No. 16 – SEO Advent Calendar

Posted on 16. Dec, 2011 by in Digital Marketing



Day 16 of the bigmouthmedia SEO Advent Calendar. You can read day 15 here.

Easy Schema.org for Local Business

In the world of SEO small businesses are usually tempted to settle for the minimum effective dose when it comes to SEO and digital marketing as a whole. Therefore, when new techniques come into play or new technologies emerge; small business is likely to ignore it until it has no choice but to make a change.
With all of the major search engines jumping on the schema.org bandwagon, it is now seen as an essential part of building a website. So as a small business owner with limited resources how can you best utilise Schema.org mark-up on your website?
If you make only one Schema.org change to your website; add mark-up to your physical address to help you rank better on Google maps and have your address shown in the SERPs.
For the sake of the following example we are dealing with the following fictitious business:

Eddies Electrical
Schema Street,
Edinburgh.
Lothian and Borders
0131 123 4567

Usually your mark-up would look like this:

<h1>Eddies Electrical- Full Service Electrician in Edinburgh</h1>
<p>Are you blowing a fuse trying to get a good electrician? 
Are the lights on but nobodies home?
Call Eddie for full service electrical work in Edinburgh. </p>
<p> Schema Street </p>
<p>Edinburgh</p>
<p>Phone: 0131 123 4567</p>

But with Schema microformats it should look like this:

<div itemscope itemtype="http://schema.org/LocalBusiness">
<h1><span itemprop="name"> Electrical- Electrician in Edinburgh </span></h1>
<span itemprop="description”> Are you blowing a fuse trying to get a
good electrician? Are the lights on but nobodies home? Call Eddie for full
service electrical work in Edinburgh. </span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">Schema Street</span>
<span itemprop="addressLocality">Edinburgh</span>,
<span itemprop="addressRegion">Lothian and Borders</span>
</div>
Phone: <span itemprop="telephone">0141 123 4567</span>
</div>

If you want to learn more go check out Schema markup for places.

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