Boost your local SEO with site page scheme
5 mins read

Boost your local SEO with site page scheme

Location page schema header image

Structured data is a standardized way of providing information on top of the actual content of the page to help search engines like Google understand it better. According to Google, these “explicit hints” about the content of the page, communicated through schema markup, also help make search results more engaging for users through rich search results. This is especially important for companies with multiple locations. In this case, the site page scheme would be applied to distinguish the landing page of each site.

A solid understanding of how structured data, and in particular schema markup, is used to achieve these results can help your business improve the search engine visibility of any location across hundreds or thousands of location pages.

In this guide, you’ll learn what a location page schema is and why it’s important, how it supports your local SEO and digital marketing goals, the unique challenges brands face when implementing schemas, and how to add it to your brand’s location pages at scale can .



What is the site page schema?

Schema is the vocabulary used to add structured data, a standardized format of information, to web pages in a way that helps search engines understand the content of that page. This allows search engines to better determine whether the page matches the searcher’s intent, the quality of the page content, whether there is rich content on the page, and more. These are powerful ranking signals that can help boost your search engine visibility or earn a featured snippet.

Google, Microsoft, Yahoo, and Yandex created Schema.org where you can find documentation, guidelines, examples, and a schema validator.

The location schema contains all the markup relevant to pages dedicated to a local business. This includes the LocalBusiness schema type, which marketers can use to mark up a local page with information such as:

  • Accepted currencies and payment methods
  • opening hours
  • Brand or organization name
  • Address and area served
  • Content Information
  • Founder and founding date
  • Official name
  • Offers
  • And much more – see the LocalBusiness documentation for a full list

Other types of business schema markup

In addition to the broad LocalBusiness schema type, the vocabulary offers several specific types of business schema markup, including:

  • animal shelter
  • ArchiveOrganization
  • Automotive Business
  • childcare
  • dentist
  • Dry cleaning or laundry
  • emergency service
  • Employment Agency
  • entertainment industry
  • financial service
  • food facility
  • government office
  • HealthAndBeautyBusiness
  • HomeAndConstructionBusiness
  • Internet cafe
  • legal service
  • library
  • accommodationshop
  • Medical Business
  • professional service
  • radio station
  • real estate agent
  • recycling center
  • SelfStorage
  • shopping mall
  • SportActivityLocation
  • Save on computer
  • TV channel
  • Tourist Information Center
  • Travel agency

Well, here’s what schema isn’t. John Mueller made it clear that structured data is not a ranking signal:

However, as he says, it helps search engines understand the content and when it’s relevant to a search query. In this way, schema markup is definitely a powerful part of a local SEO strategy.

Literature recommendations: 5 top features for local landing pages for corporate brands

Why do your local pages need structured data?

As Google says in its introduction to structured data resources for developers: “Google search works hard to understand the content of a page. You can help us by giving Google explicit hints about the meaning of a page by including structured data on the page.”

Structured data helps trigger rich results in search that are more engaging and can also improve click-through rates (CTRs). All kinds of special search results can be relevant to local businesses; For example, if your brand is actively hiring, you can use EmployerAggregateRating to view aggregate employer ratings from sites like Glassdoor and Indeed.

Image source: Google

The Event markup type can trigger interactive event listings to showcase upcoming sales, customer celebrations, fundraisers, and other events taking place at that specific location.

Image source: Google

Google shares case studies on how big and well-known brands have benefited from implementing Schema markup on their pages, including:

  • The Food Network optimized 80% of their structured data pages to qualify for rich snippets, driving 35% more visits.
  • Rakuten found that users spend 1.5x more time on pages with structured data markup.
  • nestle found that pages with rich search results had an 82% higher CTR.

Other types of page markup that can be useful for brands and franchises with multiple locations include:

  • Speakable to identify sections of the page and passages of text best suited for audio playback by voice assistants and accessibility devices.
  • FAQ to identify a list of questions and answers related to that specific business location and brand as a whole.
  • Image metadata to enable richer Google image search results and improve the visibility and engagement of your local photos.
  • Review and aggregate the rating to display a rating excerpt and/or combined rating results in one rich search result.

How do you add schema markup to local pages?

In most cases, Google recommends using JSON-LD, a JavaScript notation written in a