The 5 Most Important Schema Markup for Local SEO

Written by: Jabari Thompson

A rising entrepreneur who started from freelance web design. Jabari works with NJ small businesses and nonprofits to increase their search presence.
Updated on: November 13, 2023

Your website may be missing one of the most underrated parts of Local SEO, schema markup. Schema Markup is a type of structured data used by search engines to read website pages. Simply said, it’s a snippet of code that lists your web page content in a specific format.  It’s important to have schema markup for local SEO, because it makes your website eligible for Google’s “rich results”. Rich results are special snippets of information extracted from your website that are not the meta title, meta description, etc. A rich result could be your logo image shown next to your website link on Google or navigation links to other pages. Navigation links are shown beneath your site link. Let’s learn how schema markup can benefit your small business!

 

Importance of Rich Results for Small Businesses 

 

Smaller websites especially benefit from rich results, as they have a chance to have their content on the first page through featured snippets. Featured snippets appear at the top of a google search result page, as a specific answer to a person’s search.  In 2024, featured snippets are important for voice search. Voice search responses are usually pulled from a featured snippet or AI-generated response relating to your query. With Rich Results, searchers (potential customers/clients) gain insight into your website and what you are offering without going to your site. Considering that many of our attention spans are short, glimpses like this are important to build a reputation. 

 

The New Featured Snippet

 

Within the past year, Google rolled out Search Generative Experience (SGE). SGE is a generative AI feature that gives Google searchers an AI response when they search on Google. SGE responses are now usually the first search response that you see when you look something up on Google. The AI responses are usually pulled from the top websites that have direct info on whatever the search was. Meaning that these SGE results are pulled from articles that serve as featured snippets. About 3-4 articles make up the results shown for the SGE response, meaning that according to Google, these are the top sources for what you searched. This can be viewed as the new featured snippet. The strategy for appearing in these top results is essentially the same as appearing for featured snippets before SGE was released. Matching search intent, writing helpful content, and using schema markup all play a role in showing for the “new featured snippets.” 

 

Example of generated AI response from Google about different ways to tie a shoe

Featured Snippet articles from Google SGE response

 

The Difference Between Structured Data, Schema Markup, and Rich Results

 

As mentioned in the intro, there are three elements to understanding schema markup. Structured data, schema markup, and rich results. Here’s the difference between the three. 

 

Structured Data

 

Structured data is data that is usually formatted in rows and columns. However, there are structured data types that are organized differently, which we will touch on. In the case of Google, structured data can be a location, address, person, and many other types of values.

 

Schema Markup

 

Schema Markup is a type of structured data created by schema.org. It is implemented in the backend of a website and contains structured data usually formatted in a JSON-LD format. There are other formats for schema markup, but JSON-LD is most common. Google reads schema markup to understand your website content, and from your content it creates rich results 

 

Rich Results 

 

Rich results are snippets of information from your website that gives Google searchers insight into what you offer, without clicking on your site. Also known as rich snippets, rich results are displayed on the Google search engine in the knowledge panel, meta description, or elsewhere on a SERP. 

 

1. Local Business Schema Markup

 

Local business schema markup for local seo

 

 

The Local Business Schema is the most important schema you need as a small business. This schema will allow your business details to show in a knowledge panel or a carousel with other related businesses. Using this along with a Google Business profile, gives you the opportunity to appear in local map packs for small businesses in your area. Having this schema will allow Google to categorize your business, and show your website to searchers looking for your content, product, or service. Local Business schema captures this information…

 

  • Business hours
  • Departments within your business
  • Contact Info 
  • Address
  • Reviews
  • Website 

 

If you have a restaurant business, your schema markup for Local Business will look different. It may also include…

 

  • Price Range
  • Menu 
  • Type of Cuisine

 

Like the Local Business Schema, restaurants also appear in a carousel with restaurants that serve similar food. 

 

2. Organization (Logo) Schema Markup

 

 

Your logo is your businesses signature. The Organization (Logo) schema markup allows Google to recognize your logo as your brand’s identity. This markup produces a rich result where your logo will appear next to your meta-title and meta-description. Organization (Logo) schema markup captures…

 

  • Type (Organization)
  • Logo URL
  • Website URL

 

Organization schema markup is not only for displaying your business logo. The markup can be used for larger businesses with more members, multiple locations, and more business details. The Organization markup captures…

 

  • Member
  • Area Served
  • Founder
  • Slogan
  • Phone
  • Tax ID
  • And much more

 

Nonprofits, religious groups, and medium enterprises can all benefit from using the Organization/Organization (Logo) markup. 

4. Local Event Schema Markup

 

The Event schema markup displays your events with a description of the event, your logo, and options to purchase tickets for the event (if necessary). Event schema markup, allows people to discover events through Google maps. There are several types of events that can be shown as Rich Results using this schema markup. Online events, standard events, mixed online events, and offline events. Here are some of the properties of the Local Event schema markup…

 

  • Location (includes full address)
  • Images (pictures of the event)
  • Description
  • Price
  • Organizer
  • Performer
  • Start Date
  • End Date
  • Event Name

 

The Local Event schema is great for promoting local events and encouraging community engagement. If you are a local business that organizes events, this is good to have for your website. However, adding events can also be done on your Google Business Profile.

 

5. Breadcrumbs Markup for Navigation

 

Breadcrumbs schema markup is used for navigation. A breadcrumb trail on Google shows a page’s position on your website. The page position is shown in a hierarchy showing one level at a time. You can have either a single breadcrumb trail or multiple breadcrumb trail. The Breadcrumbs schema markup highlights the following…

 

  • itemListElement
  • Item (URL)
  • Name 
  • Position

 

Breadcrumbs schema is an important part of UX design. Having breadcrumbs schema markup allows users to see how pages link to one another on your website, without having to visit your site.

 

Implementing Schema Markup for Local SEO

 

In order to add schema markup to your website, you can use a plugin within your CMS platform or you can add the schema manually. First, let’s go over some schema markup plugins you can use for each CMS platform

 

WordPress Schema Plugin: Schema and Structured Data for WordPress

 

  • Has 35 schema types to use
  • Migration: You can import data from other schema plugins
  • JSON-LD format
  • Unlimited Custom Post types 

 

Shopify Schema Plugin: Schema Plus for SEO

 

  • JSON-LD format
  • 24/7 support
  • Has the LocalBusiness, Organization, FAQ, Review snippet, Breadcrumbs, Logo schemas and more!

 

Wix Schema Built in Tool:

 

Wix has a built-in tool for adding schema markup. For some pages like your product pages, schema markup is already preset. JSON-LD formatted structured data is the only form that Wix accepts. Additionally, schema markup must be under 7000 characters. You can update your schema markup on Wix by following these instructions…

 

  • First go to your page’s SEO Settings:
  • Then, click the Advanced SEO tab. 
  • Next, click Structured Data Markup. 
  •  After that, click +Add New Markup.
  • Then, add your new markup under (Write your markup in JSON-LD format.)
  • Finally, click Apply.

 

Adding Schema Markup for Local SEO with Google Tag Manager

 

Google Tag manager allows you to add schema markup to the backend of your website with custom HTML. Once you have Google Tag Manager set up with your site, you can follow these steps to add schema markup. 

 

  • Add a new Custom HTML tag to the container. 
  • Then, paste the desired structured data block into the tag content.
  • Next, install the container as shown in the Install Google Tag Manager section of your container’s admin menu.
  • Then, to add the tag to your website, publish your container in the Google Tag Manager interface.
  • Finally you can test your implementation.
Google Search Central

 

Dashboard of Google Tag Manager

This is what your main dashboard should look like

 

Testing Your Schema Markup

 

Google makes it very convenient for you to test and correct your schema markup. You can use the Rich Results Test to make sure your markup can be parsed. If you have errors in your schema markup code, you can edit your code within the Rich Results Tester, and then retest to see the updated changes. To make your job easier, you can use Rank Ranger’s Schema Markup Tool to create your schema markup by simply filling in your info.

 

Tracking Your Rich Results

 

Finally, you can measure the performance of your rich results through Google Search Console. In the “Enhancements” section you can see rich results that your website is showing for. In this section, you can see what pages have valid schema markup, and what pages have invalid schema markup.

 

Conclusion: The 7 Most Important Schema Markup for Local SEO

 

Now that you know the most important schema markups for local SEO, you can use them for your website. First, you should implement local business schema. As a local business, this is the most important schema you can have. Once you have done so, it is up to you to decide how relevant the other schemas are for your business. Be sure to test your schema markup using the Rich Results tester, so you can avoid mistakes in your code. Keep in mind, using schema markup on your website does not guarantee that rich results will appear for your site. However, it will give you a better chance of doing so. If you need help adding schema markup to your website, contact us today so we can guide you on what schemas to add.

 

3. Reviews and Ratings Markup

 

The review snippet (Review, Aggregate Rating schema markup) extracts an excerpt from a review on your website, and shows it as a rich result on Google. Review snippets can appear as star ratings under the meta description or as text on the Google search engine result page. You can use this schema markup to show reviews for the following…

 

  • Book
  • Course
  • Event 
  • How-to
  • Local Business
  • Movie 
  • Product
  • Recipe
  • Software App
  • Game
    Episode
  • Media Object

 

Reviews are a representation of your success, setbacks, and work as a business. Using the review schema markup let’s searchers see the impact your business has on the local community. The more reviews you have, the easier it is to understand the quality of work your business does. Please note that if you are setting up review markup for a local business, there are additional rules you must follow

 

4. Local Event Schema Markup

 

The Event schema markup displays your events with a description of the event, your logo, and options to purchase tickets for the event (if necessary). Event schema markup, allows people to discover events through Google maps. There are several types of events that can be shown as Rich Results using this schema markup. Online events, standard events, mixed online events, and offline events. Here are some of the properties of the Local Event schema markup…

 

  • Location (includes full address)
  • Images (pictures of the event)
  • Description
  • Price
  • Organizer
  • Performer
  • Start Date
  • End Date
  • Event Name

 

The Local Event schema is great for promoting local events and encouraging community engagement. If you are a local business that organizes events, this is good to have for your website. However, adding events can also be done on your Google Business Profile.

 

5. Breadcrumbs Markup for Navigation

 

Breadcrumbs schema markup is used for navigation. A breadcrumb trail on Google shows a page’s position on your website. The page position is shown in a hierarchy showing one level at a time. You can have either a single breadcrumb trail or multiple breadcrumb trail. The Breadcrumbs schema markup highlights the following…

 

  • itemListElement
  • Item (URL)
  • Name 
  • Position

 

Breadcrumbs schema is an important part of UX design. Having breadcrumbs schema markup allows users to see how pages link to one another on your website, without having to visit your site.

 

Implementing Schema Markup for Local SEO

 

In order to add schema markup to your website, you can use a plugin within your CMS platform or you can add the schema manually. First, let’s go over some schema markup plugins you can use for each CMS platform

 

WordPress Schema Plugin: Schema and Structured Data for WordPress

 

  • Has 35 schema types to use
  • Migration: You can import data from other schema plugins
  • JSON-LD format
  • Unlimited Custom Post types 

 

Shopify Schema Plugin: Schema Plus for SEO

 

  • JSON-LD format
  • 24/7 support
  • Has the LocalBusiness, Organization, FAQ, Review snippet, Breadcrumbs, Logo schemas and more!

 

Wix Schema Built in Tool:

 

Wix has a built-in tool for adding schema markup. For some pages like your product pages, schema markup is already preset. JSON-LD formatted structured data is the only form that Wix accepts. Additionally, schema markup must be under 7000 characters. You can update your schema markup on Wix by following these instructions…

 

  • First go to your page’s SEO Settings:
  • Then, click the Advanced SEO tab. 
  • Next, click Structured Data Markup. 
  •  After that, click +Add New Markup.
  • Then, add your new markup under (Write your markup in JSON-LD format.)
  • Finally, click Apply.

 

Adding Schema Markup for Local SEO with Google Tag Manager

 

Google Tag manager allows you to add schema markup to the backend of your website with custom HTML. Once you have Google Tag Manager set up with your site, you can follow these steps to add schema markup. 

 

  • Add a new Custom HTML tag to the container. 
  • Then, paste the desired structured data block into the tag content.
  • Next, install the container as shown in the Install Google Tag Manager section of your container’s admin menu.
  • Then, to add the tag to your website, publish your container in the Google Tag Manager interface.
  • Finally you can test your implementation.
Google Search Central

 

Dashboard of Google Tag Manager

This is what your main dashboard should look like

 

Testing Your Schema Markup

 

Google makes it very convenient for you to test and correct your schema markup. You can use the Rich Results Test to make sure your markup can be parsed. If you have errors in your schema markup code, you can edit your code within the Rich Results Tester, and then retest to see the updated changes. To make your job easier, you can use Rank Ranger’s Schema Markup Tool to create your schema markup by simply filling in your info.

 

Tracking Your Rich Results

 

Finally, you can measure the performance of your rich results through Google Search Console. In the “Enhancements” section you can see rich results that your website is showing for. In this section, you can see what pages have valid schema markup, and what pages have invalid schema markup.

 

Conclusion: The 7 Most Important Schema Markup for Local SEO

 

Now that you know the most important schema markups for local SEO, you can use them for your website. First, you should implement local business schema. As a local business, this is the most important schema you can have. Once you have done so, it is up to you to decide how relevant the other schemas are for your business. Be sure to test your schema markup using the Rich Results tester, so you can avoid mistakes in your code. Keep in mind, using schema markup on your website does not guarantee that rich results will appear for your site. However, it will give you a better chance of doing so. If you need help adding schema markup to your website, contact us today so we can guide you on what schemas to add.

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