Site Schema is a new optimization strategy that is becoming more critical to ranking your page. Schema tells the search engines what your data means, not just what it says. In this post we will guide you through implementing site schema markup, managing multi location schema, and outline the best strategies when it comes to optimizing local landing pages.
Site Schema Markup Guide
- Go to Google’s Structured Data Markup Helper
- Determine what kind of data you will be marking up
3. Paste your specific url at the bottom and click “start tagging”
Once you click “start tagging” you will be taken to a screen where it shows your website on the left and the data markup tool on the right. This is where you will start tagging your content.
4. Tag your content
Depending on the type of data markup category you chose you will be able to tag specific pieces of content. To tag content you want to highlight the specific word and tag it accordingly.
In the example above “Healthcare Marketing Survey” is highlighted and tagged as the “name” of the product.
The list to the right titled “My Data Items” shows the list of all the items you can tag on your web page. You want to make sure to tag as many as the possible data items as possible. Schema.org’s instructions clearly state, “the more content you mark up, the better.”
Pro Tip: If your web page is missing specific data items that are able to be tagged we highly recommend adding them to your page so you receive the maximum effect from your site schema. If you are missing items you will want to add them and then continue with the markup process as you need to do the markup one time for maximum effectiveness.
5. Click “Create HTML”
Once fully complete with your markup click “Create HTML”
6. Retrieve your HTML code
In the following page, you will see the HTML of your page with the relevant micro data inserted in the spots that you selected (the micro data is highlighted in yellow)
7. Add the code to your web page
The easiest method to adding the markup is to download the automatically-generated HTML file, copy/paste it into the back end of your web page.
The more tedious method is going through the code generated and copy/pasting each yellow highlighted section individually.
When you click “Finish,” you will be presented with a series of “Next Steps.”
8. Test your page using the Structured Data Testing Tool
Once you have the code added to your site you will want to use the Structured Data Testing Tool which shows you what your page will look like in Google search results. If there is an error, you can edit the HTML directly in the testing tool in order to update the schema and preview results again.
Multi-Location schema markup using storefront tool
If your business has multiple locations you will need to have a specific page created for each location that includes all the details. Below is the 5-step process to setup multi-location schema markup using the WP Store Locator plugin.
1. Add “WP Store Locator” plugin
2. Go to Store Locator “settings”
3. Click “Add New Store”
Although it says store you can use this feature for any business location
4. Create your “store”
Add in your page name which could be “your business + location” and then scroll down until you find “store details” and fill in all of the details about your business location (this information is what you will be marking up).
Next you want to add content to your page that is specific to that business location and publish.
Pro Tip: When creating this page look at what you are able to markup in the structured data markup tool and make sure to add as much information you can markup as possible when determining what to include on the page.
5. Markup your page
Follow the structured data markup guide above and mark up your web page using the “local business” as your data type.
Repeat with other business locations
Continue creating storefronts and marking up your location pages until you have created a page with location schema for each of your business locations.
Optimizing local landing pages
Below are a few tips to help you optimize your local landing pages:
- Make sure you have the city and state in your landing page title
- Have quality local inbound links
- Have your primary keyword in title tag and meta description
- Include your local business map embed on the landing page
- Have your business name, address, and phone number (NAP) listed
- Include your business hours (if possible)
- Add a paragraph of content that talks about local attractions that includes multiple links to local authoritative sites
- Include a list of services for that specific location
- Add reviews and star ratings for your product or service
- Include a strong and clear call to action
The Perfectly Optimized Local Landing Page, by Bowler Hat and Search Engine Land
