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I have to do SEO on a web page for an advertising business. However, schema.org does not seem to know advertising agencies or publicity companies (as subclasses of LocalBusiness or Organization). At least I didn't find anything.

Has anybody got an idea what I could use?

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    Why not just use LocalBusiness then? – Stephen Ostermiller Sep 10 '20 at 17:36
  • Because that's not much use. It just gives Google the information that the page is about a business. I would like to give as specific information as possible. Contrasting the wealth of specific categories within the medical field, for instance (schema.org/MedicalBusiness) I found it really odd that for advertising and publicity, which is big business after all, there is not a single category. So I thought I must have overlooked something, so I asked. – MDickten Sep 12 '20 at 7:12
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I would use the Corporation itemType (or Organization if it isn't incorporated) and then the additionalType itemProp with http://www.productontology.org/doc/Advertising_agency as the value until there is something better. You can recommend additions to the Schema.org vocabulary at https://github.com/schemaorg/schemaorg/issues.

  • Yes, Corporation sounds better than LocalBusiness. Can you tell me how I would use the itemProp you are suggesting with JSON-LD? It looks to me as if you are using Microdata here which we are moving away from. – MDickten Sep 15 '20 at 6:49
  • Oh, that's just me borrowing vocabulary wantonly. Of course use JSON-ld: { "@context": "schema.org", "@type": "Corporation", "additionalType":"productontology.org/doc/Advertising_agency", [...] } – I Capulet Sep 15 '20 at 13:19
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    Thank you very much. This works perfectly :-) – MDickten Sep 25 '20 at 9:56

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