Local Business Schema presentation for Search Engine Marketing New England SEMNE April 2015 by Rhode Island SEO specialist Chris Sheehy of Sidewalk Branding Company http://goo.gl/7DTkCH

1. LocalBusiness
Schema PRESENTED BY CHRIS SHEEHY
Featured speaker at Search Engine Marketing New England | SEMNE - April 2015

2. Who Uses Structured Data Markup?

3. “Local Business” aka LocalBusiness

4. Why Use Structured Markup?
• Humans can understand the context of a website much better
than search engines - which aren't really human (even though we
talk and maybe even swear at them – so I’m told)
• Search engines have limited contextual understanding of websites
• Adding HTML tags onto web pages callout the specific elements
of content – like specific things, people, and places
• SE’s crunch this data to provide better indexation
• Which in turn produces better visibility and discoverability*

5. schema.org
Schema provides a collection of shared
vocabularies webmasters can use to mark
up their pages in ways that can be
understood by the major search engines:
Google, Microsoft, Yandex & Yahoo

6. Why Do We Use Local Schema?
To Accurately Index A Business On Search

7. Schema For Everyone!
• Creative works: CreativeWork, Book, Movie, MusicRecording, Recipe,
TVSeries
• Embedded non-text objects: AudioObject, ImageObject, VideoObject
• Event
• Health and medical types
• Organization
• Person
• Place, LocalBusiness, Restaurant ...
• Product, Offer, AggregateOffer
• Review, AggregateRating
• More…

8. 152-ish Business Schema Types

10. If I Can Do It – You Can Too…

11. There Are A Lot Of Tools Out There For
Schema

13. So We Made Our Own Damn Tool!

14. And We’re Sharing It With You…

16. Test @ http://goo.gl/3aAmYj

18. Chris Sheehy @ http://sidewalkbranding.co