How to Use Structured Data for Local SEO: 5 Markup Types You Need

Intro

When it comes to local SEO, structured data is one of the most powerful tools to improve your website’s visibility in search results. For instance, if you’re targeting a specific area like local SEO Fort Worth, structured data can help your website stand out in local searches by making it easier for search engines to understand your content. Whether you run a small business or manage multiple locations, using the right structured data can enhance your chances of attracting local customers.

Here are five essential markup types you should implement for local SEO success.

LocalBusiness Schema

One of the most important types of structured data for local SEO is the LocalBusiness schema. This markup provides detailed information about your business, including its name, address, phone number, and other essential details. Search engines use this data to display your business more accurately in local search results, making it easier for potential customers to find you.

LocalBusiness schema is particularly beneficial for small and medium-sized enterprises (SMEs) looking to boost their visibility in competitive markets. In many cities, local search is critical as businesses often rely on structured data to ensure they rank higher for location-based searches. This is especially crucial in areas where businesses depend heavily on foot traffic and local engagement to thrive.

Because of this, many businesses are looking to hire a local SEO Agency for their needs. Doing so allows them to improve their rank in SERPs, reaching their local market more easily.

Organisation Schema

Next on the list is the Organisation schema. While LocalBusiness schema focused on your location-specific details, Organisation schema highlights your business’s broader aspects, such as your name, logo, and contact information. For businesses that operate in multiple locations, this schema helps unify all your data, giving search engines a clearer picture of your organisation’s identity and structure.

The Organisation schema helps search engines associate the right content with your business. It can also improve brand visibility across different regions, particularly for larger companies looking to strengthen their local presence. Moreover, Organisation schema can also play a role in building trust with customers. When search engines understand your business structure better, they are more likely to display relevant information to users, making your business look more credible and reliable.

For businesses operating in multiple locations, ensuring consistent data across all platforms is essential. Having a unified structure that highlights your organisation as a whole can improve both local and national visibility.

GeoCoordinates Schema

The GeoCoordinates schema is another crucial markup for local SEO, particularly for businesses with a physical presence. This schema provides your business's exact latitude and longitude, helping search engines pinpoint your location accurately. It's beneficial for mobile searches, where search engines rely on proximity to provide the best results.

GeoCoordinates schema can improve your chances of appearing in local search results, especially when users search for businesses “near me.” When search engines know your exact coordinates, they can match you with users close to your location. For example, if someone is searching for a restaurant in your area, having a GeoCoordinates schema can help your business show up in those local results more frequently.

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Review Schema

One of the most influential factors in local SEO is customer reviews, and the Review schema can help you showcase them effectively. This markup allows search engines to display your customer reviews directly in search results, making your business more appealing to potential customers. Users who see positive reviews alongside your business name in search results are more likely to trust your services and choose you over competitors.

Review schema provides search engines with structured data about your business’s ratings and reviews. This can lead to rich snippets, the additional information shown under your business listing, such as star ratings, that draw attention and encourage clicks. The presence of these rich snippets can improve your click-through rate significantly, as users tend to trust businesses that display social proof.

However, it’s essential to manage your reviews actively. Poor or outdated reviews displayed in search results can have the opposite effect, driving customers away. Ensuring a steady flow of fresh, positive reviews will keep your business looking its best in local search results.

OpeningHours Schema

Lastly, the OpeningHours schema is essential for businesses with physical locations. This markup informs search engines and users about your operating hours, ensuring potential customers know when you’re open for business. Having accurate and up-to-date opening hours can prevent frustration among customers who may try to visit your business only to find it closed.

The OpeningHours schema allows search engines to display your business hours directly in search results. This can make a significant difference, especially for users searching for businesses open at specific times. For instance, if someone is looking for a service late in the evening, your accurate opening hours can lead them directly to you, increasing foot traffic or calls.

Updating your hours regularly is vital, particularly during holidays or special events. Having inaccurate information could result in a loss of business or frustrated customers.

Final Thoughts

Structured data is essential in local SEO, giving search engines the information they need to rank your business more effectively. Implementing suitable schema types, like the ones we've discussed here, can significantly improve your visibility in local search results. Whether you're a small business or a larger organisation with multiple locations, using structured data can make it easier for potential customers to find and trust your business.