Local SEO (Sydney)

sydney local seo schema markup

Practical, step-by-step schema markup strategies to boost local search visibility in Sydney (2025)

Use structured data to help Google understand your business, surface rich results, and increase clicks from local searches. This guide gives clear examples, copy-ready JSON-LD, testing steps and a deployment checklist you can use right away.

Implementation Steps Testing & Validation
+ Visibility

Rich results increase SERP presence

+ Clicks

Enhanced snippets improve CTR

+ Local Signals

Structured address & openingHours help local ranking

Low Effort

JSON-LD snippets are easy to add and maintain

What you'll find in this guide

Why schema helps local SEO Key schema types Step-by-step implementation Copy-ready JSON-LD Testing & validation Monitor impact Deployment checklist FAQ

Why schema markup matters for local SEO in Sydney

Schema (structured data) helps search engines understand your business details — address, service area, opening hours, reviews, and services. For local searches in Sydney, properly implemented schema:

  • Improves the chance of rich results (knowledge panels, local packs, and enhanced snippets)
  • Supplies explicit local signals (address, geo coordinates, openingHours) to Google
  • Helps Google match services to local intent (eg. "emergency plumber near me")
  • Increases click-through rates by showing star ratings, priceRange, and other enhancements
Quick win
Add LocalBusiness JSON-LD to your homepage and Service schema to top service pages — this often yields visible improvements in weeks.

Key schema types to use (and where to place them)

LocalBusiness / ProfessionalService

Core snippet for address, telephone, geo coordinates, openingHours, and priceRange. Place on homepage and Contact page.

Use correct schema.org type (e.g. Plumber, Electrician, HairSalon) that best matches your business.

Service

Add a Service schema for each major offering (e.g. 'Blocked Drain Repair'). Place on each service landing page to clarify what you do.

Review & AggregateRating

Show star ratings and review counts. Include Review objects for individual reviews and AggregateRating for summary. Place on homepage and review/testimonial pages.

FAQPage

Mark FAQs so Google may display Q&A snippets. Use on main FAQ pages and key service pages where you answer common local questions.

GeoCoordinates

Include latitude and longitude in LocalBusiness. This helps Google map your precise location and improves local pack accuracy.

BreadCrumbList & WebSite

Add breadcrumbs and a WebSite structured data block (search action) to help site-level indexing and search box results.

Prioritise LocalBusiness, Service, and AggregateRating first — they deliver the fastest local uplift.

Step-by-step implementation (practical)

  1. Audit your current business data

    Collect exact business name, address, phone, email, opening hours, services, priceRange, and geo coordinates. Consistency with Google Business Profile (GBP) is essential.

  2. Choose schema types per page

    Homepage: LocalBusiness. Each main service page: Service + potential Review. FAQ pages: FAQPage. Contact page: LocalBusiness + GeoCoordinates.

  3. Create JSON-LD snippets

    Build JSON-LD (recommended for safety) and include it in the head or just before closing body tag. Keep values accurate and clean.

  4. Implement progressively

    Start with homepage LocalBusiness, then implement Service schema across top service pages, then FAQ and Review data. Measure impact after each stage (impressions & CTR).

  5. Test & fix errors

    Use Google Rich Results Test and Search Console. Fix warnings and errors; warnings are okay to evaluate, but errors must be fixed.

  6. Monitor results

    Look for increases in impressions, clicks, and rich result appearances in Google Search Console over 2–12 weeks.

Copy-ready JSON-LD examples (edit and paste)

Replace placeholder values with your exact business data. Insert these as script type="application/ld+json" blocks in the head or just before .

1) LocalBusiness (homepage)
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "YOUR BUSINESS NAME",
  "image": "https://yourdomain.com/images/hero.jpg",
  "@id": "https://yourdomain.com/#business",
  "url": "https://yourdomain.com",
  "telephone": "+61-2-XXXXXXXX",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Unit 1, 123 Example St",
    "addressLocality": "Sydney",
    "addressRegion": "NSW",
    "postalCode": "2000",
    "addressCountry": "AU"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": -33.8688,
    "longitude": 151.2093
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
      "opens": "08:00",
      "closes": "17:00"
    }
  ],
  "priceRange": "$$",
  "sameAs": [
    "https://www.facebook.com/yourpage",
    "https://www.instagram.com/yourprofile"
  ]
}
2) Service schema (service page)
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Blocked Drain Repair",
  "provider": {
    "@type": "LocalBusiness",
    "name": "YOUR BUSINESS NAME",
    "url": "https://yourdomain.com"
  },
  "areaServed": {
    "@type": "City",
    "name": "Sydney"
  },
  "description": "Fast blocked drain repair for residential properties across Sydney."
}
3) FAQPage (FAQ section)
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do you offer emergency callouts?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes — we provide emergency callouts 24/7. Call the number on our website for immediate dispatch."
      }
    },
    {
      "@type": "Question",
      "name": "Which suburbs do you service?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We service greater Sydney. Check our service area page for details."
      }
    }
  ]
}

Note: Keep JSON-LD values accurate and match what you publish visibly on the page (NAP consistency). Avoid stuffing keywords in schema fields — use natural descriptions.

Testing & validation: ensure Google reads your schema

  • Rich Results Test: Quick check for which rich result types your page is eligible for. Fix errors until the test returns "valid".
  • Google Search Console (GSC): Use the Enhancements reports (FAQ, Products, Review snippets) and the Coverage and Performance reports to monitor impressions and clicks for pages with schema.
  • Manual inspection: View-source or use browser devtools to confirm the JSON-LD appears on the live page.
  • Allow time: Google may take days to re-crawl. Track GSC for 2–12 weeks to see measurable changes in SERP appearances and CTR.
Common errors to fix
  • Mismatched NAP (name, address, phone) vs Google Business Profile
  • Missing required properties for a schema type
  • JSON syntax errors (trailing commas, unescaped characters)

Monitor impact: what to track and when to expect changes

Primary metric
Impressions
Should increase as Google surfaces rich results.
Secondary metric
CTR
Improved snippets should lift click-through rate.
Outcome
Calls / Enquiries
Higher SERP visibility should lead to more leads over time.

Expect initial gains in impressions within 2–6 weeks and measurable CTR improvements within 6–12 weeks. If you see no change after 12 weeks, re-check schema accuracy and markup coverage across priority pages.

Common implementation mistakes (and how to avoid them)

  • Mismatched NAP: Ensure every public listing (site, GBP, directories) uses identical name, address, phone. Use the same punctuation and abbreviations.
  • Invisible data: Don't add data in schema that isn't visible on the page — Google's guidelines prefer content matching what's shown.
  • Overloading schema: Start small. Add LocalBusiness + Service first, then expand to FAQ and Review schema.
  • Broken JSON-LD: Validate syntax with a linter or Rich Results Test before publishing.

Deployment checklist (copy & follow)

  • 1
    Gather authoritative NAP and GBP details. Ensure exact match with website content.
  • 2
    Create LocalBusiness JSON-LD and paste into homepage head.
  • 3
    Add Service schema to each service landing page. Use unique descriptions.
  • 4
    Mark up FAQs and reviews where applicable; include AggregateRating only if you have 5+ reviews to avoid inaccurate results.
  • 5
    Run Rich Results Test and fix errors.
  • 6
    Submit updated sitemap in Google Search Console or request indexing for priority pages.
  • 7
    Monitor GSC and analytics for 2–12 weeks and iterate.

Frequently asked questions

Will schema alone rank me higher in Sydney?
Schema is a strong relevance signal and improves SERP presentation, but it should be combined with GBP optimisation, on-page SEO, backlinks, and local citations for best results.
Can I use multiple schema types on the same page?
Yes — combine LocalBusiness, Service, and FAQ on relevant pages. Keep JSON-LD valid and ensure properties don't conflict.
How soon will I see results?
You may see changes in impressions within 2–6 weeks. Rich snippet appearance and meaningful CTR changes often take 6–12 weeks.
Should I include priceRange?
Yes — priceRange is useful for users and gives Google more context. Use $, $$, $$$ to indicate relative pricing.

Ready to add schema but short on time?

If you want a quick schema audit or copy-ready JSON-LD tailored to your site, start a free demo or schedule a technical review through our site. (No location-based visits required.)

Request a Schema Audit Learn About Our SEO Services

Tip: small schema changes + consistent GBP often yield the biggest local boosts.

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