Using Rich Snippets and schema.org to improve local search

Although Google say;

“Google doesn’t use markup for ranking purposes at this time”

they also go on to say;

“but rich snippets can make your web pages appear more prominently in search results, so you may see an increase in traffic.”

Something else they don’t mention, but which our testing appear to validate is that using Rich Sippets for locations can help with your Google Places listing.

With this in mind V1 SEO have created a simplified tutorial based on the schema.org microdata format for Local Business and  Postal Address.

The first thing you need to do is provide information on what the microformat is telling us, in the case of a Local business we use Local Business and start with

<div itemscope itemtype=”http://schema.org/LocalBusiness”>

We then name the business with;

<span itemprop=”name”>V1 SEO</span>

which produces

V1 SEO

and then move on to the address with,

<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>The White Cottage</span> <br />
<span itemprop=”streetAddress”>Stourton</span> <br />
<span itemprop=”addressLocality”>Shipston-on-Stour</span> <br />
<span itemprop=”addressRegion”>Warwickshire</span> <br />
<span itemprop=”postalCode”>CV36 5HG</span> <br /> <br />
<div>

which produces

The White Cottage
Stourton
Shipston-on-Stour
Warwickshire
CV36 5HG

Telephone number and email address are added using,

<span itemprop=”telephone”>01608 685039</span>
<a href=”mailto:1@v1seo.co.uk” itemprop=”email”>1@v1seo.co.uk</a>

which produces,

01608 685039
1@v1seo.co.uk

URL’s and descriptions can also be added and the divs are closed of which gives us,

V1 SEO
The White Cottage
Stourton
Shipston-on-Stour
Warwickshire
CV36 5HG

01608 685039
1@v1seo.co.uk

SEO Experts who specialise in helping small local businesses improve their online presence.

Once you have put your address in microdata format you can test it using the Google Rich Snippets Testing Tool

To see the microdata format used to create this address view the source code of this page.

If anyone wants more instructions about the basic Local Business microdata just comment below.

I’ll do it for you

Just to add: If you’re still a bit lost in how to do this just send me your full postal address and I will send you the completed code you can just copy’n'paste on to your website.



36 thoughts on “Using Rich Snippets and schema.org to improve local search”

  2. There are lots of things that Google doesn’t tell us. Will look into rich snippets more, and thanks for the info
    My quick question is where do I put this code in?

    Many thanks

    Gareth

    • Yes, I’m surprised Google don’t provide more info about schema.org they say it isn’t a ranking factor yet but who knows whether it will be in the future?

      With regard where you put the code:
      I would do it wherever you display a full address, so definately contact and about page.

      With location based service businesses I would tend to try to fit the full postal address on the homepage whenever possible too, and obviously use it there.

      Also bear in mind the code I am demonstrating here is for Local Business there are also microdata formats for Product, Place, Events, People, Reviews etc.

      Definately worth spending time researching on schema.org and start future proofing as you build new sites.

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  5. Hi Good article I have been trying to get this to work on my sub page /t-home_page_test.aspx? Only been on it about 8 hours. It’s hard when you are not a developer. I wish Google provided a wizard for people like me.

  6. TJ just tried the code you sent me and it worked a treat in the Google Rich Snippets testing tool.
    Although I can’t get an image to show tried http / https also tried an image on our web server?

    • The image is pulled in from your Author settings and uses the one in your Google Profile.

      Google say now that the image shouldn’t be a logo or anything like that and should really be a headshot of yourself.

      Change the image in your Google Profiles account and it should start showing

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  8. Hi came across your website looking up microdata, I have tried to incorporate it into my homepage but still have a few mistakes in the Google Tool. Any ideas on the problems please let me know. Thanks for the interesting information.

    • You have microdata and microformat on the page

      Working down the page

      Remove
      <div id="hcard-Jenny-Bailey" class="vcard tags"></div>
      from just after the <body> tag

      Remove
      the tags from around the name <span class="fn">Jenny Bailey</span>

      Change it from http://schema.org/Organisation to http://schema.org/LocalBusiness

      Close the div just after postcode upor missing a <

      Remove the tags from the name again
      <span class="vcard author"><span class="fn">Jenny Bailey</span></span>

      Test it here http://www.google.com/webmasters/tools/richsnippets?url=http%3A%2F%2Fwww.tranquilityzone.co.uk

      Remember to back up before changing anything

          • Just to add

            Now Google have launched Google+ Pages for Business you may find it better to create a Google+ page for the business and then use Publisher info instead of Author info.

          • TJ thanks very much that has fixed it. This is my wife’s business and I do my best to do the SEO and website design but am not completely aware of all the code. Thanks for your help.

        • No problem,

          at the moment you are linking through to your business page with the author microdata, you may find it better to link through using the publisher microdata instead.

          See the code on this page http://www.v1seo.co.uk/tzone3.html basically change the link back to your google+ page using rel=”publisher” instead of rel=”me”
          Also make sure you link back to the site from your google+ page

          note: you may find this gives an error initially as it doesn’t list author and publisher info yet.

  9. Does the microdata code actually have to be in the body tag? Or can it be in meta in the head?

    • Google say not to use microdata where it’s not visible on the page, (can’t remember the exact wording, will try and find it later) so I would assume most of the time it needs to be in the body.

      There are exceptions like author and publisher when linking back to Google+
      This can be done from the head (as they demonstrate with their badges).

  10. Hi TJ thanks for your support in the past, sorry I have one more request.
    I have an error on the following page in/London/The-Complementary-Medical-Consultancy.htm when testing using the rich snippet testing tool the in/ is part of the url The site is still under development.

    • First thing I’ll say is I’m no expert on this, but I assume you got the code from schema.org ?
      If you put their demonstrations through the rich snippet testing tool you get the same errors.

      3 things I changed

      1. you can drop LocalBusiness from schema.org/LocalBusiness/FinancialService and replace with schema.org/FinancialService

      2. You haven’t closed the div after the address

      3. Although the demo says so, I can’t see why you need itemscope itemtype=”http://schema.org/Organization” in the members itemprop as you are still in the itemscope itemtype=”http://schema.org/LocalBusiness/FinancialService div or it needs to be in a separate div

      4. Have a look at the code on these pages (and put them through the checker)

      http://www.v1seo.co.uk/dave2.html
      http://www.v1seo.co.uk/dave4.html

      I’ll see if I can find out which is correct tomorrow

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  12. Hi TJ once again thanks for your help. Still trying to get this new site launched. Working on trying to layout the list of IFAs on pages. Have I got it correct. Think I have cracked it for the detail page /rich-snippets-test.html thanks to your help and advice.

    • I don’t think your using members right.
      Members should really be using Person and me members of the organisation
      Not sure if there is a item for an FSA number, I would think it comes under accredited to if there is such a thing.

      I’ll try and have a look over next couple of days.

      The description is a sort description of the business.

      You don’t appear to be closing the div after the address, the testing tool doesn’t pick it up though for some reason

      just to add:
      I was refering to the link from your name not rich-snippets-test.html

  13. Hello There,

    I know that you get spammed all day long by people looking to sell you something. But, I’m still going to give it a shot since I believe that what I offer may really help you and your customers.

    My company ( QualitySubmissions ) is one of the very few on the web to offer a real Google Local Citation Service and a suite of services to improve Google Maps rankings on top of the plain jane link building and website design.

    You must definitely know citations – but, in-case you don’t, consider them to be the ‘backlinks’ for Google Places / Maps. More citations = better rankings.

    Unlike some others we actually hand-submit to citation sources and build ‘complete’ profiles which means that your local rankings will actually move up.

    We also offer user-shared KML maps to improve Google Maps rankings.

    1. We only submit to real, verified citation sources.
    2. Profiles will be 100% complete with pictures, video and other media you supply.
    3. A detailed report will be given to you when the work is complete.

    Unlike other companies in this business, I like establishing a personal relationship with my clients. When you contact my company, you will work with me directly and can catch me on Skype / Phone / Email at any time.

    I also offer SEO and link building and have generated top rankings for keywords ranging from ‘paintball’ to ‘plumber macon’.

    Please email me back if this interests you – if not, I’m sorry to have wasted your time.

    Thanks!

    Ash

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    • It looks like you are closing the itemtype=”http://schema.org/Restaurant” div too soon and not opening a itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”

      The review needs to be within the div of the itemp type.

      Have a look at this page http://www.v1seo.co.uk/micro.php

      Test it in the rich snippets tool or view source, copy the obvious code and test that in the rich snippets tool

      (the review is a bit basic, I just used aggregaterating for this demo)

  17. Thanks for the info, Google dosent display many examples. How did you get your profile picture in the search results?