What Is Local Schema And Why It Matters
If you’re looking to improve your local business’s visibility on Google Maps, understanding and utilising Local Schema could be a game changer.
Local Schema is a type of structured data that helps search engines like Google understand the context of your business, including your location, services, and customer reviews. When correctly implemented, Local Schema can significantly boost your presence in the coveted “local pack” of Google Search results, driving more traffic and increasing enquiries.
In today’s world, local SEO is no longer optional. Whether you’re a small bakery in Manchester or a law firm in Edinburgh, showing up prominently on Google Maps can be the difference between a thriving business and one that struggles to be found.
Understanding The Basics Of Schema Markup
What Is Schema Markup?
Schema markup is a semantic vocabulary of tags (or microdata) that you add to your HTML to improve the way search engines read and represent your page in SERPs. It was developed by Google, Bing, Yahoo!, and Yandex as a collaborative effort to create a common language that helps search engines understand your website content.
Types Of Schema
There are various types of Schema including:
-
Organisation
-
Product
-
Review
-
Event
-
LocalBusiness
For local SEO, the LocalBusiness type is the most relevant and powerful. It allows you to define attributes like business name, address, phone number (NAP), opening hours, and more.
Why Google Maps Rankings Matter For Local Businesses
Enhanced Visibility
Ranking well on Google Maps ensures that your business appears when potential customers are searching for services in your area. This visibility can lead to increased web traffic, foot traffic, and ultimately, conversions.
Trust And Credibility
Listings that appear in the top 3 of the local pack are perceived as more credible and trustworthy. Structured data like Local Schema can lend authority to your listing by ensuring consistency and completeness of information.
Competitive Advantage
Many local businesses still underestimate the power of schema markup. By leveraging Local Schema, you gain a competitive edge in your niche, especially if your competitors aren’t making use of this technique.
How Local Schema Improves Google Maps Rankings
Improved Crawling And Indexing
Search engines can better understand your website’s context when Local Schema is in place. This leads to more accurate indexing and can boost your relevancy for local search queries.
Eligibility For Rich Results
When you use Local Schema effectively, your site may qualify for rich results such as star ratings, business hours, and direct links to Google Maps. These enhancements can increase click-through rates and improve your Google Maps ranking.
Reinforces NAP Consistency
NAP (Name, Address, Phone Number) consistency across all online platforms is critical for local SEO. Local Schema reinforces this consistency, making it easier for Google to verify and trust your business information.
Implementing Local Schema On Your Website
Choose The Correct Schema Type
Start with the LocalBusiness schema. If your business fits into a more specific category (e.g., Dentist, Restaurant, or AutoRepair), use the appropriate subtype to provide more detailed information.
Use JSON-LD Format
Google recommends using JSON-LD (JavaScript Object Notation for Linked Data) to implement schema markup. It’s easy to add to your site and doesn’t interfere with the visible content on your webpage.
Include All Key Fields
When implementing Local Schema, make sure you include the following:
-
Business name
-
Full address with postcode
-
Phone number
-
Business hours
-
URL
-
Geo-coordinates
-
Aggregate rating (if applicable)
-
Social media links
Use Google’s Structured Data Testing Tool
Before you go live, use Google’s Structured Data Testing Tool or Rich Results Test to validate your markup and ensure there are no errors.
Best Practices For Local Schema Implementation
Keep Information Up To Date
Outdated information can harm your rankings and mislead potential customers. Regularly review and update your schema data to reflect current business details.
Use Multiple Schema Types
Complement your LocalBusiness schema with other relevant types like Product, Review, and FAQ where appropriate. This helps build a more comprehensive semantic profile of your business.
Monitor Performance
Use Google Search Console to track your performance and identify how your structured data is influencing your visibility. Monitor key metrics like impressions, clicks, and position in local search results.
Common Mistakes To Avoid
Inconsistent NAP Information
Ensure that your NAP details are consistent across your website, schema markup, Google Business Profile, and local directories.
Incorrect Schema Type
Using a general Organisation schema instead of a specific LocalBusiness schema can dilute the local relevance of your markup.
Missing Key Fields
Omitting critical fields like business hours or phone number limits the effectiveness of your schema. Fill out as many fields as possible for the best results.
The Real World Impact Of Local Schema
A Local Solicitor In Leeds
After implementing Local Schema with a specific subtype for legal services, a Leeds based solicitor saw a 40% increase in calls and a jump from position 8 to position 3 in the local pack.
A Cafe In Brighton
A small cafe used Local Schema to highlight their opening hours, menu, and reviews. Within two months, they moved up two positions in Google Maps and received 25% more foot traffic.
Stay Ahead With Local Schema
Local Schema isn’t just a nice to have. It’s a necessity for businesses serious about local SEO. In a world where competition is fierce and visibility is everything, structured data gives you the edge.
By clearly communicating your business information to Google, you stand a better chance of appearing where it matters most right in front of your potential customers. So don’t wait. Implement Local Schema today and start climbing those Google Maps rankings.
Key Takeaways
Why You Should Use Local Schema
-
Enhances visibility on Google Maps
-
Improves trust and authority
-
Provides eligibility for rich results
How To Get Started
-
Use the LocalBusiness schema type
-
Implement using JSON-LD
-
Validate with Google’s tools
Maintain For Long-Term Success
-
Keep information accurate
-
Use complementary schema types
-
Monitor results and adjust as needed
By integrating Local Schema into your SEO strategy, you position your business for long term success in local search, and ensure your customers can find you exactly when they need you.
