How to drive more customers to your website by using schema markup

One of the latest evolutions in SEO is called schema markup. This new form of Optimisation is one of the most powerful but least-utilized forms of SEO available today.

What is schema markup?

Schema Markup, also commonly referred to as Structured Data, is code in a specific format, written in such a way that search engines understand it. Search engines read the code and use it to display more informative search results to the user.

Benefits of Schema Markup for Car Dealer Websites

• Enhanced Visibility: Rich snippets make your website stand out in search results.
• Higher Click-Through Rates: More informative search results attract more clicks.
• Improved Local SEO: Schema markup can enhance your local search presence.
• Better User Experience: Users get essential information directly from search results, leading to higher engagement.

Common Schema Markup Types for Car Dealer Websites

• LocalBusiness Schema
• Product Schema
• Review Schema
• FAQ Schema

LocalBusiness Schema

This type of schema helps local car dealers improve their visibility in local search results. It includes information like business name, address, phone number, and opening hours.

<script type="application/ld+json">
{
  "@context" : "http://schema.org",
  "@type" : "LocalBusiness",
  "name" : "Stockton Kia",
  "image" : "https://www.stocktonkia.co.uk/images/logo.png",
  "telephone" : "01642 632299",
  "address" : {
    "@type" : "PostalAddress",
    "streetAddress" : "Concorde Way",
    "addressLocality" : "Stockton-on-Tees",
    "addressCountry" : "United Kingdom",
    "postalCode" : "TS18 3BP"
  },
  "url" : "https://www.stocktonkia.co.uk"
}
</script>

Product Schema

This schema is ideal for individual car listings. It provides detailed information about each vehicle, such as make, model, price, and condition.

<script type="application/ld+json">
{
    "@context": "https://schema.org",
    "@type": ["Car", "Vehicle"],
    "name": "Used Kia Sportage 1.6 T-GDi 13.8kWh GT-Line S SUV 5dr Petrol Plug-in Hybrid Auto AWD Euro 6 (s/s) (261 bhp) 2023 5dr Automatic (NV73JYC) | Stockton Kia",
    "description": "Introducing the Kia Sportage 1.6 T-GDi GT-Line S SUV! Experience the perfect combination of power and efficiency with this Petrol Plug-in Hybrid boasting 261 bhp. The smooth Auto AWD system ensures optimal performance on any terrain, while the Euro 6 (s/s) emission standard keeps your carbon footprint low. The sleek Grey colour adds a touch of sophistication to the bold design of the Sportage.\n\nBut that's not all - this model is packed with cutting-edge technology features to enhance your driving experience. Stay connected with the latest infotainment system, enjoy the convenience of wireless charging, and experience unmatched safety with advanced driver assistance systems. Don't miss out on the ultimate driving experience with the Kia Sportage GT-Line S SUV!",
    "dateVehicleFirstRegistered": "2023-10-31T00:00:00.000Z",
    "numberOfPreviousOwners": 0,
    "vehicleIdentificationNumber": "U5YPX81HSRL130596",
    "bodyType": "SUV",
    "emissionsCO2": 25,
    "fuelType": null,
    "numberOfDoors": 5,
    "color": "Grey",
    "manufacturer": "Kia",
    "model": "Sportage",
    "vehicleTransmission": "Automatic",
    "itemCondition": "https://schema.org/UsedCondition",
    "image": "https://impx.hwntcdn.com/i/raw:1/plain/https://composer.hwntcdn.com/12/used/kia-sportage-16-t-gdi-138kwh-gt-line-s-suv-5dr-petrol-plug-in-hybrid-auto-awd-euro-6-s-s-261-bhp-49963-tawrfd2t.jpg",
    "vehicleEngine": {
        "@type": "EngineSpecification",
        "fuelType": null
    },
    "vehicleConfiguration": "1.6 T-GDi 13.8kWh GT-Line S SUV 5dr Petrol Plug-in Hybrid Auto AWD Euro 6 (s/s) (261 bhp)",
    "vehicleModelDate": "2023",
    "brand": {
        "@type": "Brand",
        "name": "Kia"
    },
    "mileageFromOdometer": {
        "@type": "QuantitativeValue",
        "value": 8134,
        "unitCode": "SMI"
    },
    "review": {
        "@type": "Review",
        "reviewRating": {
            "@type": "Rating",
            "ratingValue": 5,
            "bestRating": 5
        },
        "author": {
            "@type": "Organization",
            "name": "Stockton Kia"
        }
    },
    "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": 5,
        "reviewCount": 1
    },
    "positiveNotes": {
        "@type": "ItemList",
        "itemListElement": [{
            "@type": "ListItem",
            "position": 1,
            "name": "TOP SPEC/AUTO/AWD/PHEV"
        }]
    },
    "offers": {
        "@type": "Offer",
        "itemCondition": "https://schema.org/UsedCondition",
        "availability": "https://schema.org/InStock",
        "price": 38999,
        "priceValidUntil": "2024-06-10",
        "priceCurrency": "GBP",
        "seller": {
            "name": "Stockton Kia",
            "image": "",
            "@type": "Organization",
            "address": {
                "@type": "PostalAddress",
                "streetAddress": "Concorde Way",
                "addressLocality": "Stockton-on-Tees",
                "postalCode": "TS18 3BP",
                "telephone": "01642 632299",
                "name": "Stockton Kia"
            }
        },
        "hasMerchantReturnPolicy": {
            "@type": "MerchantReturnPolicy",
            "applicableCountry": "UK",
            "returnPolicyCategory": "https://schema.org/MerchantReturnNotPermitted"
        }
    }
}
</script>

Review Schema

Schema markup for reviews allows you to display star ratings and reviews in search results, which can enhance credibility and attract more customers.

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Review",
  "itemReviewed": {
    "@type": "Product",
    "name": "2019 Toyota Camry"
  },
  "author": {
    "@type": "Person",
    "name": "John Doe"
  },
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "4",
    "bestRating": "5"
  },
  "reviewBody": "The 2019 Toyota Camry is an excellent car with great fuel efficiency and comfort."
}
</script>

FAQ Schema

FAQ schema helps you display frequently asked questions directly in search results, providing quick answers to common inquiries and improving user engagement.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "What are your business hours?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "We are open Monday to Friday, from 9:00 AM to 6:00 PM."
    }
  }, {
    "@type": "Question",
    "name": "Do you offer financing options?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Yes, we offer a variety of financing options to suit your needs. Please visit our financing page for more details."
    }
  }]
}
</script>

Implementing Schema Markup

To implement schema markup on your car dealer website, follow these steps:

• Identify Key Pages: Determine which pages will benefit most from schema markup (e.g., vehicle listings, reviews, FAQs).
• Generate Schema Markup: Use tools like Google’s Structured Data Markup Helper or JSON-LD schema generators to create your markup.
• Add Schema to Your HTML: Insert the generated schema markup into the HTML of your web pages.
• Test Your Markup: Use Google’s Rich Results Test to ensure your schema markup is correctly implemented and error-free.
• Monitor Performance: Track your search results to see how schema markup impacts your visibility and click-through rates.

If you would like an audit of your website’s SEO then please contact us

Does your website provider allow you to enter schema data? If not why not get in touch with us