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Ideas & Innovation

Importance of Schema.org Markup in Local SEO

Importance of Schema.org Markup in Local SEO
Aug, 20
2018

Travelers all over the world head over to Google to find information especially local information. If you’re in need for someone to fix your roof or hungry in a new city that you’ve visited the first time, searching on Google and getting proximity-based results is something that we’ve all have done in past and continue to do so. Google searches that have a location-based intent (pizza restaurants, “near me”, “around me”, best plumbers”, “nice hair salons”, “. nearest mall”

Here is the demonstration of what I mean:

Proximity Based Results

 

These days, most of the internet users are interacting with the data about the local business on search engines rather than visiting their website. If you’re a small business, this may mean that the beautiful website you got designed from your great website designer, is not visible to searchers on Google. You can see this situation as a threat or as an opportunity, both.

To overcome this situation and boost your business’ presence for relevant keywords, you need to implement the correct script for search engines to understand, that code/script is called as “Schema Markup”

What is Schema markup?

Schema markup is the code that should be placed on your website to help search engines grab the relevant information for their users. Schema markup is known as the language that search engines understand to index the context of the content present on any webpage.

To implement the schema markup, you don’t have to be a programmer, it’s very easy. There are many online tools to create schema markup automatically such as Schema Markup Generator, Schema App, Microdata Generator, etc.

Types of Schema Markup Codes

There are three types of Schema markup code.

  • JSON-LD
  • Microdata
  • RDFa

Google recommends using the JSON-LD schema markup code whenever possible.

There are various examples available about the Schema Markup you can find in Google Search Gallery.

Schema markup examples in Search gallery

There are some enhancements and content types given in search gallery. You can check them here:

https://developers.google.com/search/docs/guides/search-gallery

There are six types of enhancements:

  • Breadcrumb
  • Corporate Contact
  • Carousel
  • Logo
  • Sitelinks Search Box
  • Social Profile

And sixteen types of content:

  1. Article
  2. Book
  3. Course
  4. Dataset
  5. Events
  6. Fact Check
  7. Job Posting
  8. Local Businesses
  9. Music
  10. Occupation
  11. Podcast
  12. Products
  13. Recipes
  14. Reviews
  15. TV & Movie
  16. Videos

You can choose any of the markup examples as per your needs, and after that, you can modify the code in structure data markup tool. To get the right schema markup, you must be clear about the piece of content your website has.

Local Business Schema

If we talk about local SEO, you can use the local business markup examples given in the search gallery and modify them as per your business. While modifications don’t end with the local business category, starting off from the broad category of your business helps. For instance, if you are a graphic designer then you can define your category in schema markup as

<div itemscope itemtype=”https://schema.org/ProfessionalService“> 

You can also use the https://www.productontology.org/ to find the exact category for your business and provide more specific information to search engine.

Graphic Designer:

1st line: Enter Schema markup –  https://schema.org/ProfessionalService
2nd line:
Enter Exact Business Category –  https://www.productontology.org/id/Graphic_designer

Google Structured Data Testing Tool

This type of markup can define your local business more specifically to the search engines.

Then you can modify other details such as image, address, geo, contact numbers, etc. and test your schema markup code into the structured data testing tool. Once you’re done with the modification and testing, you can place the script on your website.

If you are still facing some issues in selecting the right schema markup, then you can analyze your competitor’s website to get an idea about the right category for your business, even after that you didn’t get any idea you can take some advice from any trusted digital marketing agency to get these things done.

How useful is your Schema markup?

To track the results, you can analyze the traffic difference in Google analytics by selecting the dates before and after placing the schema markup code on your website.

You may also check the rich results option in Google search console to track how many times your website appears on search engine results with rich data.

Importance of Schema markup

Schema markup is an advanced level SEO technique. It helps search engine crawlers to provide rich information to the users even before they visit the website. It helps in improving the CTR (Click Through Rate) and conversion rate.

By using the schema markup on your site, you are about to stand out amongst your competitors and drive relevant traffic to your website. If you have any question regarding the Schema Markup and the performance of your local business marketing, feel free to reach out to sales@cibirix.com and we can suggest you the best solution as per your requirements.

About Author

Mayank Sharma

Mayank Sharma

SEO Analyst

Mayank Sharma has proven to be one of Cibirix’s top performers. With his four years of experience in the digital media industry, Mayank has achieved some great results in SEO. He has been proficient in helping clients to boost their organic rankings across many different digital domains. Mayank’s areas of expertise include website architecture, algorithmic updates, and other pursuits tied to search engine optimization. When he’s not plugging away at his computer, Mayank loves practicing his guitar and traveling to new places. On occasion, he even travels to new places WITH his guitar.