Schema is a form of structured data that was officially launched via schema.org. Schema was created via a collaborative project by all the major search engines (Google, Yahoo, Bing, and Yandex) in 2011. Utilizing the markup available on schema.org enables a landing page to be eligible for rich results.
Local business markup adds valuable information such as addresses or business hours to your Knowledge Graph entry, making it easy for local patients to determine whether your practice is a good fit for them
It will also increase their credibility among consumers, building trust and a better overall experience. Healthcare will become even more patient-centric by giving them the tools to conduct informative and meaningful searches
Managing large quantities of structured and unstructured data is a primary function of any information system. Search engines, and their massive indexes of content, fall within these information systems and the need to organize large amounts of data.
Structured Content: Google defines structured data as “a standardized format for providing information about a page and classifying the page content.” This format was developed to help search engines accurately understand a webpage to properly display snippets of information in the search results pages.
Unstructured Content: When a search engine crawler goes to a traditional web page it will find unstructured content, images, and links. In many cases, this is just standard HTML, PHP, and CSS code that is used for displaying content. This regular HTML code creates visible content, but it is completely unstructured.
If your primary focus is on local business listings, you might consider using the LocalBusiness schema instead of MedicalBusiness. The LocalBusiness schema covers a broader range of businesses, including medical practices.
Google provides two tools to audit structured data on your website: the Schema Markup Validator and the Rich Results Test. Example of schema available for a local business
Url: The URL of the associated landing page.
Name: Name of the business.
OpeningHours: Opening and closing hours of a business.
Telephone: Contact telephone number for the business.
Image: This can be any relevant image file on your landing page. It is recommended to use a storefront image if that’s available.
Logo: This should be a link to your business logo image.
Address: The business address which should be visible on the landing page.
Geo: This is the geo coordinates of your business location.
AreaServed: It is recommended to use a zipcode for this schema property.
MainContentOfPage: Main body content of your landing page.
Know your customers or your patients and their journey with your information or what they're searching for
What content do you have and how does it help the customers to know about you
Make sure all of the locations of your business atr marked up so that Google understands it.
<script type="application/ld+json" class="schemantra">
{"@context": "https://schema.org" ,
"@type": "Business Type" ,
"@name": "Business Name" ,
"@Id": "Business Id (make your business id unique to show in seo similar to name)" ,
"@address": [ {
"@type": "Postal Address1" ,
"streetAddress": "Address1" ,
"addressLocality": "Locality" ,
"addressRegion": "Region" ,
"postalCode": "Postalcode" },
{ "@type": "Postal Address2" ,
"streetAddress": "Address2" ,
"addressLocality": "Locality" ,
"addressRegion": "Region" ,
"postalCode": "Postalcode" },
{ "@type": "Postal Address3" ,
"streetAddress": "Address3" ,
"addressLocality": "Locality" ,
"addressRegion": "Region" ,
"postalCode": "Postalcode" ], }
}</script>
Each location is represented as a separate object within the "location" array, with its own details such as name, address, telephone number, opening hours, and a link to Google Maps for the location.
Replace the placeholders with your actual business information, such as name, addresses, phone numbers, and URLs. And Validate your schema snippet.
