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One of the easiest ways to improve local SEO efforts is to use Schema markup ( Schema code can be added to a website and it helps search engines to identify text that is critically important.


Schema markup is used by search engines such as Google, Bing (the default search engine for Windows 10 devices and the Cortana assistant) and Yahoo. These search engines use this information, in conjunction with other information, to order local search engine results.


Schema markup can be used to confirm information such as the business name, phone number and address. The code can be used to go way beyond this though and examples are highlighted later on, in this ‘digital marketing how to’.

Schema code essentially allows search engines to recognise this important information easier and more precisely, as the code indicates that an address is an address. The code can be implemented to quickly help a business’s SEO efforts. believes that only 500,000 to 1,000,00 million domains are using its code worldwide (0.15 to 0.3 percent), meaning that your local competitors are unlikely to be using the code, which is open source and sponsored by the major search engines.


Schema markup code

The Schema markup code is placed in the background HTML and is not visible on the business’s website itself. The code can only be viewed by website visitors who look at the website’s source code.


When Schema markup is used to identify content that is visible on a website, it doesn’t change how that content looks.


Here is an example of Schema markup code:

<span itemprop=”openingHours” content=”Tu,Th 16:00-20:00″>Tuesdays and Thursdays 4-8pm</span>


Schema Labels

There are many Schema labels that can be used to help improve local SEO rankings and some of the most useful of these are shown below:


  • priceRange
  • award
  • department
  • addressLocality
  • addressRegion
  • servesCuisine
  • additionalProperty
  • geo


Schema Relevancy for Different Types of Business Websites

Schema markup code also exists for identifying local events and reviews. Reviews can be rated with a number of stars and this information is shown in Google search results.


To ensure that a business is correctly identified and thus will generate relevant local search engine traffic, its business type can be labeled and some of the most common examples are shown below:


  • ChildCare
  • DryCleaningOrLaundry
  • EmploymentAgency
  • FinancialService
  • FoodEstablishment
  • HealthAndBeautyBusiness
  • InternetCafe
  • LegalService
  • SportsActivityLocation
  • Store
  • TravelAgency


Contact Odyssey New Media for help with your Schema markup code and SEO


Odyssey New Media is a digital marketing agency, based in Birmingham. We provide a wide range of online marketing services to help you improve your visibility on the internet. If you require SEO services, PPC services or anything else relating to digital marketing and development, then please contact us at or call us on 0844 500 6911.


About The Author

Robert Stoubos – Founder & Managing Director at Odyssey New Media, a leading Digital Marketing Agency based in Birmingham, UK. With over 10+ years experience in Digital Marketing Rob has is a results-driven marketer with the skills required to successfully implement cross-channel digital marketing campaigns that generate increased brand awareness, sales and ROI. Specialising in search marketing i.e. SEO and PPC. Other channels Rob has experience and interest in include Content Marketing, Inbound Marketing, Social Media and Website Conversion Enhancement. If you want to improve your sales, increase sales leads and grow your customer base then contact us today and see what we can do to help your company acheive your goals. Email or Call us now on 0844 500 6911.

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