David Deering's avatar

hanz and franz schema pump up


There are hundreds of articles that can be found online about how to mark up your local business’ NAP with schema.org

Don’t worry, this isn’t another one of them.  

This article is about how to take that basic, plain Jane markup, and add a few underused properties and types to it to provide even more information to search engines about the business and, in turn, increase the markup’s power and SEO value.  Let’s get started!


Use the Most Specific Schema Type for Your Business

One problem that I commonly see with many schema markups is that they use the typical LocalBusiness type.  There’s nothing wrong with that in itself, but it doesn’t tell search engines much about what type of business it is or what it does.  After all, a local business could describe a store, a plumbing company, a mechanic shop, a bowling alley, and so on.  

Since the purpose of using structured data markup is to help search engines better understand your business, the first thing [...]

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Mikel Zaremba's avatar

So here's something to chew on! Look at what I ran across today while doing a little research for a LocalSpark client.

A moving company in Edmonton, AB has a flag in the title of their Google+ Local page name.

Yeah, a flag. What. In. Thee. Hell.

Special html symbol in Google Local Page 

In the most simple form it looks like they added some special characters via html to the name. In that a: Block, Spade, and a Block.

It should be noted that the page itself is not claimed and the page they link to from the website is completely separate.

Our theory is that this page was claimed, the character was added, and then it was released. 

Does This Help Click Through Rates?

I'm gonna bet it does. The first thing I saw was this business listing. What a real eye grabber!

With more attention visually it's a good chance that CTR's are going to be higher. But will it move the needle in terms of rankings? We can only wait and see I suppose.

But, this tactic is giving the user more places to engage with [...]

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Mikel Zaremba's avatar

3 Words That Define Local SEO

Posted Dec 1, 2014 by Mikel Zaremba in Local SEO

Do you wish, as a local SEO’er, you could boil down just how you feel about working through a campaign with a client? I mean, words so concise, they ooze feelings that make you take action?

As a team here at Whitespark we did just that by describing local SEO and what it means to us in three words. The 3 words are meant to help you internalize and remember actions you might need to take. To help you think about your current project in a different way.

Can you run through this list and apply it step by step to your campaign specifically? No, probably not. But it might help give a little insight and catch something you might not thought of.

Have fun!


3 Words For Local SEO

Optimize title tagsOptimize contact pageImplement schema everywhereUse alt tags People friendly websitesOptimize mobile experience Optimize for mobile Optimize for humans Build separate pagesMark up everything NAP in schema Page per serviceCity in title Service in title Location specific pagesDon’t keyword spam Use company images Effective meta descriptions No duplicate content Sweat title tags


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Nyagoslav Zhekov's avatar

Explanation on Our Citation Ranking Methodology

Posted Nov 14, 2014 by Nyagoslav Zhekov in Local SEO

A few days ago we published a list of the most important local citation sources for American, Canadian, Australian, and British businesses. The most important question that we didn’t answer in enough detail was: “How exactly were these top sources selected?” I will try to explain the methodology used in this post. 


Methodology and Factors

I used a number of factors when selecting the most important citation sources for each country. The majority of these factors’ values could easily be calculated and compared mathematically. However, there were a few factors, which were based on subjective observations and experience, and for some factors values were assigned based only on tentative data. Here are the factors, in order of importance:

1. Structured Business Information

This practically means that the sources included in our lists are only, or predominantly, platforms that serve one main purpose – storing and distributing information about multiple businesses. These are the types of citation sources Google looks at most frequently when “they” are trying to confirm the accuracy of certain business information that has made its way in their database. 

2. Distribution Network and Number of Connections

The more connections a [...]

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Mikel Zaremba's avatar

Local SEO For The Small Business Owner Short On Time

Posted Nov 13, 2014 by Mikel Zaremba in Local SEO

Hey, small business owner!

You've got stuff to do today. Stuff that has to do with YOUR business. Not things that have to do with increased local search rankings. 


I get it. You do your business and I'll do mine.

So here's the deal. There are a ton of ultimate guides out there with every gory detail about every aspect of local search. This ain’t one.

You need plain english, actionable items that any business owner can do that would have a big impact on your local rankings. And you need them now!

I nailed down 6 points that you could execute over the next week that will help you rank better locally. They take 15-30 minutes each day to do.

You interested? You're dang right you are!

Let's run over the 6 steps, broken out into days, that can help you rank better in Google today!

Day 1: Tweak Your Google+ Local Listing Time: 15 minutes(ish) 

Have you claimed your listing yet? Yes? Great! If not you better do that now.


Ok, now that you've got control of it [...]

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