13 Semantic Markup Tips For 2013: A Local SEO Checklist

One of the least-tapped areas of local business website optimization continues to be semantic markup. Semantic markup can increase chances that information from your website will be highlighted in search engine results pages via rich snippets, attracting greater attention and clickthroughs. So, read on and use this checklist to see if you’re exploiting all elements possible for your local business website.

While special markup likely may not directly improve your rankings in search, it does apparently increase clickthrough rate or “CTR,” as consumers are more drawn to your site’s listings. The increase is reportedly 15% on average, and potentially higher!

Just this increase in CTR alone could benefit your rankings over time, as clickthroughs can influence rankings; so, there are a few reasons why semantic markup is worthwhile. Semantic markup optimizes for Google, Bing, and Facebook search, too.

If you think most Microformats/RDFa/Micro Data/Schemas don’t apply to your local business website — think again! While only a few of these may impact your listing in the local 7-pack or in Google Maps, your site can also attract customers via the regular, keyword search results pages; and, regular listings can and do appear on the same results pages as the 7-pack!

So, check to see if you’ve added the following semantic markups to your local website (if applicable). Improving your traffic, even on search results which are not directly related to something you sell, can help benefit all the rest of your website as your overall popularity becomes augmented.

13 Semantic Markup Strategies For Local Business Websites

1.  Authorship Markup

The number-one, best semantic markup is likely authorship — it allows your personal photo to appear with pages you author, and your website, when they are listed in search engine results.

For instance, check out listings of articles from Search Engine Land, and you’ll frequently see icon pics and names of authors paired up with their article listings.

For local search, this may be even more compelling in Google, making your listing appear far more interesting and professional in the 7-pack. In the search below for personal injury attorneys in Seattle, the first two listings sport pics of the attorneys: Photos in Local Search Listings 7-Pack - author tags

To enable this to happen, you must have a Google+ profile for the business proprietor, link to it from your website including a querystring with rel=author:

<a href=”[profile_url]?rel=author”>Google</a>

Then, link back to your site from your Google+ profile in the “Contributor To” section. It’s also a good idea to have a good author photo for Google+.

2.  Local Business Schema and Geotag

Schema.org provides a few different types of semantic markup that I’ll be listing in this article, and the prime one is for describing local businesses. Essentially, you can use this to markup your address and contact information on your site, although there are additional fields you can include such as hours of operation, payment types accepted, and more.

Example markup: Local Business Schema.org Markup Code

You can also geotag your location (or “Place” in Schema.org lingo) by including your geocoordinates with your LocalBusiness code. As I’ve noted before, if you’ve been using hCard Microformat for this purpose, you can continue to do so, although Schema markup has become more preferred.

If desired, you can use both simultaneously, such as what I’ve done with my business address on my homepage at Argent Media. For LocalBusiness Schema instructions, go here.

3.  Testimonial

Testimonials on a business website can often aid in persuading visitors to become customers.

Because of this, Google allows local businesses to disclose that they have a testimonial by using semantic markup for reviews, and Google sometimes will display that information in conjunction with the business’s listings in SERPs. I believe tagging your testimonials can increase their chances of being displayed in the snippet text beneath your listing, and in the sample text callouts shown variously in the cached image of your webpage.

For instance, check out the EagleLift foundation repair company in Los Angeles which has a testimonial page marked-up with the Schema for testimonials — and that testimonial text now shows up in both the description snippet and the cached page callout: Testimonials displayed in snippet text via Review Schema

4.  Breadcrumbs

Many sites I run across neglect to use breadcrumb navigation, despite it being highly useful, according to usability experts. Even on relatively small sites, breadcrumbs can help a user orient themselves in the site’s hierarchy, and provide them with related pages that they might wish to visit. For this reason, Google began bubbling-up this data to display in rich snippets as additional links beneath the hyperlinked page name.

Simply from a statistical perspective, having additional links to your site on search results pages increases the odds of you having users click through over time — so, breadcrumb links are highly desirable! Google does a fair job of automatically detecting these, but there are times when a page’s breadcrumb code isn’t interpreted successfully by them in order to be displayed in the snippet. To increase your chances, use the breadcrumb markup on your site pages.

For local sites targeting a few local city names or with multiple offices around a metro area, breadcrumbs are very worthwhile. For example, here’s a breadcrumb from my company site:

Argent Media breadcrumb navigationOnce you’ve coded your page, check the code in Google’s Structured Data Testing Tool, which should reflect the breadcrumb links properly. The tool shows a search listing preview for my page at Argent Media, in addition to the extracted structured data.

5.  Events

If your company participates in some events or provides special services at different times/dates during the year, you might consider incorporating the Events Schema markup. If you are too intimidated to do structured data on your site, or you don’t feel confident at doing the coding necessary, Google does give you another option for Events at this time.

In your Webmaster Tools account, Google has provided a beta service called the Data Highlighter for Events. Using this interface, you can highlight elements of events and tell Google which data item is which event element — Name, Date, Venue, Address, URL, etc.

Data Highlighter In Use - example screengrab


*If Google deems the Data Highlighter to be successful, they’ll likely expand it to include other types of rich snippets as well. I hope they do — this would be a great boon for small business websites!

6.  Coupons/Offers

If you have coupons or special offers, use the Offer Schema. It’s not clear to me that Google or Bing does any special snippet treatment for coupons or offers at this time, but they included it in Schema.org, and it would make sense for them to consider incorporating it more visibly at a future date, since they’re obviously interested in it, and it would be the sort of thing that end users would like a lot.

7.  Videos

Google recommends that you use the VideoObject Schema to help them to better interpret and represent your video content in search results. If you’re not using videos on your site, you should — video listings in search results take up more room in search results and are more attention-grabbing.

Consumers apparently like seeing videos of products or of businesses providing services, so this can help with conversions as well. Here’s an example video page listing in search results from the Wasp Barcode Technologies company in Plano, Texas:

Wasp Bar Code Video Page in Search Results

8.  Recipes

White House Honey Ale RecipeRecipes get tons of searches on the net, and for that reason search engines highlight the presentation of their listings in search results.

Most local businesses don’t feel that they really lend themselves to food themes, so it might not occur to them to show a recipe or two on their site and mark it up for search engines. True, recipes may make more sense for a restaurant, hotel, caterer, or even a coffee shop, but there’s no reason why a business couldn’t publish some favorite recipe and get some extra traffic and ranking power by doing so.

For instance, a lawyer recently made headlines by filing a Freedom of Information Request with the government in order to obtain President Obama’s beer recipe (“White House Honey Ale”). The lawyer was likely satisfied that the recipe is now published on the White House’s website, but he’s missed out on the opportunity of publishing the recipe on his own website and marking it up for search.

The White House’s recipe is actually very non-optimal, because it was published in a couple of images instead of in text, and it won’t look as pretty in search results as recipes at the Food Network or AllRecipes.com.

Your reason for publishing a recipe doesn’t have to be dramatic, though — just do it to interact with the Web community more and your business may benefit.

9.  Individuals

I’ve written before on how highlighting your employees can help with local search rankings. In addition to displaying author information, you can also mark up information about executives and employees on your site as well by using the Schema for a Person.

10.  Tables & Bulleted Lists

This doesn’t really require any special semantic markup — but, if you have tabular data or content that lends itself to presentation in a list, providing this on your website can again make your listing in search results get more attention, and it affords you the opportunity to display more info about your products and services before potential customers have even reached your website.

Example — rental cabins in Gatlinburg, TN: Cabins of the Smokey Mountains listing in search resultsThe Cabins of the Smokey Mountains webpage presents their rental properties and features in a table, and Google has featured that below their listing. To enable this to happen, consider whether you have any information that might lend itself to a table or bullet list format, and create a page for it.

For example, this could work great for many restaurants, if they put their menu in an HTML table — preferable, compared with the Flash/PDF/image formats that many eateries use instead.

11.  Products

If your business sells products, seriously consider incorporating data about them on your site and marking it up with the Product Schema. The product markup can enable your listings to show price, ratings, and availability in the search results: Note that the Product markup can be particularly effective in combination with breadcrumbs! (Shout out to Zachary Palmer for reminding me of this one.)

12.  Meta Descriptions

While it doesn’t involve Schema, Meta Descriptions have been one of the earliest and longest surviving semantic markup elements. They’re possibly the most-influential as well, since they often appear as the entire snippet text in search results.

Despite all this, the Description Meta Tag is still frequently neglected on many small business websites. The Meta Description should briefly describe what a particular page is all about, incorporating good keywords. You should not use the same description for all pages, or even more than one page on your site!

Don’t just parse the first sentence of a blog post into the description field, either — make them custom, describing the page. Twenty-five words ought to do it. Check in your Webmaster Tools and see if any changes are recommended, too — warnings about being too short or duplicated tags should alert you to adjust.

13.  Facebook Open Graph

Instead of cooperating with the search engines to make life easier for millions of webmasters and developers, Facebook uses the Open Graph protocol. To help ensure your site’s pages are presented well in Facebook search and various interfaces, incorporate Open Graph for local businesses as I suggested previously. Use it simultaneously with Schema.org protocol — the two do not conflict with one another.

Each time you insert semantic markup, be sure to check it using Google’s Structured Data Testing Tool (previously called the “Rich Snippet Testing Tool”). I’ve seen many instances where designers and programmers think they’ve incorporated semantic markup, but instead it’s incorrectly configured and erroneous.

So, go through this checklist and add any of the semantic markup options you can, and it may help you achieve a very rosy year for your website and business in 2013!

Postscript: Regarding Testimonials, I made a mistake in citing the EagleLift company’s testimonial page and suggesting using the “Schema for testimonials”, which doesn’t exist. I realized after seeing a number of comments around this that it was confusing, and the page I provided as an example actually has a mistake in their structured code which Google’s Structured Data Tool did not catch when I looked at it. Their code referred to an item type for “http://schema.org/testimonial“, which is nonexistant. I had found the example, and the Structured Data Tool appeared to validate it, and I’d unintentionally recommended it.

To clarify, as I stated earlier in that section, “Google allows local businesses to disclose that they have a testimonial by using semantic markup for reviews” on their website. That is correct guidance. Use the review schema at: http://schema.org/Review

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEO | Local Search Column | Schema.org


About The Author: is President of Argent Media, and serves on advisory boards for Universal Business Listing and FindLaw. Follow him @si1very on Twitter.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • http://twitter.com/josh22davis josh22davis

    Great article. I learned a lot.

  • Sunita Biddu

    Good compliation. Checklist perfect enough to keep handy for a quick launch.

  • Doc Sheldon

    Good stuff, Chris. I think a lot of people are intimidated by what they see as a complex markup process, that isn’t nearly as complicated as it seems, once you get into it. And of course, the swarms of different approaches has only added to the confusion.

    Making semantic markup a part of a site’s design, especially for an ecommerce site, definitely offers a lot of advantages. I don’t doubt it’s here to stay – I just hope that the target won’t be moved any more.

  • Jim

    In the Testimonials example, their markup references “itemtype=”http://schema.org/Testimonial”" – Any ideas why? Or how you would structure a Review to indicate it’s a testimonial?

  • ourwebtutor

    Thanks for sharing

  • http://twitter.com/CoffyGroup Coffy Group

    Great information, Chris, thanks for taking time to share these strategies with us. I’ll definitely be exploring these tools soon and see what works best for me. Cheers!

  • Brent Leavitt

    I’m off to learn more about schema.org and HTML5 microformats after having read this list. It really does make a difference to understand the details of building quality web content. Thanks for the list.

  • http://twitter.com/si1very Chris Silver Smith

    Thanks for the comments!

    Jim: not entirely sure what you’re asking. A positive review can be a testimonial. Basically, if a client sends you a glowing note about your service and you ask if you can quote them online and they permit you, you could quote them in the testimonial format on your webpage. Some marketers also will take a few choice user review quotes from another site, such as Yelp, and quote those on their site as testimonials.

  • http://www.linkworxseo.com/ Link Worx Seo

    Started using some of these schema.org micro formats months ago and have seen some changes. Still need to add some other one’s as I can find time to do so. Good post here.

  • http://trafficdigital.com/ Mark Hughes

    Really useful article, Chris – thanks for sharing. Just one question regarding the latitude / longitude inclusion on your page. Hypothetically speaking, I might want the semantic benefit of having that information on the page. However, my marketing manager and web designer don’t want the actual values to be visible to the user. It’s not normal practice to display latitude and longitude on the page (as they have basically zero value to any normal human user) so would it be considered bad practice to ‘hide’ this content from the human user (i.e. set it to -1000px off the page)?

  • David Veldt

    Mark: I don’t believe that would be a good idea. Historically, hiding anything from users to create a different “experience” for search engines (and vice versa) has been against Google’s guidelines.

    This is a tough one, I wish I had a brilliant idea to help. The only idea that comes to mind is a jquery expandable area: a discrete link that says “Show More” which expands when clicked to display more location information. Your designers also won’t be thrilled but it might be slightly better.

    Many sites use this to contain the bulk of their reviews and ratings, so I don’t believe you would get penalized for “hiding” anything using this method.

  • justdialworld

    Dear Friends,
    I recently found a USA based website have a PR4, giving a back links from articles.bizworldusa.com, forums.bizworldusa.com and blogs.bizworldusa.com. If you are interested to get a back link try there.
    Good Luck

  • http://jareddesign.com Jared Christensen

    In tip number one, do you need to put the author link on every page of your website or just on the homepage. How does that work?

  • seoword

    That confused me too. There is no schema for testimonials that I can find. I see what Eagle Lift did with their syntax and it makes sense that it would work. Interesting that Google would pick it up and it not be on schema.org.

  • http://www.radicalmustache.com/ Mikel Zaremba

    Thank you for the great post, Chris!

    I had a question regarding the event markup. If I markup an event will Google take into account the date and index the page higher as the event gets closer?

  • http://twitter.com/SearchRocks Stanislav Dimitrov

    Very useful post with some great examples, Chris. How would you mark up aggregate reviews on a testimonial page? Thanks

  • seoword

    Is there a schema for Testimonials on schema.org or somewhere else?

  • Shahida Akter

    Hello Chris,

    This is really great examples. I am trying to use your technique to get local help.


    Shahida @ Easy Tips Line

  • http://www.carvermediagroup.com/services/digital-marketing/search-engine-optimization.html Search Engine Optimization

    Search engine optimization(SEO) is a set of techniques, tricks and tips, which you can use to improve search engine ranking. The purpose is to increase organic traffic(traffic through search engine such as Google, yahoo, bing etc) to your blog.

  • http://twitter.com/si1very Chris Silver Smith

    Yes, I made a mistake in highlighting that example — partly because Google’s tool validated it. Yet, Schema and micro data are extensible, so Google likely picks up properly-formatted, yet unrecognized micro data — it’s likely it would work better if it were the REVIEWS schema which is officially supported. I added a postscript to the article to try to undo the confusion I caused!

  • http://twitter.com/si1very Chris Silver Smith

    Possibly, though I doubt it unless your page is one of the fewer pages or more-popular pages about an event that has been searched-on. I don’t think your page is all that likely to change rankings due to event nearness, but it would be interesting for someone to research this.

  • http://twitter.com/si1very Chris Silver Smith

    It is actually normal to display lat/long info in many cases — there are plenty of people who type that directly into some GPSs.

    While David is generally right about it being not good to hide info from users that you display to search engines, this is one case that has not been considered spam so long as the location info is accurate and relevant to the page content. Many sites have geotags that are invisible to the user. In fact, Google parses lat/long from embedded map code in pages, including that of Yahoo Maps, and Bing Maps. So, this type of data is not usually considered a spam attempt.

  • http://twitter.com/si1very Chris Silver Smith

    No, and I’m sorry to’ve provided confusing information. I just added a postscript to the article to correct this!

  • http://twitter.com/si1very Chris Silver Smith

    No, just on the homepage is fine. However, if you write blog posts, each blog post should either have the author link pointing to Google+, or each blog post should have a by-line linking to an author profile page which links to Google+ with the author link, I believe.

  • Angi Shields

    Thanks for the great post!

  • http://twitter.com/NatalieLanovill Natalie Lanoville

    Wow this is amazing. I’m going to use these tips for my workplace, plus I’m recommending it to my mum who has a manufacturing/retail business, and some friends who like me also run non-profits.

  • http://www.facebook.com/burlesonbrad Brad Griffin

    Out of curiosity, if we have a wordpress blog, where would we put this information? Let’s say I run a community website about our city where we post about each business, different people are authors, and we post a ton of events. So….
    I wouldn’t be able to open up the ‘post template’ b/c each post has completely unique content. Do I just type my “post-specific-schema-markup” (say for a restaurant…) into the html editor within each wordpres post?

    Great article Chris! Thanks for the help!

  • http://www.kronikmedia.co.uk/ K.Singh, London

    Location markups when combined with techniques such as listing your location, address, in the header, etc. are easy yet very effective ways to rank for local searches. It is a great way to attract local customers.

  • http://www.yaqsh.com/ YaqshDiamonds

    Very Nice information and you have consolidated all points together and hopefully i ll be using this for my local business also.

  • https://www.websitetasks.com/ Website Maintenance

    Thanks for sharing “Local SEO Checklist”, i have use only some of it, rest other i am now going to use them :-)


Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide