Local Business Schema for Healthcare Practices

LocalBusiness schema is structured data markup that tells search engines exactly what your business is, where it’s located, what it does, and how to contact it. It’s the most important schema type for any healthcare practice with a physical location. When implemented correctly, it makes your practice’s core information machine-readable — feeding Google’s local Knowledge Panel, Google Maps, and increasingly, AI search systems that pull business data to answer patient queries.

LocalBusiness vs. Specific Healthcare Schema Types

LocalBusiness is the parent type. For healthcare practices, always use the most specific subtype available — it provides more precise signals to Google about what kind of business you are.

Dentist

Use for dental practices. Most specific type — preferred over MedicalOrganization for dental.

MedicalClinic

Use for urgent care, primary care, specialty clinics, and multi-specialty group practices.

Physician

Use on individual provider bio pages. Distinct from the practice schema — add this separately on each provider’s page.

MedicalOrganization

Use for hospitals and health systems where MedicalClinic is too narrow. Also acceptable as a fallback for specialties without a more specific subtype.

LocalBusiness (fallback)

Use only when no more specific type applies — wellness studios, health coaches, nutrition consultants. Always prefer a specific subtype when one exists.

Required Properties for Healthcare Schema

name

Your practice name exactly as it appears on your GBP and other citations

address

PostalAddress with streetAddress, addressLocality (city), addressRegion (state abbreviation), postalCode, and addressCountry

telephone

Your primary phone number in E.164 format: “+1-404-555-0100”

url

Your canonical homepage URL

openingHours

Office hours in schema format: “Mo-Fr 08:00-17:00”. Use openingHoursSpecification for holiday hours.

aggregateRating

Recommended — enables star ratings in search results. Requires actual patient reviews displayed on the page.

geo

Recommended — GeoCoordinates with latitude and longitude. Helps Google map your location precisely.

JSON-LD Example — Medical Clinic

JSON-LD — MedicalClinic

{
  "@context": "https://schema.org",
  "@type": "MedicalClinic",
  "name": "Northside Family Medicine",
  "url": "https://northsidefamilymedicine.com",
  "telephone": "+1-404-555-0100",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1234 Peachtree Road NE",
    "addressLocality": "Atlanta",
    "addressRegion": "GA",
    "postalCode": "30309",
    "addressCountry": "US"
  },
  "openingHours": "Mo-Fr 08:00-17:00",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 33.8448,
    "longitude": -84.3614
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "247"
  },
  "medicalSpecialty": "Family Medicine"
}

Implement LocalBusiness schema via Rank Math (recommended for WordPress) or manually in the <head>. Validate with Google’s Rich Results Test before publishing. For the review schema component specifically, see Direction’s resource on what is review schema.

Popular Keywords

Categories

LocalBusiness vs. Specific Healthcare Schema Types

Required Properties for Healthcare Schema

JSON-LD Example — Medical Clinic

All help topics

Can't find what you're looking for?

Headquarters