Schema.org for small businesses: three types that earn rich results
Schema has 800+ types. Most small business sites need three. Here are the ones that move the needle, the ones we delete in every audit, and the validation steps that matter before shipping.
by Seitenbefund Workshop
Schema.org has 800+ types. The vast majority of small business sites need three of them. Everything else is overhead — crawler budget spent, no rich results gained, occasionally a manual action earned.
LocalBusiness: the foundation block
If your business has a physical address, opening hours, and a
service area, LocalBusiness (or a more specific subtype like
Restaurant, Dentist, LegalService) is mandatory. Google Maps,
the local pack on the SERP, and the knowledge panel pull from this
node first.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Dentist",
"@id": "https://smile-dental.example/#localbusiness",
"name": "Smile Dental Practice",
"url": "https://smile-dental.example/",
"telephone": "+1-415-555-0142",
"address": {
"@type": "PostalAddress",
"streetAddress": "1421 Market St",
"addressLocality": "San Francisco",
"addressRegion": "CA",
"postalCode": "94103",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 37.775,
"longitude": -122.418
},
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
"opens": "08:00",
"closes": "17:00"
}]
}
</script>
Three details audits regularly find missing:
@idwith a stable URL. Without@id, a crawler cannot consolidate the business identity across pages. The same@idappears on every page that references the business.addressCountryas an ISO-3166-1 alpha-2 code, not a free-form string. Search Console treats this as a strong geo-targeting signal.
German version: schema-org-fuer-kmu
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