Choosing the Right LocalBusiness Schema Type

When adding LocalBusiness Schema to your website with JSON-LD, it’s important to choose the correct type.

Did you know there are 30 LocalBusiness subtypes to choose from?
Did you know more than half of the subtypes have additional categories under them?

Selecting the right LocalBusiness schema can help ensure the search engines get the right information about your business. Watch the video to learn more.

Video Transcript:

Hey, what’s up and welcome to Hack My Growth. In this episode, we’re going to be looking at choosing the right local business schema type.

As I said in the opener, we’re going to be talking about localbusiness schema type. And specifically I’m talking about the actual type here. So when you’re writing a schema or structured data for your website and you’re building out the local business area, there’s a number of different types that you can select. Instead of just selecting the top one, which is the localbusiness, you can get much more granular, which allows you to add in a lot more targeted and specific information into your structured data.

Why is this important?

Well as we’ve talked about quite a bit on this channel, structured data helps the search engines better understand your site’s content as well as its context. So you’ve got to schema.org/localbusiness and this gives you ways to add more information to the search engines about your business. This is going to help with ranking as well as making your listing stand out more, and choosing the right type is extremely important.

If we look at this mobile screenshot here, you can see that it’s pulling in Google My Business, but it’s also pulling in a lot more information from structured data, things like the Menu, Finding a Table, Hours of Operation. This can all be added in and structured using structured data. And when you have Google My Business and you tie this into your website, it just affirms that data. It connects it more, it helps Google understand that your website and your local listing are connected in more than one way.

Choosing a Type

This is an example of a local business, Jason LD snippet. As you can see here, the type is “Local Business”. You add your address, little description name and your telephone number. This would work perfectly fine. This would render perfectly fine. Google would be able to know that you’re a local business. It would have some information about who you are and what you do. Probably pulling that based on your name, Beach Side Movies. Obviously, this is a fictional company because nobody goes to a movie rental store anymore, but it’s still something that would work. If we had a website that actually did this in a business that did this, it would render completely fine. But, we want to get a little more specific.

So when you go onto a schema.org/localbusiness and then you do the hashtag subtypes, you’ll see these different subtypes. Now, there’s 30 of them here right now, and some of them actually have more information than others. Now, what’s really cool about these, is you can start to pull out different information. For instance, if you are childcare, there’s going to be parts of your structured data that you could mark up that’s very specific to what you do. See, even real estate, or a store, or a shopping center, all of these are going to be much more specific to the actual business type. Now again, this is very important because it helps give you more targeted information.

Where do we add this specific type?

If we saw the original information, it had at, type, and then said local business. So what you would do is you’d replace that to your specific subtype. So in this case, if you’re a restaurant, you would have a subtype of “restaurant”. By looking at schema.org and by tagging schema.org, Google would know that you’re now a local business and that your subtype, or your more specific type, is “restaurant”.

So each one of these sub types can drill down even further, if they are highlighted on this list. So about half of them. For instance, automotive business, it could go to motorcycle repair shops one of them, automotive parts store. That’s a lot more specific, right? Medical business, again, it goes broader and it goes a little bit deeper. Legal services, a little bit broad. It goes deeper in there as well.

When you’re choosing this you want to take the time to drill down and to make sure you’re at the most specific layer possible, when you’re tagging up your business. This is going to help you be much more contextualized and it’s also going to make sure that you’re feeding in all of the available right information into the search engine.

Once you put this together, let’s say I have a movie rental store, there’s a subtype called “movie rental store”. I would add that in. And then I want to add in things like price range. This is something that’s suggested. It’s something that I highly recommend you do because it allows Google to put you on there, if people are looking for cheap or expensive or fancy or whatever they’re looking for, this price range will help that out.

You want to add an image. Image markup is always really good. This can help you both in maybe one of those knowledge graph boxes or other areas as well as image search, and then always marking up your website as well.

So this is what it would look like. What I would do is to go a little bit deeper on schema.org, drill down into a little bit of those categories and make sure you’re at the bottom layer in getting the most specific information, that you can, to the search crawlers. That way they know what your site’s about and they know when to show you when somebody’s making a specific query. If you have any questions on this, please comment below. We’d love to continue the conversation with you online. Until next time, Happy Marketing.

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