Help search engines locate your business with schema markup.

Would you like your business to be found in local search results? Then help search engines locate your business.
How? Using schema markup, it only takes minutes.


Video transcript

Do you want your business to be found in local search engine results? If you do you need to send search engines the right signals.
This is what ranking well in local search engines is all about.

One of these signals is your business details, or NAP, which stands for, Name, address and phone number. Consider this as your business ID.

But you’ve already added all of these details to your site, right? But have you done it in the best possible way? Probably not.

I am Luc Durand the founder of ranking academy and in this video, I am going to show you how to integrate your business details correctly on your site which will help your online visibility and give you an edge against your competitors so keep watching.

So you have included your Business name, address and phone number somewhere on the home page of your site maybe next to a map or in the footer or header of your pages. But have you done it using schema markup?

I can’t see your faces but there are likely to have this puzzled look on them. In layman’s terms, Schema markup is a type of computer language that helps search engines identify pieces of text on your site by specifying what they are.

Let me show you.

Head over to

This is a dentist located in Clapham, London. Let’s have a look at the way their business detail is displayed on their site. They have used both the top and the bottom of the page which is very smart.

The details include their phone number, address, and postcode. Pretty straight forward stuff.

Lets’now check one of their competitors also in Clapham. Head over to

They are also displaying their phone number, address, and postcode in exactly the same way as the previous example. So what’s different?

To really see the difference you need to look at the code behind the pages, so let’s just do that.

Let’s go back to our fist dentist, right-click on the page and choose view source. This will pull out the code of the whole page. Do Ctrl + F on your keyboard to bring a search box and type the postcode of this dentist in there. This should bring up the piece of code that displays their postcode and hopefully all their business details.

There you go:

<div id=”toptel”>
<a href=”tel:02078019060″>020 7801 9060</a></div>

<div class=”topaddress”><a href=”location.html”>88-90 St. John’s Road, Clapham Junction, London SW11 1PX</a></div>

This looks to me like a very standard implementation.
I am not expecting you to be familiar with this type of code but all I can tell you is that there is no sign of schema markup coding.

Stay with me and let’s have a look at the other dentist so you understand exactly what I mean. Go back to

Once again let’s view the code behind the page and search for the postcode.

Here it is:

<div itemscope itemtype=”” class=”addressbox”>
<div class=”call”>Call us <span itemprop=”telephone”><a href=”tel:02086733250″ class=”phonelink phone-call-tracking”>0208 673 3250</a></span></div>
<span itemprop=”name”><strong>Clapham South Dental Centre</strong></span>
<div itemprop=”address” itemscope itemtype=””>
<span itemprop=”streetAddress”>15 Balham Hill</span>,
<span itemprop=”addressLocality”></span>
<span itemprop=”addressRegion”>London</span>
<span itemprop=”postalCode”>SW12 9DY</span>


See the difference? Not yet. Ok, let’s look at both pieces of code next to each other.

What about now? Is it clearer?

In example 2 you can see how each piece of information is surrounded by clear instructions specifying exactly what the text is.

This will make it easy for search engines to understand that SW12 9DY is the actual postcode of this business and that 15 Balham-hill is the street address. Search engines may struggle a little bit more with dentist number 1.

Moreover, you can clearly see they are using schema markup as it is specified at the beginning of the code which also instructs search engines this is a local business (highlight local business).

All in all this technique will help search engines realize this is a local business and it is located in Clapham at the given address.

The search engines job is made a lot easier and your website will benefit from it.

Most small business owners will not implement this technique. Why?  because they do not know about it but now you do. I can now imagine your eyes rolling at the back of your head saying, “thanks luc, it’s all very well but I have no idea how to code using schema markup and quiet frankly I don’t have the time”.

Fair enough so let’s make it easy so you don’t have any excuse.

Head over to

This site will help you generate the necessary schema markup you will need for your business details without having to type a single piece of code. Simply by using a form.

Here is an example for ranking academy. You don’t have fill in all the fields if you feel there are not relevant.

There is a preview box that allows you to see what it will look like on your site.

Once you are happy with the details simply copy and paste the code on your website.

Once implemented you can either click the link “rich snippet testing tool” or go to and enter the web address where the code has been implemented and google will tell you if there are any error.

Let’s check our dentist implementation. Here we go. This is how google will see these details. Pretty awesome isn’t it?

Help search engines help your business by implementing schema markup. If you feel uncomfortable doing this yourself speak to your agency, web developer or whoever is managing your site. Make sure they don’t charge you a fortune as it is a very easy job to do.

That’s it, I hope you’ve enjoyed this episode and to see you soon for more helpful tips on ranking

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