url

url · Recommended

Appears in

LocalBusiness · Organization · WebSite

What is it?

The web address of a specific business location. For LocalBusiness schema, url should point to the page for that particular location, not the homepage of a multi-location brand. For single-location businesses, the homepage URL is appropriate.

Why this matters for AEO

When a user asks "What is the website for [business]?" or "Send me a link to [business]," AI engines pull the url field to provide a direct, clickable link. A missing or incorrect URL forces the AI to guess which page to link, which may point users to the wrong location page or a generic corporate site.

What the specs say

Schema.org: URL. URL of the item. schema.org/url

Google: Recommended. "The fully-qualified URL of the specific business location. The URL must be a working link." Google LocalBusiness docs

How to find your value

• Single location — Your homepage URL (e.g., https://www.greatfood.com)
• Multi-location — The specific location page (e.g., https://www.greatfood.com/sunnyvale)
• Franchise/chain — The franchisee page, not the corporate site

Always use the canonical URL with https://, www prefix (if your site uses it), and no trailing parameters or tracking codes.

Format and code

A fully-qualified URL string:

{
 "@context": "https://schema.org",
 "@type": "Restaurant",
 "name": "GreatFood",
 "url": "http://www.greatfood.com"
}



Do not use:

{
 "url": "greatfood.com"
}
{
 "url": "/about"
}



The URL must be absolute (starting with http:// or https://), not relative. Google requires it to be a working link.

Webflow implementation

Static pages

Hardcode the full URL in your JSON-LD block:

"url": "https://www.yourbusiness.com"



CMS template pages

Use the Webflow slug to construct the URL dynamically:

"url": "https://www.yourbusiness.com/locations/{{wf {"path":"slug"} }}"



In Schema HQ

The url field is populated with the canonical page URL automatically. For multi-location setups, each page schema gets the URL of its specific location page.

Real examples

GreatFood (from schema.org/LocalBusiness):

{
 "@context": "https://schema.org",
 "@type": "Restaurant",
 "name": "GreatFood",
 "url": "http://www.greatfood.com",
 "telephone": "(408) 714-1489"
}



Gene's Delicious Donuts (from Whitespark LocalBusiness guide):

{
 "@context": "http://schema.org",
 "@type": "LocalBusiness",
 "name": "Gene's Delicious Donuts",
 "url": "http://example.com/"
}



Related fields

• name · the business this URL belongs to
• sameAs · social profile URLs (distinct from the main website)
• address · physical location of the business at this URL
• telephone · phone number listed on this website
• potentialAction — URL template for site search actions

FAQ

What is the difference between url and sameAs?

url is the primary website for the business or location. sameAs is an array of URLs to third-party profiles (social media, Wikipedia, Yelp) that refer to the same entity. A LocalBusiness should have exactly one url but can have multiple sameAs entries.

Should multi-location businesses use different URLs?

Yes. Google specifies that url should be "the fully-qualified URL of the specific business location." Each location page should have its own LocalBusiness schema block with that location's URL, address, phone number, and hours.

Does the URL need to use HTTPS?

Google strongly recommends HTTPS for all web properties. While schema.org accepts both HTTP and HTTPS URLs, using HTTPS is best practice for security and ranking signals.