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NAP and LocalBusiness schema

If you have a physical store (or operate in a specific service area), Local SEO unlocks Google Maps, "near me" queries, and Google Business Profile rich results.

Setup

  1. Open /local-seo.
  2. The NAP form pre-fills from your Shopify shop address (shop.address.*). Edit if you want to override.
  3. Click Save. Two things happen:
    • JSON-LD LocalBusiness schema is generated.
    • The schema is saved to a Shopify metafield (shop.metafields.seo.local_nap).
    • The theme app embed (if enabled) renders the schema on your homepage in <head>.

What's NAP?

Name, Address, Phone — the three identifying signals search engines use to verify your business. Inconsistent NAP across listings (Yelp, Facebook, Google Business Profile) hurts ranking.

Beyond NAP

The Local SEO page also handles:

  • Service area — if you don't have a storefront but serve customers in defined areas.
  • Opening hours — written into LocalBusiness schema as openingHoursSpecification.
  • Geo coordinates — auto-resolved from address if you don't provide.
  • GBP sync (Pro plan) — push your address/hours to Google Business Profile via the Business Information API.

Verifying

After save, view your storefront's homepage source. Search for "@type": "LocalBusiness". The JSON-LD should be in <head> populated with the values you entered.

Why it matters for AI search

ChatGPT and Perplexity use schema.org JSON-LD to surface businesses in "where can I buy X near me" queries. Without LocalBusiness schema, you're invisible to those queries — even if your Google Maps presence is strong.

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