By December 5, 2018 June 26th, 2019 No Comments


What is Schema?

Schema is a markup language designed to define or designate content within your website so that tools such as Google can properly identify, categorize, and associate the data with rich content. It’s important as it helps these crawlers grab data quickly and serve it to the users.

What is Local Schema?

Local Schema is a markup that supports your local businesses location data and helps search engines like Google define specific information about your business. Local schema can help decipher store hours, price range, and establish your official address, business name and phone number.

Why should you use Schema?

It helps search engines & users alike! Enough said… right?

How to deploy local schema

Alright, you know what and why now let’s dig into the how. First, it’s more than just throwing data into some fields and calling it done. There is a strategy when it comes to Local Schema. There are times to display it and times to not do it, along with what data goes into your schema. This is the basis for your Business Name, Address, Phone Number, Email, Hours and more and all other profiles on the web should MATCH this data.

First, you need to dictate out what your fields will be. Here is the list we recommend you define:

  • Business Name – Is it Mr. Hvac or MR. HVAC or Mr Hvac, LLC – this matters! It should be the same on all profiles across the web and it should match here to your Google My Business account.
  • Phone number – Do you ALWAYS use 555-555-5555 or (555) 555-5555 or 555.555.5555? Stick to it!
  • Address – It’s time to decided are you Main St. or Main Street – pick one and don’t turn back
  • Email – pick the right email and use this across the web
  • Get your Social Links ready to all the platforms you’re on to associate them to your business
  • Pick your favorite logo
  • Determine your price range as your relate to your competitors $, $$, $$$?

An example would be:

Mint Design
712 Bancroft Rd #781,
Walnut Creek, CA
(925) 272-8951
[email protected]

Notice we’re using Rd vs Road or Rd. this minor detail is important for consistency across all your profiles.

When to Deploy Local Schema

I bet you’re ready to go put local schema on your entire website RIGHT NOW. Slow down, there is a very specific recommendation in regards to schema. You should only be marking up a page on your website that contains this information. If your website only has all of the details of your business outlined in your local schema on the contact us page, then that is the page for the markup. This is typical. Alternatively, if you’re using your footer to display your local data, then you can implement the schema sitewide.

Tools to Deploy Local Schema

Ok, finally you know when, why, etc, etc, etc. Time to launch it.

We have 2 tools we prefer to use when it comes to deploying Local Schema and 1 tool for verifying the data is implemented properly.

Technical SEO’s Markup Generator – This tool will build your JSON-LD that you’ll simply copy & paste where it’s going so that the search engine can pick it up. Open the link, select “Local Business” from the drop down and begin copying your data into the fields. It’ll populate a box to the right side that you’ll want to first click G Validate on (top right blue button of that same box), which will ensure what you entered works and that you didn’t miss anything. Finally, you’ll want to copy this code.

Google Tag Manager – This is where to implement this information! Setup a tag and past the code from the markup generator into it. Deploy this code ONLY on the page where all of the data contained is on your website and publish.

Validate your code! Finally, go to the Structured Data Testing Tool and copy + paste your URL into the box. If your data comes back with any issues, it’s time for cleanup.

Schema is the backbone of data and helps your business appear for more searches and helps users gain information. There are many forms of schema with Local being only one. Learn more about schema, why it’s important and what other schema you could be doing to build your presence on the search engine with in a free consultation. Reach out to [email protected] today.


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