What Is Schema and Why Is It Essential for Local Businesses?

Schema, also known as structured data, is a type of data vocabulary which defines how data is organized and visually represented on search engine results pages (SERPs). It is a type of microdata which a business can add to the structure of the HTML on its website to improve how search engines read and represent the website’s data on SERPs. Schema is recognized by Google. Bing, Yahoo, and Yandex. 

Schema doesn’t just tell search engines what your website data says, it also tells search engines what the data on your website means. Schema can also improve search results by creating descriptions which appear in search engine results (also called rich snippets). These rich snippets, located underneath the title tag on search results, provide users with more information about the content they are searching for such as product information, ratings, and more helpful information. Rich snippets can also promote higher quality traffic.

Schema allows for using structured data markup to better help search engines understand a business and its website. Schema also helps to create a better user experience for people browsing the internet by making it easier for search engines to interpret the information on different web pages to provide results which are relevant to what users are searching for.  The type of Schema markup a website uses helps search engines better understand the content on a web page, allowing search engines to show results which are relevant to users and what they are searching.

Local business owners can improve their SEO by using different types of Schema markup. A good understanding of the various different types of Schema markup can significantly improve a website’s visibility on search engine result pages.

Schema Markup

There are hundreds of different types of Schema markup types. Local businesses that use Schema markup on their website have increased visibility on search engines. This is why it is essential for a local business to use Schema. This will give you a leg up on your less technically savvy competitors.

Schema markup comes in different formats regarding everything on the web — from people to places, to things. It also helps users gain more information about what they are searching for. There is Schema markup for all sorts of different content including restaurants, events, products, local businesses, and much, much more. Schema markup is supported in three main formats: Microdata, JSON-LD, and RDFa.


Microdata is a set of tags that are added to the HTML code of a page. Each tag consists of an itemscope itemtype, and itemprop.

The itemscope tag identifies the item that is being referenced, while the itemtype tag indicates the type of item being referenced by the microdata, such as a local business or event. The itemprop is used to markup a property (for example, the address of a local business).


JSON-LD (JavaScript Object Notation for Linked Data) is embedded in <script> tags but does not have to be embedded into the <body> of a page. This means that you do not have to change or restructure any of the HTML elements on your web page when you are using JSON-LD. Google recommends using this type of implemented structured data.


RDFa (Resource Description Framework in Attributes) is used to markup metadata on web pages using tags within the existing HTML. These types of tags include vocab, typeof, and property. The vocab describes the data vocabulary which is being used, the typeof dictates what the page is about (for example, a local business), while the property tag establishes the company’s description, address, name, and more.

Schema Markup for Local Businesses

There are various different types of Schema markup made specifically for local businesses. The Local Business Schema Markup is used to help search engines better understand a business and provide consumers with important company information like a business name and description, contact information, address, hours, and more.

You can also mark up reviews on your website using the Review Schema Markup. By marking up reviews, you can add rich snippets that will show in your search results and improve traffic.

You can also mark up the products and services you offer with the Offer Schema Markup. This creates a rich snippet that displays your products and services and provides consumers with more information about your business.

Bearcat Media specializes in website design & development and SEO services for small-to-medium-sized businesses. They are located in Hackettstown, NJ, but service businesses all over New Jersey including the towns of Sparta, Denville, Morristown, and Parsippany. Schema implementation is included in the SEO services provided to clients.




At Bearcat Media, we’ve got your digital marketing 100% covered. Contact us today!