{"id":13731,"date":"2022-05-31T08:39:11","date_gmt":"2022-05-31T08:39:11","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/schema-local-seo\/451404\/"},"modified":"2022-05-31T08:39:11","modified_gmt":"2022-05-31T08:39:11","slug":"local-seo-schema-a-complete-guide-to-local-markup-rich-results-via-sejournal-rio_seo","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13731","title":{"rendered":"Local SEO Schema: A Complete Guide To Local Markup & Rich Results via @sejournal, @rio_seo"},"content":{"rendered":"

How important is schema markup for local search engine optimization (SEO)?<\/p>\n

Most local SEO experts and webmasters are familiar with the impact of having well-optimized SEO elements on their landing pages, such as optimized title tags, well-written content, and more.<\/p>\n

However, what exactly can you accomplish by applying schema markup to your local business website?<\/p>\n

Quite a bit, actually.<\/p>\n

When it comes to organic search, there are several reasons why having a proper and thorough schema applied to your website is a substantial competitive advantage.<\/p>\n

In fact, it\u2019s been reiterated by Google time and time again that schema helps search crawlers do their job more effectively by helping them comprehend a landing page and delivering relevant information in the SERPs.<\/p>\n

In this post, we will share a few recommendations to help your local business get the most out of using schema to boost your local SEO.<\/p>\n

First, let\u2019s start with defining what exactly schema markup<\/a> is.<\/p>\n

The Difference Between Schema, Structured Data & Rich Results<\/h2>\n

The terms \u201cstructured data\u201d and \u201cschema\u201d are often used interchangeably in webmaster and SEO verticals.<\/p>\n

However, before we dive into the recommendations it\u2019s helpful to know the semantic differences between these terms.<\/p>\n

Structured Data<\/h3>\n

Google defines structured data<\/a> as \u201ca standardized format for providing information about a page and classifying the page content.\u201d<\/p>\n

To put it simply, this format was developed to help search engines accurately understand a webpage to properly display snippets of information in the search results pages.<\/p>\n

Schema<\/h3>\n

Schema is a form of structured data that was officially launched via schema.org.<\/p>\n

Schema was created via a collaborative project by all the major search engines (Google, Yahoo, Bing, and Yandex) in 2011.<\/p>\n

Utilizing the markup available on schema.org enables a landing page to be eligible for rich results.<\/p>\n

Rich Results<\/h3>\n

Rich results (formerly called rich snippets<\/a>) are any extra information you see in the search engine results pages (SERPs) that are beyond the atypical blue title tag and meta description (breadcrumbs, review stars, sitelinks, etc.).<\/p>\n

Google provides two tools to audit structured data on your website: the Schema Markup Validator<\/a> and the Rich Results Test<\/a>.<\/p>\n

Below are a few examples of local businesses that are benefitting from rich results:<\/p>\n

Review Rich Results Example<\/strong><\/p>\n

\"ReviewImage from Google, May 2022<\/em><\/span>\"Review<\/div>\n

Breadcrumb Rich Results Example<\/strong><\/p>\n

\"BreadcrumbImage from Google, May 2022<\/em><\/span>\"Breadcrumb<\/div>\n

Sitelink Rich Results Example<\/strong><\/p>\n

\"SitelinkImage from Google, May 2022<\/em><\/span>\"Sitelink<\/div>\n

FAQ Rich Results Example<\/strong><\/p>\n

\"FAQImage from Google, May 2022<\/em><\/span>\"FAQ<\/div>\n

Is Structured Data A Local Ranking Signal?<\/h2>\n

There has been much debate over the years about whether or not structured data in itself is a search engine ranking signal<\/a>.<\/p>\n

Prominent Google engineer John Mueller has specified more than once that structured data by itself is not a direct search engine ranking signal<\/a>.<\/p>\n

However, structured data indirectly improves search engine visibility through the following means.<\/p>\n

Structured Data Helps Search Engine Crawlers Better Comprehend Landing Pages<\/h3>\n

Properly and thoroughly implemented structured data makes the search crawler\u2019s job easier.<\/p>\n

A good analogy would be comparing website properties (content, images, media files, etc.) to a garage full of various boxes and items (snow shovel for the winter, inflatable pool for the summer, etc.).<\/p>\n

Let\u2019s say you are having a garage sale and you want visitors (i.e. more website visitors).<\/p>\n

It\u2019s Google\u2019s job to advertise your garage sale on the search results pages.<\/p>\n

For most websites, Google provides the bare minimum blue title tag and meta descriptions.<\/p>\n

However, if your website is properly marked up with structured data then Google may very well reward your websites with a bigger advertisement (i.e. rich results) about your garage sale.<\/p>\n

Structured data essentially puts labels on the different objects in your garage making the Google search crawler\u2019s job easier.<\/p>\n

Structured Data Improves The Possibility Of Obtaining Rich Results Which Improves Click-through Rates<\/h3>\n

A rich result is much more eye-catching in the search results and will most likely improve CTR (click-through rates).<\/p>\n

The CTR boost can vary depending<\/a> on what kind of rich result is obtained, for example, FAQ results do very well.<\/p>\n

This means your landing page is receiving more traffic because users are seeing relevant snippets about what it contains.<\/p>\n

There is also some debate<\/a> that increased CTR might be a positive SEO signal in itself (signals more engagement & relevancy).<\/p>\n

Either way, having an improved CTR means more traffic wherever your website ranks.<\/p>\n

What Structured Data Is Recommended For Local Business Websites?<\/h2>\n

Most local websites have at least some basic structured data enabled.<\/p>\n

However, the more thorough and detailed structured data is properly applied the better.<\/p>\n

Next, we\u2019ll offer some step-by-step recommendations for how to properly apply structured data:<\/p>\n

Select The Best Schema.org Category<\/h3>\n

Schema.org provides several different schema property options that are uniquely relevant for local businesses.<\/p>\n

In order to have necessary local business schema properties (which will be discussed further in detail below), it is imperative to select the most relevant schema category for your local business.<\/p>\n

For example, if you are promoting an ice cream chain, the most relevant category is schema.org\/IceCreamShop<\/a>.<\/p>\n

If you are trying to promote a local hardware chain then you\u2019d select schema.org\/HardwareStore<\/a>.<\/p>\n

Relevant schema categories will help Google better topically understand your website.<\/p>\n

What If There Are No Relevant Schema Categories For My Local Business?<\/h3>\n

If you can\u2019t find a schema.org category that is relevant for your business then the default category should be schema.org\/LocalBusiness<\/a>.<\/p>\n

If you\u2019re technically inclined, it is possible to post new schema category recommendations on the schema.org Github forum<\/a>.<\/p>\n

The schema.org developers respond to detailed recommendations on this forum and occasionally create new schema.org properties.<\/a><\/p>\n

I Selected The Most Accurate Category So What Should I Implement?<\/h3>\n

After you\u2019ve selected the appropriate category for your business you must have the below schema.org sub-properties to ensure your schema validates.<\/p>\n

Errors could disqualify you from obtaining rich results.<\/p>\n

The below schema properties are required for validation:<\/p>\n