Last Updated on: 3rd September 2024, 01:44 pm
Small businesses need to stay ahead of the curve to succeed locally. One powerful tool that can significantly boost your visibility in local search results is schema—structured data that helps search engines understand your website better. But what exactly is the role of schema, and how does it fit into local SEO? More importantly, is it something you can tackle yourself, or should you bring in a professional?Â
These are the kinds of questions Rob and Dean recently tackled in a conversation about the ins and outs of local SEO. Drawing from their discussion, this guide will break down what schema is, why it matters, and how you can use it to give your business an edge. We’ll clear up some common misconceptions about the role of schema and offer practical steps to help you make the most of this important tool.Â
What is Schema?Â
A form of structured data that helps search engines understand the content on your website. As Rob explained during our discussion, “Schema is nothing but structured data.” Essentially, it’s a way of telling search engines exactly what certain pieces of information on your website mean, whether that’s your business address, hours of operation, or customer reviews. Â
It’s important to note that schema is backend code, which means it’s not visible to your website visitors, but it’s crucial for search engines to accurately interpret and display your information.Â
The Role of Schema for Local SEOÂ
This plays a significant role in enhancing your website’s visibility in search results, particularly for local searches. Rob mentioned that “schema is important for businesses to be found” because it helps search engines correctly identify and display key business information. Â
For example, by knowing the role of schema, you can ensure that search engines like Google and AI-powered tools such as ChatGPT and Gemini accurately scrape and present your business details to potential customers.Â
Can You Implement Schema Yourself?Â
One common question small business owner have is whether they can implement schema on their own or if they need to hire a professional. The good news is that schema can be implemented by anyone with basic website management skills. As they pointed out in the video, “most of the SEO tools, like Rank Math Pro, can help you implement structured data on your website.” For those who are tech-savvy, these tools make it relatively simple to add schema to your site.Â
However, if you’re unsure or if your web developer is unfamiliar with schema, Rob suggests using the resources available through a professional service, especially if you’re on a platform like WordPress or Wix that may offer some built-in schema capabilities. He also mentioned that for those on a coaching plan with their platform, there’s an option to get custom code that can be easily inserted into your website.Â
Common Misconceptions About SchemaÂ
One misconception that often arises is the belief that the role of schema affects the visual content of your website. Rob clarified that schema “is all in the back end,” meaning it’s not something you see on the front end of your website. While you might have your business address and phone number displayed on your site, without the proper schema code, search engines may not correctly identify this information.Â
Another area of confusion is the difference between schema and mobile optimization. Dean highlighted that “schema doesn’t affect mobile readiness,” and that these are two distinct processes. Mobile optimization ensures your website functions well on mobile devices, while the role of schema focuses on how search engines interpret your site’s content.Â
Practical Steps to Implement SchemaÂ

If you’re looking to implement schema on your website, the first step is to utilize the SEO tools provided by your website platform. As Rob mentioned, “GoDaddy’s website builder, Wix, and other platforms often have SEO plugins that include schema capabilities.” If your platform doesn’t offer this, or if you want to go a step further, you can have custom schema code created and inserted into your website.Â
The Role of Content in SchemaÂ
Schema is not just about having the right code in place; it’s also fundamentally tied to supporting the quality and consistency of the content on your website. Rob emphasized the critical importance of “Content Authority and Trust,” explaining that maintaining consistent information across your website and all other online profiles is essential for building trust with search engines. Â
This means that every detail—from your business name, address, and phone number to your hours of operation and customer reviews—should be consistent across every platform where your business appears.Â
Consistency isn’t just about accuracy; it’s about creating a unified online presence that search engines recognize as reliable and authoritative. When your content is consistent, search engines are more likely to view your site as a credible source, which can significantly enhance your search rankings. Rob pointed out that this approach is crucial for establishing your site’s authority in the eyes of search engines, ultimately leading to better visibility and more effective SEO. Â
By ensuring that your schema supports both the technical structure and the overall quality of your content, you position your business to perform better in search results, driving more traffic and potential customers to your site.Â
The Future of Local SEO and SchemaÂ
The landscape of SEO is constantly evolving, particularly with the rise of AI technologies. As Rob pointed out, “AI is going to be smarter than the scammers,” and with tools like ChatGPT and Google’s AI-driven algorithms, the way search engines process and rank websites is changing. This makes it more important than ever to have structured data like schema properly implemented on your site, as it will help you stay ahead in the competitive world of local SEO.
Final Words: Role of Schema in Local SEO
As we are done tackling the role of schema, we now know that this is an incredibly powerful tool for boosting your local SEO and ensuring that your business is accurately represented in search results across various platforms. Whether you decide to implement schema yourself using available tools or opt to seek professional assistance, the crucial factor is understanding its significance and making sure that your website’s backend is thoroughly optimized.Â
As Rob advised in the video, starting with the basics is the key. Use the SEO tools available on your website platform, like Rank Math or other plugins, to begin implementing structured data. If you’re unsure whether your website’s schema is set up correctly, he recommends using resources like schema.org or Google’s own tools to validate your site’s data.
He also mentioned that if you’re on a coaching plan with their platform, you can request custom code that can be easily inserted into your website to enhance schema effectiveness. By properly integrating and understanding the role of schema, you not only enhance your visibility in search engines but also increase the likelihood that local customers will find your business when they need it most.
Proper schema implementation ensures that your business remains competitive, accessible, and ready to meet the demands of a tech-savvy customer base. Remember, don’t underestimate the power of structured data—it’s a small investment of time and effort that can yield significant returns in your local SEO efforts.Â
For those looking to explore the role of schema further, we recommend using tools like Google Lighthouse to test your website’s mobile readiness and schema.org for validating your structured data. If you need assistance, our coaching services are available to help guide you through the process and ensure your website is fully optimized!Â