How To Add Schema Markup For Local SEO Website (Video Included)

Millions of local customers are using internet every day to find local businesses on desktop and mobile. One easy way to increase your odds of getting found by these potential customers is to add a site-wide schema markup on your NAP (Business Name, Address and Phone number).

Ranking a local business in Google Local 3-Packs for local keywords required a lot of work and many factors are involved as mentioned in the 2017 Local Search Ranking Factors. The reward is worth it, as you can see in my example below for the keyphrase “coffee shop new york” with 1,600 average monthly searches on Google USA.


Google Local 3-packs for coffee shop new york


In this article I will explain how to add structured data markup ( microdata) on a local business website for the NAP.

“ provides a collection of shared vocabularies webmasters can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo!”


By adding markup on your local business website, Google may make the information available as rich snippets on search result pages and it helps to rank your business organically and in Google Local 3-Packs.


Microdata for Local Business

HTML and Schema Markup

HTML tags are well known by webmasters for instance <h1>Date</h1> instructs the browser to format “Date” in a heading 1 format. However by doing that, it doesn’t give any information about the signification of the word “Date”. We could refer to the edible fruit or the day of the month or year. Schema markup helps search engines parse and understand your website’s information.

No need to learn vocabulary, let’s cut corners with free Google tools which allow us to generate automatically schema markup to implement in the HTML tag without manually adding microdata* ourself (itemscope, itemtype and itemprop).

*There’s different formats (Microdata, RDFa, or JSON-LD).


Here’s how to add Schema Microdata Markup on your website NAP

1- Add the NAP (Business Name, Address and Phone number) site-wide, generally in the footer. Here’s an example from, a coffee shop in Chicago.


NAP site-wide in footer example


2- Go to Google Structured Data Markup Helper to generate your Schema Microdata Markup.



3- If you are using WordPress, download your footer.php file with a File Transfer Protocol (FTP) like FileZilla and apply your microdata markup with a text editor. Here’s the path to find your footer.php file:

public_html/wp-content/themes/your theme name/footer.php

I recommend to keep an original version of your footer.php file in case you make a mistake and avoid editing your footer.php file directly from WordPress dashboard because you could get yourself locked out of your admin panel.

4- With your FTP upload (overwrite) your new footer.php file to your web server and then verify if the schema markup have been correctly implemented by using Google Structured Data Testing Tool.

Important to note

The Data Highlighter tool from Google Search Console allows you to easily tag your data markup on a user friendly interface without having to edit your HTML footer file. Unfortunately it will only instructs Googlebot and the other web crawlers such as Yahoo Slurp or BingBot won’t be able to harvest/crawl your data markup.

Am I missing anything? Leave your suggestions in the comments!

Thanks in advance for contributing.

Xavier Clapin-Pépin

Co-founder of LinkoPlus
SEO & PPC enthusiast

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