Why should you embed a Local Business schema?

by Jan 21, 2022

Have you ever wondered how and why Google seems to better understand some websites and not understand other ones as easily? If all else is created equal, one possible answer is usually the presence (or absence) of structured data.

What is Structured Data?

Structured data is data that is not easily visible in web browsers but is present in websites to make the website easier for Google to understand. There are several formats by which structured data can be implemented, but the most common type of structured data is a schema markup.

What is a Schema Markup?

Without getting too technical, a schema markup is a predefined type of structured data. There are hundreds of different types of schema markups, and these schema markups are what Google looks for to power the interactive results that you see on numerous Google search engine results pages. For example, if you google “potato salad recipe”, you will be presented with an almost-dizzying array of recipe cards for potato salad.

How does Google know how to create these recipe cards to show to you? Well, that is because numerous recipe websites have all implemented the Recipe Schema. For each recipe webpage, they implement a schema that tells Google exactly what are needed, what the cooking process steps are, a photo of the finished food, and so on. These elements structure the data in such a way that Google can easily collect and display a bunch of potato salad recipes.

What Schemas can help local businesses?

How about implementing the Local Business schema? You just need your business name, a business description, a phone number, and other general data points about your business to create one. In fact, generating one is easy and you can do it pretty quickly.

Just plug in your local business information into the Local Business schema generator here:

Implementing your Local Business Schema

Well, now that you have your output with the embeddable code for your local business schema, just go and embed it into the header of your website. All you need to do is copy and paste the code into your website header, save the updates, and you’re done!

Test It Out

Google offers a free testing tool that you can use to see if your website supports rich text results. Just go to Google’s Rich Results Test page, plug in your URL, sit back for a minute or two, and see if you plugged in your data correctly.

Don’t worry too much if you are missing one or two optional fields. The tool may spit out warning messages if you have opted out of some of the fields that are optional, but that’s no big deal. You are fine as long as you don’t get any ugly red error messages.

Watch Out for Other Website Issues

Unfortunately, not having a local business schema probably is not the only reason that your website may not be visible on Google. There are a variety of reasons why your site may not be making it to the first page of Google search results.

At Off Osborn, we offer free website reports that look at a wide array of factors. You can use these free reports to gauge where your website may be underperforming its competition. Feel free to pick up your free website report today!

Get Your FREE Website Review Today!

Joshua Baldwin

Chief Solutions Architect
As a software engineer and the chief solutions architect at Off Osborn, I oversee our client acquisition solutions and technological processes here at Off Osborn, as well as plans for future growth, innovation, and thought leadership. Achieving best-in-class business growth for our partners by leveraging the capabilities of Google, Facebook, SEO, and software is my passion.

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