Why many auto pages underperform

How SwiftSchema helps

How it works

What is AutomotiveBusiness structured data?

AutomotiveBusiness is the Schema.org subtype used for auto dealerships, repair shops, tire/wheel centers, collision specialists, and quick-service garages. It inherits all LocalBusiness properties, but the subtype helps search engines understand that you sell or service vehicles. Accurate JSON‑LD improves how your brand appears in local packs, knowledge panels, and “near me” searches, especially when you run multiple lots or service bays.

Because automotive businesses often run separate sales, service, and parts departments, structured data is the glue that explains each department’s hours, phone lines, and offerings. Use AutomotiveBusiness for the location page itself, then layer Vehicle/Product markup on inventory detail pages. For service specials or maintenance menus, consider ItemList or Service schema to highlight packages (oil change, brake service, detailing) that customers can book online.

Essential properties for automotive businesses

1. name
   — match signage and Google Business Profile (“Swift Auto VW Service Center” vs “Swift Auto Group”).
2. address
   (PostalAddress) — include suite/lot numbers, cross-streets, and
   addressCountry
   . Add
   geo
   coordinates for large campuses or rural lots.
3. telephone
   — use department-specific numbers (sales vs service vs parts). Note them in the copy and schema using
   contactPoint
   .
4. openingHoursSpecification
   — specify distinct schedules for each department. Service bays often close earlier than showrooms.
5. priceRange
   — optional but helpful (e.g., “$$$”). For service centers, mention average labor rate or menu prices.
6. makesOffer
   /
   hasOfferCatalog
   — link to key inventory categories (New SUVs, Certified Pre-Owned, EV chargers).
7. serviceType
   — list offerings such as “Oil Change”, “Transmission Repair”, “Detailing”.
8. areaServed
   — list cities/counties you deliver to or support for pickup/drop-off.
9. amenityFeature
   — highlight shuttle service, loaner cars, on-site café, EV charging.
10. aggregateRating
    /
    review
    — only when you have authentic, policy-compliant reviews (OEM survey data can qualify if you control it).

Content prep for auto pages

• Clarify departments. If sales, service, and parts share one address, describe each with subheadings and contact info so schema can mirror that structure.
• Highlight inventory pathways. Mention top categories (“New Toyota SUVs,” “Certified trucks,” “Used EVs”) and link to those pages so search engines see a clear shopper journey.
• Describe services and specials. Offer short paragraphs on maintenance packages, warranties, and financing/insurance options.
• Set expectations for appointments. If service is appointment-only, say so and link to the scheduler or phone line.
• Include visual proof. Add high-quality photos of showrooms, service bays, before/after repairs, or staff to humanize the page.

Once content reflects the real experience, generate JSON‑LD so the structured data backs up the narrative. Schema should never claim offerings that don’t appear on-page.

Implementation checklist

1. Create a unique page per location. Even if you operate multiple dealerships under one brand, each rooftop needs its own page and schema block.
2. Capture department data. List hours and phone numbers per department and represent them in schema with
   openingHoursSpecification
   and
   contactPoint
   .
3. Generate AutomotiveBusiness JSON‑LD using the form below. Include
   makesOffer
   references to key inventory pages or
   hasOfferCatalog
   linking to a Service catalog.
4. Add Vehicle/Product markup on inventory detail pages and ensure those pages link back to the location page (closing the loop).
5. Embed only once per page. Avoid duplicate schema from CMS plugins; disable conflicting markup modules.
6. Validate via Rich Results Test; fix warnings around address components, hours, or telephone formatting.
7. Request indexing after publishing or updating; monitor Search Console for local business or products enhancements.

Handling multiple locations and departments

• Use an ItemList page to list all locations (
  /locations
  or
  /dealerships
  ). Each entry should link to an individual location page with its own schema.
• If sales and service live at different addresses, generate separate AutomotiveBusiness schema blocks, each referencing the relevant services.
• For mobile service vans or off-site repairs, keep the legal address in
  address
  , specify
  areaServed
  , and mention the mobile nature in copy (
  serviceType: Mobile EV charging
  ).
• Tie each department’s offers to the same Organization schema to maintain brand consistency. Use
  department
  or
  subOrganization
  relationships when modeling.

Inventory and service linking tips

• On the location page, link to your main inventory categories and service menu sections. In schema, replicate those connections via
  hasOfferCatalog
  (for service menus) or
  makesOffer
  (for highlighted vehicles).
• Use Vehicle schema for each VIN on detail pages. Include
  seller
  referencing the AutomotiveBusiness so schema ties the VIN to the correct lot.
• For service coupons, use
  Offer
  with expiration dates to avoid showing stale promotions.
• When vehicles sell out, keep the page alive but note the status and remove schema
  availability
  once the car is gone to prevent mismatched data.

Reputation and compliance notes

• OEM review feeds. If you ingest manufacturer surveys, confirm you’re allowed to display them publicly before adding AggregateRating. Misuse can trigger structured data penalties. +- State dealer laws. Some states restrict advertising terms (“No credit? No problem!”). Reflect those rules in content and ensure schema doesn’t contradict disclaimers.
• Pricing transparency. When listing prices, clarify whether they include destination fees, dealer-installed accessories, or incentives. Avoid misleading pricing in schema.

Troubleshooting checklist

• Compare schema NAP data with your Google Business Profile weekly.
• Validate that
  contentUrl
  /
  image
  references return 200 OK (especially if you move CDNs or rename files).
• For seasonal hours (holiday sales, service closures), update both content and
  openingHoursSpecification
  .
• Watch for duplicate schema injected by inventory plugins; remove overlapping LocalBusiness entries.
• Use Search Console to monitor “Enhancements > Local business” for warnings or manual actions.

Common Errors & Fixes

• Missing department hours: include
  openingHoursSpecification
  for each department or note “By appointment.”
• Only one phone number: use
  contactPoint
  to list sales, service, and parts numbers separately.
• Inventory schema on location page: keep Vehicle/Product markup on detail pages; link to them instead of embedding VIN data on the location page.
• Generic services: explicitly list service offerings (oil change, detailing, tire repair) so search engines and users know what you offer.
• Ignoring photos: add
  image
  URLs showcasing the lot or bays; many automotive search surfaces prefer visual context.