Waning icon

Fully booked: MarkIT Space is currently booked out until 3rd June 2024. Interested in working with us? Join our waiting list.

MarkIT Space

Mastering Local Business Schema Markup for Top Search Engine Rankings

A woman programming.

Written by Kellie Watson

22nd February 2024



Call me crazy, but juggling a bustling digital marketing agency in Australia and launching a SaaS venture in the USA has become my daily reality. Together with Schieler Mew, known for being a 'Google Mastermind', we embarked on a journey to create Zynith SEO — a comprehensive SEO WordPress plugin. Our collaboration merges the best of digital marketing from across the globe, combining the innovative landscapes of the USA and Australia. This fusion of expertise empowers us to address SEO challenges with skill, creativity, and pioneering spirit typically reserved for the tech world's 'unicorns.'

When version 7.0.0 of Zynith SEO was released, we introduced an advanced schema builder designed to simplify schema creation for web developers and SEO professionals. Despite our efforts to demystify schema markup, we've encountered a surge of inquiries from users eager to optimise their local business listings for better search engine rankings.

Zynith SEO WordPress Plugin Metabox Settings Screenshot Zynith SEO WordPress Plugin Metabox Schema Screenshot

Responding to this interest, this guide draws from my experiences at my Australian digital marketing agency, MarkIT Space, to share the strategies and insights we've found most effective. Here, I'll walk you through the process of coding local business schema markup to enhance your website's SEO performance and visibility.

Schema Markup for Levelling Up Your SEO Strategy

In the SEO world, content is king, and clarity is queen. The English language is rife with ambiguity — words can have multiple meanings, leading to confusion among people and search engines. Enter schema markup, a powerful tool designed to eliminate such ambiguities by helping search engines understand the context and content of web pages. This understanding is pivotal for businesses aiming to bolster their online presence and ensure their offerings are accurately depicted in search results, thereby supporting their marketing and visibility objectives.

From Microdata to JSON-LD: My Journey as a Programmer

As a programmer passionate about the intricacies of code, my initial foray into schema markup began with 'Microdata' — a method that involves adding special attributes to HTML tags to highlight key information for search engines. Microdata, in essence, serves as a set of annotations embedded within your existing HTML code, marking up content with 'Types' and 'Properties' to clarify its meaning.

However, the digital world has evolved, and today, most websites are built using content management systems like WordPress, which prioritises efficiency in development. This shift has made JSON-LD, a JavaScript-based data format, the preferred method for implementing schema markup. JSON-LD stands for JavaScript Object Notation for Linked Data, offering a more streamlined and maintenance-friendly approach to schema markup compared to the manual intricacies of microdata.

Simplifying Schema with JSON-LD

My background in manually coding with microdata provided a solid foundation for understanding how to implement schema markup using JSON-LD effectively. The transition emphasised simplicity — a principle I've carried over to JSON-LD. While it's easy to get caught up in the complexities of what to include, I've found that a straightforward approach often yields the best results, focusing on the most relevant and impactful pieces of information.

Why JSON-LD Is Essential for Expanding Your SEO Reach

Embracing JSON-LD for schema markup can significantly enhance your website's SEO by:

  • Improving how search engines interpret the content of your pages;
  • Increasing the likelihood of rich snippets appearing in search results; and
  • Enhancing visibility and click-through rates from search listings.

Leveraging schema markup, particularly through JSON-LD, is akin to providing search engines with a roadmap of your site's content. It's about making your site visible, vividly clear and compelling in the vast ocean of online information.

As we dive headfirst into the world of coding schema markup, keep this in mind: it's all about making sure search engines understand what you're saying and see your website in its best light. We're playing to win, aiming to dazzle both Google and our potential customers by showcasing our content in the clearest and most engaging way imaginable.

Formulating the Ideal Web Page Schema: My Step-by-Step Approach

Embarking on the journey of schema markup doesn't have to be a trek through uncharted territory. In this section, I'll guide you through a methodical approach to crafting the perfect schema for your website's pages, starting with the very foundation of understanding your content's core message and audience. By breaking down the process into manageable steps, from evaluating your content to selecting the most accurate schema type from Schema.org, you'll gain insights into making your website more searchable and more understandable to search engines. This type of technical SEO is about strategically enhancing your online presence for better engagement and visibility. Let's dive in and explore how to pinpoint the ideal schema that aligns with your web page's unique content and goals.

Understanding the Core of Your Content

Every journey into schema markup begins with a deep dive into the essence of your web page: What's the core message? Who's it for? How does it serve your audience? This isn't just about ticking SEO boxes - it's about making sure your site communicates clearly with search engines and aligns with your broader visibility and engagement strategies.

Choosing the Right Schema Type with Precision

Next up, I navigate the vast universe of Schema.org via its full hierarchical list of schema types. I pinpoint the most fitting 'Type' for each web page, starting with the cornerstone of the website — the home page. Imagine Schema.org as a tree, with 'Thing' as the trunk. Everything branches from this point. My goal? To drill down through the layers, from 'Thing' to the most specific 'Type' that mirrors the page's content.

For example, let's look at the homepage for "A Chowns Agricultural Services", which uses the Zynith SEO WordPress plugin. My path might go from 'Thing' to 'Organization' to 'LocalBusiness', aiming to find a niche within LocalBusiness that resonates with agricultural services. However, the perfect sub-type sometimes doesn't exist, signalling a need to choose the closest match while ensuring relevance and precision.

While direct links to Schema.org are immensely helpful, I encourage you to explore the site independently. Start with 'Thing' and gently peel back the layers until you find a 'Type' that feels like a custom fit for your content. This process isn't just about adhering to SEO protocols - it's a strategic move to enhance your site's dialogue with search engines and, by extension, your potential customers.

A Beginner's Guide to JSON-LD

Let's take a moment to side-step into JSON-LD, the go-to format for structuring data on your website. Praised for its simplicity, JSON-LD stands as the modern beacon for schema implementation among web developers and WordPress users alike. It's all about making your site's structured data neat, manageable, and, most importantly, SEO-friendly. By embracing JSON-LD, your website will speak the same language as search engines, making it easier to find and rank.

If you've already developed a website, you've likely dabbled in JavaScript and might be familiar with the concept of an 'object' - a collection of data representing items. For the uninitiated, think of an object like a library's card catalogue, where each card (the object) details a book (the item) through various descriptors (its properties).

JSON-LD uses curly braces '{ }' to encapsulate these 'objects', housing details in a key-value format, similar to filling out a digital card catalogue for web content.

The Key Benefits of Using JSON-LD for SEO

Search engines thrive on clarity, and JSON-LD serves it up on a silver platter, making your site more discoverable and your content more likely to appear in rich search results. Consider this bite-sized example to illustrate JSON-LD in action:

	"@context": "http://schema.org",
	"@type": "WebApplication",
	"name": "Zynith SEO WordPress Plugin",
	"applicationCategory": "WordPress Plugin",
	"operatingSystem": "Cross-platform"

This simple code snippet provides search engines with clear, structured data about the Zynith SEO WordPress Plugin. By specifying its type as a 'WebApplication', along with its name, category, and operating system compatibility, it helps search engines understand precisely what the page is about. Such clarity not only enhances your content's discoverability but also significantly improves its potential to rank higher in search engine results, showcasing the real-world SEO benefits of using JSON-LD for your digital assets.

Such clarity enhances your content's discoverability and significantly improves its potential to rank higher in search engine results, showcasing the real-world SEO benefits of using JSON-LD for your digital assets.

Nailing Flawless JSON-LD Syntax

Correct syntax is essential in JSON-LD to ensure accurate indexing by search engines. Here's the gist of getting it right:

  • Key Naming: Use 'camelCase' for keys (e.g., "businessName"). Start each property name with a lowercase letter and capitalise the first letter of each subsequent word without using any spaces.
  • Value Assignment: Follow each key with a colon ":" and its corresponding value. I always refer back to Schema.org to ensure I use the expected type of data it specifies against each property.

Diving Deeper into JSON-LD Data Types

Understanding and matching data types specified by Schema.org is vital for search engine comprehension. Here's a quick rundown of different value types:

  • Text: Enclosed in quotes.
  • Numbers: Written without quotes.
  • Booleans: True or false values without quotes.
  • Dates and Times: Enclosed in quotes, formatted as "YYYY-MM-DD" or with a time component, by placing a capital T after the date, followed by two digits for hour, minutes, and seconds, then the time zone.
  • Arrays: Multiple values are surrounded within square brackets "[ ]" with each value separated by a comma.
  • Nested Objects: Objects within objects are delineated by "{ }".


	"name": "A Chowns Agricultural Services",
	"numberOfEmployees": 4,
	"acceptsReservations": true,
	"foundingDate": "2005-10-01",
	"scheduledTime": "2024-02-14T15:30:00+10:00",
	"paymentAccepted": ["Cash", "Bank Transfer", "Cheque"]

Keywords in JSON-LD

Essential keywords in JSON-LD begin with an '@' symbol and serve specific functions, such as:

  • @context: Specifies the vocabulary (Schema.org).
  • @type: Defines the item's type, e.g., "LocalBusiness". Schema Types always use 'PascalCase', which is similar to 'camelCase', except the first letter is always capitalised.

While @context and @type are foundational keywords, JSON-LD supports additional keywords such as @id and @graph for more complex structuring. The W3C's JSON-LD Standards documentation offers extensive insights into these advanced features.

Common Pitfalls to Avoid

Working with JSON-LD is straightforward, but there are a few common pitfalls that can trip up even experienced developers. Being aware of these can save you time and ensure your structured data is correctly interpreted by search engines:

  • Trailing Commas: One of the most common errors in JSON-LD syntax is leaving a trailing comma after the last item in a list or object. Unlike some programming languages that may overlook extra commas, JSON-LD parsers will not accept them. This can lead to parsing errors that prevent search engines from reading your structured data correctly.
  • Incorrect Property Names: JSON-LD relies on precise property names as defined by Schema.org. Using an incorrect or misspelled property name can lead to information being ignored or misinterpreted. Always double-check property names against the official Schema.org documentation.
  • Mismatched Data Types: Each property in JSON-LD expects data of a certain type, such as text, number, URL, etc. Providing a number where a text string is expected, or vice versa, can cause errors. For instance, marking up a numerical rating as a string or including quotation marks around a number can lead to incorrect processing.
  • Overlooking Required Properties: Certain Schema.org types require specific properties for the data to be considered valid. Forgetting to include a required property, like the @type or a name for an Organization, can significantly reduce the effectiveness of your structured data.

By keeping these pitfalls in mind and meticulously reviewing your JSON-LD code, you can significantly enhance the SEO friendliness of your site. Structured data is a powerful tool for conveying detailed information to search engines, and getting the syntax right is crucial for leveraging its full potential.

Optimising Your Home Page with Local Business Schema

Back to the home page of A Chowns Agricultural Services, I pinpointed the 'LocalBusiness' schema as the most strategic choice. This choice was also influenced by understanding Google's Rich Snippets, which are pivotal in enriching business details in search results.

Leveraging Google's Rich Snippets

Google Rich Result for a Local Business
Google Rich Result

Google lists 'LocalBusiness' as a schema for showcasing business details in its Knowledge Panel, including crucial information like opening hours and directions. Aim to incorporate both Google's required and recommended properties into your schema, enhancing your site's visibility and interaction possibilities in search results. Explore Google's guidelines on Rich Snippets for detailed insights.

Crafting the Perfect LocalBusiness Schema

To find out what Google's required properties are for their LocalBusiness Rich Snippets, click Google's featured guide for 'Local Business'. Scroll down to the 'Structured Data Type Definitions' on the page, and you can read about the required and recommended properties to use with the schema type.

The foundation of our schema includes 'address' and 'name' as required properties, according to Google's criteria. Here's a basic structure utilising Zynith SEO's placeholder variables for dynamic content integration:

	"@context": "https://schema.org/",
	"@type": "LocalBusiness",
	"name": "%%business_name%%",
	"address": {
		"@type": "PostalAddress",
		"streetAddress": "%%street_address%%",
		"addressLocality": "%%locality%%",
		"addressRegion": "%%region%%",
		"postalCode": "%%postal_code%%",
		"addressCountry": "UK"

After setting the required properties, I dive into Google's recommended properties, tailoring our schema to reflect the business accurately. I focus on ensuring completeness and accuracy by cross-referencing Schema.org's exhaustive property list for 'LocalBusiness'.

Schema Validation: The Final Step

To guarantee error-free code, I first use Schema.org's validator to catch any syntax or coding errors.

Successful Schema Validator Test for Local Business

Then, Google's Rich Results Test assesses whether the schema meets all requirements for rich results.

Successful Google Rich Result Test

This dual-check approach ensures our schema is both correct and optimised for Google's search.

My Approach to Schema: A Detailed Yet Streamlined Process

This meticulous process, developed through practice at my agency, may initially seem daunting but becomes more intuitive with experience. Remember, there's no singular "correct" way to implement schema — what matters is finding the approach that best suits your needs and goals. While schema markup is not mandatory, its impact on SEO and user experience can be significant.

Check out the final JSON-LD schema code for A Chowns.

This extensive 370-line implementation meticulously maps out the business's digital footprint.

Bringing It All Together: The Power of Schema Markup in SEO

We've journeyed through the intricacies of JSON-LD, from mastering its syntax to strategically selecting and implementing the 'LocalBusiness' schema for enhanced SEO. This exploration isn't just technical - it's a pathway to making your website more understandable and visible to search engines and, by extension, your potential customers.

Implementing schema markup is a crucial step in optimising your website for better search engine rankings and richer user experiences. Whether you're enhancing your homepage with the 'LocalBusiness' schema or exploring other types, the effort can significantly impact how your business is perceived online.

Take the Next Step with Zynith SEO and MarkIT Space

Let's make your schema markup journey a success together!

Ready to boost your website's SEO? Start with the tips and strategies discussed, and remember, the world of schema markup is vast and ripe with opportunity. For further exploration, Schema.org offers a wealth of resources, and tools like Google's Structured Data Testing Tool can help ensure your markup is error-free. Your journey to a more discoverable website begins now.

Have questions or insights to share? Your experiences and challenges with schema markup can inspire and help others, so feel free to leave a comment or reach out. Together, we can demystify SEO and make the web a more connected world.

Frequently Asked Questions

What is Schema Markup?

Schema markup is a code you put on your website to help search engines return more informative results. It tells search engines what your content means, not just what it says, making your website's content more understandable and discoverable.

Why is JSON-LD preferred for Schema Markup?

JSON-LD is preferred for its ease of implementation and maintenance. Unlike other formats, JSON-LD can be added to a web page's existing HTML without altering the visible content, making it straightforward for developers and SEOs. Its compatibility with Google's recommendations for structured data and makes it the go-to choice.

How does Schema Markup improve SEO?

Schema markup enhances SEO by making your website's content more clearly defined for search engines. This clarity can lead to richer search results, including featured snippets and knowledge panels that improve click-through rates and overall visibility in search engines.

Can I use Schema Markup on any website?

Yes, schema markup can be applied to almost any website and content type, including local businesses, articles, events, products, and more. The key is choosing the most relevant schema types to describe your content accurately.

What are the "required" and "recommended" properties in Schema Markup?

Required properties are essential for the markup to be valid and successfully enhance your content's presentation in search results. Recommended properties, while not mandatory, can provide additional details that improve the richness of search results, potentially increasing engagement and click-through rates.

Is Schema Markup necessary for every page on my website?

While not strictly necessary for every page, adding schema markup to key pages can significantly enhance your site's SEO and user experience. Prioritise pages that directly contribute to your business goals, such as product pages, contact pages, and main landing pages.

How can I validate my Schema Markup?

Use tools like Google's Rich Results Test and Schema.org's validator to check your schema markup for errors and ensure compatibility with search engine guidelines. These tools can help identify syntax errors or missing required properties.

Can Schema Markup lead to higher rankings directly?

While schema markup doesn't directly affect rankings, it can influence indirect SEO factors such as click-through rates and the likelihood of your content appearing in rich results. These improvements can positively impact your site's overall SEO performance.

If you found this article interesting or helpful, let us know with a thumbs up.

Thanks for the 'like'!

Liked by 1 person

If you have any comments or questions, send us a message:

Post publicly