LocalBusiness schema incomplete: add name, address & key fields

What it means

A LocalBusiness block — or a subtype such as Restaurant, Store, Plumber, or MedicalBusiness — is missing a required field (name or address) or key recommended fields (telephone, openingHoursSpecification, geo, priceRange). name and address are the minimum viable identifiers; without them Google cannot match the markup to a real-world entity.

Why it matters

LocalBusiness markup connects a page to Google's local knowledge graph, supporting Knowledge Panel population, local-pack eligibility, and business-detail rich results. Incomplete markup produces no Search Console error — Google silently ignores the block or uses partial data — so the signal loss is invisible. geo (5+ decimal places) disambiguates shared addresses; openingHoursSpecification enables hours display and 'open now'; telephone should include country and area code; priceRange must be under 100 characters. For food establishments, servesCuisine and menu influence cuisine-filtered queries.

How to fix it

1. Add name and address (a PostalAddress with streetAddress, addressLocality, postalCode, addressCountry) — both are required.
2. Add telephone with country + area code (e.g. +441174001234).
3. Add geo GeoCoordinates with at least 5 decimal places of precision.
4. Add openingHoursSpecification (use two entries for hours spanning midnight).
5. Add priceRange (under 100 characters), and for restaurants servesCuisine/menu.
6. Multiple types are fine ("@type": ["Restaurant", "LocalBusiness"]); validate with the Rich Results Test.

When it's not a problem

By-appointment, home-based, or virtual businesses may deliberately omit telephone or a public address — the recommended-field flags are informational and do not block rich results. Businesses with variable hours can omit openingHoursSpecification rather than fabricate hours. menu is only expected on food subtypes. floorLevel (schema.org v30.0) is optional and relevant only in multi-story buildings. Malformed PostalAddress objects fall under schema.invalid.

How common is it?

496 audited sites in our corpus currently show this issue. The breakdowns below show which platforms, gatekeepers, verticals and countries are most exposed.