How Local Business Schema Can Increase Your Business’s Online Visibility | Good2bSocial media
[Author: Noreen Fishman]
For law firms, making their website visible online is of crucial importance. Any organization is likely to aim to have a strong web presence and be easily found on the internet. For businesses that operate in certain regions — like a law firm — local discoverability is even more crucial. Legal marketers should make local visibility a top priority, and the local business scheme can be a powerful tool in their arsenal.
What is the Local Business Schema for law firms?
The local business schema is basically a kind of structured data markup code that can be added to a business’s website to make it easier for search engines to identify certain things, like the type of organization to which owns the site or the services they provide.
Schema markup was originally created by search engines to better understand and display data using common groups of tags. Your business can take advantage of schema markup to better optimize your website for local SEO. Indeed, local schema markup is one of the deciding factors in how your content will be ranked and displayed on search engine results pages.
When you include the local business schema in your website code, search engines such as Google, Bing, or Yahoo are better able to understand your business and are therefore more likely to rank it higher in results. of research.
But how do you add a local business schema to a website?
Adding a local business schema to your site
A great guide to adding local enterprise schemas is available here. In simpler terms, you can follow these steps:
1. Identify your business category
Hopefully you are optimizing your website for a certain niche audience, and that is what you are looking for. Be as specific as possible. There’s a “legal service” category that you probably want to select, and you should be able to narrow it down further from there.
2. Create an “about” page
Your “About” page should contain information about your business and include a unique “AboutPage” schema element. Make sure any content on the page is easily readable by visitors and take the time to add other related schema properties as needed to properly inform search engines about your business.
3. Test your code
There are a few tools you can use to preview how results will look in search results. Try entering your code in the rich results test to see which Google rich results are generated by your page’s structured data. Or, if you want to test your structured data without Google feature-specific warnings, type your code into the Schema Markup Validator.
4. Publish your local business schema markup to your site
You can do this by adding your schema directly in your HTML or using a managed UI, schema app, or plugin.
5. Use Google Search Console to Explore and Test Your Local Business Schema Markup
You will need to see if there are any issues or things that need improvement. Start by entering your domain or URL prefix to measure your website’s search traffic performance. Then, continue to monitor the results of your schema so that you can optimize it if necessary. It’s important to remember that this is an ongoing process, especially as Google changes its formulas and approach to schemas. If anything in your own listing changes, be sure to adjust your local business schema as well.
Or for sufficient insight into your website’s performance, sign up for a free SEO audit.
Optimizing the local business scheme for law firms can seem complicated, and sometimes it is. That doesn’t mean it’s something you can ignore. Law firms should do absolutely everything they can to improve local search rankings and visibility, and the Local Business Schema can help. If you don’t know how to embed the right code on your website, contact an expert.