Structure Audit: Schema Markup & Local SEO
JSON-LD validation, NAP consistency, and Google Business Profile alignment. The structured identity layer that determines how you appear in search results.
Why schema markup and local SEO are one category.
Schema markup tells Google what your business is. Local SEO signals tell Google where it is. Phase 9 validates every piece of structured data on your page — JSON-LD syntax, required properties, recommended fields, and nesting errors. Phase 10 checks your NAP (Name, Address, Phone) consistency, Google Business Profile alignment, service area markup, and local citation signals. For any business that serves a geographic area, these two phases determine whether you show up in Maps, local packs, and rich results.
- JSON-LD schema validated against Schema.org specs
- NAP consistency checked across the page
- Google Business Profile alignment scored
Two phases. Your identity in code.
Phase 9 checks your markup. Phase 10 checks your local signals.
JSON-LD validation and rich results
Phase 9 — Schema Markup
JSON-LD validation, Organization and LocalBusiness schema, Product and Service markup, FAQ and HowTo schema, BreadcrumbList, and every other structured data type on your page. Syntax errors, missing required properties, and deprecated types all flagged.
- JSON-LD syntax and nesting validation
- Required and recommended property checks
- Rich result eligibility assessment
NAP and local citation signals
Phase 10 — Local SEO
NAP consistency across the page, GeoCoordinates markup, service area definitions, Google Business Profile alignment, local citation signals, and Maps embed detection. For businesses serving a geographic area, Phase 10 is where ranking in the local pack starts.
- NAP consistency verification
- Service area and GeoCoordinates markup
- Google Business Profile alignment scoring
What you are + where you are
Why They Are One Category
Schema without local signals gives Google structured data but no geographic context. Local signals without schema gives Google an address but no understanding of your business. The structure category connects what you are to where you are.
- Both phases run on every free audit
- Critical for businesses with physical locations
- Directly impacts rich results and local pack rankings
Structure, common questions
Schema Markup and Local SEO — your structured identity in search.
What types of schema does Phase 9 check?
Organization, LocalBusiness, Product, Service, FAQ, HowTo, BreadcrumbList, WebPage, WebSite, and any other JSON-LD structured data on the page.
- Every schema type validated against Schema.org specs
- Syntax errors and missing required properties flagged
What is NAP consistency?
Name, Address, Phone number — the three core local identity signals. Inconsistencies confuse search engines and reduce local ranking signals.
- Inconsistent NAP is the #1 local SEO issue
- Phase 10 checks consistency across the entire page
Do I need schema markup if I am not a local business?
Yes. Organization, Product, FAQ, and BreadcrumbList schema benefit any site. Phase 9 checks all types, not just local ones.
- FAQ schema can win rich result dropdowns in search
- BreadcrumbList improves how Google displays your URLs
Does Phase 10 check my Google Business Profile directly?
Phase 10 checks your website for signals that should align with your GBP. It verifies NAP, service areas, and business categories are consistent.
- Website-side signals compared to GBP expectations
- Service area and category alignment scored
How many schema errors do most sites have?
Most sites either have no schema at all or have schema with missing required properties. The average audit finds 3-5 schema issues.
- Sites with no JSON-LD miss 10+ rich result opportunities
- Most schema errors are missing required properties
Can schema markup actually improve my rankings?
Schema does not directly improve rankings. It improves how Google displays your results — rich snippets, FAQ dropdowns, star ratings, local pack entries.
- Rich results drive significantly higher click-through rates
- Local pack entries depend on proper schema + NAP
Run Free Audit
Run Free AuditFind out what Google actually knows about your business.
Run all 12 phases on your live site. Schema Markup and Local SEO are phases 9 and 10 — the structured identity layer that determines how you appear in search results. Free audit, results in under 5 minutes.
- Every schema type validated against Schema.org specs
- NAP consistency and local signals scored
- Free to run, free to download, yours to keep
Schema + Local SEO