Using Schema Markup in Local SEO

Structuring Data for Search Engine Dominance
Search engines have evolved beyond simple keyword-matching.
Today, Google’s AI-driven algorithms rely on entities, context, and relationships to understand content. Structured data—specifically JSON-LD (JavaScript Object Notation for Linked Data)—plays a critical role in helping search engines interpret websites more accurately and display richer search results.
Implementing structured data is no longer optional for local businesses. It is an SEO necessity that directly impacts visibility, search rankings, and user experience.
🔹 “Schema markup helps search engines understand the meaning of your content, not just match keywords.” – Google Search Central
With the launch of our free Schema Generator, implementing structured data is faster and more efficient than ever. This guide explores:
- How Google uses schema
- How JSON-LD schema influences SEO rankings
- How entity-based SEO strengthens brand presence
- How to create custom schema for a local business
- Best practices for implementing schema on local business websites
- What a good example of a schema looks like
- How to stack and nest schema types for maximum impact
What is the Main Purpose of Schema?
The primary purpose of schema markup is to provide structured data that helps search engines better understand content, relationships, and context on a webpage.
This structured approach enhances search engine result pages (SERPs) by generating rich snippets, knowledge panels, and other search-enhanced results that improve visibility and engagement.
Does Google Use Schema?
Yes, Google actively uses schema markup to understand webpage content, categorize information, and display enhanced search results.
Google supports a wide range of structured data formats, including JSON-LD, and integrates this information into features like Google Knowledge Panels, Featured Snippets, and Local Business Listings.
🔹 “Structured data allows Google to display content in visually enhanced formats, improving user experience and search visibility.” – Google Search Central
Understanding Entities and Their Relationships in SEO
At its core, Google’s search engine functions as an entity database.
Entities are distinct, well-defined concepts such as businesses, people, products, and locations. Schema markup helps define and structure these entities by linking them to related attributes and other entities. This enables Google to understand and rank content with greater precision.
For example, a well-structured LocalBusiness schema not only describes your business but also links it to:
✅ Your official website
✅ Social media profiles
✅ Customer reviews
✅ Products and services
✅ Service areas and geographical locations
Each of these components strengthens your presence as an entity, helping search engines categorize and rank your website more effectively.
How Entities Work in Google’s Knowledge Graph
Google’s Knowledge Graph is built on interconnected entities. By using structured data, you give search engines more clarity about your business, services, and relationships, increasing the likelihood of appearing in rich results, featured snippets, and even the Knowledge Panel.
📌 Why Entities Matter:
- Google uses entities to determine relevance and authority
- Structured data helps search engines categorize and rank content more precisely
- The more defined and connected your entity is, the higher the likelihood of appearing in the Knowledge Panel, rich results, and featured snippets
🔹 “Google’s Knowledge Graph relies on structured data to connect entities and improve search relevance.” – Search Engine Journal

Watch: Schema for Local SEO 101
JSON-LD vs. Other Structured Data Formats
There are multiple ways to implement structured data:
✔ Microdata – Uses inline HTML attributes (older method)
✔ RDFa – Embeds metadata directly within HTML (rarely used)
✔ JSON-LD – Uses a JavaScript object notation that Google recommends
Why JSON-LD is the Best for SEO
- Google’s preferred format (faster and easier to read)
- Asynchronous (doesn’t interfere with page loading times)
- Non-intrusive (doesn’t modify the visible HTML code)
- Allows deep entity linking and nested relationships (better semantic connections)
- Easier to update dynamically
🔹 “Google recommends JSON-LD as the preferred structured data format for SEO.” – Google Developer Documentation
💡 With Schema Generator, you can create JSON-LD markup easily—without coding errors or formatting issues.
Ideal Schema Structure for a Local Business Website
For a single-location local business, you typically want to use at least four key schema types:
- Website Schema (WebSite) → Defines the site as an entity. WebSite schema tells search engines how your site is structured and enables features like Google Sitelinks Search Box.
- Organization Schema (Organization) → Represents the business itself. This connects your website to social media accounts, logos, and official URLs, reinforcing brand authority.
- LocalBusiness Schema (LocalBusiness) → Adds local relevance & contact info. This helps Google associate your business with a physical location, improving Google Business Profile and local rankings.
- Service Schema (Service) → Adds service details, can be nested in LocalBusiness for location pages or may be nested under Organization for stand alone service pages.
For service-oriented businesses, Service schema clarifies what you offer, ensuring Google ranks you for the right search queries.
🔹 “Schema markup is one of the most effective ways to help search engines understand your business and improve rankings.” – Moz
Where Should the Schema Be Placed?
✅ WebSite, Organization, and LocalBusiness should go on the homepage for a single location business.
✅ If the location page is separate, it too gets WebSite, Organization, and LocalBusiness.
✅ WebSite and Organization schema gets added to all pages.
✅WebSite, Organization, and Service schema get added to individual service pages.
✅ They can be stacked together in one JSON-LD block (best for entity linking).
✅ They should be nested properly to avoid redundancy.
✅ It’s best to add schema individually to each page to allow for nesting and avoid redundancy.
Why Schema Markup is Essential for Future SEO
- Voice Search Optimization – Google Assistant, Siri, and Alexa rely on structured data to fetch accurate results.
- Featured Snippets & Rich Results – Pages with JSON-LD markup are more likely to appear in rich results.
- E-A-T (Expertise, Authority, Trustworthiness) – Schema markup strengthens content credibility.
- AI and Machine Learning – As Google’s AI advances, structured data will play a crucial role in semantic search.
Using Schema Generator ensures that your markup is properly formatted and validated, avoiding Google warnings or errors.
How Do You Create a Custom Schema for Local Business?
Creating a custom schema for a local business requires identifying key attributes that define the business, such as name, address, phone number (NAP), services, operating hours, and online presence. This structured data is implemented using JSON-LD.
🔹 Steps to Create Custom Schema:
- Identify Schema Type: Use LocalBusiness schema as the base type.
- Include Key Business Information: Name, address, contact details, and service area.
- Incorporate Social Media and Online Presence: Link profiles using the sameAs attribute.
- Nest Related Entities: Services, reviews, and product offerings can be included within the schema.
- Validate Using Schema.org’s Structured Data Testing Tool: Ensure accuracy before deployment.
💡 Easier Approach: Use a Free Schema Generator to automate schema creation.
Watch: Advanced Schema Concepts
Try the Free Nested Schema Markup Generator
What is a Schema Generator?
A Schema Generator is a tool that allows users to create structured data without coding. These tools automatically generate JSON-LD markup for different schema types like LocalBusiness, Organization, Product, Event, and Service, ensuring the structured data is properly formatted and validated.
🔹 Top Benefits:
- Simplifies structured data implementation
- Reduces errors in schema markup
- Improves compliance with Google’s guidelines
- Accelerates deployment of structured data
How Do You Use a Schema Generator?
Using a schema generator is straightforward:
- Select Schema Type: Choose from LocalBusiness, Organization, Service, etc.
- Enter Business Details: Add name, address, phone number, social links, etc.
- Generate JSON-LD Markup: The tool creates properly formatted structured data.
- Validate the Schema: Use Schema.org’s Schema Validator.
- Implement the Code: Paste the JSON-LD into your website page’s <head> section.
What is a Schema Template?
A Schema Template is a pre-defined structured data framework that businesses can use as a starting point to implement JSON-LD markup. Templates provide reusable structures for various industries, ensuring proper formatting and completeness of structured data.
✅ Common Schema Templates:
- LocalBusiness
- Service
- Review
- Event
🔹 “Schema templates standardize structured data implementation, making it scalable for SEO professionals and webmasters.” – Search Engine Journal
Understanding the Essential Schema Types for Local Business
WebSite Schema: Enhancing Site Searchability
WebSite schema helps search engines understand the structure of your site and enables features like Google Sitelinks Search Box.
Example JSON-LD Schema
{
“@context”: “https://schema.org”,
“@type”: “WebSite”,
“url”: “https://yourwebsite.com”,
“name”: “Your Business Name”,
“potentialAction”: {
“@type”: “SearchAction”,
“target”: “https://yourwebsite.com/?s={search_term_string}”,
“query-input”: “required name=search_term_string”
}
}
Organization Schema: Strengthening Brand Identity
The Organization schema connects your business to social media accounts, logos, founders, and official URLs.
Example JSON-LD
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “Your Business Name”,
“url”: “https://yourwebsite.com”,
“logo”: “https://yourwebsite.com/logo.png”,
“sameAs”: [
“https://www.facebook.com/yourbusiness”,
“https://www.instagram.com/yourbusiness”,
“https://www.linkedin.com/company/yourbusiness”
]
}
LocalBusiness Schema: Boosting Local SEO
If you operate a physical business, LocalBusiness schema helps with ranking in local searches and Google Maps.
Example JSON-LD
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Your Business Name”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main Street”,
“addressLocality”: “Your City”,
“addressRegion”: “Your State”,
“postalCode”: “12345”,
“addressCountry”: “US”
},
“telephone”: “+1-555-555-5555”,
“geo”: {
“@type”: “GeoCoordinates”,
“latitude”: “40.712776”,
“longitude”: “-74.005974”
}
}
This type of structured data helps Google associate your business with a location, improving visibility in Google Business Profile and local search results.
Ideal Schema Structure (Optimized for Local SEO)
Below is the correctly structured JSON-LD markup that stacks Website, Organization, and LocalBusiness together.
{
“@context”: “https://schema.org”,
“@graph”: [
{
“@type”: “WebSite”,
“@id”: “https://yourwebsite.com/#website”,
“url”: “https://yourwebsite.com/”,
“name”: “Your Business Name”,
“description”: “Short but keyword-rich description of your business.”,
“potentialAction”: {
“@type”: “SearchAction”,
“target”: “https://yourwebsite.com/?s={search_term_string}”,
“query-input”: “required name=search_term_string”
}
},
{
“@type”: “Organization”,
“@id”: “https://yourwebsite.com/#organization”,
“url”: “https://yourwebsite.com/”,
“name”: “Your Business Name”,
“logo”: “https://yourwebsite.com/logo.png”,
“sameAs”: [
“https://www.facebook.com/yourbusiness”,
“https://www.instagram.com/yourbusiness”,
“https://www.linkedin.com/company/yourbusiness”,
“https://www.yelp.com/biz/yourbusiness”
],
“contactPoint”: {
“@type”: “ContactPoint”,
“telephone”: “+1-555-555-5555”,
“contactType”: “customer service”,
“areaServed”: [“US”],
“availableLanguage”: [“English”]
}
},
{
“@type”: “LocalBusiness”,
“@id”: “https://yourwebsite.com/#localbusiness”,
“url”: “https://yourwebsite.com/”,
“name”: “Your Business Name”,
“image”: “https://yourwebsite.com/image.jpg”,
“description”: “Detailed description of your business including services offered.”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main Street”,
“addressLocality”: “Your City”,
“addressRegion”: “Your State”,
“postalCode”: “12345”,
“addressCountry”: “US”
},
“telephone”: “+1-555-555-5555”,
“priceRange”: “$$”,
“geo”: {
“@type”: “GeoCoordinates”,
“latitude”: “40.712776”,
“longitude”: “-74.005974”
},
“openingHoursSpecification”: [
{
“@type”: “OpeningHoursSpecification”,
“dayOfWeek”: [“Monday”, “Tuesday”, “Wednesday”, “Thursday”, “Friday”],
“opens”: “09:00”,
“closes”: “17:00”
}
],
“sameAs”: [
“https://www.facebook.com/yourbusiness”,
“https://www.instagram.com/yourbusiness”,
“https://www.linkedin.com/company/yourbusiness”
],
“service”: [
{
“@type”: “Service”,
“name”: “Main Service 1”,
“description”: “Description of main service”,
“areaServed”: {
“@type”: “Place”,
“name”: “Your City”
}
},
{
“@type”: “Service”,
“name”: “Main Service 2”,
“description”: “Description of another service”,
“areaServed”: {
“@type”: “Place”,
“name”: “Your City”
}
}
]
}
]
}
📌 Why This Structure Works
✅ Stacked in One JSON-LD Block (@graph)
- This keeps the schema clean and interlinked instead of separate, unconnected entities.
✅ Website Schema for Search Features
- Allows site search indexing with “potentialAction”: { “@type”: “SearchAction” }
✅ Organization Schema for Branding
- Includes logo, social links (sameAs), and contact info.
✅ LocalBusiness Schema for Local SEO
- Adds address, geo-coordinates, opening hours, and services.
- Uses “service”: {} to describe key offerings.
✅ Service Schema Nested Inside LocalBusiness
- Instead of separate “Service” entities, they are linked inside LocalBusiness.
What About Service Page Schema?
For individual service pages, use standalone Service schema, but reference the business:
{
“@context”: “https://schema.org”,
“@type”: “Service”,
“name”: “Your Service Name”,
“provider”: {
“@type”: “LocalBusiness”,
“name”: “Your Business Name”,
“url”: “https://yourwebsite.com”
},
“description”: “Detailed description of the service.”,
“areaServed”: {
“@type”: “Place”,
“name”: “Your City”
},
“serviceType”: “Your Service Type”
}
✅ This should go only on service pages.

Additional Schema Types
What is Review Schema?
Review Schema (schema.org/Review) allows businesses to display customer reviews and ratings in search results, increasing trust, credibility, and CTR (click-through rates).
When to Use Review Schema
- On product or service pages to show customer ratings.
- For local businesses to enhance visibility in Google Search.
- On testimonial pages where customer feedback is collected.
- E-commerce platforms for product reviews.
- Do not use Review schema on the homepage, rather use AggregateRating.
Schema Combinations
Review Schema works well with:
- LocalBusiness Schema (for business reviews)
- Product Schema (for product ratings)
- Service Schema (for service-based businesses)
- AggregateRating Schema (to display average ratings)
SEO Benefits of Review Schema
✔ Displays star ratings in search results
✔ Increases credibility and trust
✔ Improves CTR by making search listings more attractive
✔ Helps qualify for Google’s Review Rich Results
Example JSON-LD for Review Schema
{
“@context”: “https://schema.org”,
“@type”: “Review”,
“author”: {
“@type”: “Person”,
“name”: “John Doe”
},
“reviewRating”: {
“@type”: “Rating”,
“ratingValue”: “5”,
“bestRating”: “5”
},
“itemReviewed”: {
“@type”: “LocalBusiness”,
“name”: “Best Roofing Co.”
}
}
Review Schema is NOT Recommended on the Homepage
🚫 Individual Review Schema: Google discourages using single review snippets on the homepage.
🚫 Fake or Manipulated Ratings: Review Schema should reflect genuine customer feedback from a trusted source.
Best Schema Practices for Homepage
If you want to highlight reviews on the homepage, use AggregateRating Schema inside LocalBusiness Schema to summarize the business rating.
AggregateRating Schema
If your homepage includes an overall rating (e.g., “Rated 4.8/5 based on 250 reviews”), you can use AggregateRating Schema within LocalBusiness Schema to reflect this.
Example: JSON-LD Review Schema for Homepage (Allowed Use)
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”,
“aggregateRating”: {
“@type”: “AggregateRating”,
“ratingValue”: “4.8”,
“reviewCount”: “250”
}
}

FAQ Schema: Structuring Answers for Search
What is FAQ Schema?
FAQ Schema (schema.org/FAQPage) structures content as frequently asked questions and answers, allowing Google to display rich snippets in search results.
When to Use FAQ Schema
- On service pages to answer common customer questions.
- On product pages to address product-related concerns.
- On blog posts to structure key takeaways as FAQs.
- On support/help pages to provide direct answers in search results.
Schema Combinations
FAQ Schema pairs well with:
- LocalBusiness Schema (for answering business-related questions)
- Service Schema (for answering service-related inquiries)
- HowTo Schema (for step-by-step guides)
- Article Schema (for blog posts with FAQ sections)
SEO Benefits of FAQ Schema
✔ Qualifies for FAQ Rich Results
✔ Improves user experience with quick answers
✔ Increases CTR and engagement
✔ Helps dominate more search real estate
🔹 Example JSON-LD for FAQ Page Schema
{
“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [
{
“@type”: “Question”,
“name”: “How long does it take to rank locally?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Ranking in Google Maps can take 3-6 months depending on competition and strategy.”
}
},
{
“@type”: “Question”,
“name”: “What factors influence local rankings?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Relevance, proximity, and prominence are key factors affecting local search rankings.”
}
}
]
}
Nesting FAQ Schema
FAQ Schema + Organization Schema
✅ When to Use It:
- If your business has a general FAQ section answering common questions about the company, services, policies, or history.
- If you have an About Us or Company FAQ page addressing organizational details (e.g., “Who founded the company?” or “What services do you offer?”).
- If you want to provide quick answers about your organization in search results.
💡 Best Practice:
- FAQ Schema should be nested inside Organization Schema if the FAQs specifically relate to the business itself.
- It should NOT be used for service-specific FAQs (which belong in Service or LocalBusiness Schema instead).
Example JSON-LD: FAQ Schema Inside Organization Schema
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”,
“logo”: “https://chazedward.com/logo.png”,
“sameAs”: [
“https://www.facebook.com/chazedwardlocalmarketing”,
“https://www.linkedin.com/company/chazedwardlocalmarketing”
],
“mainEntity”: {
“@type”: “FAQPage”,
“mainEntity”: [
{
“@type”: “Question”,
“name”: “Who founded Chaz Edward Local Marketing?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Chaz Edward founded the agency in 2014 to provide expert local SEO services.”
}
},
{
“@type”: “Question”,
“name”: “What industries does Chaz Edward Local Marketing serve?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “We specialize in local SEO for service-based businesses, multi-location brands, and SEO agencies.”
}
}
]
}
}
SEO Benefits of Using FAQ Schema with Organization Schema
✔ Increases brand authority in search results
✔ Helps display FAQs in Google’s rich results
✔ Enhances user engagement by answering key business-related questions
FAQ Schema + Website Schema
✅ When to Use It:
- If your website has a global FAQ section covering site navigation, policies, or general topics.
- If you have a help center, support page, or site guidelines.
- If you want to provide answers about using your website, such as:
- “How do I contact support?”
- “Where can I find case studies?”
💡 Best Practice:
- FAQ Schema inside Website Schema should relate to website functionality or user support, NOT product or service-specific questions.
Example JSON-LD: FAQ Schema Inside Website Schema
{
“@context”: “https://schema.org”,
“@type”: “WebSite”,
“url”: “https://chazedward.com”,
“name”: “Chaz Edward Local Marketing”,
“potentialAction”: {
“@type”: “SearchAction”,
“target”: “https://chazedward.com/?s={search_term_string}”,
“query-input”: “required name=search_term_string”
},
“mainEntity”: {
“@type”: “FAQPage”,
“mainEntity”: [
{
“@type”: “Question”,
“name”: “How do I schedule a consultation with Chaz Edward?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “You can schedule a free local SEO strategy session at https://chazedward.com/consulting.”
}
},
{
“@type”: “Question”,
“name”: “Where can I find SEO case studies?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Visit https://chazedward.com/seo-case-studies/ to explore our client success stories.”
}
}
]
}
}
SEO Benefits of Using FAQ Schema with Website Schema
✔ Helps users navigate the site more effectively
✔ Provides quick answers to common visitor queries
✔ Increases chances of appearing in FAQ rich results
Should You Use FAQ Schema in Organization or Website Schema?
Use FAQ Schema inside Organization Schema if the questions are about the company, brand, or services.
Use FAQ Schema inside Website Schema if the questions relate to site navigation, policies, or support.
Use FAQ Schema inside LocalBusiness or Service Schema if the questions are about specific business services.
✅ Best Practice: Use FAQ Schema only where it makes sense for user experience and SEO compliance.
✅ Validate Your Schema: Use Google’s Rich Results Test to check for errors.
Nesting FAQ Schema Inside Service Schema or LocalBusiness Schema
✅ If the FAQs are about a specific service → Nest them inside Service Schema.
✅ If the FAQs are about the business in general → Nest them inside LocalBusiness Schema.
When to Use FAQ Schema Inside Service Schema
✅ Best for service-specific FAQs (e.g., “How does your SEO audit work?” or “What’s included in your web design package?”).
✅ Helps Google understand the details of a specific service, improving search relevance.
✅ Can increase the likelihood of rich results when someone searches for that service.
💡 Example Use Cases for Nesting FAQ Schema Inside Service Schema
✔ A plumbing company answering questions about emergency pipe repair.
✔ A law firm answering FAQs about personal injury consultations.
✔ A local SEO agency explaining how their GBP optimization service works.
Example JSON-LD: FAQ Schema Nested Inside Service Schema
{
“@context”: “https://schema.org”,
“@type”: “Service”,
“name”: “Google Business Profile Optimization”,
“provider”: {
“@type”: “LocalBusiness”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”
},
“serviceType”: “SEO Service”,
“areaServed”: {
“@type”: “Place”,
“name”: “United States”
},
“mainEntity”: {
“@type”: “FAQPage”,
“mainEntity”: [
{
“@type”: “Question”,
“name”: “How long does it take to optimize a Google Business Profile?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “It typically takes 4-6 weeks to see ranking improvements after GBP optimization.”
}
},
{
“@type”: “Question”,
“name”: “What’s included in your Google Business Profile optimization?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “We optimize your business categories, descriptions, services, photos, posts, and ensure NAP consistency.”
}
}
]
}
}
Benefits of Nesting FAQ Schema Inside Service Schema
✔ Enhances relevance for service-related searches
✔ Improves structured data for Google’s understanding of service offerings
✔ Increases the likelihood of FAQ rich snippets appearing under service searches
When to Use FAQ Schema Inside LocalBusiness Schema
✅ Best for general business-related FAQs (e.g., “What are your operating hours?” or “How do I schedule a consultation?”).
✅ Helps Google understand overall business details, which can enhance visibility in local search results.
✅ Works well for business-wide questions that don’t fit under a specific service.
💡 Example Use Cases for Nesting FAQ Schema Inside LocalBusiness Schema
✔ A restaurant answering FAQs about their reservation process.
✔ A dentist office answering questions about insurance coverage.
✔ A home service business explaining how to request a quote.
Example JSON-LD: FAQ Schema Nested Inside LocalBusiness Schema
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main St”,
“addressLocality”: “New York”,
“addressRegion”: “NY”,
“postalCode”: “10001”,
“addressCountry”: “US”
},
“telephone”: “+1-555-555-5555”,
“mainEntity”: {
“@type”: “FAQPage”,
“mainEntity”: [
{
“@type”: “Question”,
“name”: “What industries do you specialize in?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “We specialize in local SEO for service-based businesses, multi-location brands, and agencies.”
}
},
{
“@type”: “Question”,
“name”: “How can I schedule a free SEO audit?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “You can schedule a free audit by visiting https://chazedward.com/seo-audit.”
}
}
]
}
}
Benefits of Nesting FAQ Schema Inside LocalBusiness Schema
✔ Boosts business-wide local search visibility
✔ Enhances user experience by providing essential business details in search results
✔ Improves click-through rates from rich results
Final Takeaways: Which Schema Should You Use?
Use FAQ Schema inside Service Schema if the questions are about a specific service.
Use FAQ Schema inside LocalBusiness Schema if the questions relate to business-wide topics.
Never duplicate the same FAQ content inside multiple schemas—Google may ignore it or mark it as redundant.
Best Practice: If your site has multiple service pages, add FAQ Schema to each individual service page rather than a single large FAQ page.

Using Event Schema to Optimize for Local Events
For businesses hosting events, promotions, or workshops, Event schema increases event visibility in Google Search and Google Maps.
✅ Why It Matters:
- Displays event details like date, time, and location in search results
- Increases attendance by improving discoverability
- Helps Google connect businesses with local community engagement
What is Event Schema?
Event Schema (schema.org/Event) structures event details like time, location, and organizer, making them eligible for Google Events rich results.
When to Use Event Schema
- For local business events (grand openings, sales, workshops).
- For live webinars or online events hosted by the business.
- For industry conferences where a business is a speaker or sponsor.
- For community events sponsored by a local brand.
Event Schema Combinations
Event Schema works well with:
- LocalBusiness Schema (for business-hosted events)
- Organization Schema (to link the event to a business entity)
- Offer Schema (for ticketed events)
- Review Schema (for user-generated event feedback)
SEO Benefits of Event Schema
✔ Helps events appear in Google Events search results
✔ Boosts local visibility for event-based businesses
✔ Improves engagement and attendance rates
✔ Enhances brand authority in local markets
🔹 Example JSON-LD for Event Schema
{
“@context”: “https://schema.org”,
“@type”: “Event”,
“name”: “SEO Mastery Workshop”,
“startDate”: “2025-06-15T09:00”,
“endDate”: “2025-06-15T17:00”,
“eventAttendanceMode”: “https://schema.org/OfflineEventAttendanceMode”,
“eventStatus”: “https://schema.org/EventScheduled”,
“location”: {
“@type”: “Place”,
“name”: “Downtown Conference Center”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main Street”,
“addressLocality”: “New York”,
“addressRegion”: “NY”,
“postalCode”: “10001”,
“addressCountry”: “US”
}
},
“organizer”: {
“@type”: “Organization”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”
}
}
Stacking Event Schema + LocalBusiness Schema
✅ When to Use It: If your business hosts events (e.g., workshops, sales events, webinars, or networking meetups), you can include Event Schema inside LocalBusiness Schema to associate the event with the business entity.
💡 Best Practice: Nest Event Schema within LocalBusiness Schema when the event is specific to the business. However, for large events (e.g., conferences or public expos), it’s better to use a standalone Event Schema on a separate event page.
Key Takeaways
✅ Use nested Event Schema inside LocalBusiness Schema for business-hosted events at the company’s physical location.
✅ Use standalone Event Schema for larger public events that should rank independently in Google search.
✅ Best Practice: If the event directly contributes to your business visibility, nest it inside LocalBusiness. If the event needs its own search visibility, use a separate schema.
Example JSON-LD LocalBusiness + Event Schema
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main St”,
“addressLocality”: “New York”,
“addressRegion”: “NY”,
“postalCode”: “10001”,
“addressCountry”: “US”
},
“event”: {
“@type”: “Event”,
“name”: “Local SEO Mastery Workshop”,
“startDate”: “2025-06-15T09:00”,
“endDate”: “2025-06-15T17:00”,
“location”: {
“@type”: “Place”,
“name”: “Downtown Conference Center”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “456 Event Ave”,
“addressLocality”: “New York”,
“addressRegion”: “NY”,
“postalCode”: “10002”,
“addressCountry”: “US”
}
},
“organizer”: {
“@type”: “Organization”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”
}
}
}
SEO Benefits of Using Event Schema with LocalBusiness
✔ Helps events appear in Google Events results
✔ Strengthens local relevance and business authority
✔ Increases attendance and engagement
Best Practices for Event Schema on a Dedicated Event Page
✅ Use Event Schema ONLY on the event page – The event page should be solely focused on event details.
✅ Make the event page indexable – Ensure it’s not blocked by robots.txt and has a clean URL (e.g., yourwebsite.com/events/seo-workshop-2025/).
✅ Include full event details in text format – Google still relies on on-page content to verify structured data, so describe the event clearly in text.
✅ Add internal links – Link from your main website pages (like the homepage, blog, or navigation) to the event page for better discoverability.
How to Structure an Event Page
If your business is hosting a Local SEO Workshop 2025, your event page might look like this:
🔹 URL: https://yourwebsite.com/events/local-seo-workshop-2025/
🔹 Page Content:
- Event Title: Local SEO Mastery Workshop 2025
- Event Date & Time: June 15, 2025 | 9:00 AM – 5:00 PM EST
- Location: Chaz Edward Local Marketing HQ, New York, NY
- Description: Join us for an exclusive hands-on workshop covering Google Business Profile optimization, local link-building strategies, and AI-driven local SEO techniques.
- Registration Button: Reserve Your Spot
- Speakers: Chaz Edward, SEO Experts
- Contact Info: Email: support@yourwebsite.com | Phone: (555) 123-4567
And the Event Schema would be structured like this:
{
“@context”: “https://schema.org”,
“@type”: “Event”,
“name”: “Local SEO Mastery Workshop 2025”,
“startDate”: “2025-06-15T09:00”,
“endDate”: “2025-06-15T17:00”,
“eventAttendanceMode”: “https://schema.org/OfflineEventAttendanceMode”,
“eventStatus”: “https://schema.org/EventScheduled”,
“location”: {
“@type”: “Place”,
“name”: “Chaz Edward Local Marketing HQ”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Main St”,
“addressLocality”: “New York”,
“addressRegion”: “NY”,
“postalCode”: “10001”,
“addressCountry”: “US”
}
},
“organizer”: {
“@type”: “Organization”,
“name”: “Chaz Edward Local Marketing”,
“url”: “https://chazedward.com”
},
“offers”: {
“@type”: “Offer”,
“url”: “https://yourwebsite.com/events/local-seo-workshop-2025/”,
“price”: “199.00”,
“priceCurrency”: “USD”,
“availability”: “https://schema.org/InStock”,
“validFrom”: “2025-04-01T00:00”
},
“performer”: {
“@type”: “Person”,
“name”: “Chaz Edward”
},
“description”: “An exclusive hands-on workshop covering Google Business Profile optimization, local link-building strategies, and AI-driven local SEO techniques.”,
“image”: “https://yourwebsite.com/images/local-seo-workshop-2025.jpg”
}
Should You Also Mention the Event on Other Pages?
✅ Yes! Even though the Event Schema should be applied only on the event page, you can promote the event in other areas of your site:
- Homepage (Brief mention + CTA linking to the event page)
- Blog Post (Announce the event and discuss related topics)
- Google Business Profile (Post the event details)
- Social Media (Share updates, countdowns, and registration links)
Final Takeaways
✅ If an event needs standalone Event Schema, it should have a dedicated page.
✅ Use Event Schema only on the event page (not sitewide).
✅ Ensure the event page is indexable and well-linked internally.
✅ Promote the event across your website and marketing channels.
Take Action on JSON-LD for Local SEO
Implementing JSON-LD schema markup is no longer optional—it’s an essential SEO strategy. By structuring your website’s data properly, you enhance its discoverability, improve user experience, and increase search visibility.
Next Steps
- Use Schema Generator to create, test, and deploy structured data easily.
- Audit your current schema implementation in Google Search Console.
- Monitor Google Rich Results Testing Tool for validation and enhancements.
By mastering JSON-LD and entity-based SEO, you position your website for long-term search success.
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