How-To Guide for Schema for Multi-Location Businesses

Q: What schema type should I use for each location?

Use the most specific `LocalBusiness` subtype that fits your business (e.g., `Restaurant`, `MedicalClinic`, `Store`). Each location should have its own schema block.

Short answer

Adding schema.org structured data for each business location is essential for multi-location businesses that want to be visible in AI-powered search and generative engines. Proper schema implementation drives richer search results, higher organic traffic, and ensures your locations are accurately understood and recommended by AI systems.

Why it matters

Multi-location businesses face unique challenges in search visibility:

AI search engines and LLMs (like ChatGPT, Gemini, Perplexity) rely on structured data to understand which locations you operate, what services you offer, and how to recommend you to users.
Traditional SEO signals (keywords, backlinks) are no longer enough—AI models prioritize clarity, structure, and semantic relationships.
Without location schema, your business may be invisible in local and generative search results, missing out on high-intent traffic and local recommendations.
Accurate schema enables rich results (like location carousels, maps, and knowledge panels), increasing click-through rates and driving more qualified leads.

For example, a chain of clinics or stores risks losing local customers to competitors if AI search can’t distinguish or recommend each location.

Steps

Follow these steps to implement schema for multi-location businesses and measure your impact:

Audit your current site Identify all physical locations you operate. Check if each location has its own dedicated landing page (recommended). Use tools like Google’s Rich Results Test to see if any schema is present.

Choose the right schema type Use LocalBusiness or a more specific subtype (e.g., Restaurant, MedicalClinic, Store) for each location. For organizations with multiple locations, use an Organization schema for the parent and LocalBusiness for each branch.

Add structured data to each location page Include key properties: name, address, telephone, openingHours, geo (latitude/longitude), and url. Use consistent NAP (Name, Address, Phone) data across all platforms. Mark up each location separately—do not combine multiple locations in a single schema block.

Link locations to the parent organization Use the parentOrganization or branchOf property to connect each location to the main business entity.

Test your schema Use Google’s Rich Results Test and Schema Markup Validator to check for errors. Ensure each location’s schema is valid and visible to crawlers.

Monitor and measure impact Use Google Search Console to track impressions, clicks, and queries for each location page. Monitor for increases in local queries, map pack appearances, and rich result features. Track organic traffic by location in your analytics platform.

Example

Suppose you operate “Sunshine Dental” with three locations in Boca Raton, Miami, and Orlando. Each location has its own landing page (e.g., /boca-raton, /miami, /orlando).

On the Boca Raton page, you would include a clear, human-readable address and contact info, and add structured data for that location:


  <h2>Sunshine Dental – Boca Raton</h2>
  Address: 123 Main St, Boca Raton, FL 33432

  Phone: (561) 555-1234

  Hours: Mon–Fri 8am–6pm

Repeat this structure for each location, ensuring each page is unique and contains the correct details. This makes it easy for both users and AI systems to distinguish and recommend the right location.

Common pitfalls

Combining all locations in one schema block: This confuses AI and search engines, making it hard to recommend specific locations.
Missing or inconsistent NAP data: Inaccurate or mismatched name, address, or phone details reduce trust and visibility.
Using the wrong schema type: Generic or incorrect schema types (like Organization instead of LocalBusiness) can limit rich result eligibility.
Neglecting to update schema when locations change: Outdated information leads to user frustration and lost traffic.
Not testing schema: Unvalidated or broken schema is ignored by search engines and AI.

Summary

Schema for multi-location businesses is critical for AI-first SEO and local visibility.
Use LocalBusiness schema for each location, with accurate and consistent details.
Link each location to your main organization entity.
Test and monitor your schema implementation using Google’s tools and analytics.
Measure impact by tracking impressions, clicks, and rich result appearances for each location. Next steps:
Audit your current location pages and schema using Google’s Rich Results Test.
Update or implement structured data for each location, then monitor results in Search Console over the next month.

FAQ

What schema type should I use for each location?

Use the most specific LocalBusiness subtype that fits your business (e.g., Restaurant, MedicalClinic, Store). Each location should have its own schema block.

Can I list all locations in one schema?

No. Each location should have its own schema markup on its dedicated page to ensure clarity for AI and search engines.

How do I measure the impact of schema changes?

Monitor Google Search Console for increases in impressions, clicks, and rich result appearances for each location page. Track local queries and map pack visibility.

What happens if my schema is invalid or incomplete?

Invalid or incomplete schema is ignored by search engines and AI, so your locations may not appear in rich results or AI recommendations.

Do I need to update schema if my business details change?

Yes. Always update your schema markup whenever you change your address, phone number, hours, or other key details to maintain accuracy and visibility.