Schema markup is used by search engines and aids them in understanding more about your website. In today’s internet world, every local business should be using schema as part of their overall search engine optimization strategy. This code can be used to provide the business NAP (name, address, phone) as well as web link, geo location, prices, reviews, products, and so much more. Perhaps the best part, you can provide all of these details without hampering the user experience or front end appearance of your website.
Today there are a couple forms of schema that you can actually use. The most popular is JSON LD. It is a script that is inserted into every webpage served up and talks right to the engine. It doesn’t actually show to the visitor unless they were to inspect the code. There is another type of code from schema.org that can be used. Most available online tools have all switched at this point to JSON though, so you should too.
How Can You Implement Schema
One of the most popular ways to implement schema is through the use of a plugin. In this post, I will not be covering this option because I feel it isn’t necessary for the average local business. Every extra plugin decreases your page/site speed. Beyond that they can introduce plugin conflicts and are one more thing to update.
Use a Schema Markup Tool Instead
The process is simple if you use a tool, then it’s just copy and paste. This code will be placed in the header of your website. Most WordPress themes have a scripts/analytics section where you can paste code.
You can use the rather simple wizard that allows you to enter your details. Start by choosing the best category possible from the left pane. Once you find an appropriate category, just give it a click.
Then enter all of the business information accurately. Don’t forget to look below the entry areas for the payment types accepted. It isn’t crucial but you can use it if applicable. A mistake made here will live on your site and feed inaccurate information to every search engine that visits your website so double check.
Once all the info is entered, just click “Generate Code”. The markup to be copied will be displayed in the right pane. This is what will be pasted into the head section of your website.
The code will look like this:
Test the Structured Data for Accuracy
Don’t forget to use the testing tool available at the top of the right pane, above the new code. This uses Google’s own structured data testing tool to make sure they can read the details correctly.
Once you hit the site, you can enter a url of your website if you have already installed schema. If you are following the post, you will want to click the right option, “Code Snippet”, and then paste your code. Then click Run Test. If the test shows errors, they need to be corrected. Using the schema generator tool though, that is unlikely.
Local Business Should Implement Schema Markup Today
While this is far from a comprehensive use of structured data markup, it will be sufficient for the majority of local businesses. For something more robust such as using markup for products, review, and prices you will likely want to use a plugin or contact a local SEO expert.