Latest posts by Winston Ong (see all)
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Note about study methodology: all websites were local businesses by definition of matching an Australian physical address on the homepage, site footer or contact page.
While local business SEO advice has generally centred around consistency of Name, Address and Phone Number (NAP) across Google Places listings, directories and other citations, local schema mark up is an often overlooked and unknown missing component in this strategy.
What is Schema?
Schema codes (also referred to as structured data) are standardised HTML tags used by Google (and other search engines) to provide additional context and information about elements in a web document. Google has made increasing use of certain types of Schema to provide rich snippets in search results pages over the last 2-3 years, such as:
Examples such as the above have been widely adopted by many large website properties such as IMDB (movie reviews) and authorship (SEO bloggers) because these sites are more likely to understand the value of schema and how to implement it correctly. However it is not surprising that data mark up is not the strong point for most Aussie small business owners.
How to Implement Local Business Schema
To implement local business schema, simply wrap the below item prop HTML tags around the relevant areas of your Name, Address, Phone Number (NAP):
<span itemprop=”name”>Business Name</span> <span itemprop=”streetAddress”>Street Address</span> <span itemprop=”addressLocality”>City</span>, <span itemprop=”addressRegion”>State (abbreviation)</span> <span itemprop=”telephone”>Phone Number</span>
Alternatively, you can this micro data generator to create custom local business schema code for you.