本地商家 (LocalBusiness) 结构化数据

当用户在 Google 搜索或 Google 地图上搜索商家时，搜索结果中可能会显示一个醒目的 Google 知识面板，其中包含符合查询条件的商家的详情。当用户搜索某种类型的商家（例如，“北京最棒的餐馆”）时，他们可能会看到与查询相关的商家信息轮播界面。通过本地商家结构化数据，您可以让 Google 知道营业时间、商家内的不同部门以及评价（如果您的网站收集有关其他商家的评价）等。如果您想帮助用户直接在搜索结果中进行预订或下订单，您可以使用 Maps Booking API 启用预订、付款和其他操作。

How to add structured data

Structured data is a standardized format for providing information about a page and classifying the page content. If you're new to structured data, you can learn more about how structured data works.

Here's an overview of how to build, test, and release structured data.

  1. Add the required properties. Based on the format you're using, learn where to insert structured data on the page.
  2. Follow the guidelines.
  3. Validate your code using the Rich Results Test and fix any critical errors. Consider also fixing any non-critical issues that may be flagged in the tool, as they can help improve the quality of your structured data (however, this isn't necessary to be eligible for rich results).
  4. Deploy a few pages that include your structured data and use the URL Inspection tool to test how Google sees the page. Be sure that your page is accessible to Google and not blocked by a robots.txt file, the noindex tag, or login requirements. If the page looks okay, you can ask Google to recrawl your URLs.
  5. To keep Google informed of future changes, we recommend that you submit a sitemap. You can automate this with the Search Console Sitemap API.

示例

简单的本地商家信息

下面是一个 JSON-LD 格式的本地商家信息简单示例。

Google 搜索中的本地商家信息


<html>
  <head>
    <title>Dave's Steak House</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "Restaurant",
      "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
      "name": "Dave's Steak House",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "148 W 51st St",
        "addressLocality": "New York",
        "addressRegion": "NY",
        "postalCode": "10019",
        "addressCountry": "US"
      },
      "review": {
        "@type": "Review",
        "reviewRating": {
          "@type": "Rating",
          "ratingValue": 4,
          "bestRating": 5
        },
        "author": {
          "@type": "Person",
          "name": "Lillian Ruiz"
        }
      },
      "geo": {
        "@type": "GeoCoordinates",
        "latitude": 40.761293,
        "longitude": -73.982294
      },
      "url": "https://www.example.com/restaurant-locations/manhattan",
      "telephone": "+12122459600",
      "servesCuisine": "American",
      "priceRange": "$$$",
      "openingHoursSpecification": [
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": [
            "Monday",
            "Tuesday"
          ],
          "opens": "11:30",
          "closes": "22:00"
        },
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": [
            "Wednesday",
            "Thursday",
            "Friday"
          ],
          "opens": "11:30",
          "closes": "23:00"
        },
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": "Saturday",
          "opens": "16:00",
          "closes": "23:00"
        },
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": "Sunday",
          "opens": "16:00",
          "closes": "22:00"
        }
      ],
      "menu": "https://www.example.com/menu"
    }
    </script>
  </head>
  <body>
  </body>
</html>

下面是一个符合详情页面要求的餐馆示例（假设还有一个包含轮播界面标记的摘要页面）。餐馆轮播界面目前仅面向一小部分餐馆提供商。如果您想参与进来，请提交注册表单。 

<html>
  <head>
    <title>Trattoria Luigi</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org/",
      "@type": "Restaurant",
      "name": "Trattoria Luigi",
      "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
       "priceRange": "$$$",
       "servesCuisine": "Italian",
       "telephone": "+12125557234",
       "address": {
         "@type": "PostalAddress",
         "streetAddress": "148 W 51st St",
         "addressLocality": "New York",
         "addressRegion": "NY",
         "postalCode": "10019",
         "addressCountry": "US"
       }
    }
    </script>
  </head>
  <body>
  </body>
</html>

营业时间

以下示例演示了如何标记不同类型的营业时间。

标准营业时间

排除 validFrom 和 validThrough 属性表示营业时间全年有效。以下示例将某个商家的营业时间定义为工作日上午 9 点到晚上 9 点，周末上午 10 点到晚上 11 点。

"openingHoursSpecification": [
  {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Monday",
      "Tuesday",
      "Wednesday",
      "Thursday",
      "Friday"
    ],
    "opens": "09:00",
    "closes": "21:00"
  },
  {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Saturday",
      "Sunday"
    ],
    "opens": "10:00",
    "closes": "23:00"
  }
]
深夜营业时间

对于午夜后的时间，您可以使用单个 OpeningHoursSpecification 属性来定义营业时间和非营业时间。以下示例将营业时间定义为星期六下午 6 点到星期日凌晨 3 点。

"openingHoursSpecification": {
  "@type": "OpeningHoursSpecification",
  "dayOfWeek": "Saturday",
  "opens": "18:00",
  "closes": "03:00"
}
全天营业时间

要将某个商家显示为每天 24 小时营业，请将 open 属性设为“00:00”，并将 closes 属性设为“23:59”。要将某个商家显示为全天歇业，请将 opens 和 closes 属性都设为“00:00”。以下示例显示了某个商家星期六全天营业，星期日全天歇业。

"openingHoursSpecification": [
  {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": "Saturday",
    "opens": "00:00",
    "closes": "23:59"
  },
  {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": "Sunday",
    "opens": "00:00",
    "closes": "00:00"
  }
]
季节性营业时间

您可以使用 validFrom 和 validThrough 属性定义季节性营业时间。以下示例显示了某个商家寒假期间歇业。

"openingHoursSpecification": {
  "@type": "OpeningHoursSpecification",
  "opens": "00:00",
  "closes": "00:00",
  "validFrom": "2015-12-23",
  "validThrough": "2016-01-05"
}

多个部门

如果商家设有多个部门，并且每个部门都有自己的独特属性（如营业时间或电话号码），您可以针对每个部门使用一个元素来标记 department 属性。在每个相应的部门元素中分别定义与总店不同的属性。

<html>
  <head>
    <title>Dave's Department Store</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "Store",
      "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
      "name": "Dave's Department Store",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "1600 Saratoga Ave",
        "addressLocality": "San Jose",
        "addressRegion": "CA",
        "postalCode": "95129",
        "addressCountry": "US"
      },
      "geo": {
        "@type": "GeoCoordinates",
        "latitude": 37.293058,
        "longitude": -121.988331
      },
      "url": "https://www.example.com/store-locator/sl/San-Jose-Westgate-Store/1427",
      "priceRange": "$$$",
      "telephone": "+14088717984",
      "openingHoursSpecification": [
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": [
            "Monday",
            "Tuesday",
            "Wednesday",
            "Thursday",
            "Friday",
            "Saturday"
          ],
          "opens": "08:00",
          "closes": "23:59"
        },
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": "Sunday",
          "opens": "08:00",
          "closes": "23:00"
        }
      ],
      "department": [
        {
          "@type": "Pharmacy",
          "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
          "name": "Dave's Pharmacy",
          "address": {
            "@type": "PostalAddress",
            "streetAddress": "1600 Saratoga Ave",
            "addressLocality": "San Jose",
            "addressRegion": "CA",
            "postalCode": "95129",
            "addressCountry": "US"
          },
          "priceRange": "$",
          "telephone": "+14088719385",
          "openingHoursSpecification": [
            {
              "@type": "OpeningHoursSpecification",
              "dayOfWeek": [
                "Monday",
                "Tuesday",
                "Wednesday",
                "Thursday",
                "Friday"
              ],
              "opens": "09:00",
              "closes": "19:00"
            },
            {
              "@type": "OpeningHoursSpecification",
              "dayOfWeek": "Saturday",
              "opens": "09:00",
              "closes": "17:00"
            },
            {
              "@type": "OpeningHoursSpecification",
              "dayOfWeek": "Sunday",
              "opens": "11:00",
              "closes": "17:00"
            }
          ]
        }
      ]
    }
    </script>
  </head>
  <body>
  </body>
</html>

指南

商家必须遵循以下指南，才能出现在本地商家富媒体搜索结果中。

结构化数据类型定义

下表根据 schema.org/LocalBusiness 中的完整定义列出了本地商家和商家操作类型的属性和用法。

要使您的内容能够显示为富媒体搜索结果，您必须为其添加必需的属性。还有一些建议添加的属性，能帮助您添加更多与您的内容相关的信息，进而提供更好的用户体验。

您可以向网站上的任何网页添加 LocalBusiness 结构化数据，但将该数据放在包含您商家信息的网页上可能更合理。

LocalBusiness

如需了解 LocalBusiness 的完整定义，请访问 schema.org/LocalBusiness。请将每个本地商家营业地点指定为 LocalBusiness 类型。请尽可能使用最具体的 LocalBusiness 子类型；例如 Restaurant、DaySpa、HealthClub 等等。

如果您有多个类型，请将它们指定为数组（不支持 additionalType）。例如，假设您的商家提供多项服务：

{
  "@context": "https://schema.org",
  "@type": ["Electrician", "Plumber", "Locksmith"],
  ....
}

Google 支持的属性如下：

必要属性
address

PostalAddress

商家的实际位置。请添加尽可能多的属性。提供的属性越多，搜索结果对用户来说就质量越高。例如：

"address": {
  "@type": "PostalAddress",
  "streetAddress": "148 W 51st St Suit 42 Unit 7",
  "addressLocality": "New York",
  "addressRegion": "NY",
  "postalCode": "10019",
  "addressCountry": "US"
}
name

Text

商家的名称。
建议属性
aggregateRating

AggregateRating

只有在网站收集有关其他本地商家的评价时才建议使用此属性：根据多个评分或评价得出的本地商家的平均评分。请遵循评价摘要指南，并查看总体评分属性的必要属性和建议属性列表。
department

LocalBusiness

单个部门的嵌套项。您可以为部门定义此表中的任何属性。

其他指南：

  • 按以下格式添加商店名称和部门名称：{store name} {department name}。例如，gMart 和 gMart Pharmacy。
  • 如果部门有明确的品牌名称，请单独指定部门名称。例如：Best Buy 和 Geek Squad。
geo

GeoCoordinates

商家的地理坐标。
geo.latitude

Number

营业地点的纬度。精度必须至少为 5 位小数。
geo.longitude

Number

营业地点的经度。精度必须至少为 5 位小数。
menu

URL

对于食品企业，此属性为菜单的完全限定网址。
openingHoursSpecification

OpeningHoursSpecification 的数组或单个对象（均受支持）

营业地点的营业时间。
openingHoursSpecification.closes

Time

营业地点的打烊时间，采用 hh:mm:ss 格式。
openingHoursSpecification.dayOfWeek

DayOfWeek

以下值中的一个或多个：

  • https://schema.org/Monday：星期一。
  • https://schema.org/Tuesday：星期二。
  • https://schema.org/Wednesday：星期三。
  • https://schema.org/Thursday：星期四。
  • https://schema.org/Friday：星期五。
  • https://schema.org/Saturday：星期六。
  • https://schema.org/Sunday：星期日。
openingHoursSpecification.opens

Time

营业地点开门营业的时间，采用 hh:mm:ss 格式。
openingHoursSpecification.validFrom

Date

季节性歇业的开始日期，采用 YYYY-MM-DD 格式。
openingHoursSpecification.validThrough

Date

季节性歇业的结束日期，采用 YYYY-MM-DD 格式。
priceRange

Text

商家的相对价格范围，通常由数值范围（例如“10-15 美元”）或货币符号的标准化值（例如“$$$”）表示。

此字段的长度必须少于 100 个字符。如果字符数超过 100 个，Google 就不会显示商家的价格范围。
review

Review

只有在网站收集有关其他本地商家的评价时才建议使用此属性：对本地商家的评价。请遵循评价摘要指南，并查看评价属性的必要属性和建议属性列表。
servesCuisine

servesCuisine

餐馆供应的菜肴种类。
telephone

Text

商家电话号码应该是客户的主要联系方式。请务必在电话号码中包含国家/地区代码和区号。
url

URL

特定营业地点的完全限定网址。该网址必须是有效的链接。

如果您的网站上列出了多家餐馆，而您希望它们能够出现在托管轮播界面上，请添加“轮播界面”对象。除了标准的轮播界面属性之外，您还可以在“轮播界面”对象中定义以下属性。虽然轮播界面属性不是必需的，但如果您希望餐馆列表能够显示在托管轮播界面中，则必须添加以下属性。

Google 支持的属性如下：

必要属性
image

重复的 URL 或 ImageObject

一张或多张餐馆图片。

其他的图片指南：

  • 图片网址必须可抓取且可编入索引。如需检查 Google 能否访问您的网址，请使用网址检查工具。
  • 图片必须代表标记的内容。
  • 图片必须采用受 Google 图片支持的文件格式。
  • 为取得最佳效果，建议您提供具有以下宽高比的多个高分辨率图片（宽度乘以高度至少为 50K 像素）：16x9、4x3 和 1x1。

例如：

"image": [
  "https://example.com/photos/1x1/photo.jpg",
  "https://example.com/photos/4x3/photo.jpg",
  "https://example.com/photos/16x9/photo.jpg"
]
name

Text

餐馆的名称。
建议属性
address

PostalAddress

商家的实际位置。请添加尽可能多的属性。提供的属性越多，搜索结果对用户来说就质量越高。例如：

"address": {
  "@type": "PostalAddress",
  "streetAddress": "148 W 51st St",
  "addressLocality": "New York",
  "addressRegion": "NY",
  "postalCode": "10019",
  "addressCountry": "US"
}
servesCuisine

servesCuisine

餐馆供应的菜肴种类。

Troubleshooting

If you're having trouble implementing or debugging structured data, here are some resources that may help you.

  • If you're using a content management system (CMS) or someone else is taking care of your site, ask them to help you. Make sure to forward any Search Console message that details the issue to them.
  • Google does not guarantee that features that consume structured data will show up in search results. For a list of common reasons why Google may not show your content in a rich result, see the General Structured Data Guidelines.
  • You might have an error in your structured data. Check the list of structured data errors and the Unparsable structured data report.
  • If you received a structured data manual action against your page, the structured data on the page will be ignored (although the page can still appear in Google Search results). To fix structured data issues, use the Manual Actions report.
  • Review the guidelines again to identify if your content isn't compliant with the guidelines. The problem can be caused by either spammy content or spammy markup usage. However, the issue may not be a syntax issue, and so the Rich Results Test won't be able to identify these issues.
  • Troubleshoot missing rich results / drop in total rich results.
  • Allow time for re-crawling and re-indexing. Remember that it may take several days after publishing a page for Google to find and crawl it. For general questions about crawling and indexing, check the Google Search crawling and indexing FAQ.
  • Post a question in the Google Search Central forum.