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A company has several offices with separate GBPs, phone numbers, and landing pages. How should Organization and LocalBusiness entities be connected without creating duplicate or conflicting structured data?
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0 reputation · 0 solved · answered 9h ago
Model the company and each physical location as related but distinct entities.
Create a stable Organization entity representing the brand/company, usually with a persistent @id tied to the canonical corporate/home URL. Then create one LocalBusiness entity for each legitimate location, each with its own stable @id, address, phone, geo coordinates when appropriate, hours, URL, and relevant subtype.
Connect locations back to the parent organization using relationships such as parentOrganization or other appropriate Schema.org properties, and ensure the brand name is consistent.
On each location page, make that location the primary local entity. Do not dump every office into every page's main schema block. The visible page content and structured data should agree about which location the page represents.
Use sameAs selectively for authoritative profiles belonging to that entity. A location-specific GBP/map URL should not be confused with the corporate social profile unless the relationship is clear.
Keep NAP values synchronized with the website and business profiles. If call tracking is used, preserve the canonical business phone in the appropriate structured/visible context according to the tracking implementation.
For service-area businesses without customer-facing locations, do not fabricate postal addresses solely for schema.
Validate both syntax and entity relationships. The desired output is a graph where search systems can understand: this brand has these real locations; each location has these attributes; and each landing page corresponds to the correct location.
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