Have you just discovered that the search engines are unable to properly showcase the highlights of your website in their results page? Then your website needs something called markup, and schema is currently one of the popular among the markups.
Your website may have schema or any other markup, but it might be incomplete or broken. You should ensure that your entire website should have a markup. Know that there are different types of schema for different sections of a website. In a previous blog, we understood what exactly a schema is. Now let’s get to know the types of schema, “local” schema so that you will be able to implement them correctly.
In author markup, what happens is a large part of algorithm heads towards a point where the author rank plays a big role in how well your website pages will rank in the SERPs. You can use the format of schema.org to enable authorship for your websites. You will have to insert a code specifying the author name, image, job title, optional email id, etc.
Previously, there was another more effective method of adding author markup object to the website, it was Google+. But now since it is defunct, make use of the format of schema.org, which is still better than having no author markup.
Core Business Information
If you are going to do a markup on your website from scratch, then the core business information is the first and the most important part to be marked up. That will include Business Name, Contact No, Address, Lat/Long, Description, and Logo.
You can add all of this data using only the “LocalBusiness” schema type, and you should prefer it over the “Business” or “Place” schema type. It is obvious that you will find trouble in locating the latitude and longitude of your business. You will come across quite a few tools that will help you give a precise location of your business, like the one of itouchmap website.
One thing to note is that schema.org will require breaking your address into three components – city, street address, state and postal code.
Showing reviews in the SERPs is crucial as it increases the trust factor of your business in the eyes of the users. Add them in the schema markup format and people will see rich snippets of reviews, both, in the review count format and aggregate reviews.
Hence, you will have to use two different schema objects – “review” and “aggregating,” to markup this data. The actual content and text will be reviewed by the review object; whereas, the aggregating method will reference the overall rating score that will include the total number of reviews and average rating across all reviews.
If you have products or services that you directly sell from the website, then you should do a markup of them all. That way, they will be featured directly in the SERPs of the search engines. Add the product schema object on your website, and if you don’t sell specific products, give a reference to the different services you offer.
Get the Offers schema markup object on your website so that more people will come to buy your services/products when they will see your offers in the SERPs. This object still hasn’t been used as strongly and commonly as other types of micro-data. With this object, you can markup the prices for your different products and services. This object will only be an indicative of the prices, don’t mistake it for a “coupon.”
You should know the schema that you add on a page of your website, will be associated only with that page, and not the whole website. E.g. if you add testimonials of your home page as schema, then in the rich snippets of the results page of Google, only those testimonials will be shown, and not the ones of any other page. The content that is schema marked up will display the same way as other content to the regular users, you are just adding tags to the schema marked-up content that will be invisible to the users.