Crystal Ball checks covered
LOCALBUSINESS_SCHEMA_MISSING
Guide detail
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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 reports missing LocalBusiness schema when a page appears to represent a local business but does not use local structured data. The markup can describe an accurate business name, URL, location, service area, phone, hours, logo, and public profiles.
Missing LocalBusiness markup is not automatically a defect. Organization may be more appropriate for some businesses, while a location-based business may benefit from a specific LocalBusiness subtype. Whatever type you choose must support, not replace, facts visitors can verify on the site.
Common causes
Common causes include no schema setup, a broad Organization type where a local subtype would be more precise, missing visible service-area information, agency templates without client-specific markup, or copied data that was never updated.
What to check next
Check whether the issue appears on one page or every page using the same template. Review recent content, theme, plugin, deployment, and server changes, then compare the live output with a known-good page.
How to fix it
Confirm the warning first and make a backup before editing the live site. If the change involves templates, code, DNS, redirects, or server settings, switch to Intermediate or ask for help before proceeding.
- Custom HTML/static: Choose the most accurate business type, then add only properties supported by the visible site. For Google's Local Business search features, follow its required and recommended fields rather than treating a service area as a universal substitute for a location. 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
LocalBusiness schema is strongest when it mirrors clear, visible business facts. Depending on the type and feature, useful properties may include name, url, logo, image, a real address using PostalAddress, areaServed, telephone, openingHoursSpecification, and sameAs links to genuine public profiles.
Do not invent a phone number, address, or hours to satisfy a scanner. A service-area business that does not receive visitors should explain where it works without presenting a private address as a public storefront. Use Organization or other applicable types when they describe the business more honestly.
After adding the markup, validate the JSON-LD and compare it with the visible page. A machine reader should receive the same business identity, location policy, service area, and contact details that a person does.
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.