Local SEO Schema Guide about Rich Results and Local Markup

Local SEO Schema Guide about Rich Results and Local Markup

Incorporate properly formatted and relevant structured data into your local business website to improve its performance. From this article, let’s see how the Rich results and local SEO schema help in Local SEO Performance

What precisely can you achieve with local SEO schema markup on your local company website?

There are various reasons why having a suitable and detailed schema applied to your website is a significant and competitive advantage in organic search. In fact, Google has stated that schema aids search crawlers in their work by assisting them in comprehending landing pages and delivering relevant information in the SERPs. 

Schema, Structured Data, and Rich Results: What’s the Difference?

In the SEO industry, the phrases “structured data” and “schema” are frequently interchanged. However, it’s important to understand the semantic differences between these phrases.

Structured Data

According to Google, it is “A defined method for delivering information about a page and classifying the page content,”. This format was created to aid search engines in correctly understanding a webpage and displaying bits of information on search results pages.


A schema is a type of structured data that was first published on the website schema.org. A landing page can be made suitable for rich results by using the markup available on schema.org.

Rich Results

Rich results, also known as rich snippets, are any additional information displayed in search engine results pages in addition to the unusual title tag and meta description. The Schema Markup Validator and the Rich Results Test are two Google tools for auditing structured data on your website.

Is Structured Data An Indicator Of Local Ranking?

Structured data constitutes a search engine ranking indicator in and of itself. But it is not a direct search engine ranking indication. Structured data, on the other hand, helps search engine visibility in the following ways.

  • Crawlers in search engines can better understand landing pages due to structured data.
  • The job of the search crawler is made easy by properly and thoroughly integrating structured data.

Google offers minimal title tags and meta descriptions for most websites. If, on the other hand, your website is correctly marked up with structured data, Google probably reward you with a larger advertisement for your garage sale.

Structured data effectively marks the items in your garage, making the task of the Google search crawler easier. It increases the likelihood of getting rich results, which boosts click-through rates. In the search results, a rich result is significantly more appealing and will certainly increase CTR.

The CTR boost can vary depending on the rich result obtained. This indicates that people are seeing relevant tidbits about your landing page resulting in increased traffic. There’s also considerable discussion about whether a higher CTR is a good SEO signal in and of itself. In either case, a higher CTR equals more traffic for your website, regardless of where it ranks.

What Structured Data Should Local Business Websites Have?

The majority of local websites support at least some basic structured data. Beyond that, we’ll provide you with some step-by-step instructions on how to appropriately use structured data:

  • Choose the most appropriate Schema.org category.
  • Schema.org offers a variety of schema property options that are particularly useful for local companies.

It is critical to choose the most relevant schema category for your local business in order to obtain the necessary local business schema characteristics. Relevant schema categories will aid Google’s understanding of your website on a subject level.

What If My Local Business Doesn’t Have Any Relevant Schema Categories?

If you can’t identify a schema.org category that applies to your firm, you should use schema.org/LocalBusiness as default. You can make new schema category suggestions in the schema.org Github forum if you’re technically inclined. On this forum, the schema.org developers react to detailed suggestions and occasionally establish new schema.org attributes.

What Should I Do After the Most Accurate Category is selected?

To ensure that your schema validates, you must have the following schema.org sub-properties after you’ve chosen the suitable category for your organization. Errors may disqualify you from receiving valuable findings. Validation requires the following schema properties:

  • URL: The linked landing page’s URL.
  • Name The company’s name.
  • opening hours: A business’s opening and closing hours.
  • Telephone: The business’s contact phone number.
  • Picture: Any appropriate image file from your landing page can be used. If a storefront image is available, it is suggested to use it.
  • logo: This should be a link to an image of your company’s logo.
  • address: On the landing page, the business address should be visible.
  • geo: The geo-coordinates of your company’s location are listed here.
  • AreaServed: For this schema property, it is advised that you provide a zip code.
  • MainContentOfPage: Your landing page’s main body content.

The following are some common schema attributes that are highly recommended:

  • Review: This is a review of your local company.
  • Aggregate Rating: The item’s overall rating, is based on a number of reviews or ratings.
  • FAQ page: This specialty schema must be added if your website has a FAQ page.
  • Alternate Name: It’s not uncommon for businesses to have similar names. Other well-known business name variations are marked up using the alternate name property.
  • SameAs: This is a link to a third-party website that is linked to the identity of the website.
  • HasMap: A link to your local business’s map.
  • Breadcrumb: This schema identifies your website’s existing breadcrumb navigation structure as a rich result in the SERPS.
  • Department: Internal departments are found in many stores. This aids in the merchandising of the department stores.
  • PriceRange: The business price range.

How Can You Ensure That Your Structured Data Is Valid?

It’s critical to double-check that your structured data has been appropriately validated. If it isn’t, your landing page will very certainly not be eligible for rich results. If there are any errors, Google expressly states that the rich result will not appear in Google Search. 

Schema Markup Validator

The Schema Markup Validator allows you to delve further into the structure of structured data. It displays both warnings and errors. You can also use the tool to test structured data before enabling it on your web pages by entering code directly. It’s totally OK for a lot of sites to have earnings with structured data.

Rich Results Test

The Rich Results Test is Google’s official tool for determining which structured data can produce rich results. This tool also allows you to see rich results in Google’s search results. Structured data issues and warnings will also be reported by the Rich Result test tool. Structured data errors, on the other hand, must be corrected in order to qualify for rich results.

Google Search Console Structured Data Monitoring

Google Search Console allows you to monitor structured data throughout your entire site. To allow monitoring, it is highly suggested that your local company website have a confirmed Google Search Console account. It offers site-wide enhanced reports on how many web pages have valid structured data, as well as warnings and problems. If there are problems with structured data on your local company website, Google will send you an email to pay attention to these alerts.

Is there anything I should stay away from when dealing with structured data?

Structured data is a type of data that may be used to label or markup existing properties of a local SEO schema on your local company website. Google specifies that your structured data must match the information on the related landing page. Structured data spam does exist, and Google has the authority to impose manual penalties if they believe a webmaster is clearly violating the guidelines. So make sure to strictly follow Google’s structured data requirements.


Applying properly formatted and relevant structured data to your local company’s website has no disadvantages. The majority of conventional SEO tactics necessitate a significant amount of time and work, as well as noticeable on-page website upgrades. Structured data updates in the local SEO schema, on the other hand, are not visible to visitors to your website. They also have a lot of potentials to boost their visibility in Google SERPs by using rich results.