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How to Use Schema Markup for Local SEO

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How to Use Schema Markup for Local SEO

Read about updates made to Schema in September of 2016. brought about a revolutionary collaboration between the world’s top search engines to create a method that made it easier to categorize and identify important information on websites. However, local businesses are largely behind when it comes to adopting current web design and SEO practices.

As this TechCrunch article pointed out, “Only 25% of U.S. local businesses have websites and just 10% show their prices online.” Local businesses that want to utilize the internet to get more customers should implement Schema Markup, as it allows search engines to display important information, such as hours, testimonials, reviews, and even menus easily in search results.

schema mark up connections

Geographic Markup

Making sure a business’ geographic and contact information is listed correctly on their website should be the first step when it comes to implementing schema onto a website. The Local Business section of has a variety of categories that businesses can implement as part of the footer or contact page of their website, including address, phone, fax, operating hours, and even accepted payment types.

The schema markup is displayed via div tags and isn’t displayed on the live version of the website. The div tags designate the information that applies to the chosen schema markup:

<div itemscope itemtype=””>
<span itemprop=”name”>ABC Attorneys</span>
<div itemprop=”address” itemscope itemtype=””>
<span itemprop=”streetAddress”>123 Main Street</span>
<span itemprop=”addressLocality”>Malibu</span>,
<span itemprop=”addressRegion”>CA</span>
<span itemprop=”postalCode”>90263</span>
Phone: <span itemprop=”telephone”>555-423-2352</span>
<a href=”” itemprop=”maps”>URL of Map</a>

In this example for an Attorney’s office, the only information that is displayed on the public-facing side of the website is the information between the span and div tags. Visitors won’t be able to tell that a business is using schema unless they view the source code of the website.

The ‘itemprop’ in the span tag identifies the schema markup property for that piece of information. All available properties are shown on in their applicable category.

Reviews and Testimonials

Reviews on sites like Yelp, Google, Bing, and UrbanSpoon help local businesses get more exposure and build their online credibility. Using schema in tandem with in-site reviews and testimonials helps search engines find the information quickly and display reviews of a company’s product and services on search engine results pages:

<div itemprop=”review” itemscope itemtype=””>
<span itemprop=”name”>Value purchase</span> –
by <span itemprop=”author”>Lucas</span>,
<meta itemprop=”datePublished” content=”2011-03-25″>March 25, 2011
<div itemprop=”reviewRating” itemscope itemtype=””>
<meta itemprop=”worstRating” content = “1”/>
<span itemprop=”ratingValue”>4</span>/
<span itemprop=”bestRating”>5</span>stars

<span itemprop=”description”>Great microwave for the price. It is small and fits in my apartment.</span>


(example from

In addition to using schema to designate on-site reviews and testimonials, local business websites should also identify links to their online review pages on the sites mentioned above, like Yelp and UrbanSpoon. Having links to these profiles on the local business website will help them get indexed faster.


Many local businesses struggle publicizing their events. Using schema to identify events helps search engines display them in search results. has sections for sporting events and then events by other businesses. The other events can also be boiled down even further to different types of events, such as festivals, comedy, food, music, and more. Using the most specific markup possible can help get better display results.

Here is an example of a music festival schema:

<div itemscope itemtype=””>
<a itemprop=”url” href=””><span itemprop=”name”>Music Festival<span></a><div itemprop=”description”>Featuring 100 different artists</div>
<meta itemprop=”startDate” content=”2013-05-05T”> Starts: at 2:00 pm
<meta itemprop=”endDate” content=”2013-05-06T”>Ends:   10:00 pm
<div itemprop=”location” itemscope itemtype=””>
<a itemprop=”url” href=””>Central Ampitheater</a> <div itemprop=”address” itemscope itemtype=””><span itemprop=”addressLocality”>Orlando</span>, <span itemprop=”addressRegion”>FL</span></div></div>
<div itemprop=”offers” itemscope itemtype=””><span itemprop=”lowPrice”>$25</span> – <span itemprop=”highPrice”>$250</span>

Using schema on all events, including workshops, meetings, and more, can help them be found more easily in search results relating to local events in the area, such as a search for “concerts Chicago, IL” Having schema in place for your business’ concerts in Chicago can help get them on the search results for this query.

Form Generators & Testing Tools

Creating custom schema markup for a local business website doesn’t have to be difficult. There are several form generators that will generate the code automatically, after the user chooses their categories and properties:

Should You Use Schema?

In summary, business websites will be more easily found in the search results simply by implementing the proper schema markup. In the end, search engines and website owners want the same thing — to make information easier to find for the users who are searching for it.



Featured Image: Deposit Photos

Inpost Image 1: Deposit Photos

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Jayson DeMers

CEO at AudienceBloom

Jayson DeMers is the founder & CEO of AudienceBloom, a Seattle-based content marketing & social media agency. You can contact ... [Read full bio]

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