Structured Data

Google wants its users to get the most relevant information possible when searching and if they’re looking for a local service, Google will prioritize companies with locations near the user in its search results.

Adding your NAP in the footer of every page helps Google with identifying where your company is located, but to be absolutely clear your company details should also be contained in a structured data format (Schema or Structured Markup Language). Structured data allows for things like the company name to be clearly marked up as the company name.

For generating such a markup you can simply go to this page Schema Markup Generator, then choose “Local Business” as your markup type and fill in all the fields you can.

After filling out the form completely, copy the code that is generated by using the copy button. Then go to your WordPress admin panel, in your WordPress admin panel under Appearance -> Theme Editor locate your website footer, it’s usually called “footer.php”, paste the code at the end of the file and click “Update File”.

After saving the changes you can test the markup using the Google Structured Data Testing Tool, if everything is correct, you should see the company details on the right side of the screen.

If you see any errors the errors should be fixed so you know that your structured markup language is being crawled and recognized by Google the way that you intended.