There are several elements of a digital marketing campaign that any local business should be considering, and one of these is structured data. What is structured data, and how does it play a key role in local SEO strategies for many businesses?
At Upward Engine, we’re proud to offer a variety of local SEO strategies and services to clients around Utah, including local business structured data and many related solutions. Here are some basics on what structured data is and which types are most important for local businesses, plus some tips on how it improves local rankings and some common mistakes to avoid.
Structured Data Basics and Types for Local Businesses
So what do we mean when we talk about “structured data” and why is it important for local businesses? Structured data is essentially a way of organizing and labeling website content to make it easier for search engines to understand and categorize. This can include information such as business name, address, phone number, hours of operation, reviews, and more. By providing this structured data to search engines, local businesses can improve their chances of showing up in relevant search results.
There are several types of structured data that are particularly important for local businesses:
- Local Business schema: This type of schema markup allows businesses to provide detailed information about their location, contact information, hours of operation, and more. It also includes properties for reviews and ratings, which can be helpful for businesses looking to boost their online reputation.
- FAQ: Frequently Asked Questions (FAQ) schema markup can be useful for local businesses that have common questions from customers. This type of structured data can help the business provide answers to these questions in a more organized and accessible way, which can lead to an improved user experience.
- Reviews: The reviews and ratings schema markup can be utilized to showcase customer feedback on a business’s website. This can help potential customers make informed decisions based on the experiences of others.
- Services: For businesses that offer a variety of services, the services schema markup can be used to highlight and describe each service in detail. This can make it easier for potential customers to understand what a business offers and how it may meet their needs.
How Local Business Structured Data Improves Local Rankings and Conversions
By optimizing your website with local business structured data, you can improve your rankings in local search results. This means that when someone searches for a business like yours in their area, your website is more likely to appear at the top of the search results.
Moreover, by providing key information about your business through structured data, you can also increase conversions. This means that when potential customers visit your website, they are more likely to take action such as making a purchase or contacting you for more information.
Structured data not only helps search engines understand and rank your website better, but it also improves the user experience for potential customers. By providing them with relevant and useful information in snippet form, they can quickly and easily find the information they are looking for, leading to a more positive experience on your website.
Common Structured Data Mistakes to Avoid
There are a few common mistakes local businesses sometimes make when implementing structured data schema, including:
- Not using the correct schema type: It’s important to choose the right schema type for your business or industry. Using an incorrect schema type can result in errors or displaying irrelevant information in search results.
- Incorrectly formatting data: Structured data should follow a specific format and be placed within certain tags so that search engines can understand and use it correctly. This includes using proper syntax, avoiding duplicate tags, and properly nesting elements.
- Ignoring updates: As with any aspect of SEO, structured data guidelines are constantly evolving. It’s important to stay up-to-date on any changes or updates to ensure that your structured data is compliant and effective.
- Neglecting other SEO strategies: While structured data can greatly benefit your SEO efforts, it’s important to remember that it is just one element of a comprehensive SEO strategy. It should be used in conjunction with other optimization techniques such as keyword research, quality content creation, and link building.
As you can see, structured data can be an important part of the SEO and digital marketing approach for a number of local businesses. At Upward Engine, we’re here to offer a wide range of local SEO strategies to clients around Utah, including structured data schema and many other solutions. Contact us today to learn more or get started!
