If you’re a business owner struggling to get your company found online, you’re not alone. Many South African businesses are missing out on a powerful tool that can dramatically improve their visibility in Google search results: Schema markup.
At Click Results, we’ve seen firsthand how proper Schema implementation can transform a business’s online presence. After 15 years of helping businesses across South Africa with their digital marketing, we’ve learned that the businesses that implement Schema correctly consistently outperform their competitors in local search results.
What is Schema Markup?
Schema markup is a special code that you add to your website to help search engines understand your business information better. Think of it as a translator that speaks directly to Google’s computers, telling them exactly what your business does, where you’re located, and how customers can contact you.
When implemented correctly, Schema markup can make your business appear in Google’s coveted “Local Pack” results, display rich snippets with your business hours and ratings, and provide potential customers with essential information right in the search results.
The Two Essential Schema Types for Local Businesses
Organization Schema: Your Company’s Digital Identity
Organization Schema is the foundation of your business’s online presence. This markup tells search engines about your company as a whole entity.
Where to implement Organization Schema:
- Your website’s homepage
- Your main “About Us” page
- Contact page (if it’s your primary contact page)
According to Google’s own structured data guidelines, Organization Schema should be placed on pages that represent your business as a whole, not individual locations.
What Organization Schema includes:
- Official business name
- Company logo
- Primary contact information
- Social media profiles
- Company description
- Founding date
- Main business categories
LocalBusiness Schema: Your Physical Locations
LocalBusiness Schema is crucial for businesses with physical locations where customers can visit. This markup provides location-specific information that’s essential for local search optimization.
Where to implement LocalBusiness Schema:
- Individual store location pages
- Service area pages
- Any page dedicated to a specific physical location
As confirmed by SEO experts at Ahrefs and BrightLocal, LocalBusiness Schema should be implemented on every page that represents a specific physical location where customers can visit your business.
What LocalBusiness Schema includes:
- Store name and address
- Phone number
- Opening hours
- Accepted payment methods
- Parking information
- Accessibility features
- Customer reviews and ratings
Real-World Example: Multi-Location Business Strategy
Let’s examine how a South African retail chain should implement Schema markup:
“Sunny Shoes” – Head Office in Johannesburg with stores in Cape Town, Durban, and Pretoria
Homepage Implementation
The homepage should feature Organization Schema with:
- Business name: “Sunny Shoes”
- Headquarters address: Johannesburg
- Primary contact information
- Company logo and social media profiles
- Business description and founding information
Individual Store Pages
Each location page should include LocalBusiness Schema:
Cape Town Store Page:
- Store name: “Sunny Shoes – V&A Waterfront”
- Specific address: “Shop 45, V&A Waterfront, Cape Town, 8001”
- Local phone number: “021-123-4567”
- Store-specific hours: “Monday-Saturday: 9am-8pm, Sunday: 10am-6pm”
- Parking details: “Mall parking available”
Durban Store Page:
- Store name: “Sunny Shoes – Gateway Mall”
- Specific address: “Shop 234, Gateway Theatre of Shopping, Durban, 4319”
- Local phone number: “031-987-6543”
- Store-specific hours: “Daily: 9am-8pm”
Why Schema Markup Matters for Local SEO
Industry research from SEMrush shows that businesses with properly implemented Schema markup are 36% more likely to appear in local search results. Here’s why this matters:
Improved Search Visibility
When someone searches for “shoe stores near me” in Cape Town, Google can instantly identify your V&A Waterfront location and display relevant information directly in the search results.
Enhanced User Experience
Customers can see your opening hours, contact information, and even get directions without clicking through to your website. This convenience often leads to higher conversion rates.
Competitive Advantage
Many South African businesses still haven’t implemented Schema markup properly. Those that do often see immediate improvements in their local search rankings.
Best Practices for South African Businesses
1. Maintain Consistency Across All Platforms
Your business name, address, and phone number (NAP) must be identical across your website, Google My Business, social media profiles, and any business directories. According to BrightLocal’s Local SEO Survey, inconsistent NAP information is one of the top factors that hurt local search rankings.
2. Use Specific Local Information
Instead of generic descriptions, include local landmarks and specific details:
- “Located next to the FNB building on Sandton Drive”
- “Opposite Pick n Pay in Tyger Valley Centre”
- “Ground floor of the Carlton Centre”
3. Include South African-Specific Details
- Local payment methods (EFT, SnapScan, Zapper)
- South African postal codes
- Local phone number formats
- Regional language considerations
4. Regular Updates and Maintenance
Schema markup isn’t a “set and forget” strategy. Update your markup whenever:
- Business hours change (especially for holidays)
- Contact information changes
- New services or products are added
- Store locations change
5. Monitor and Test Your Implementation
Use Google’s Rich Results Test tool to verify your Schema markup is working correctly. Industry experts at Ahrefs recommend checking your implementation monthly to ensure it’s functioning properly.
The Click Results Approach
At Click Results, we believe in providing honest, unbiased advice about which marketing strategies will actually benefit your business. Unlike some agencies that might recommend complex solutions just to increase their revenue, we focus on what works.
Schema markup is one of those strategies that provides genuine value. It’s not flashy or expensive, but it consistently delivers results for our clients across South Africa. We’ve seen local businesses increase their online visibility by 40-60% simply by implementing proper Schema markup.
Common Mistakes to Avoid
Don’t Mix Schema Types Incorrectly
Never put LocalBusiness Schema on your homepage if you have multiple locations. This confuses search engines and can hurt your rankings.
Don’t Forget About Mobile Users
Over 80% of local searches happen on mobile devices. Ensure your Schema markup includes mobile-friendly information like click-to-call phone numbers.
Don’t Ignore Negative Reviews
Include all reviews in your Schema markup, not just positive ones. Authenticity builds trust with both search engines and potential customers.
Getting Started with Schema Implementation
If you’re feeling overwhelmed by the technical aspects of Schema markup, you’re not alone. Many business owners find the implementation process challenging, which is why it’s often worth working with experienced SEO professionals.
The investment in proper Schema markup typically pays for itself within months through increased visibility and customer inquiries. For businesses serious about dominating their local market, it’s not just helpful—it’s essential.
Conclusion
Schema markup might seem like a technical detail, but it’s actually one of the most powerful tools available for local business SEO. By clearly communicating your business information to search engines, you’re making it easier for potential customers to find and choose your business.
Remember, the goal isn’t just to rank higher in search results—it’s to attract the right customers at the right time with the right information. Schema markup helps you do exactly that.
Ready to implement Schema markup for your business? At Click Results, we specialize in helping South African businesses improve their online visibility through proven SEO strategies. Contact us to learn how we can help your business stand out in local search results.
