On-Page SEO

LocalBusiness Schema

Quick Definition

LocalBusiness schema marks up business information (NAP, hours, geo, services) and is foundational for local SEO.

In context

Use the most specific subtype available (Dentist, LegalService, Plumber, Restaurant) rather than the generic LocalBusiness. Place on the homepage and contact page at minimum, ideally on every location page.

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Related terms

Article Schema

Article schema marks up news, blog, and editorial content, providing publication date, author, and other metadata to search engines.

Review & AggregateRating Schema

Review schema (schema.org/Review) describes individual reviews; AggregateRating summarises many reviews with average score and review count — together they are the foundation of star-rating rich results.

H1 Tag

The H1 tag is the main heading of a page, conventionally used once per page to indicate the primary topic.

H2 Tag

H2 tags are second-level headings used to structure the major sections of a page.

Primary Keyword

The primary keyword is the single most important search query a page targets, typically reflected in the title, H1, and URL.

URL Parameter

URL parameters are key-value pairs appended to a URL after a `?` — '?utm_source=newsletter&utm_campaign=spring2026' — used for tracking, filtering, sorting, pagination, and session state.

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