Back in 2011, Google and the other major search engines worked together to develop a new language that they’d use to better understand the content on websites, over and above what they can learn from simply crawling them.
This language is called Schema.org and is perhaps more commonly known as structured data.
There are various ways to write it and mark it up on your website, the latter being dependent on your business type and business activity.
Why is it important?
Whilst having structured data on your website is not currently a direct ranking factor, it could be argued, and indeed has been, that it is an indirect factor. Adding it to your website can improve the visibility of your business and its content on the Search Engine Results Pages (SERPs), as the resulting rich snippets that can be generated (as per the screenshot below), attract clicks.
Our feeling is that since Google are talking more and more about structured data – for example Gary Illyes of Google was pretty vocal about it at Pub Con last year – that it shouldn’t be viewed any more as a nice-to-have on your website, but an absolute necessity.
You want to help Google understand your content better right?
There are many different types of structured data, the one we’re concerned with here, to improve your Local SEO, is called Local Business markup.
We offer three services in this area.
The first is to review and amend any local business markup that may already exist on your website.
The second is to create and add new markup to your site.
The third is to review and update it regularly as part of an ongoing website maintenance package. Schema.org is constantly being developed – new features were introduced back in 2016 for example – so the solution we provide for you will be right for that day, but perhaps not forever! We’ll use Google’s Structured Data Testing Tool to review it monthly.
If you’re interested in any of these services, our first question will be, do have an optimised, up-to-date Google My Business listing? You’ll definitely need to have one of those for us to be able to proceed. We created a digest of Google’s guidelines which will help you understand if your business is eligible for a listing.
Incidentally, we wrote a Post about Why you should consider adding Local Business markup to your website, even if you have a Google My Business listing.
We’ll ask you a few other simple questions to ensure we’re creating the most appropriate markup for your business – then we’ll send you a form to complete – and when we’ve received it back, provided you’ve granted the required access, we’ll do the rest.
Once you’ve completed the form we’ll review the details, ask additional questions where necessary, then check your responses against your Google My Business listing and your website. Whatever information you’re planning to mark up, also needs to be present on your website – for example your business opening hours.
We’ll highlight if anything needs to be added and will provide a quote for this.
What does it cost?
As mentioned earlier, we have three packages, each starts with up to one hour of consultation or consultations, and are priced up below. We would expect you to complete the form and supply any images we request as part of the process.
Review existing markup, amend, deploy and test
5 hours = £225 (no VAT)
Create new markup, deploy and test
8 hours = £360 (no VAT)
Create, deploy, test, regular monitoring and updates
8 hours = £360 (no VAT) plus maintenance
Our website maintenance packages start at £22.50 per month