Michael Epps Utley 
Why Local Businesses Need Schema Markup for SEO
Structured data helps search engines better understand the content on a website and present it in more informative ways through rich snippets. Schema markup is one type of structured data that can enhance search visibility, build credibility, and ultimately drive more traffic to websites, especially for local businesses.
Here, we’ll explore the basics of schema markup, its potential benefits for local SEO, and how to implement it effectively.
What Is Schema Markup?
Schema markup is a form of structured data that provides additional information about the content on a webpage. In other words, schema tells search engines what and who a page is for. Think of it like a bright, blinking sign that indicates what and where something is. Proper schema markup helps search engines like Google and Bing categorize and display relevant information through enhanced search results, called “rich snippets.” For example, a healthcare provider using schema markup can display business hours, patient reviews, and frequently asked questions (FAQs) directly in search results pages.
Schema is used in a website’s HTML coding using the JSON-LD (JavaScript Object Notation for Linked Data) format.
Common Types of Schema for Local SEO
Local businesses can use various schema types to boost their visibility, including:
"Local Business Schema" – Provides basic information about the business, including name, address, and phone number (NAP).
"FAQ Schema" – Displays answers to common questions directly in search results, enhancing user engagement.
"Review Schema" – Highlights customer reviews and star ratings to build trust and credibility.
While schema on its own does not boost a site’s search rankings, each of these schema types plays a unique role in improving local SEO and increasing the online presence of local businesses.
Benefits of Schema for Local SEO
Schema markup offers a variety of benefits that can significantly impact a local business’s search performance:
1. Enhanced Search Visibility
By adding schema markup, businesses can secure rich snippets, which provide additional information about the business in search results. These enhanced listings stand out from traditional search results, making them more likely to capture user attention. This inclusion of detailed information on the search results page also increases what we call “dominance of page one” – in short, you take up more of the page, pushing competitors down. It is worth noting that the advent of AI Overviews is changing this landscape. Despite this transition, implementing schema still stands to make your website more visible.
2. Improved Click-Through Rates (CTR)
Rich snippets with detailed information – such as reviews, FAQs, and business hours – entice users to click through to the website. As a result, schema markup can lead to higher click-through rates and increased website traffic. It’s a scenario where one brand is on the search results page with answers, while other brands are merely listed as organic results. This is a key frontier for increasing discovery of your brand in search engines.
3. Boosted Local Search Rankings and Credibility
Schema doesn’t directly improve rankings, but it does enhance the relevance and clarity of a website’s content for search engines. This, in turn, can boost the site’s credibility and authority, leading to better performance in local search results over time. It does this by appearing on the search results page itself, creating brand awareness among search engine users, which in turn drives search traffic.
How to Implement Schema Markup
Adding schema markup to your website may seem complex, but with the right tools and approach, it’s a straightforward process.
Step 1: Choose the Right Schema Type
Identify the most relevant schema type for your business. For healthcare providers, "MedicalOrganization" and "LocalBusiness" schema are essential. Adding "Review" and "FAQ" schema can further enhance search presence.
Step 2: Generate Schema Markup Using JSON-LD
The recommended format for adding schema is "JSON-LD,” which is easy to implement and recognized by search engines. Tools like Schema.org and Google’s Structured Data Markup Helper can help generate the correct schema code.
Step 3: Add Schema to Your Website
Once generated, insert the JSON-LD code directly into the “<head>” section of your web pages or within relevant content areas. Many content management systems (CMS) like WordPress offer plugins that simplify this process.
Step 4: Test and Validate Schema Markup
Use Google’s Structured Data Testing Tool or Rich Results Test to validate the schema and identify any errors or warnings.
Common Mistakes to Avoid With Schema
Even though schema markup is powerful, common mistakes can undermine its effectiveness. Here’s what to watch out for:
1. Incorrect Implementation or Missing Required Fields
Leaving out essential fields or adding incomplete data can cause schema to be ignored by search engines. Always ensure all required fields are correctly filled out.
2. Using Outdated or Irrelevant Schema Types
Schema types evolve over time. Using outdated or irrelevant types may not provide the intended results and could confuse search engines. Always reference Schema.org for the latest schema guidelines.
3. Failing to Validate Schema
Skipping validation can lead to errors that prevent search engines from recognizing your structured data. Always test and validate your schema markup before deployment.
Take Advantage of Schema for Local SEO
Schema markup is a powerful tool that local businesses can leverage to enhance their search visibility and credibility. By implementing the right schema types and avoiding common pitfalls, businesses can improve their search presence and attract more qualified traffic.
GoEpps uses schema markup as a tactic in our SEO, search engine optimization, programs for generating sales leads and patient volume. If you need help with your SEO, give us a shout. Interested in why some websites show up while others don’t? Learn more in our SEO Blog.
To maximize the benefits of schema, it’s essential to regularly test and refine your structured data strategy. As search engines continue to evolve, staying ahead with well-implemented schema markup can give your business a competitive edge in local search results.
