To do this, search Wikipedia for your business type, for example if you are an Osteopath, there isn’t really a LocalBusiness type that you can use. You have these choices on Schema.org:
None of these really fit with an Osteopath. There is a schema.org Enumeration Member for Osteopathic, but that’s a property of MedicineSystem, so it’s not what we need.
Search Wikipedia and and find the page most relevant to your business, in this case Osteopathy. You need to take the URL https://en.wikipedia.org/wiki/Osteopathy and remove the https://en.wikipedia.org/wiki/ part, just leaving Osteopathy. Then add this URL to the beginning:
http://www.productontology.org/id/
Note that it’s http not https for the URL.
We need to choose the next nearest type that we can, which is MedicalBusiness. We can then create an additionalType, using Product Ontology and Wikipedia like this:
"@type": "MedicalBusiness",
"additionalType": "http://www.productontology.org/id/Osteopathy",
You can read more about Product Ontology on their website. It’s great for marking up e-commerce websites and also adding additionalType to many things such as Product, Service and Organization.
LocalBusiness Schema Strategy
Once you’ve decided what type of LocalBusiness you are, you need to fit this into your wider local business structured data strategy. It’s really important that you have a good strategy before you start, so that you can mark up the most important pages correctly, rather than just relying on plugins or trying to do everything at once. We’ve written a blog post all about LocalBusiness schema strategy, so head over and check that out next.
Written by Kelly Sheppard
Kelly Sheppard is a search engine optimisation professional, author of the book The Structured Data Guide for Beginners and the founder of The Structured Data Company.
What If You Cannot Find a LocalBusiness Type?
If you can’t find a LocalBusiness type which is relevant to your business, then you’ll need to use the most generic type which is LocalBusiness.
You can however, help search engines understand more about what you do using Wikipedia and something called Product Ontology. Note that this isn’t directly supported by Google, however it could still be useful in the future.
