當地商家 (LocalBusiness) 結構化資料
使用者在 Google 搜尋或地圖上搜尋商家時，搜尋結果可能會顯示醒目的 Google 知識面板，其中包含與查詢內容相符的商家詳細資料。舉例來說，如果使用者搜尋特定類型的商家 (例如「台北最好的餐廳」)，系統可能會以輪轉介面形式呈現與查詢有關的商家。您可以運用當地商家結構化資料向 Google 提供各種商家資訊，例如營業時間、商家有哪些部門以及獲得的評論等等。如果想讓使用者能夠直接在搜尋結果中訂位或下單，您可以透過 Maps Booking API 啟用預訂、付款等動作。
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. For a step-by-step guide on how to add structured data to a web page, check out the structured data codelab.
- Add the required properties. Based on the format you're using, learn where to insert structured data on the page.
- Follow the guidelines.
- 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).
- 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
noindextag, or login requirements. If the page looks okay, you can ask Google to recrawl your URLs. - To keep Google informed of future changes, we recommend that you submit a sitemap. You can automate this with the Search Console Sitemap API.
範例
簡易的當地商家資訊
以下是採用 JSON-LD 格式呈現的簡易當地商家資訊範例。
<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": "$$$",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday"
],
"opens": "11:30",
"closes": "22:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Wednesday",
"Thursday",
"Friday"
],
"opens": "11:30",
"closes": "23:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Saturday",
"opens": "16:00",
"closes": "23:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Sunday",
"opens": "16:00",
"closes": "22:00"
}
],
"menu": "https://www.example.com/menu",
"acceptsReservations": "True"
}
</script>
</head>
<body>
</body>
</html>
餐廳輪轉介面 (有使用限制)
以下是符合詳細資料頁面規定 (假設還有包含 Carousel 標記的輪轉介面頁面) 的餐廳範例。目前只有少數餐廳資訊供應商能夠使用餐廳輪轉介面，如果您想使用這項功能，歡迎填寫意願表單。
<html>
<head>
<title>Trattoria Luigi</title>
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Restaurant",
"name": "Trattoria Luigi",
"image": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"priceRange": "$$$",
"servesCuisine": "Italian",
"address": {
"@type": "PostalAddress",
"streetAddress": "148 W 51st St",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10019",
"addressCountry": "US"
}
}
</script>
</head>
<body>
</body>
</html>
營業時間
以下範例說明如何標記不同類型的營業時間。
如果排除 validFrom 和 validThrough 屬性，表示營業時間全年有效。以下範例定義的商家平日營業時間為早上 9 點到晚上 9 點，週末營業時間為早上 10 點到晚上 11 點。
"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"
}
]
如果營業時間超過午夜，請使用單一 OpeningHoursSpecification 屬性定義開始和結束營業時間。以下範例定義的營業時間為週六下午 6 點到週日凌晨 3 點。
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Saturday",
"opens": "18:00",
"closes": "03:00"
}
如要顯示商家全天 24 小時營業，請將 open 屬性設為 "00:00"，並將 closes 屬性設為 "23:59"。如要顯示商家全天不營業，請將 opens 和 closes 屬性都設為 "00:00"。以下是週六全天營業、週日全天不營業的商家範例。
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Saturday",
"opens": "00:00",
"closes": "23:59"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Sunday",
"opens": "00:00",
"closes": "00:00"
}
]
請使用 validFrom 和 validThrough 屬性定義特別營業時間。以下是冬季節慶期間不營業的商家範例。
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"opens": "00:00",
"closes": "00:00",
"validFrom": "2015-12-23",
"validThrough": "2016-01-05"
}
多個部門
如果商家有多個部門，且每個部門有不同屬性 (例如營業時間或電話號碼)，您可以為 department 屬性標記各部門的元素。請在各個部門元素中分別定義與主要店面不同的屬性。
<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>
指南規範
您必須遵守以下規範，才能提供當地商家複合式搜尋結果。
- 搜尋 Essentials
- 一般結構化資料指南
- 輪轉介面指南 (如適用)。目前只有少數餐廳資訊供應商能夠使用餐廳輪轉介面。如果您想使用這項功能，歡迎填寫意願表單。
結構化資料類型定義
下表根據 schema.org/LocalBusiness 的完整定義，列出當地商家和商家動作類型的屬性和使用方式。
您的內容必須包含必要的屬性，才能以複合式搜尋結果的形式呈現。 您也可以加入建議的屬性，為內容增添更多相關資訊，提供更優質的使用者體驗。
您可以將 LocalBusiness 結構化資料新增到網站中的任何網頁，不過如果新增至含有您商家相關資訊的網頁來說，可能更有意義。
LocalBusiness
schema.org/LocalBusiness 內提供 LocalBusiness 的完整定義。請將各個當地商家地點定義為 LocalBusiness 類型，並盡可能使用最具體的 LocalBusiness 子類型，例如 Restaurant、DaySpa、HealthClub 等。如果您有多種類型，請將這些類型指定為陣列 (不支援 additionalType)。舉例來說，如果貴商家提供多種服務：
{
"@context": "https://schema.org",
"@type": ["Electrician", "Plumber", "Locksmith"],
....
}
Google 支援的屬性如下：
| 必要屬性 | |
|---|---|
address |
商家的實際位置。請盡可能多加入屬性；您提供的屬性越多，使用者從搜尋結果獲得的資訊就越豐富。例如：
"address": {
"@type": "PostalAddress",
"streetAddress": "148 W 51st St Suit 42 Unit 7",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10019",
"addressCountry": "US"
}
|
name |
商家的名稱。 |
| 建議屬性 | |
|---|---|
aggregateRating |
會擷取關於其他當地商家評論的網站：根據多個評分或評論所得到的當地商家平均評分。請遵循評論摘錄規範，以及必要和建議的 AggregateRating 屬性清單。 |
department |
單一部門的巢狀項目。您可以為部門定義這份表格中的任一屬性。 其他規範：
|
geo |
商家的地理位置座標。 |
geo.latitude |
商家所在地點的緯度，精確度必須至少達到第 5 位小數。 |
geo.longitude |
商家所在地點的經度，精確度必須至少達到第 5 位小數。 |
menu |
適用於餐飲業商家的菜單完整網址。 |
openingHoursSpecification |
商家的營業時間。 |
openingHoursSpecification.closes |
商家的結束營業時間，格式為 hh:mm:ss。 |
openingHoursSpecification.dayOfWeek |
可設為下列一或多個項目：
|
openingHoursSpecification.opens |
商家的開始營業時間，格式為 hh:mm:ss。 |
openingHoursSpecification.validFrom |
商家在特定期間暫停營業的開始日期，格式為 YYYY-MM-DD。 |
openingHoursSpecification.validThrough |
商家在特定期間暫停營業的結束日期，格式為 YYYY-MM-DD。 |
priceRange |
商家的相對價格範圍，通常會指定為數值範圍 (例如「$10-15 美元」) 或正規化數量的貨幣符號 (如「$$$」)。 這個欄位的長度必須少於 100 個半形字元。如果長度超過 100 個半形字元，Google 就不會顯示該商家的價格範圍。 |
review |
|
servesCuisine |
餐廳供應的料理類型。 |
telephone |
商家電話號碼，是供消費者使用的主要聯絡方法。 請務必在電話號碼中加入國家/地區代碼和區碼。 |
url |
特定商家所在地點的完整網址，網址必須是有效連結。 |
餐廳輪轉介面 (有使用限制)
如果您的網站上列有多家餐廳，而且您想用代管輪轉介面提供這些餐廳的資訊，請新增輪轉介面物件。除了標準的 Carousel 屬性外，您也需要在輪轉介面物件中定義下列屬性。雖然 Carousel 屬性並非必要屬性，但如果您想讓自己的餐廳清單出現在代管輪轉介面中，就必須新增下列屬性。
Google 支援的屬性如下：
| 必要屬性 | |
|---|---|
image |
重複的 一或多張餐廳圖片。 其他圖片規範：
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 |
餐廳名稱。 |
| 建議屬性 | |
|---|---|
address |
商家的實際位置。請盡可能多加入屬性；您提供的屬性越多，使用者從搜尋結果獲得的資訊就越豐富。例如：
"address": {
"@type": "PostalAddress",
"streetAddress": "148 W 51st St",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10019",
"addressCountry": "US"
}
|
servesCuisine |
餐廳供應的料理類型。 |
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.
- 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.