Schema Markup is a style and collection of data from your site, read by Google and other search engines to learn about your website. MOZ puts it this way “Schema.org is the result of collaboration between Google, Bing, Yandex, and Yahoo! to help you provide the information their search engines need to understand your content and provide the best search results possible at this time. Adding Schema markup to your HTML improves the way your page displays in SERPs by enhancing the rich snippets that are displayed beneath the page title.”
Why should a local business use Schema Markup?
In local SEO, schema markup generates SERP display data that is specific to certain businesses that appear as entities across the SERPs. Think of it this way, the more data Google has, in the form Google wants, the more of a chance you will rank higher in SERPS. Just about any business can benefit from Schema Markup, from roofing and gutter companies to bakeries to dentists and doctor offices. So, if your local business is using it and your competitor is not, you have a better chance of ranking over them.
What information does Schema Display?
What type of data does Schema Markup display to help rank your website? Data like name, type (local business), address, phone, hours, and ratings. For example, click here https://schema.org/LocalBusiness.
How does this help if I have Google My Business page?
Google likes consistency. You want your Schema data to match the data on your GMB page, such as name, phone, etc. This falls in line with the strategy of GMB, Website and Citation sites all having consistent data in order to rank higher in SERPS.
How to add schema to your WordPress Site.
There are several ways and types of Schema Markup for websites, so our focus will be for WordPress websites. The easiest way to add schema to your WordPress website is by using a plugin.
Enter Yoast plugin.
On April 16th, The WordPress SEP plugin Yoast made an update that now creates defragmented Schema markup coding. Simply put, Schema Markup is invisible to humans, it’s a major help to the search engines that are trying to understand all of the context behind your content.
Yoast rep explained it like this “In our implementation, which we’re releasing today, all of the pieces “stitch together”: we form them into a nested structure. Without this nesting, a search engine doesn’t know how all these pieces relate to each other, and what the most important piece on a page is. Our implementation also clearly and explicitly defines the “main thing” on that page. This removes all of the guesswork and adds a lot of context for search engines.”
Here is a quick example of defragmented Schema Markup coding after we added it to a client’s website. (note, we blacked out client’s info).
Again, this is a MUST if you are a local business trying to rank on Google. You will have a higher chance of good local listing snippets (with the Local SEO plugin extension).
I can’t stress enough that if you are having trouble ranking your local business, you need to add Schema Markup to your site, and what better way than the more powerful WordPress Plugin, Yoast.