3 Underused Schema Markup Strategies to Boost Local SEO

There is no doubt that Schema.org has brought about a revolutionary collaboration between some of the world’s top search engines. In short, Schema is special subset of markup language (HTML) that enables webmasters and SEO’s to tag specific pieces of content on a website.

By specifically defining certain aspects of page content with Schema (i.e. address information, reviews, events etc.,) you make it easier for search engines to better interpret your website and what it’s all about. As a result of successful Schema integration, your optimized pages can experience a boost in the Google’s search results, whether via rankings or greater click-through rates (often as a result of rich snippets showing in the search results.)

Local SEO Rich Snippet

For example, mentioning a business’s name, address, and phone number is a vital element to include on a website (especially for Google local SEO.) We could assume that Google will crawl and interpret that content without any confusion. Or we could tell Google specifically (via LocalBusiness Schema markup) that the information is indeed the business’ name, address, and phone number.

Different forms of Schema have specific purposes and potential outcomes. AggregateRating Schema is helpful for ecommerce sites who want to have the average 5-star review showing on a product page listings; however local businesses can adopt similar strategies to gain a competitive advantage. Below are a few forms of Schema markup that local businesses can leverage for better SEO performance.


If your business is holding an event (or regularly schedules meet-ups, gatherings, seminars, conferences, shows, and/or other types of events,) then Event markup is a nice little tool. Event markup is best integrated on a calendar page of a website. When people search for related event keywords in your area, Google may show details about the event (rich snippets) in the organic search results.


There are several different properties you can implement under Event Schema, but the most important to include are “Date,” “DateTime,” “location,” “performer” and “organizer.”

PostalAddress & Telephone

Like we hinted at in the introduction, a business’s address and contact information is extremely important for local SEO. Otherwise known as “citations,” the name, address, and phone number of business (both on its website and on various listings throughout the web) is a powerful ranking factor for Google local SEO. For this reason, local business should leverage this simple form of Schema markup up.


See tangible examples of telephone and PostalAddress near the bottom of the latter two pages at Schema.org.


While we often reserve the AggregateRating for for product pages and other tangible items, this powerful schema can also work for restaurants, service providers and other professional business models, like consultants and creatives. So long as customer reviews are legitimate and aggregated on the website, this Schema markup can render the eye-grabbing average 5-star review snippet in the search results.


As more and more local retailers embrace ecommerce, AggregateRating markup lends a hand in fiercely competitive keyword categories (ecommerce/product SEO.) While authority retailers like Amazon.com and eBay.com often dominate the top organic listings, strategically-optimized local retailers are fighting their way near the top. AggregateRating rich snippets can help influence greater click-through rates.