CAN YOU INFLUENCE LOCAL RANKINGS BY REFERENCING KEYWORDS IN SCHEMA MARKUP?

Our hypothesis was that incorporating specific keywords within the Schema markup of a website linked to a Google My Business (GMB) listing would significantly influence and enhance the local rankings of the said GMB listing in Google’s search results. Specifically, we theorized that by embedding a unique, geographically modified target term within the local business Schema markup—without mentioning this term elsewhere on the website—Google would recognize and associate these keywords with the GMB listing, thereby granting it increased relevance and visibility in both organic search results and Google Maps listings.

Our team questioned Schema’s direct impact on GMB listings. We hypothesized that by adding keywords to Schema markup, Google would associate the entity with the markup and give more relevance to that entity/GMB listing.

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