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Update 6/15/2013: I had the microdata code in source code for this page, so it could be read by crawlers and you could see it in the microdata testing tool. However, I discovered it caused a glitch in Google+ sharing. I have now removed the schema.org microdata code from the source code of this page because it caused Google+ sharing to pull in the business name instead of the name of the article. You can still see the example code and use copy & paste to test it in the microdata rich snippet testing tool.
Schema.org microdata for an address is generally used for SEO to trigger rich snippets to appear in search results or to increase your local SEO signals. However, schema.org is not very well explained and it takes some time to dig through the schema hierarchy and documentation before it starts to make sense. Even then, there is more flexibility in what Schema.org provides compared to what Google requires to trigger a rich snippet. In other words, you can follow Schema.org rules perfectly, but still not have your rich snippets appear in search results.
Schema.org Microdata for Local SEO
For example, let’s say you have a local SEO client and you want to markup the NAP (name, address, phone) on the website with Schema.org microdata so it matches what you are listing in search engines and data feed providers. Great idea, by the way, that covers number 3 and 7 of the top on-site local SEO ranking factors according to David Mihm’s survey. And, I’ve found this to pretty much be a must if you plan to change the business name in anyway, like adding a keyword. Otherwise, even if you verify your Google business listing via phone or mail, Google will still come back and say they do not support that location when you click the link to see the live listing. So the plan is to use Schema.org for local SEO.
Which ItemType Works for Google Rich Snippets and Local SEO?
Looking at the schema hierarchy you can do either a Place, Organization, or any of the items under each. Scroll to the end to see the full list for each. Or you can just skip all that and use Local Business. That is the only item Google supports. Google, Yahoo, Yandex and Bing all claim to support Schema.org. But they don’t support every word of it. Look at Google’s structured data markup helper and you’ll see the only places or organizations supported are Restaurants and Local Businesses.
Schema.org Example for Local Business
Here is an example of Schema.org microdata code for a business with two locations. I am using the same name for each location. However, you could infuse more local SEO by adding a local modifier like city or state into the name for each location. Like I work at BKV Atlanta, and Andrew works at BKV Kansas City. You then would use the branchOf to list the Organization, which might be the business name without your local modifier. Which in the case of me and Andrew would just be BKV.
This example shown below would appear on this website that sells adult diapers.
<NOSCRIPT> <div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop="name">Adult Diaper Dispatcher Store</span> - <a href="http://www.diaperdispatcher.com/" itemprop="url">Adult Diapers</a> - Incontinence Products <span itemprop="telephone">1-877-221-0435</span> <span itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> - <span itemprop="streetAddress">9694 Poudre Canyon Hwy</span>, <span itemprop="addressLocality">Bellvue</span>, <span itemprop="addressRegion">CO</span><span itemprop="postalCode">80512</span> </span> </div> <div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop="name">Adult Diaper Dispatcher Store</span> - <a href="http://www.diaperdispatcher.com/" itemprop="url">Adult Diapers</a> - <span itemprop="telephone" >(336) 496-8026</span> - <span itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">308 Oakwood St</span>, <span itemprop="addressLocality">High Point</span>, <span itemprop="addressRegion">NC</span><span itemprop="postalCode">27262</span> </span> </div> </NOSCRIPT>
To preview what Google reads from this code, go to the Google Rich Snippet Testing Tool and paste the code into the form. You should see two Local Businesses with the same name and different phone numbers. Their postal addresses, item 1 and item 2 are also different.
Possible Schema.org Places
Possible Schema.org Organizations
|Organization: address, aggregateRating, brand, contactPoint, contactPoints, duns, email, employee, employees, event, events, faxNumber, founder, founders, foundingDate, globalLocationNumber, hasPOS, interactionCount, isicV4, legalName, location, logo, makesOffer, member, members, naics, owns, review, reviews, seeks, taxID, telephone, vatID|