix structured data settings and visible business details. Add markup that matches the real business information shown on the page.
- Webflow: Add LocalBusiness JSON-LD in site or page custom code. Keep the markup aligned with visible contact, address, service area, and hours content.
Recommended LocalBusiness schema properties
For a small business website, LocalBusiness schema is strongest when it mirrors clear visible business facts. Common recommended properties include name, url, logo, image, address with PostalAddress, areaServed, telephone or an email contact point, openingHoursSpecification, and sameAs links to real social or profile pages.
If a business does not publish a phone number, do not invent one just to satisfy a scanner. Use the contact method that is actually visible on the site, and make the contact page, footer, and schema agree. For service-area businesses, service-area details can be more useful than a storefront address when the business does not receive customers at a public location.
After adding local business schema markup, validate the JSON-LD, then compare it against the visible page. Search engines should see the same business name, location, service area, and contact policy that a human visitor sees.
Need help?
If the fix gets murky, visit Support and send the details. Bug reports and Crystal Ball questions are free support. Implementation and development work may be paid support, but we will tell you clearly before anything becomes paid. No surprise invoices from the tower.