Local SEO Unlocked

Schema Shenanigans: Unlocking the Secrets of Brand Visibility

• Don Phelps • Season 1 • Episode 7

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Ready to unravel the intricacies of how Google perceives your brand? This episode takes you on a deep dive into the world of brand visibility through the lens of knowledge graphs and schema markup. We explore how Google organizes information and the pivotal role this plays in ensuring your brand stands out in the crowded digital landscape. 

Engage with us as we unpack the essentials of establishing a strong online presence—starting from the fundamental understanding of knowledge graphs, which serve as the digital profile of your brand. You'll learn how ensuring consistency across your digital platforms can greatly enhance your brand’s credibility. The conversation highlights the significance of citations—these acts as endorsements that signal legitimacy to search engines, essential for businesses especially with multiple locations. 

Additionally, we discuss the secret power of schema markup. This technique allows brands to communicate effectively with search engines by structuring their website data, enabling Google to interpret and display information more accurately. We aim to empower listeners by demonstrating how even small businesses can optimize their online footprint utilizing these strategies. 

The takeaway? By investing effort into understanding and applying these techniques, you create a strong foundation that significantly boosts your brand's visibility and connection with potential customers. Get ready to implement these actionable steps and elevate your brand story today! Don’t forget to subscribe and leave us a review!

Thanks for tuning in to Local SEO Unlocked! If you enjoyed today’s episode, don’t forget to subscribe, leave a review, and share it with others who want to master Local SEO. Stay connected with us weekly for more insights on SEO! Until next time, keep optimizing and stay ahead in local search!

Mia:

Welcome to another deep dive. Today we're going to be like digging into this whole world of how Google sees your brand and how to make sure it's like seeing it the right way. You know, we've got all this fascinating research and some experts insights we're going to be looking into about, you know, brand knowledge graphs and schema markups. Get ready for some serious aha moments, because there are actually some like surprisingly simple things that can make a huge difference in how your brand is perceived online.

Cole:

Oh, yeah, for sure. Yeah, it's going to be good.

Mia:

It's true, google doesn't experience the web like we do as people.

Cole:

Right.

Mia:

It really relies on these things called knowledge graphs to organize and make sense of the crazy amount of information out there.

Cole:

Yeah, that makes sense. So let's unpack those knowledge graphs. Local SEO expert, Don Phelps.

Mia:

Oh yeah, Love Don.

Cole:

Yeah, he's great. He points out that there's actually like two main types. So you have like your overall brand knowledge graph and then you have separate knowledge graphs for each of your business locations, which is a really important distinction.

Mia:

Especially for businesses with multiple locations. You can almost imagine Google having like a giant file folder for your brand and then a separate folder for each location.

Cole:

Oh, yeah, yeah, exactly. And those folders are packed with information that Google pulls from all over the web.

Mia:

Oh, wow.

Cole:

Like your website social media, online directories, reviews, the whole thing.

Mia:

Wow.

Cole:

And this is where it gets you know really, really interesting for businesses. You want to think about these knowledge graphs almost like digital business cards okay you need to make sure each locations card has the right information, right and it's easy for Google to find yeah, so we need to make sure these folders are organized if exactly and filled with all the right stuff.

Mia:

Don emphasizes that citations are, like, especially crucial for those individual location folders, the ones tied to your Google business profiles.

Cole:

Yes, exactly, citations are like votes of confidence from around the web.

Mia:

OK.

Cole:

Every time your business is listed consistently on a reputable site, it tells Google this business is legit and here's where you can find it. You know, think Yelp, TripAdvisor, any industry specific platforms, even your local chamber of commerce website. It all adds up.

Mia:

So it's all about building that strong foundation of trust. I like that. Oh yeah, but Don also mentions that, unless you have, like a dedicated brand, headquarters, building, citations for the overall brand itself isn't as critical. It's more about making sure each location has a solid online presence.

Cole:

Yeah, I agree.

Mia:

Yeah, so how do we go beyond just listing our business information and really help Google understand what our brand is all about? That's where this like secret code called schema comes in.

Cole:

right, got it okay schema markup is a way to speak directly to search engines using a language they understand. It's like adding labels to all the different elements on your website, so, instead of just seeing a block of text, google understands oh, this is the business's menu I see, or this is a customer testimonial.

Mia:

Yeah, it adds context and meaning to the information so it's like we're providing Google with a detailed map of our website instead of just the street address, exactly.

Cole:

And the more detailed that map is, the easier it is for Google to navigate and understand what we offer.

Mia:

Yeah, that makes sense. So when it comes to schema, something called entities plays a crucial role.

Cole:

Yes.

Mia:

I've heard this word before. What are those again?

Cole:

Right. So entities are all the key players in your brand story. Think people, places and things. For a bakery, you might have entities for different types of pastries. Your head baker, even the awards you've won.

Mia:

Oh, that's interesting, Right. So it's not just about listing what's on our website. It's about connecting the dots and showing the relationships between these different elements.

Cole:

Yeah, exactly.

Mia:

Don even suggests using schema generation tools like SchemeWriterai as a starting point.

Cole:

Great tool.

Mia:

Yeah, I've heard good things. They can help you create the basic framework and then you can customize it to make it truly unique to your brand. It's like adding those personal touches to a pre-built house to make it feel like home.

Cole:

Exactly, yeah, totally.

Mia:

And this connected schema where everything like relates to each other is incredibly powerful. So, instead of just seeing a bunch of random pieces of information, google sees a complete picture, like a family tree, and this deep understanding can significantly impact your visibility and search results.

Cole:

Absolutely.

Mia:

So this all sounds fascinating, but you might be wondering why should I care about all of this like technical stuff?

Cole:

Yeah, for sure.

Mia:

And that's a great question.

Cole:

Yeah, it is a great question.

Mia:

It all comes down to being seen and understood by your potential customers.

Cole:

You're absolutely right. When Google has like a deep understanding of your brand, you know, thanks to those well-structured knowledge graphs and schema markup, it can confidently connect you with the right customers at the right time.

Mia:

Yeah, it's like we're speaking Google's language and then Google's using that information to speak to our ideal customers.

Cole:

Totally.

Mia:

And the best part is this isn't just for big companies with tons of resources. Anyone can use these strategies to improve how their brand is seen online.

Cole:

Exactly. Whether you're a small business owner, a freelancer or even just like managing your personal brand, understanding how Google gathers and uses information can give you a real edge.

Mia:

So let's say you're running like a local bakery with a few locations.

Cole:

Okay.

Mia:

What's like the first step in applying this knowledge graph concept? Where do you even begin?

Cole:

I'd start by thinking about those file folders we talked about earlier. Right, what information is already out there about your bakery as a whole and each individual location? You want to look for inconsistencies or missing information that could be confusing Google.

Mia:

So it's like doing an audit of your online presence Exactly, checking your website, social media profiles, directory listings, anything Google might be using to piece together those knowledge graphs.

Cole:

Precisely. Once you have a clear picture of what Google sees, you can start filling in the gaps and making sure everything is consistent and accurate.

Mia:

Right.

Cole:

This is where those citations we talked about become so essential, especially for your local bakery locations.

Mia:

So making sure each location is listed correctly on platforms like Yelp, tripadvisor, industry-specific sites and even local business associations.

Cole:

Exactly.

Mia:

And then we have schema which helps us go beyond just listing our information and actually explain to Google what each element on our website represents.

Cole:

Yeah, totally.

Mia:

We're saying hey, Google, this is our menu, this is our location page. These are testimonials from happy customers.

Cole:

Yes, you're speaking Google's language. I like it, and the more detailed and connected your schema is, the more confident Google will be in showing your bakery to the right people at the right time.

Mia:

It's like building trust with Google piece by piece, so it can confidently recommend your brand to potential customers. But schema can feel a little daunting for those who aren't you know, tech savvy Right. Any tips for getting started?

Cole:

Absolutely Don't let the technical aspects scare you. There are tons of resources and tools available to help, even if you're not a coding whiz Right. You can start by using a schema generator like schema writer, dot AI, to create that basic markup, and then you can kind of customize it from there.

Mia:

So start with a solid foundation and build from there.

Cole:

Exactly.

Mia:

It's like starting with a basic cake recipe and then adding your own special ingredients and decorations to make it truly unique.

Cole:

I like that. That's a good analogy.

Mia:

But you mentioned that schema is constantly evolving.

Cole:

Oh yeah, it is.

Mia:

So how can we stay ahead of the curve?

Cole:

That's a great question. The key is to stay curious and informed.

Mia:

Okay.

Cole:

Keep an eye on industry blogs, attend webinars and follow SEO experts like Don Phelps.

Mia:

Oh yeah, he's great.

Cole:

The more you learn, the better equipped you'll be to adapt and refine your strategies as the online landscape changes.

Mia:

It sounds like a continuous learning process.

Cole:

Yeah, it is.

Mia:

What are?

Cole:

some simple things listeners can do today to start improving their brand's online presence. If I had to pick just one thing, I'd say focus on consistency, okay, ensure your business name, address, phone number and website are identical across all your online profiles and platforms. It seems simple, but you'd be surprised how often this gets overlooked.

Mia:

That makes sense. Google needs that clear signal to understand that all of these online entities represent the same brand.

Cole:

Exactly.

Mia:

Inconsistency can create confusion and erode trust, not just with Google, but with potential customers too.

Cole:

Exactly when you're consistent, you make it easier for customers to find you and connect with you. Yeah, Second you make it easier for customers to find you and connect with you. It streamlines the entire customer experience and builds a sense of reliability and professionalism.

Mia:

So consistency is key. But for those who are ready to go beyond the basics, what's one more advanced strategy they can explore?

Cole:

Start experimenting with schema markup.

Mia:

Okay.

Cole:

I know it might seem intimidating, but there are user-friendly tools and resources available to guide you. Even if you're not a coding expert, you can still learn the fundamentals and start implementing basic schema on your website.

Mia:

Don't be afraid to jump in and try things out. It's like learning a new recipe Exactly. You might not get it perfect on the first try, but with practice and experimentation you'll become more confident and proficient.

Cole:

That's the spirit, merv You're not just controlling how Google sees your brand, you're shaping how the entire world perceives it, and that's a powerful thing.

Mia:

Absolutely. Yeah, it really is about like shaping that narrative. You know, we're not just talking about algorithms and technical tricks here. We're talking about telling your brand story.

Cole:

Oh yeah.

Mia:

In a way that connects with real people and helps them understand, like, what makes you unique.

Cole:

And that story is always evolving, just like your brand.

Mia:

Right.

Cole:

What resonated with customers, you know, a year ago might not be as effective today. Right, so you need to stay adaptable and willing to experiment.

Mia:

It's like keeping your finger on the pulse of what your customers are looking for and like adjusting your online presence to meet those needs.

Cole:

Yeah, for sure.

Mia:

But for those who are just starting out it can be tough to know where to focus their energy Right. Any advice for them?

Cole:

One of the best things you can do is you know, learn from others who have already paved the way, follow industry leaders, read case studies and tap into resources like the ones we've mentioned today.

Mia:

Right, like those insights from Don Phelps.

Cole:

Yeah, for sure.

Mia:

And tools like SchemaWriter.

Cole:

Yeah.

Mia:

These resources can help you navigate the complexities of the online world and make sure your brand stands out.

Cole:

Exactly. Think of it like having a team of experienced guides and mentors supporting you on your journey to online visibility. I like that they can provide you with the tools and knowledge you need to reach your destination.

Mia:

It's all about finding those trusted voices.

Cole:

Oh yeah.

Mia:

And learning from their experience. So, to all our listeners out there, we encourage you to take what you've learned today and start putting it into action.

Cole:

Yeah, absolutely Explore the resources we discussed, experiment with schema markup and don't be afraid to ask for help along the way.

Mia:

Right.

Cole:

The online world is vast, but with the right knowledge and a bit of effort you can make your brand shine.

Mia:

And who knows, maybe someday we'll be featuring your brand's success story on a future deep dive. Until then, keep diving deep, keep exploring and keep telling your brand story to the world.

Cole:

That's a wrap for this deep dive.

Mia:

Awesome. Thanks for joining us. Yeah, thanks for listening everybody.

Cole:

We hope you found this exploration insightful and helpful.

Mia:

We'll see you next time for another deep dive into the world of SEO and online marketing.