The next step is to identify what kind of business you are optimizing. As you can see from the list above, schema.org provides you with a lot of options. When choosing a type, you want to be as specific as possible. If nothing fits well, don’t worry. Pick a more generic type, like LocalBusiness or Organization, and use the sameAS property to connect to a Wikipedia or Wikidata entry that further defines your business type.  TIP! Both Wikipedia and Wikidata can help you specify your business, but if given the option, link to Wikidata. Wikidata has been optimized for machines, while Wikipedia is meant for human readers. The most general type of business is an Organization.