Schema.org for local marketing

Local online marketing and local search engine optimization are important specialties for all companies that operate locally and where it is important to be able to be found directly on site. More and more often, people are searching directly mobile at Google, where a branch office is located or which companies are located directly in the area. Local online marketing should therefore not be neglected - Schema.org markup supports local companies in this.

Schema.org short introduction

How? If you are looking for information about a local company or restaurant, etc., you often get the information you are looking for with the search results, such as opening hours, telephone number, etc. This is achieved by highlighting information through Schema.org markup. The user already interacts with the information of the website in the search results, not the website itself.

Schema.org markup is an important pillar, which German companies in particular still often disregard in local online marketing. A Schema Markup appears in the search results under the title with relevant information bites.

In order for these info bites to be displayed in the search engine, they must first be selected and highlighted accordingly. This is called "markup".

Schema.org is a certain agreement on how this should ideally look like, so that the important data can be read and presented in an optimal way by different search engines. So it is important for the search engines, but also for the user experience, how information is marked.

Example for output of additional information in Google Serps

What exactly is Schema.org markup?

Schema.org Markup (or often just called "Schema") or Data Highlighter is a semantic vocabulary - or code - of tags (or microdata) that you can add to your html code to improve how search engines read your website and present it in search results. An example you may know for sure is address and contact information.

An example of the Schema.org markup code:

Inbound Marketing and SEO: Insights from the Moz Blog

How are Schema.org structured data used?

Schema.org is the result of a collaboration between Google, Bing, Yandex and Yahoo! to help webmasters provide the information that search engines need to understand the content and deliver the best possible search results. Adding schema markup or structured data to your html code therefore improves the way your page is displayed in search results by improving the rich snippets (content snippets or information) that appear below the page title.

Google Serps with additional information and star extensions

For example, there are search results with user ratings and publication date. Both can be added by schema. Without schema, only the Meta Description or other information selected by Google will be displayed as usual.

To generate code, helps Google's Structured Data - Markup Help.  

Difference between schema, microdata and structured data

Structured data is a system of associating a name with a value, which helps search engines categorize and index the content. Microdata is a form of structured data that works with HTML5. Schema.org is a project that provides a specific set of agreed definitions for microdata tags.

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Replaces Scheme Open Graph?

Open Graph is a type of markup used by Facebook to draw information about which picture and description to display. Schema provides a more detailed list of options than Open Graph. They can be used together, but Open Graph cannot be used instead of Schema.

Types of information highlighted by scheme become

Structured data can be used to store all kinds of information to highlight (markup) of products up to events or recipes. It will be published on most frequently used to provide additional information on the following points to be displayed:

  • Creative works (films, books, ...)
  • Events
  • Company
  • People
  • Places
  • Products

A complete list of what you can highlight with Schema Markup, there is here.

Each information type has properties that can be used to describe things in more detail. For example, a "book" falls under the category "creative work", can have the properties "name" (title), "author", "illustrator", "ISBN", etc.

Search engines that use schema

Scheme is primarily read out by Google, Bing, Yahoo! and Yandex.

The effect of Schema.org markup on local Ranking

It is often discussed whether the use of Schema.org markups has an impact on ranking. There is no clear result so far. However, the click-through rate seems to improve. Some marketers even call Schema Markup as an SEO method - but this is not quite correct and cannot be determined exactly.

The advantage is that search engines can better understand what data or content on a website means to the user, the context is improved. The presentation in the search results is also user-friendly. On the other hand - if you do your job well, the user may not even need to visit the website anymore.

There are studies that show that websites with schema markup rank higher, but it has not yet been possible to determine whether schema markup was responsible. A third of Google's search results use rich snippets, including schema markup. According to Searchmetrics but only 0.3 percent of all websites use schema markup.

How to use scheme markup?

The aim is to make search results more relevant for users and to improve their appearance; the ranking can also be positively influenced under certain circumstances.

Steps to Schema Markup

1. to Google Structured data - Markup help go.

2. choose the type of data you want to highlight

3. insert the URL of the page or article that you want to highlight wants to. Then click "Start Tagging".

The page is loaded in the Markup Tool and you can edit it there - to elements to tag. The website appears in the left window and the data right

4. select the elements that are highlighted or highlighted-up should be.

5. perform for other elements.

6. create HTML.

7. add scheme markup to the web page.

click "Finish" and then: 8. use the structured data testing tool to find out what your page will look like with the added markup.

Find all schema types at a glance

For a complete list of all schema types go to The Type Hierarchy. This master list lists all available schema types.

🧐 The more markup, the better for local online marketing

Schema.org says itself - the more content you up-brand / highlight, the better. It is important that you choose relevant elements especially for local search, if your customers are from the surrounding area!

And there is a lot that can be highlighted on a website. It is amazing how little even German companies in particular use the possibilities of markup - or use it only very incompletely or even for the wrong things - like "corporate philosophy" of the global company, if you have explicitly searched in Google for the address of the local representation.

Schema.org for local business

Physical companies on site or a company headquarters or branch office can be highlighted by Local Business Scheme. For example restaurants, a branch of a certain chain, bank, medical practice, club, etc. Anyone to whom customers from close by are important and companies that have walk-in customers, the chances of the Local Schema.org Mark-ups use.

You must specify all required properties for your content, so that a Rich Snippet result is displayed in the search results. Also recommended properties can also be selected. Think about the user guidance.

A shorter overview, what with schema must be includedGoogle provides here.

A German Google source for the Data Highlighter can be found here.

In particular, the company name and full address must be highlighted for Local Business Markup. Optional are things like opening hours, menus (for restaurants for example), coordinates, phone number, etc. in the Data Highlighter according to Google's recommendations.

☝️ Schema markup can help a local business stand out in search results with rich information. This can result in 30 % higher click-through rates as well as organic traffic.

What kind of local company are you?

First of all, you should identify the type of local business for which you want to optimize the online search, for example, whether your business is a medical facility, a sports club, a local business, airline ... Schema.org offers a lot of options. Be as specific as possible. If in doubt, select "LocalBusiness" and then the "AdditonalType".

Before you create a schema markup, you need to gather all the information that you want to appear. Often the homepage (start page) of a company presentation is provided with the markup. Important! The information that is included in the schema markup must also appear on the respective page! And if it is in the footer. Information that is not present on the respective page does not belong in the schema markup and will not work.

👉 Here you will find a Google Sheets template for your data for schema markup

How exactly is Schema Markup written?

Schema markup is written in code, more precisely JSON-LD, Microdata or RDFa.

Microdata / Microdata

Microdata is between the html code. Microdata can be easily be overwritten when something changes on the website that is their biggest Downside is.

Google is moving away from the use of Microdata in favour of the "rich Features". Bing and Yahoo however mainly use Microdata for Search results with more information.

JSON-LD

JSON-LD is a script tag that puts markup in a block on the page, so you can easily see the markup for a page. It is faster and cleaner and easier to read and edit than microdata. Google recommends JSON-LD for Rich Results. Bing and Yahoo on the other hand do not support JSON-LD.

Examples of tools for local Schema.org markup

You should now have an idea of what you need to optimize your website for local businesses using Schema Markup. You don't want to write code? You don't have to. There are a lot of tools available for just that purpose. Here are two examples. They solve some of the problems - maintaining the schema markup after the initial creation, where JSON-LD belongs in the CMS, setting up across multiple pages, having to learn the markup programming "language".

👉 Merkle JSON-LD Generator - easy to use

This online form creates the code for you. When you enter your information, the JSON-LD comes out. All you have to do is cut and paste it into the HTML of your page. Unfortunately, however, not all fields are provided, which Google recommends. Also, not all CMSs have an easy way to understand where this code should go.

👉 Schema App - all fields

Schema App generates the code automatically and delivers it in the web page, for example through a WordPress plugin or Google Tag Manager. It has the complete vocabulary for Schema Markup. Just enter your information and click "Save", the rest happens automatically. Errors and Google updates are reported automatically. There is a 14-day free trial period. The whole thing is a bit more complex.

Where does the JSON-LD for schematic markup come from to?

You must include JSON-LD in the html code of the website. The data, between the tags you can can be inserted into the or .

You can check the result with 👉 Google's Structured Data Testing Tool check.

WordPress plugins to create Schema.org Marup

Even though this article did not cover a specific WordPress topic, we would like to go into the WordPress aspect a little bit and list at least 3 good plugins for the implementation of Schema.org.

Scheme

Free plugin from developer Hesham. Unfortunately not all schema types are offered in the free version.

Scheme Pro

A paid premium plugin from the makers of the Astra Theme. Currently probably the best known solution for the implementation of Schema.org using a plugin.

rank math

Rank Math should at least be known to people who are familiar with WordPress, because this plugin has been on everyone's lips for some time now. It's actually an SEO plugin which offers a lot of additional features and yours is a complete implementation of Schema.org

free scheme markup generators

Of course you can also create the markup for your (WordPress) website yourself. There are a lot of free generators for this purpose. Some of them I would like to introduce to you here.

Create structured data with Google

Google has been offering its own markup generator for a long time. It can be reached via the following URL: https://www.google.com/webmasters/markup-helper/

The Google Markup Generator

In the start mask you choose the appropriate type to be created and the URL. Then you can directly select which area represents which part of the selected markup. For example, date of publication, author, title, rating, etc. The code can then be generated and integrated into your own page.

Scheme Markup Generator from MERKLE

Besides some other cool tools there is also a markup generator on technikseo.com. Frankly, this is my favorite. The creation is simple, logical and visually extremely appealing.

Microdata generator

The third tool I would like to introduce to you is the Microdata Generator. This is especially suitable for the marking of local results / companies. Here a very versatile differentiation of the most different business types is offered with the selection. The generated code can then be generated in JSON-LD format and then be integrated into your site.

Local Business Scheme Markup Link Tips

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