LOCAL SEO STRUCTURED DATA

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

Here is an example of Reviews Schema generated in the SERPs:

With schema markup, it is necessary to first plan out your structure so that it complies with Google’s guidelines. Then, these steps:

<span itemscope itemtype=”https://schema.org/name-of-data-type”> <span itemprop=”name”>Name of data type, like company name</span> <span itemprop=”name”>Name of data type, like company address</span> <span itemprop=”name”>Name of data type, like company city</span> <span itemprop=”name”>Name of data type, like company state</span> <span itemprop=”name”>Name of data type, like company zip code</span> <span itemprop=”name”>Name of data type, like company phone number</span> <span itemprop=”url”><a href=”domainname.com”>Company website</span> </span>

Microsoft programs (I am looking at you, MS Word and Excel) can cause issues when you copy and paste your code.

You should also not be using markup that is either “irrelevant or misleading,” per their guidelines. If your local page serves attorneys, don’t use schema markup to mark up data intended for doctors, and vice versa.

Website Schema Markup.

This is an example of Sun’s Donuts, using schema markup for their local small business:

The best way to do this is by testing it in Google’s Structured Data testing tool, which we will get to in a moment.

Next, let’s walk through some of the syntax structure involved in JSON-LD.

This markup is used by many local brick and mortar shops in SEO to help appear in the SERPs for answer boxes, carousels, and other rich snippets that can be generated by this markup.

It should be noted that schema structured data should not be spammy in any way, and should always accurately reflect what the page is about.

Just to be safe, be sure that you use something like Notepad, Notepad++, or Dreamweaver when you are copying and pasting the code.

As long as you have that basic structure for both implementations of schema markup, you will be golden.

Coding schema markup may sound like an insurmountable, complex task to the uninitiated, but it really is simple once you learn how to do it.

At its core, schema is a foundation for markup data that allows search engines to better understand location-based structured information like addresses, dates of events, phone numbers, and other information.

Google stresses not to create any schema markup that makes content invisible to any user who may be consuming that content. It should be the same as the markup being used for that purpose.

The Basics of Coding with JSON-LD.

Let’s shift gears just a little bit here.

Schema.org markup has plenty of uses when it comes to local SEO. Learn how to mark up structured data for attorneys, doctors, and local businesses.

One of the best tips I can give you is: to make sure that your schema markup meets Google’s guidelines, always ensure that your markup aligns with the user intent of the page.

It is a good idea to do a thorough analysis of your code vs. the required item types in the schema vocabulary just to make sure that your code matches up with all requirements needed for the code to pass.

The PostalAdress Schema can be used to add local address information to your listing.

First, you should be familiar with your business’ specific item data types in the schema vocabulary.

Local Business Schema Markup is a way that brick and mortar small business can use Schema to enhance their local results.

The Syntax of Your Code Has Issues.

What is important is making sure that the parent declaration of the schema data type is present, and that the group of tags is properly nested, opened, and closed. And that they validate 100 percent.

It is always recommended that you make sure your code validates before implementing live on-site, using Google’s Structured Data Testing tool for the validation.

Here is where you can get the schema vocabularies for navigation menus, videos, and breadcrumb navigation:

For the past few years, schema has gained a following among SEO professionals as a legitimate optimization strategy to gain the all-important answer boxes and rich snippets in position zero of the search results.

If you have created markup and you have not been able to successfully validate this markup within Google Search Console, there can be several reasons why.

The advantage of this approach: you can move forward with some schema markup optimizations faster than you would otherwise.

In local SEO, schema markup generates SERP display data that is specific to certain businesses that appear as entities across the SERPs.

Here is an example of Restaurant Schema Review Markup generated in the SERPs:

By providing more precise information in the form of structured linked data we are helping search engines find the searchers we’re looking for, at the best time of their customer journey.

Let’s start with the end. In the experiment I am sharing today we measured the impact of a specific improvement on the structured data of a website that references 500+ Local Business (more specifically the site promotes Lodging Business such as hotels and villas for rent). Before diving into the solution; let’s have a look at the results that we obtained using a Causal Impact analysis. If you are a marketing person or an SEO you constantly struggle to measure the impact of your actions in the most precise and irrefutable way; Casual Impact, a methodology originally introduced by Google, helps you exactly with this. It’s a statistical analysis that builds a Bayesian structural time series model that helps you isolate the impact of a single change being made on a digital platform.

Improving the name of the local business by adding a new alias, adding the hasMap and the International Phone number.

The Solution.

In a week, after improving the existing markup, we could see a positive increase of +5.09% of clicks coming from Google Search – this improvement is statistically relevant , unlikely to be due to random fluctuations and the probability of obtaining this effect by chance is very small 🔥🔥

From the screen below the editor can either “Accept” or “Discard” the provided suggestions.

What is the hasMap property and how should we use it? In 2014 (schema v 1.7) the hasMap property was introduced to link a web page of a place with the URL of a map. In order to facilitate the link between a web page and the corresponding entity on Google Maps we can use the following snippet in the JSON-LD “hasMap”: “https://maps.google.com/maps?cid=YOURCIDNUMBER”

In order to improve the markup and to add the hasMap property on hundreds of pages we’ve added a new functionality in WordLift’s WordPress plugin (that also works already for non-WordPress websites) that helps editors:

As seen in the json-ld above we have added – in a previous iteration (and independently from the testing that was done this time) two important properties:

We did two major improvements to the markup of these local businesses:

Problem Statement.

Google My Business is indeed the simplest and most effective way for a local business to enter the Google Knowledge Graph. If your site operates in the travel sector or provides users with immediate access to hundreds of local businesses, what should you do to market your pages using schema markup against a fierce competition made of the business themselves or large brands such as booking.com and tripadvisors.com?

All the sub-types, when it comes to SEO and Google in particular, shall contain the following set of information:

Why Do We Need Knowledge Graphs? Learn what a knowledge graph brings to SEO with Teodora Petkova.

Agentive SEO = Human-in-the-Loop.

Adding location markup using containedInPlace/containsPlace and linked data.

LocalBusiness markup works for different types of businesses from a retail shop to a luxury hotel or a shopping center and it comes with sub-types (here is the full list of the different variants from the schema.org website).

WordLift reconciles an entity with a loose match with the name of the business, the address and/or the phone number.

How can you be more relevant for both travelers abroad searching for their dream holiday in another country and for locals trying to escape from large urban areas?

What is the Google CID number? Google customer ID (CID) is a unique number used to identify a Google Ads account. This number can be used to link a website with the corresponding entity in Google My Business.

The approach, in most of our projects, is the same regardless of the vertical we work for: knowledge completion and entity reconciliation ; these really are two essential building blocks of our SEO strategy.

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