image

image · Not mentioned by Google

Appears in

LocalBusiness · Organization · Product

What is it?

A URL or ImageObject pointing to a photo that represents the business. For LocalBusiness, this is typically a storefront photo, logo, or interior shot. While Google does not list image on its LocalBusiness structured data page, the field is inherited from Thing and recognized across all schema types.

Why this matters for AEO

When a user asks an AI assistant to show or describe a business, the image field provides a direct reference the AI can use to display or cite a visual. AI engines that surface visual results (Google SGE, Bing Chat) can pull this image directly rather than scraping the page for a best-guess photo.

What the specs say

Schema.org: ImageObject, URL. An image of the item. This can be a URL or a fully described ImageObject. schema.org/image

Google: Not mentioned. Field not listed in Google's structured data documentation for LocalBusiness. Google LocalBusiness docs

How to find your value

• Storefront photo — Google Business Profile, your photo gallery
• Logo — Your brand assets folder, typically an SVG or high-res PNG
• Interior shot — Professional photography or GBP photos

Use a high-resolution image (minimum 1200px wide for Google Image guidelines). Host it on your own domain or a CDN you control.

Format and code

The simplest format is a URL string:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Beachwalk Beachwear & Giftware",
  "image": "https://www.beachwalkgifts.com/storefront.jpg"
}

For more detail, use an ImageObject:

{
  "image": {
    "@type": "ImageObject",
    "url": "https://www.beachwalkgifts.com/storefront.jpg",
    "width": 1200,
    "height": 800,
    "caption": "Beachwalk Beachwear & Giftware storefront in Mexico Beach, FL"
  }
}

Multiple images can be provided as an array:

{
  "image": [
    "https://www.beachwalkgifts.com/storefront.jpg",
    "https://www.beachwalkgifts.com/interior.jpg"
  ]
}

Webflow implementation

Static pages

Add the full image URL directly in your JSON-LD block. Use the absolute URL from your Webflow asset manager.

CMS template pages

Reference a CMS image field:

"image": "{{wf {"path":"main-image","type":"ImageRef"} }}"

In Schema HQ

The image field is mapped from organization logo or primary image to the image field automatically. For page-level schemas, it can pull the featured image from CMS items.

Real examples

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "GreatFood",
  "image": "https://www.greatfood.com/restaurant-exterior.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1901 Lemur Ave",
    "addressLocality": "Sunnyvale",
    "addressRegion": "CA"
  }
}

Related fields

• name · the business this image represents
• url · the website where this image is hosted
• description · text context for the image
• primaryImageOfPage — the primary image representing a page

FAQ

Should I use a URL string or an ImageObject?

A URL string is sufficient for most LocalBusiness implementations. Use ImageObject when you want to specify dimensions, caption, or other metadata that helps search engines understand the image context.

What image format should I use?

JPEG or WebP for photographs, PNG for logos with transparency. Google supports all three formats in structured data. Use JPEG for storefront and interior photos as file sizes are typically smaller.