# How to Set Up Local Business Schema for Multiple Locations
In the world of Australian SEO, having multiple physical locations can be a double-edged sword. While it gives you a wider reach, it can often confuse search engines if your data isn't structured correctly. By implementing Local Business Schema (Structured Data), you are essentially handing Google a digital map that clearly defines where each of your branches is located, what their specific opening hours are, and how customers can contact them.
This guide will walk you through the precise process of setting up multi-location schema to ensure your Brisbane, Sydney, or Melbourne offices all show up correctly in local search results.
Why This Matters for Your Business
When you have multiple locations, Google needs to know which branch is most relevant to a user's specific search query. Without clear Schema, your locations might compete against each other, or worse, Google might display the wrong phone number or address for a specific suburb. Proper implementation increases your chances of appearing in the coveted "Local Pack" (the map results) and helps you win the trust of local customers.---
Prerequisites: What You’ll Need
Before we start, ensure you have the following ready:- A list of all business addresses, phone numbers, and ABNs for each location.
- Access to your website’s CMS (WordPress, Shopify, etc.) or a Tag Manager account.
- A Google Business Profile (GBP) for every location.
- Unique URLs for each location (e.g.,
yourwebsite.com.au/locations/brisbane).
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Step 1: Map Out Your Location Structure
Before writing any code, you must decide how your business is structured. Are you a single brand with multiple branches, or does each branch operate under a slightly different name? For most Australian SMEs, you will use a Parent-Child relationship. Your main brand is the "Parent," and each physical shop is a "Child" of that organisation.Step 2: Create Unique Landing Pages for Each Location
This is the most common mistake we see at Local Marketing Group. Do not point all your Schema to your homepage. Every location must have its own dedicated URL. This page should contain the specific address, a Google Maps embed, and local-specific content. This URL will be the@id in your Schema code.
Step 3: Choose the Correct Schema Type
Don't just useLocalBusiness. Be as specific as possible.
- Use
AutomotiveBusinessfor mechanics. - Use
Dentistfor dental clinics. - Use
ProfessionalServicefor accountants or lawyers.
Step 4: Generate the Base Code for Location #1
We recommend using JSON-LD (JavaScript Object Notation for Linked Data) as it is Google's preferred format.Start with the basic template for your first location:
{ "@context": "https://schema.org", "@type": "Dentist", "name": "Healthy Smiles Brisbane", "image": "https://example.com.au/images/brisbane-clinic.jpg", "@id": "https://example.com.au/locations/brisbane", "url": "https://example.com.au/locations/brisbane", "telephone": "07 1234 5678", "address": { "@type": "PostalAddress", "streetAddress": "123 Queen Street", "addressLocality": "Brisbane", "addressRegion": "QLD", "postalCode": "4000", "addressCountry": "AU" } }
Step 5: Add Specific Local Details
For each location, you need to include details that differentiate it from the others. This includes:- Geo-coordinates: Latitude and longitude (crucial for Google Maps).
- Opening Hours: Use the 24-hour format (e.g.,
09:00-17:00). - Price Range: (e.g.,
$$or$$$).
Step 6: Link to Your Google Business Profile
To help Google verify that your website and your Google Map listing are the same entity, use thesameAs attribute. Include the URL of your Google Business Profile and any relevant social media profiles for that specific branch.
Step 7: Define the "Parent" Organisation
To show Google that these locations belong together, add aparentOrganization property to each local schema block.
"parentOrganization": { "@type": "Organization", "name": "Healthy Smiles Australia", "url": "https://example.com.au" }
Step 8: Repeat for Each Additional Location
Create a separate JSON-LD script for every location. If you have three offices (Brisbane, Gold Coast, and Sunshine Coast), you will have three distinct blocks of code.Pro Tip: If you have more than 10 locations, consider using a dynamic script or a dedicated SEO plugin like Yoast Local SEO or Rank Math to manage this, as manual coding becomes prone to errors.
Step 9: Validate Your Code
Before putting the code live, use the Schema Markup Validator and Google’s Rich Results Test. Screenshot Description: The validator tool will show a split screen. Paste your code on the left; the right side should show '0 errors' and '0 warnings' with your location details clearly parsed.Step 10: Deploy the Code to Specific Pages
This is critical: Only place the Brisbane Schema on the Brisbane page. Do not put all location Schema on every page of your site, as this creates "Schema Bloat" and confuses Google about which page is the primary authority for a specific location.Step 11: Monitor via Google Search Console
After 48-72 hours, log into your Google Search Console. Navigate to the "Enhancements" section. You should see a new tab for "Local Business." Check this regularly for any "Unparsable structured data" errors.---
Common Mistakes to Avoid
- Generic Names: Don't name every location just "My Business." Use "My Business [Suburb]" if that matches your branding.
- Inconsistent NAP: Ensure the Name, Address, and Phone number (NAP) in your Schema exactly match what is written on your website and your Google Business Profile.
- Missing ABN: While not mandatory for Schema, mentioning your Australian Business Number in the
taxIDfield can add an extra layer of local legitimacy. - Hidden Schema: Never use Schema to describe services or locations that aren't actually mentioned on the visible page. This can lead to a manual penalty.
Troubleshooting
- "Field 'image' is missing": Google likes to see a photo of the storefront. Add a direct URL to a high-quality JPG of your building.
- "Invalid price format": Ensure you are using the standard
$symbols or a specific currency code. - My Schema isn't showing in search: Schema is a hint, not a guarantee. Google may take weeks to update its index, and it will only show rich results if it deems your site high-quality and relevant.
Next Steps
Once your Local Business Schema is live, your next priority should be:- Optimising your Google Business Profile for each location.
- Building local citations in Australian directories like Yellow Pages and True Local.
- Encouraging location-specific reviews from your customers.
Need help managing your multi-location SEO strategy? The team at Local Marketing Group specialises in helping Australian businesses scale their digital presence. Contact us today for a local SEO audit.