How schema markup can be used to improve your business’s local SEO

How schema markup can be used to improve your business’s local SEO

December 7, 2023



Written by: Ryan Walsh

Date: 07/12/2023

Schema markup is now widely used by many businesses; this article will elaborate on how it can help to improve your business’s local search engine optimisation.


So, what exactly is structured data?

Structured data, such as Schema Markup, is a language created by the major search engines. The purpose of this structured language, was to create a language that Googlebot, and the other search engines can easily read understand.

There are many different types of schema markup; however, and there main purpose is to help create rich snippets, which can help your business stand out on Google by helping to improve the companies CTR (Click Through Rate).

All major search engines, such as Microsoft, Google, Yahoo, and Yandex, came together to develop Therefore, with this collaborative effort, this is why many SEO consultants now use this type of structured data to help improve the business’s CTR to help create featured snippets, and for other purposes as well, such as marking up the companies NAP information, helping to improve the businesses local SEO.


So what is a rich snippet?

Welll a rich snippet is a search result that stands out like a shining beacon in the SERPs. It answers somebody’s question there and then within the organic results on Google, and might even display products write in search results.

Let’s say that you are looking for a new blender for your kitchen; you know the blender you want, and therefore it might appear in the search results as a featured snippet, and underneath it might be a simple mention of which businesses have that particular product, such a high quality online retailer, like John Lewis.

And this is because of one of John Lewis SEO consultants may have added schema to that particular product.
What this does is help the customer; instead of having to wade through thousands of different products on various different websites, the product they want appears directly in the SERPs on Google, just after they have asked the query.

So, they may have voice searched on Google, and said “Find me a new kitchen blender”- then what appears in Google’s organic results, could be a featured snippet, showing a range of blenders, on sale, from various retailers, such as John Lewis, Argos and perhaps Amazon as well.


Product Ratings

Schema can also be used to markup ratings assigned to a business or product; for example, it can be used to mark up the Trustpilot rating of a local restaurant for example.

So if you are looking for, say, a local Greek restaurant, it might show the star rating as 4.7, and this might show up in the Serps, therefore improving the business’s click-through rate (CTR).



When you look at the Christmas tree, you might be drawn to look at the star right at the top of the tree , which is glowing and drawing your attention away from the rest of the tree and its various decorations, while this is the same for a business listed on the first page of Google.

That’s because if your business shows up in the SERP’s as what’s called a “featured snippet”, it’s more likely to grab a shoppers attention.

That’s because the product is likely to be shown, complete with a price, and also be placed right at the top of the organic results, therefore instantly grabbing the shoppers attention, away from the other websites ranked on the first page of Google’s results.

Therefore by grabbing the shopper’s attention to that particular product or website, this might help improve the business’s CTR.


What exactly is JSON-LD?

JSON-LD sounds super complicated, doesn’t it? But it’s just another form of schema markup, and this abbreviation means JavaScript Object Notation for Linked Data.



The search engines have a hugely complicated job to do, working out where to place thousands of businesses within the serps.

For example, even when searching for a rather generic item, such as a dishwasher, there will be thousands of different brands and models and various prices that the customer can select.

However, using structured data to mark up elements on your company website, such as the business’s NAP information, this can give the search engines great confidence that they are providing the right product or business to the customer.

For example, if someone asks for a “A Greek restaurant near me with good reviews from customers”- therefore if the business has marked your company Trustpilot star rating using schema, plus the NAP information using schema, well Google’s algorithm will see this. So if your business has good reviews, and be less than 5 miles away from the customer, so your company is much more likely to appear in Google’s My Business results, or as a featured snippet.


Google’s Structured Data Markup Helper

This is a brilliant tool, it is free to use, and allows you to mark the different elements of your page with schema. The tool even generates HTML, which you can add to your website.
Whenever you add HTML to your website, we highly recommend that you assign this task to a web developer.

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