1. Local Business
Local Business schema markup is the most important structured data to add to your website. Not only is it essential for local SEO, but greatly improves click-through-rate, local SEO performance, and brand credibility. We have found that this type of markup is the most likely to show up on SERPs (search engine results pages) as long as Google verifies your local business.
Google recommends a few properties to add to your Local Business markup. These include, business type, business name, website url, business image, business logo, business phone number, price range, and business address. You can find a variety of additional properties here http://schema.org/LocalBusiness, however, these are optional and not required to get your business featured in a "local pack".
Useful Tools: Use our local business schema generator tool by clicking the button below to generate local business schema markup to add to your site. Remember, add this markup inside the
<header></header> tag on all pages of your website.
Local Business Schema Generator
2. Organization (Logo)
Organization schema markup can be used to help your brand's logo appear on search enginge results pages and appear in Googles' Knowledge Graph. According to Google, "Markup like this is a strong signal to Google Search algorithms to show this image in Knowledge Graph displays."
We have found that this type of markup is a bit more difficult to have appear on SERPs compared to the Local Business schema as it is dependent on organic search traffic volume and domain authority, however, having this type of schema show up on Google can significantly increase brand credibility and your site's click-through-rate.
Product schema markup is an excellent type of structured data to use on your website as it helps click-through-rate and your site's conversion rate.
We have found that this type of structured data is incredibly likely to show up on Google's search engine results pages as both an image and a rich result if you follow a few guidelines. The product must have a name, a description, an image or multiple images, an associated brand, an aggregate rating, and an offer (aggregate or single offer) with information on price, currency, offercount, a valid-through date, availability, and item condition. Learn more about Product schema markup here https://schema.org/Product
If possible, always provide multiple image size variations for your structured data image property as it helps Google display your image on different devices and in different locations. Your sizes should be in 3 variations: A 1x1 image at 1080x1080 or 1440x1440, a 4x3 image at 1920x1440, and a 16x9 image at 1920x1080. See an example below.
4. Review Snippet
A Review Snippet is a review or rating of a local business, a movie, a book, music, or various products. A review snippet can appear on Google in SERPs or knowledge cards with a description, star ratings (1-5), and additional review information. A review rating can be a single review from one individual or organization or it can be an aggregate review from multiple entities.
We have found that this type of markup is fairly likely to appear on Google as long as you follow a few simple guidelines. First and foremost, the review must be accurate and legitimate, which means that the reviews should be collected from review-based sites such as Facebook, Google, IMDB, Yelp, etc. Secondly, the review should be for a specific item, not an item category. View an example of this below.
Rioja - Denver
10 Best Resturaunts in Denver, Colorado
5. Course (Education Event)
This past year, Google added Course schema markup to their available rich results list. This type of markup is great for schools or educational organizations that provide online or classroom courses for students on a specific topic or field of study. In regard to a Course data type, Google states, "Mark up your course lists with structured data so prospective students find you through Google Search. You can provide details including the course name, who's offering it, and a short description."
From our experience with clients and by performing simple research on Google, we have found that Course schema is actually quite difficult to have appear on Google. After following Google's guidelines and implementing the correct markup, it's very unlikely to get this type of markup to show on search engine results pages. However, we have found another type of structured data that is far more likely to appear on Google, EducationEvent.
The EducationEvent markup is a subset of the Event markup, however, by providing information about price, performer, place (online or classroom), and the details of the course, we have found that there is a great chance of getting your course to appear as a rich result. View an example of an EducationEvent below in JSON-LD.
"name": "My Course Title",
"description": "A description of your course with no promotional information",
"name": "Your School Name"