Local Schema Markup | Best Practices

Local Schema Markup for Nashville SEO

Written by Jeremy Earle, JD

June 8, 2022

SEO Nashville, TN

Marking up your website using schema markup might help search engines better grasp certain aspects.

With the help of local schema markup, your website will be able to communicate with search engines clearly and concisely.

Today, I’ll show you how to use schema to improve your Nashville local SEO website.

The time has come to get down to business!

Local Schema Markup (LSM) for Nashville SEO

Bing, Yahoo created it, and Google provided a system for categorizing information on various websites.

Schema markup data must be built using code for a search engine to grasp what you’re attempting to say. A digital marketing plan could benefit greatly from the use of schema markups, which are also known as structured data.

Each department can have its OpeningHourSpecification item if your firm has different opening hours based on the day.

A customer’s location, timezone, and availability all play a role in how they look for a business via search engines. Giving search engines as much information as possible about your local business is essential if you want to rise in the ranks.

Structured data, according to John Mueller’s comments, does not directly contribute to a rise in search engine rankings. Structured data, on the other hand, makes it easy to show where a page is relevant, allowing it to rank more easily for the proper keywords. That is why it has an indirect impact on search engine rankings.

First, let’s define a few concepts that we’ll utilize throughout this essay.

An organized database

Data that is organized is the first step. The term “structured data” refers to data in a predefined format. Numbers, contact points, dates and credit card numbers are all examples of structured data. Local search engines can more easily parse and store structured data.

Structured data helps web crawlers classify a page or a subpage more accurately by standardizing the information on the page or subpage. On the other hand, Schema markup is structured data that tells a search engine exactly what your page is about and why it is valuable to users.

Schema Markups and Their Types

Schema markups come in various formats, including RDFa, Microdata, JSON-LD, or ld+json. For each of these varieties, we’ll explain what sets them apart:


The schema should be encoded in JSON-LD, Google’s preferred format. The script> tag in the page’s head or body contains a Javascript notation called JSON-LD. With no user-visible text in-between, it is easy to grasp.

PostalAddress is an illustration of JSON-LD in action. A glance at this code reveals that it references the website’s postal address.

Microdata and RDFa

RDFa is an HTML5 addition that allows linked data and introduces HTML tag characteristics that correlate to the user-visible content you are trying to define for an organic search. An example of how RDFa can be used will be shown later in this article. It is widely used in the HTML page’s header and body.

On the other hand, microdata is an open-community HTML specification code that nests structured data within HTML.

A final code section in the HTML footer includes JSON-LD, which is implemented as a property in the content. RDFa and microdata, two of the oldest techniques to write the schema, are more prone to errors since they need more time and effort to implement.

As a result of its efficiency, JSON-LD is a better choice for on-page Nashville SEO optimization.

Another form of schema may be applied to a wide range of industries, objects, and actions. With 792 distinct types in the schema.org dictionary, there’s a lot of ground to cover when submitting schema markup for your local business. Our next stop will be on the most critical schema types in your company’s data model.

What Do You Mean By Rich Outcomes?

Rich results appear when schema markup is strategically inserted across a page’s content. When we search for something, we want to be able to view a lot of information in the search results.

Look at the snippets and FAQs on the search results page whenever you search for something.

Check it out!

That’s a lot of information. Make your website stand out and highlight the information your audience might be specifically looking for using these features. Additionally, they provide search engines with a better idea of what a page’s goal is.

Rich results, which include a picture, a rating, a FAQ, a recipe, and a brief description of the search query, are more likely to be clicked on.

In contrast, the following is what a search result might look like without schema markup:

There are no answers to the direct inquiries when the FAQ information is not included in the meta description.

It becomes easier for visitors to decide whether or not to click on a page when they see the additional information prompted by the schema markup.

Of course, a more detailed outcome would be preferred over a more basic one. Schema markup is a must-have for any modern website.

Reduced bounce rates and an increase in the likelihood of a visitor clicking on a rich result are the end outcomes of this change in design.

This will lead to a higher search engine rating and more features in the search results in the long run. Consider them as a more expensive alternative to the free results.

Even if they appear to be the same, rich results are distinct from snippets. No matter how many of the featured snippets show up in the search results, not all of them will.

Here’s an example of a featured snippet:

The screenshot shows us a featured snippet of the Google search “what is a featured snippet,” which is self-explanatory. Due to its “Position 0” ranking, it appears before any other results in a Google search. People are more likely to click on the featured snippet site than any other results below.

You can utilize Schema.org’s dictionary to better grasp the meaning and usage of each term.

This screenshot from their website is also worth a look:

Using Schema to Boost Your Online Presence

Schema can boost a company’s visibility by creating a Knowledge Graph. You’ll see a giant box like that when you do a Google search. If Google deems the material of value, it will show up in the search results.

Structured data on your website can help search engines believe the facts about your firm. If you want to strengthen your digital business’ Knowledge Graph, filling out your Google Business Profile account is beneficial.

When people search for your product on Google, they can see what others are saying about it before getting to your website. This boosts the trustworthiness of your brand with your audience.

The Knowledge Graph includes Google ratings, reviews, and stars, so you may use schema markup to allow consumers to post evaluations that appear in the Knowledge Graph as rich results.

Schema’s Types of Organizational Structures

Determine the nature of your business first. Schema.org has a wide range of possibilities for business owners, and it’s essential to be as explicit as possible while using it.

When it comes to Schema.org, “Organization” is the most common business category.

The most important structured data is the type of business, the image, the phone number, the logo, the hours of operation, the description of the firm, the address, the contact information, the phone number, and the URL of the company’s webpage.

The local business schema has many properties to choose from as a firm.

We’ve developed a list of the most important local business schema, so you don’t have to.

Properties Description
@id Required. @id is the unique ID of a business as understood by search engines, which Google Search reads as an URL. If the business has many locations, then the @id has to be unique for each location. This ID is unchanging over time and remains permanently stable.
name Required. Describe here the name of the business.
address Required. This is the physical location of the business and should include as many properties as possible. See all the recommended properties below.
address.StreetAddress Required. It describes the street number, name and unit number.
address.addressLocality Required. Describe the city where the business is located.
address.addressRegion Required. Describe the state, province or region of the business.
address.PostalCode Required. Here add the postal or zip code.
address.AddressCountry Required. You can put USA, for example or provide the two-letter ISO 3166-1 alpha-2 country code. See this for reference.
aggregateRating Recommended. This is the rating of the local business based on reviews or ratings, which you can use to add credibility to your site and reviews as rich results.
Geo Recommended. These are the geographic coordinates of your business, place or event.
geo.latitude Recommended. This expresses the latitude of a location, which you can find by looking up the coordinates of your business.
geo.longitude Recommended. Similar to latitude, but expressing longitude instead.
telephone Recommended. This describes the telephone number for the business.
potentialAction Recommended. Expresses a potential Action, which describes an idealized action in which this thing would play an ‘object’ role. More info here.
Department Recommended. This is the item for a single department in LocalBusiness.
PriceRange Recommended. This is the price range of products or services sold by the business, specified with a numerical range. For example; $100-$200. You can also use currency signs.
URL Recommended. This is the URL of the specific business location and should be a link to a website or landing page. Make sure this is a working link as otherwise it could cause errors.
Accepts Reservations Recommended. Instead of text, this property works in a Boolean format, so you type “True” if your business accepts reservations and “False” if not.
Menu Recommended. This is an URL to the menu of your business, in case its a food business.

The GeoCoordinates and OpeningHoursSpecification types are recommended by Google and can increase the validity of your rich results. To better understand how to use them, take a look at https://schema.org/GeoCoordinates.

openingHoursSpecification Required. It describes the hours during which the business location is working and open. Use this format: hh:mm:ss.
openingHoursSpecification.opens Required. This describes the hour in which the business location opens.
openingHoursSpecification.closes Required. In timeframe format, describes the Time for the business closing. Use this format: hh:mm:ss.
openingHoursSpecification.dayofweek Required. One or more of these days depending on the days your business opens: Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday.
openingHoursSpecification.validFrom Recommended. If your business closes on a specific season, express its start date here in YYYY-MM-DD format.
openingHoursSpecification.validThrough Recommended. If your business closes on a specific season, express its close date here in YYYY-MM-DD format.


Schema Markup Types: Which One Should I Use?

What about types? We’ve learned a lot about schema markup properties already. Which one is the most appropriate for your website?

Looking at the Google search snippets once more, we can discover the answer. If you’re still looking for inspiration, look at the long list of relevant searches we provided above.

Schema markup should include keywords.

Let’s put ourselves in the shoes of one of your customers for a moment and see what they’d think. When people look for businesses like yours, what are the most common search terms they use? Let’s return to the story of the cake shop.

When you search for cake baking recipes on Google, what are the most typical results?

Cake bakeries near me, bakeries that accept credit cards, and recipes from bakeries are all things to look out for.

Clients of a cake bakery will probably type these keywords into a search engine to get the location, gallery, recipe, and review results for their website’s schema markup.

The opening hours schema markup could be added if they are a retailer to appear as rich results.



Use the article and FAQs schema markups if you’re a consultant or agency and want to demonstrate your skills to potential clients at the outset.

Organization, reviews, recipes, author, breadcrumbs, datasets, events, goods, and offers are the most significant schema types for increasing exposure.

Write out the first three keywords that people search for when looking for your business type on Google. You can now use this keyword to identify a relevant schema markup.

Your competitors can inspire schema markup types. Consider what other companies in your field are doing and what they aren’t doing when it comes to schema markup.

What better way to demonstrate the quality of your cakes than to show a video of one being glazed with the same method that other cake bakers use?

Each of these can be seen in action by looking at these samples on Google.


Search engines utilize carousels to display multiple cards from a single domain on mobile devices. Carousels are wonderful for presenting actual objects and are useful for mobile SEO Nashville.


You should have a FAQ section on your website that answers visitors’ common inquiries about your business, product, or service. If done correctly, they may even be qualified for a rich search result and action on Google’s virtual assistant.

In this case, if all the other bakeries are utilizing reviews and recipes, but none of them is using FAQs, you might want to do things differently to stand out.


It is possible to improve your ranking in Google search results using structured article data. This is especially true in the case of news pieces and can be an effective strategy to promote your content marketing. When utilizing the article markup for a standard webpage or an AMP page, it can appear in various ways.

Pro-tip: Keep your schema markup as simple as possible by not relying on too many plugins. Less is more when it comes to schema markup plugins!


LocalBusiness is your best buddy as a local business owner because it is so useful to show up on maps. It is possible to contribute structured data about your company using the schema markup for local businesses.

The following kinds of schema markup are available for use by LocalBusiness:

  • AnimalShelter
  • ArchiveOrganization
  • AutomotiveBusiness
  • ChildCare
  • Dentist
  • DryCleaningOrLaundry
  • EmergencyService
  • EmploymentAgency
  • EntertainmentBusiness
  • FinancialService
  • FoodEstablishment
  • GovernmentOffice
  • HealthAndBeautyBusiness
  • HomeAndConstructionBusiness
  • InternetCafe
  • LegalService
  • Library
  • LodgingBusiness
  • MedicalBusiness
  • ProfessionalService
  • RadioStation
  • RealEstateAgent
  • RecyclingCenter
  • SelfStorage
  • ShoppingCenter
  • SportsActivityLocation
  • Store
  • TelevisionStation
  • TouristInformationCenter
  • TravelAgency

There are subgroups for each of these classifications, which helps you narrow down exactly what your firm is about.

Snippet of Analysis

This is an excerpt from another review website that has been verified by Google and may display a rich snippet with stars and other summary information from the ratings. Rich results or Google Knowledge Panels may display review snippets, which may include any of the following content types:

  • Books,
  • courses,
  • events,
  • businesses,
  • and how-tos fall under this category.
Pages devoted to answering frequently asked questions

Frequently Asked Questions (FAQ) pages provide information that can appear in search results as a question followed by a direct answer. It’s unique from FAQs because users can directly answer questions, and the most popular response will be shown. An improved snippet for your page can be generated by it. Structure your data with the schema code QAPage and the Question and Answer types to identify Q&A pages.

Add Local Schema Markup to Your Website

1. The HTML text format of your nap should be easily crawlable.

Here’s a reminder before we get started with the step-by-step process of creating your schema markup code.

Your NAP should not be displayed as images. There is no way for search engines to read text that has been placed in an image.

Instead, tell your developer to list your NAP as plain HTML text so that search engines can read it easily.

A property management firm in Dallas Fort-Worth, Texas, provides this example.

The company name, address, and phone number can be found at the bottom of its homepage. NAP information is usually found here.

Next, click on the View Page Source button, or press Ctrl + U to access the page’s source code.

Next, use the seepage source option that appears when you left-click or press Ctrl + U.

This will bring up the website’s HTML source code.

Enter a chunk of the stated address into the search box (or Ctrl + F) to see if it’s listed as a piece of content.

This is the sort of stuff you’re looking for.

It’s easy to miss the company’s NAP if you don’t look closely enough, but it’s there.

I think that’s exactly how it ought to be done.

Make sure that your NAP is included in your website’s HTML code. This allows both humans and search engines to access your content.

A Schema local business markup should then be added after that.

2.  add the local business markup from Schema.org to your website.

Assuming we’ve learned everything there is to know about Schema, Rich Results, and Markup Types, what’s the next logical step?

The Schema Markup Generator makes it possible to create the schema markup code templates even if you have no coding experience.

The best time to enhance your Search Console is now if you haven’t already. You’ll be able to see how Google displays your website to the general audience. Check out our instructions on how to correctly deploy Google Search Console here.

Begin by using Google’s Structured Data Markup Helper to plugin and tag your website data.

Just input the URL of your business page and press “start tagging.”

Let’s return to our Texas-based property management company as an example.

A visual of your site will appear, where you may click on and highlight certain elements, like text, an image, or the footer, and label them in the input table on the right.

The image you want to use on your page can be selected:

Then, pick a name for your company:

Next, pick a place to send your package:

Once you’ve finished populating all of the tags with data, select HTML and then choose JSON-D to build your structured data code.

You should be able to see something like this in your code.

Typing in a script type=”application/ld+json”

In the context of “http://schema.org”, the “LocalBusiness” @type, the “Hallam Internet” @name, the “Hallam Internet” alternate name, the “Hallam Internet” logo, the “Hallam Internet” URL, the “Hallam Internet” address, the “Hallam Internet” address location”, the “Hallam Internet” address, the “Hallam Internet” address, the “Hallam Internet” address, the “

You can use Google’s Structured Data Testing Tool to see if the code works for you.

A Data-Driven Test

Google may issue further warnings or recommendations if any tags are missing.

You may preview your rich snippet by clicking the preview button. You can also use the Rich Results Test Tool to ensure that your code is uploaded appropriately.

To hand the reins over to your developer, after you’re pleased, do so.

Adding Schema Markup to Your Website Makes It Better

With the help of Schema.org, webmasters may offer search engines information about their websites and relevant content.

Schema.org is the greatest place to learn about schema markup and create your schema markup. Schema markup must be free of errors and conflicts if you want your website to appear in the “rich” search results. It might be difficult to know where to begin with so many properties to pick from.

If you’re looking for a more in-depth look into Schema markup for local businesses, check out this guide.

We can help you get the correct schema markup code for your website by scheduling a phone call with our team members.

You May Also Like…

SEO Location – Nashville SEO

SEO Location – Nashville SEO

Nashville SEO Company First-Page Rankings Guaranteed or Your Money-Back  Nashville SEO AgencyLocal business is...