We include the localBusiness data across all pages on our ecommerce site.

What values should be set for id and url on different pages e.g.

  1. example.com/about-us
  2. example.com/shop
      "@context": "https://schema.org",
      "@type": "localBusiness",
      "@id": "http://example.com/current-page",
      "name": "Ecommerce Shop",
      "url": "http://www.example.com/"

Should id be based on the current url or should it be id?

3 Answers 3


Structured data operates at the page level. Google's perspective:


Your structured data should be a true representation of the page content.



Put the structured data on the page that it describes, unless specified otherwise > by the documentation.

Therefore, the link must point to the page the content of which is presented in structured data.


Think of an id as a global url based identifier for the specific entity. It can be any url you chose but is typically based on the official url where the entity is found with maybe an extra anchor to indicate which entity on the page.

As Nikant motioned, Google currently only thinks at the page level. They don't connect entities across pages by their id. So, with regard to Google the only real use for ids is to connect entities within a single page. Two entities with the same id get merged which lets you define entities in different parts of the page and have them reference each other.

Google just removed id from it's LocalBusiness guidelines. Probably just to simplify things by removing something that is not required.

url is a way to indicate another page which is the official page for an entity. In this case it should exist as a real page. This is more likely to be of use to Google as a way to connect an entity with a page.


Local Business Schema

How to add structured data

@id A unique URL for a specific branch. It cannot be changed after assignment. Google Search treats URLs as an opaque command, so there is no need to include a working link. If the business has multiple branches, a unique @id must be used for each branch.




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