Try it yourself
A local business describing itself in the format search engines read. One property is the right idea in the wrong shape, so it gets dropped.
Which line is wrong?
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Required, and correct. It names the vocabulary everything below is written in, which is how a parser knows that "telephone" here means a business phone number rather than anything else.
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Better than the generic LocalBusiness. Plumber is a recognised type, and being specific tells search engines more about what you do.
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Fine — and it should match the name on your Google Business Profile and your website footer exactly.
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This is the one. The address is right; the shape is not. Schema expects a PostalAddress object with streetAddress, addressLocality and postalCode as separate fields, not one string. As written there is nothing to match against a map, so the most valuable property in the block is quietly discarded.
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Fine, and in full international form, which is what you want here.
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Pick a line. Every one of them has an answer.
Show me the answer
"address": "12 Mill Road, Ashford, TN23 1AB",
This is the one. The address is right; the shape is not. Schema expects a PostalAddress object with streetAddress, addressLocality and postalCode as separate fields, not one string. As written there is nothing to match against a map, so the most valuable property in the block is quietly discarded.
The written version
Stating your details in a form software can read →
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