? LocalSchema Audit SOP

? Purpose

To assess a local business's existing schema markup for accuracy, completeness, and alignment with SEO best practices and Google Business Profile (GBP) data. This ensures the business's structured data is helping search engines understand and present the business effectively in local search.

? Step 1: Gather Business Info

✅ What to Collect:

• Business Name

• Physical Address

• Phone Number

• Website URL

• Business Hours

• Services Offered

• Reviews (especially from GBP, Yelp, Facebook)

• Google Business Profile link

• Social Media URLs

• Payment Types, Logo, and Brand Imagery

Use this data as a baseline for accuracy checks and schema comparison.

? Step 2: Check Existing Schema Markup

Tools:

• Google Rich Results Test

• Schema Markup Validator

• TechnicalSEO’s Schema Markup Generator

• View Page Source or use browser extensions (e.g. "View Structured Data")

What to Look For:

• Is there any schema present?

• What format is it in? (JSON-LD is preferred)

• Does it use @type: LocalBusiness, or a more specific subtype like Dentist, Attorney, HVACBusiness, etc.?

• Are all required and recommended fields present?

  • name, address, telephone, url

  • openingHours, priceRange, sameAs, image, aggregateRating

  • geo coordinates (if available)

✅ Export or copy the current schema code for documentation and review.

? Step 3: Compare Schema to Google Business Profile

Cross-reference the schema fields with the Google Business Profile (GBP):

? Any discrepancies here should be noted as priority fixes.

? Step 4: Validate Technical Quality

Key Checks:

• Valid JSON structure

• No duplicate entries across pages

• No conflicting schema types (e.g., multiple LocalBusiness tags)

• If multiple locations exist, are individual schema tags present on separate location pages?

Optional Enhancements:

• Add geo coordinates for location accuracy

• Add sameAs with links to:

  • Facebook

  • Yelp

  • Instagram

  • LinkedIn

  • Google Maps

• Add review or aggregateRating from known sources if they meet guidelines

? Step 5: Recommend Fixes & Enhancements

Create an audit report with:

• Current State Summary (what schema is used, what’s missing)

• GBP Mismatches (if any)

• SEO Opportunities:

  • Missing openingHours or image?

  • No aggregateRating?

  • Could you use a more specific business type?

  • No sameAs links?

Include a suggested fixed JSON-LD snippet if feasible, or generate it using your Local Schema AI tool.

? Step 6: Deliver Findings & Optional Implementation

Final Deliverables:

• Audit Report PDF or shared doc

• Fix recommendations

• Example updated schema code