How to Add LocalBusiness JSON-LD Schema to a Directory Website

Add structured data to your directory pages so search engines understand each location's name, address, and phone number.

If you run a directory site, structured data helps search engines understand what each page is about. Done right, it can make your listings eligible for richer search results.

I applied this to a Chase Bank branches directory, where every page represents one physical location.

Pick the right type

Schema.org has BankOrCreditUnion, which fits a bank branch. For other businesses use LocalBusiness or a more specific subtype.

Example JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BankOrCreditUnion",
  "name": "Chase Bank, Dallas",
  "telephone": "+1-972-690-8600",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "LBJ Freeway and Abrams Road",
    "addressLocality": "Dallas",
    "addressRegion": "TX",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 32.9,
    "longitude": -96.77
  }
}
</script>

The values above are examples. Use your own verified data.

Generate it from your data

Do not hand-write this for every page.

function buildSchema(branch) {
  return {
    "@context": "https://schema.org",
    "@type": "BankOrCreditUnion",
    name: branch.name,
    telephone: branch.phone,
    address: {
      "@type": "PostalAddress",
      streetAddress: branch.street,
      addressLocality: branch.city,
      addressRegion: branch.state,
      addressCountry: "US",
    },
  };
}

const tag = `<script type="application/ld+json">${JSON.stringify(buildSchema(branch))}</script>`;

Validate it

Test every template with Google's Rich Results Test and the Schema Markup Validator before you publish thousands of pages.

Common mistakes

Marking up data that is not visible on the page.
Using an incomplete phone number. Use the international format.
Duplicating the same schema block across different pages.
Forgetting to escape quotes in names and addresses.

Structured data will not magically rank a page, but it removes ambiguity, and that is worth the 20 minutes.

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