We checked 1,601 local business websites. 28% don't label their business details on the homepage.
When someone asks Google, Siri or ChatGPT “which med spas are open near me?”, the answer depends on what those tools can find. We looked at the public websites of 1,601 independent businesses across 10 US metro areas and checked whether their homepages label basic details with schema.org, a format Google documents for local businesses.
By type of business
Share of each group's websites that don't label their business details (groups with at least 25 sites checked):
| Type of business | Sites checked | Not labeled | Share |
|---|---|---|---|
| Beauty and med spas | 51 | 21 | 41% |
| Clothing stores | 55 | 20 | 36% |
| Cafés and coffee shops | 224 | 74 | 33% |
| Bakeries | 57 | 16 | 28% |
| Hair salons | 83 | 23 | 28% |
| Restaurants | 752 | 186 | 25% |
| Tattoo studios | 29 | 7 | 24% |
| Gyms | 46 | 10 | 22% |
| Law offices | 64 | 11 | 17% |
| Dentists | 33 | 3 | 9% |
By metro area
| Metro area | Sites checked | Not labeled | Share |
|---|---|---|---|
| Austin | 274 | 47 | 17% |
| Denver | 251 | 75 | 30% |
| Portland | 241 | 108 | 45% |
| Minneapolis | 217 | 77 | 35% |
| Columbus | 168 | 41 | 24% |
| Tampa | 136 | 14 | 10% |
| Nashville | 112 | 34 | 30% |
| Sacramento | 91 | 14 | 15% |
| Raleigh | 77 | 28 | 36% |
| San Antonio | 34 | 10 | 29% |
Two basics most sites get right
Only 37 of the 1,601 sites loaded without a secure connection (browsers mark those “Not secure”), and only 18 weren't set up for phones. Most independent businesses have done the website basics. The gap is in schema.org labels for local business details, which Google documents.
Email settings
We also read public email DNS settings for 875 checked businesses whose contact email uses their own website domain. Of those, 468 had no DMARC record, 227 had no SPF record, and 308 had a DMARC record set to monitor only (p=none). These are DNS observations, not a test of inbox placement. Addresses at free webmail services are excluded.
Why the labels matter
A person can read “Open Tue to Sun, 8 to 2” anywhere on a page. Google documents schema.org markup as a way to label local business details for its systems. Clear labels help show which hours belong to which business.
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- Sample: independent businesses with a working website, found through OpenStreetMap in 10 US metro areas. Chains, franchises, parked or expired domains and unreachable sites are excluded. Businesses without a website aren't in the sample.
- Check: we fetched each homepage and parsed its JSON-LD and microdata for schema.org local-business types (LocalBusiness and its subtypes such as Restaurant, Dentist or HairSalon). A site counts as “labeled” if its homepage declares one.
- Limits: homepage only; a business may label details on another page, or keep accurate details on Google Business Profile and other listings. OpenStreetMap coverage varies by city, so city figures aren't a census. Figures are from checks run in September 2026.
- Use: you're welcome to quote these numbers with a link to this page.