Free Plugins for Organization / Local SEO Markup

Google reads a variety of structured data from webpages, including e-commerce Product details, Recipes, Reviews, etc. — along with three standard Schema types from a website’s homepage: WebSite, Organization, and Person.

In this post we’ll focus on the Organization markup — using Google’s preferred LD+JSON structured data format — which Yoast SEO, WPSSO Core, and most SEO plugins add to a WordPress site’s homepage.

Google uses the Organization markup to enrich its Knowledge Graph information for the website’s Organization (aka Business, Corporation, etc.).

See Google My Business, Your business information in the knowledge panel, and Improve your local ranking on Google for more information on Google’s Knowledge Graph and local business markup.

See Google’s About Search Features and Structured Data General Guidelines for more information about the current Schema types recognized by Google.

WPSSO Core (and its complementary add-ons) can be used by themselves, or in combination with Yoast SEO and other popular SEO plugins — WPSSO Core will warn of any conflicting plugin settings and the Pro version of WPSSO Core includes integration modules to read post / term meta from all the popular SEO plugins. The following examples were created using the Free versions of Yoast SEO, WPSSO Core, and its Free complementary add-ons.

The most basic Organization markup, provided by the Yoast SEO plugin and most SEO plugins, looks like this:

See this example in Google’s Structured Data Testing Tool

The “name”, “logo” and “sameAs” properties (shown above) provide only the most basic information required for Google’s Knowledge Graph, but several additional properties are also available in the Schema Organization markup. In fact, the first thing you may notice is that the Schema Organization type includes several more specific sub-types, so you may want to use a more precise Schema type for your Organization (such as Corporation, used in the following example).

The “location” property (shown below) also allows you to provide complete location information for the Organization, including its location Schema type (such as ComputerStore, used in the following example), address, geographic coordinates, business hours, service area, an image of the location, and much more. Food establishments may also include cuisine, menu, and online ordering details.

The following Organization markup was created using the Free versions of WPSSO Core, along with its WPSSO Organization Markup and WPSSO Place / Location and Local Business Meta complementary add-ons.

See this example in Google’s Structured Data Testing Tool

The Schema Organization type also includes LocalBusiness (and its sub-types), which is available under both the Schema Organization and Schema Place types – because of this, location information is added a bit differently for a LocalBusiness type / sub-type.

Since a LocalBusiness is a Place, all location properties (address, geographic coordinates, business hours, etc.) must be added to the LocalBusiness markup itself, and not in a “location” property (as shown in the previous example).

See this example in Google’s Structured Data Testing Tool

To create these examples, location information was added in the WPSSO Place / Location and Local Business Meta add-on settings page.

The location was then selected in the WPSSO Organization Markup add-on settings for the WebSite (Front Page) Organization Place / Location option.

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