94% of Australian Businesses Don’t Utilise Schema for NAP

Winston Ong~January 30, 2014 /SEO Blog
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Winston Ong

I'm a Sydney based SEO consultant and search marketer. I blog about unique SEO topics the main sites don't talk about, and like fiddling around with real world SEO experiments that shed light on the limits of Googlebot.
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Using the very cool Schema Explorer Chrome plugin and a custom scrapebox script, I surveyed 2450  Australian business website (.com.au) domains for the presence of relevant local schema websites.

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:



Author Profiles:

authorship schema example






Meal Recipes:

recipe schema example






Movie Reviews:

movie review schema example






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.

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