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Valerie VanBooven RN BSN- Online Marketing Expert Since 2008.

Local Schema Address Markup: Are top-ranking senior care businesses using it?

Organization of information on web pages and throughout a website is the key to good results. A well-structured website with clearly organized code helps both visitors and search engines navigate through pages, enhancing user experience and Google’s ability to rank page content. Structured data enhances search engines’ ability to understand exactly what is on your pages and how it should be prioritized.

Structured data allows authors to articulate exactly what their content means to search engines.

Local Schema Address Markup: Are top-ranking senior care businesses using it?
Local Schema Address Markup: Are top-ranking senior care businesses using it?

When you implement structured data into your content, you qualify for a unique feature of Google Search: Rich Cards. Rich Cards is a format designed for an improved mobile experience. Rich Cards puts an emphasis on the visual display, such as displaying an image along with a recipe on mobile search. Rich Cards is an evolution of Rich Snippets, which are used to display certain information within listings on results pages.

Introduction to Schema.org

A schema is a template or blueprint of how a database is constructed. Along with the vocabulary in schema.org, MicroData, RDFa, JSON-LD and other formats used to understand data, are included. Google recommends using JSON-LD for your markups. These search engine giants hope this partnership will promote organization on the internet.

You do not need to understand all of the technical aspects of schema, only its results. Schema information tells search engines the meaning of certain information, like the time and date of an event or the aggregate rating of an article. Most pieces of data have the potential to be marked up with some type of identifier.

How can benefit

A search engine determines a website’s value by how informative and receptive it is to consumers. Schema markups allow web crawlers, bots that browse and index content on the internet, to effortlessly deduce data. This, in turn, improves user experience and results in a search engine favoring your website.

In order to stand out, most advertisers use a rich snippet. A rich snippet is extra text generally found under a search listing. It could be extra information pertaining to your services or product.

Why Senior Care Businesses Should Use Schema


Schema PostalAddress is a specific schema markup vocabulary used to better decipher local businesses’ location information. As a local senior care business, it is critical your address is presented in a way that both the user and a web crawler can easily comprehend.

  • <h1>ABC Home Care</h1>
  • A home care agency providing in-home companion care for seniors.
  • 3102 Highway 98
  • Mexico Beach, FL
  • Phone: 850-648-4200

This is an example of a senior care business’s address and description without schema PostalAddress markup. A person will be able to discern the information without markup, but a web crawler might not be able to. We know, because of the way the information is structured, that ABC Home Care is the name of the business. A web crawler, however, could mistakenly assume that this is an available activity, along with in-home companion care. With markup, the bot will know which text is the business name, street address, city and region.

<div itemscope itemtype=”http://schema.org/LocalBusiness“>

  • <h1><span itemprop=”name”>ABC Home Care</span></h1>
  • <span itemprop=”description”> A home care agency providing in-home companion care for seniors. </span>
  • <div itemprop=”address” itemscopeitemtype=”http://schema.org/PostalAddress“>
  • <span itemprop=”streetAddress”>3102 Highway 98</span>
  • <span itemprop=”addressLocality”>Mexico Beach</span>,
  • <span itemprop=”addressRegion”>FL</span>
  • </div>
  • Phone: <span itemprop=”telephone”>850-648-4200</span>
  • </div>

This is the same local business’s address and description with a schema PostalAddress markup. As you can see, the markup gives web crawler codes that it is programmed to understand perfectly. It will now know which text is the business name, street address, city and region. You cannot afford to risk your brand being mislabeled or misinterpreted.

How to implement schema markup into your website


First, go to Google’s Structured Data Markup Helper. Select the nature of the content to markup, such as software application or a local business. Enter the URL you wish to markup, then highlight the specific text, and select the distinct markup you want it to correspond to. Continue with this method until you are satisfied with the content being marked, then click Create HTML.

Markup as much visible content as possible. The more you do, the clearer your data will be for web crawlers. Schema markup is a form of search engine optimization and innovation destined for longevity. When the country’s largest search engines band together for a collaborative effort, it shows how important they believe schema markup is to the future of search. Implementing it onto your website will allow you to stay on track toward what Google’s mission statement has always been: making information accessible.

Need help with your senior care website?

Contact us for help. Our team has been building, maintaining, hosting and search engine optimizing senior care since 2008.

Source: https://www.biggerlawfirm.com/local-schema-address-markup-are-top-ranking-websites-using-it/