How to Create LocalBusiness Dentist Schema Markup?

This guide is tailored for both dentists seeking to optimize their websites and SEO experts aiming to assist them. By delving into the nuances of LocalBusiness Dentist Schema markup, we aim to provide a comprehensive, easy-to-follow guide.

This guide will cover the essentials of creating effective Schema markups for both single and multi-location dental practices, ensuring that readers are equipped with the knowledge needed to enhance their online presence effectively.

Takeaways for Dentists

  • Recap: Schema markup is a vital tool for dentists to enhance their online visibility and SEO. Key aspects include setting up basic markup for single locations, incorporating advanced properties, managing multiple locations, and using appropriate tools for creation and validation.
  • Future Trends: The future of Schema markup in dentistry could see more personalized and interactive elements, integration with AI for enhanced patient engagement, and broader schema types to encompass dental services.

Understanding Schema Markup

Schema markup, a form of microdata, is a powerful tool that, when added to a webpage, creates an enhanced description (commonly known as a rich snippet) that appears in search results. By implementing this markup, search engines are better equipped to understand the specifics of the content on a dentist’s website. This clarity not only improves the accuracy of search engine results but also enhances visibility and user engagement.

Relevant Schema markups fall under categories like LocalBusiness, Healthcare, and Dentist. These categories allow for detailed information specific to dental practices, such as services offered, operating hours, and contact information, to be effectively communicated to search engines.

Utilizing these specific types of Schema markups ensures that a dental practice’s website is interpreted correctly by search engines, leading to more precise and prominent listings in search results. This can be instrumental in attracting potential patients and establishing a credible online presence.

Basic Schema Markup for a Single Location

Implementing Schema markup for a single dental clinic is a straightforward process that can significantly enhance the clinic’s online presence. Here’s a step-by-step guide:

Step-by-Step Guide

  1. Identify the Schema Type: Start by specifying @type as Dentist, which falls under the categories of LocalBusiness and Healthcare.
  2. Add Basic Information: Include the clinic’s name, address, and telephone number. This information is essential for helping potential patients locate and contact the clinic.
  3. Specify Operating Hours: Use the openingHours field to detail the clinic’s working days and hours.
  4. Include Price Range: The priceRange field can provide an idea of the cost level of services offered.
  5. Add Website URL: Include the clinic’s website URL for direct access.
  6. Provide an Image: An image (e.g., clinic’s photo) enhances the visual appeal in search results.
  7. Mention Medical Specialty: Detailing the medical specialties, like orthodontics or pediatric dentistry, can help in attracting the right patients.

Essential Fields

  • Type: @type: "Dentist"
  • Name: Clinic’s name.
  • Address: Full postal address.
  • Telephone: Contact number.
  • Opening Hours: Formatted as “Mo-Fr 09:00-17:00”.
  • Price Range: E.g., “$$$”.
  • URL: Website link.
  • Image: URL of an image of the clinic.
  • Medical Specialty: Specific dental services offered.

Sample Markup for Single Location

<script type="application/ld+json"> 
{
  "@context": "http://schema.org",
  "@type": "Dentist",
  "name": "Smile Dental Clinic",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Dental St",
    "addressLocality": "YourCity",
    "addressRegion": "YourState",
    "postalCode": "12345"
  },
  "telephone": "+1234567890",
  "openingHours": "Mo-Fr 09:00-17:00",
  "priceRange": "$$$",
  "url": "https://www.smiledentalclinic.com",
  "image": "https://www.smiledentalclinic.com/image.jpg",
  "medicalSpecialty": "General Dentistry"
}
</script>

Advanced Schema Properties

For a more comprehensive online presence, dental clinics can implement advanced Schema properties in their markup. These properties provide richer details that enhance the clinic’s search engine visibility and user experience.

Additional Properties

  • hasMap: Include a Google Maps link to help patients locate the clinic easily.
  • geo: Use the GeoCoordinates type to specify the clinic’s latitude and longitude for precise location mapping.
  • aggregateRating: If the clinic has reviews, summarizing these with an overall rating helps build trust and credibility.
  • availableService: Detail specific dental services offered, like teeth whitening or braces.
  • MedicalSpecialty: Further specify areas of specialization within dentistry, such as endodontics or orthodontics.
  • review: Displaying individual patient reviews can significantly enhance trust and credibility.

Implementing Advanced Properties

To include these advanced properties, integrate them into the existing JSON-LD markup. For example, you can add hasMap, geo, aggregateRating, and review fields alongside the basic details like name and address. It’s important to ensure that the information provided is accurate and up-to-date to maintain the integrity of the clinic’s online presence.

This enhanced markup not only improves the likelihood of appearing in rich search results but also provides potential patients with comprehensive information, making it easier for them to choose your clinic for their dental needs.

Schema Markup for Multiple Locations

Creating Schema markup for dental clinics with multiple locations presents unique challenges, primarily in accurately representing each location’s details while maintaining a cohesive brand presence.

Challenges and Solutions

  • Consistency Across Locations: Ensure each location’s details are accurate and consistent in terms of branding and services offered.
  • Individual Location Details: Each location must have its own specific Schema markup, reflecting its unique address, contact details, and services.

Using parentOrganization for Multiple Locations

For dental businesses encompassing multiple locations, the parentOrganization property can be instrumental. This property links each location back to the main organization, maintaining a clear connection and organizational structure. For instance, each location’s markup would include a reference to the parent dental business, ensuring a hierarchical and connected representation in search results.

parentOrganization Dentist Schema Markup Sample

<script type="application/ld+json"> 
{
  "@context": "http://schema.org",
  "@type": "Dentist",
  "name": "Bright Smile Dental Group",
  "branchCode": "BSMain",
  "url": "https://www.brightsmiledentalgroup.com",
  "logo": "https://www.brightsmiledentalgroup.com/images/logo.png",
  "containsPlace": [
    {
      "@type": "Dentist",
      "branchCode": "BS01",
      "parentOrganization": {
        "name": "Bright Smile Dental Group",
        "branchCode": "BSMain"
      },
      "name": "Bright Smile Dental - Downtown",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "123 City Center Ave",
        "addressLocality": "Metropolis",
        "addressRegion": "MT",
        "postalCode": "12345",
        "addressCountry": "USA"
      },
      "telephone": "+1234567890",
      "openingHours": "Mo-Fr 08:00-18:00",
      "priceRange": "$$$",
      "image": "https://www.brightsmiledentalgroup.com/images/downtown.jpg",
      "availableService": "General Dentistry, Orthodontics, Cosmetic Dentistry",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.6",
        "reviewCount": "78"
      }
    },
    {
      "@type": "Dentist",
      "branchCode": "BS02",
      "parentOrganization": {
        "name": "Bright Smile Dental Group",
        "branchCode": "BSMain"
      },
      "name": "Bright Smile Dental - Uptown",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "456 Suburb Road",
        "addressLocality": "Metropolis",
        "addressRegion": "MT",
        "postalCode": "12346",
        "addressCountry": "USA"
      },
      "telephone": "+1234567891",
      "openingHours": "Mo-Fr 09:00-17:00",
      "priceRange": "$$$",
      "image": "https://www.brightsmiledentalgroup.com/images/uptown.jpg",
      "availableService": "Pediatric Dentistry, Emergency Dental Care, Periodontics",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.8",
        "reviewCount": "54"
      }
    }
  ]
}
</script>

Using branchCode and containedInPlace for Multiple Locations

For a dental business with multiple locations, branchCode and containedInPlace properties are particularly useful.

  • branchCode: This is a unique identifier for each location. It helps differentiate between various branches under the same parent organization. For example, the downtown branch could have a branchCode of “DT01”, while the uptown branch could be “UT01”.
  • containedInPlace: This property is used to indicate that a particular branch is part of a larger entity (the main dental group). It establishes a clear hierarchical relationship.

branchCode Dentist Schema Markup Sample

<script type="application/ld+json"> 
{
  "@context": "http://schema.org",
  "@type": "Dentist",
  "name": "Bright Smile Dental Group",
  "branchCode": "BSMain",
  "url": "https://www.brightsmiledentalgroup.com",
  "logo": "https://www.brightsmiledentalgroup.com/images/logo.png",
  "containsPlace": [
    {
      "@type": "Dentist",
      "branchCode": "BS01",
      "parentOrganization": {
        "name": "Bright Smile Dental Group",
        "branchCode": "BSMain"
      },
      "name": "Bright Smile Dental - Downtown",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "123 City Center Ave",
        "addressLocality": "Metropolis",
        "addressRegion": "MT",
        "postalCode": "12345",
        "addressCountry": "USA"
      },
      "telephone": "+1234567890",
      "openingHours": "Mo-Fr 08:00-18:00",
      "priceRange": "$$$",
      "image": "https://www.brightsmiledentalgroup.com/images/downtown.jpg",
      "availableService": "General Dentistry, Orthodontics, Cosmetic Dentistry",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.6",
        "reviewCount": "78"
      }
    },
    {
      "@type": "Dentist",
      "branchCode": "BS02",
      "parentOrganization": {
        "name": "Bright Smile Dental Group",
        "branchCode": "BSMain"
      },
      "name": "Bright Smile Dental - Uptown",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "456 Suburb Road",
        "addressLocality": "Metropolis",
        "addressRegion": "MT",
        "postalCode": "12346",
        "addressCountry": "USA"
      },
      "telephone": "+1234567891",
      "openingHours": "Mo-Fr 09:00-17:00",
      "priceRange": "$$$",
      "image": "https://www.brightsmiledentalgroup.com/images/uptown.jpg",
      "availableService": "Pediatric Dentistry, Emergency Dental Care, Periodontics",
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.8",
        "reviewCount": "54"
      }
    }
  ]
}
</script>

These samples illustrates how each location is individually detailed while being tied back to the main organization, providing clarity and structure in search engine results.

Implementing Schema Markup

  1. Locate the Correct Section: Open the HTML code of your website. The JSON-LD script can be placed either in the <head> or <body> section of the HTML.
  2. Insert the JSON-LD Script: Copy the JSON-LD Schema markup you have created.
  3. Paste the Script: Paste the script into the HTML code of your webpage, preferably close to the opening tag of the chosen section (<head> or <body>).

For WordPress Users

WordPress users can leverage plugins like All in One Schema Rich Snippets, which simplify the process of adding Schema markup to a website.

These plugins provide a user-friendly interface for inputting the necessary information and automatically integrate the markup into the site’s code, making it accessible for users without extensive technical knowledge.

Best Practices and Common Mistakes

  • Impact on SEO: Schema markup significantly enhances SEO by enabling search engines to understand the content of your site more effectively. This can lead to higher visibility in search results.
  • Rich Snippets: Rich snippets, which are possible through Schema markup, provide users with more information in search results, potentially increasing click-through rates.

Common Mistakes to Avoid

  • Incomplete or Incorrect Information: Ensure all information is accurate and complete. Missing or inaccurate data can lead to misleading snippets or reduced search visibility.
  • Not Testing the Markup: Always use tools like Google’s Structured Data Testing Tool to validate your Schema markup before going live.
  • Overusing Markup: Avoid marking up irrelevant or excessive content. Focus on information that is genuinely useful to users.
  • Ignoring Google’s Guidelines: Adhere to Google’s guidelines for Schema markup to avoid penalties and ensure optimal performance in search results.

Schema Markup FAQs

Is Schema markup still important?

Yes, Schema markup is still important, especially for enhancing SEO and improving the way search engines interpret and display your website content in search results. It helps in providing more detailed and informative search results, which can improve click-through rates and user experience. For local businesses, including dental practices, Schema markup can significantly boost local SEO efforts.

What is the purpose of Schema markup?

The purpose of Schema markup is to provide search engines with additional context about the content on your website. It helps search engines understand your website content more effectively, enabling them to display more informative and rich search results (often referred to as rich snippets), such as star ratings, pricing, business hours, and more. This enhanced understanding can lead to better search engine rankings and user experiences.

What is a Schema markup for local businesses?

Schema markup for local businesses is a set of structured data that provides specific information about a local business to search engines. This includes details like the business name, address, phone number, hours of operation, types of services offered, reviews, and more. Implementing this markup helps local businesses stand out in search results and is particularly beneficial for improving visibility in local search queries.

Where should I add local business Schema?

Local business Schema should be added to web pages that contain information about your local business, such as the contact page, about page, and homepage. It’s essential to ensure the information in the Schema markup is consistent with the actual information presented on your website and across the web (like Google My Business listings).

How do you implement a local business Schema?

To implement a local business Schema:

  • Choose the relevant Schema type: use the most appropriate Schema type for your business (e.g., LocalBusiness, Dentist, MedicalBusiness).
  • Fill in business details: include details such as business name, address, phone number, opening hours, and reviews.
  • Use a Schema generator: tools like Google’s Structured Data Markup Helper can help create the necessary code.
  • Add the code to your website: place the generated Schema markup in the HTML of your website, preferably in the header or footer so it appears on all relevant pages.
  • Test your implementation: use tools like Google’s Rich Results Test to check if the Schema markup is correctly implemented and recognized by search engines.

References and Resources

  1. Schema.org – Dentist Type
  2. Google’s Rich Results Test
  3. Google’s Guidelines for Schema Markup

Author: Ihor Lavrenenko

Ihor Lavrenenko dental SEO expert

For the last 10 years, I’ve worked for two online marketing agencies (as a SEO specialists and an SEO team lead). It was a great experience in optimizing local dental websites and big programmatic SEO healthcare projects for the US local market. In this blog I’ll be happy to share my experience with dentists who want to promote their website and my SEO colleagues too.