Making sure a business’ geographic and contact information is listed correctly on their website should be the first step when it comes to implementing schema onto a website. The Local Business section of Schema.org has a variety of categories that businesses can implement as part of the footer or contact page of their website, including address, phone, fax, operating hours, and even accepted payment types.
The schema markup is displayed via div tags and isn’t displayed on the live version of the website. The div tags designate the information that applies to the chosen schema markup:
<div itemscope itemtype=”http://schema.org/Attorney”>
<span itemprop=”name”>ABC Attorneys</span>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>123 Main Street</span>
<span itemprop=”addressLocality”>Malibu</span>,
<span itemprop=”addressRegion”>CA</span>
<span itemprop=”postalCode”>90263</span>
</div>
Phone: <span itemprop=”telephone”>555-423-2352</span>
<a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a>
</div>
In this example for an Attorney’s office, the only information that is displayed on the public-facing side of the website is the information between the span and div tags. Visitors won’t be able to tell that a business is using schema unless they view the source code of the website.
The ‘itemprop’ in the span tag identifies the schema markup property for that piece of information. All available properties are shown on Schema.org in their applicable category.