One of the things you can do to present your local business better in search results is Schema.org data for rich snippets. By adding structured data to your site, you can help search engines understand what your business is about and how it performs. For this reason, you have to add your NAP details, a map to your store/location, reviews, and images. Find out how Schema.org structured data can help your local SEO.
Table of contents
- Local customers use search engines
- Improve local rankings
- Why Schema.org
- Rich search results for businesses
- Why you should use JSON-LD
- How to add Schema.org to your local business listing
- Required properties for local businesses
- Recommended properties
- Example code for local business Schema.org
- Google My Business
- Structured data for your local business
Local customers use search engines
Modern-day customers use search engines not just to find your specific business but also businesses around their current location. Customers using their phones looking for ‘Italian restaurants’ will get a rich search result of local businesses. The results will include distance, reviews, opening hours, and possibly making a reservation.
Improve local rankings
Getting a good ranking for your local business means offering search engines as much data about your business as possible. Besides that, you need an excellent, fast, and mobile-friendly website, quality content, links, and reviews.
To improve your rankings, you should focus on being the most relevant result for a specific query. In addition to that, your business has to be the best result. One way of getting this kind of recognition is by asking your customers for reviews. Reviews help search engines, and potential customers figure out which business is legit and which isn’t.
The main thing to remember is that Schema.org describes your data and content to search engines. Search engines can find out a lot about your site by crawling it. However, if you add structured data, you can give everything meaning. This way, search engines instantly grasp what the content means and how they should present it. In addition to that, Schema.org is a shared initiative by the big search engines, so using it will lead to consistent results in the respective search engines. Yoast SEO automatically adds structured data with a lot of information about your site.
Rich search results for businesses
So, when we mean rich search results, we are talking about the information about a business you can directly see in search results without clicking a link. A couple of different results here: a regular organic search result for a business can feature breadcrumbs, highlighted pages, or even a search box. In Google, there’s also the Knowledge Panel on the right-hand side. Here you’ll find lots of metadata about a business, from opening hours to photos. Finally, the results you see when you search for a specific term rather than a business. See the screenshots below for the different results you can get for a particular or generic search.