By Dani Owens
So you’ve nailed the basics of local SEO—optimized your website, polished your Google Business Profile, and fine-tuned your on-page SEO. But here’s the thing: If you’re not using schema, you’re leaving money on the table. Schema is the secret sauce that helps search engines understand your site better, making it easier for potential customers to find you. But let’s not get ahead of ourselves. What exactly is schema, and how do you use it to boost your local SEO game?
What Is Schema?
Think of schema as the translator between your website and search engines. It’s a code that provides search engines with more specific information about your business. While search engines work hard to understand your content, you can make their job a whole lot easier with schema.
Here’s how Google puts it:
“Google Search works hard to understand the content of a page. You can help us by providing explicit clues about the meaning of a page to Google by including structured data on the page.”
In other words, schema is structured data that makes sure Google gets what your site is all about—no guesswork involved.
Why Use Schema for Local SEO?
If you’re wondering why schema matters, here’s the quick and dirty: Schema not only helps search engines understand your content, but it also increases your chances of getting rich snippets. These are those extra bits of information that make your search result stand out in the crowd. Think of it as giving your listing a little extra flair.
Check out the difference between a search result with FAQPage schema and one without it:
Schema for Local SEO - FAQ Schema vs No FAQ Schema
See how the first one pops? That’s the power of schema.
Getting Started with Schema: The Essentials
Let’s get one thing straight: Schema can get complicated. But don’t worry—I’m going to walk you through some general schema templates you can use for local SEO. These templates are your starting point, but remember, you’ll need to customize them for your specific needs.
Schema Mapping for Local SEO Websites
You might be asking, “What schema should I use on which pages?” The answer is, it depends on the page. Here’s a simple guide to get you started:
Page Type | Recommended Schema Type |
Home Page | Organization Schema |
About Us | AboutPage Schema |
FAQ | FAQPage Schema |
Team Pages | Person Schema |
Contact Us | ContactPage Schema |
Service Pages | LocalBusiness Schema |
Blog | Article Schema |
Schema Templates for Local SEOs
Below are some schema templates to get you rolling. Remember, these are just templates—you’ll need to tweak them to fit your business.
1. Home Page (Organization) Schema
This is your bread and butter. It tells search engines who you are, what you do, and where you’re located.
html Copy code<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Organization", "@id": "{{WEBSITE URL}}", "name": "{{BUSINESS NAME}}", "logo": "{{LOGO URL}}", "telephone": "{{PHONE NUMBER}}", "email": "{{EMAIL ADDRESS}}", "sameAs": [ "{{URL #1}}", "{{URL #2}}" ], "url": "{{WEBSITE URL}}", "image": "{{IMAGE URL}}", "description": "{{BUSINESS DESCRIPTION}}", "address": { "@type": "PostalAddress", "streetAddress": "{{STREET ADDRESS}}", "addressLocality": "{{CITY}}", "addressRegion": "{{STATE ABBREVIATION}}", "postalCode": "{{ZIP CODE}}" } } </script>
2. About Us Page Schema
This schema helps users and search engines understand more about your business and why they should trust you.
html Copy code<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "AboutPage", "name": "{{BUSINESS NAME}}", "description": "{{BUSINESS DESCRIPTION}}", "specialty": "{{DESCRIBE SPECIALTY}}", "publisher": { "@type": "Organization", "name": "{{BUSINESS NAME}}", "logo": "{{LOGO URL}}", "telephone": "{{PHONE NUMBER}}", "email": "{{EMAIL ADDRESS}}", "sameAs": [ "{{URL #1}}", "{{URL #2}}" ], "url": "{{WEBSITE URL}}", "image": "{{IMAGE URL}}", "description": "{{BUSINESS DESCRIPTION}}", "address": { "@type": "PostalAddress", "streetAddress": "{{STREET ADDRESS}}", "addressLocality": "{{CITY}}", "addressRegion": "{{STATE ABBREVIATION}}", "postalCode": "{{ZIP CODE}}" } } } </script>
3. FAQ Page Schema
FAQ pages are great for SEO, and using FAQPage schema makes them even better by providing clear answers directly in search results.
html Copy code<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "{{QUESTION #1}}", "acceptedAnswer": { "@type": "Answer", "text": "{{ANSWER #1}}" } } ] } </script>
Implementing Your Schema Markup
If you’re not a coder, don’t panic. There are WordPress plugins like Yoast, RankMath, and Schema Pro that make adding schema to your site as easy as pie. But if you’re ready to get your hands dirty, drop the code right into your site’s HTML. And don’t forget—test your schema using a Schema Validator tool to make sure everything’s working as it should.
Wrapping It Up
We’ve covered a lot of ground, from the basics of schema to specific templates you can start using right now. By incorporating schema into your local SEO strategy, you’re giving your business a better shot at standing out in search results.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comments