“Schema” is a bit of code that goes on your website that helps search engines understand your site better. The code contains all sorts of additional information about your business, like opening ours, customer reviews, menus, and much more.
For Local SEO, Schema is a quick-and-easy to way to get a leg up on your competitors.
There are hundreds of Schema types, but as long as you have these two Schema types setup, you’ll be in great shape:
1. Add Local Business Markup
Remember when you added NAP data to your site? Take it a step further and wrap the NAP data in Local Business schema.
This clears any confusion whatsoever about the proper NAP, so that Google knows the accurate Name, Address, and Phone Number of your business.
2. Add Review Markup
Ever notice how some websites display stars below the URL in the search results. They’ve implemented “Review Markup” in their source code, telling Google how customers view and trust the brand. You can do the same.
Simply add the Review markup to your source code, then wait a few days for the reviews to show up.
Warning: do not abuse Schema markup. Using fake review data is unethical and exposes your site to huge risk (learn more about: rich snippet manual penalty).