Schema markup voor lokale bedrijven

GT
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Schema markup voor lokale bedrijven

Schema markup voor lokale bedrijven

Schema markup is gestructureerde data die helpt zoekmachines je website content beter te begrijpen. Voor lokale bedrijven is LocalBusiness schema essentieel voor rich snippets en betere ranking.

In deze gids leer je hoe je schema markup effectief implementeert.

Wat is schema markup?

Definitie

Schema.org is een collaboratieve standaard voor gestructureerde data op het internet. Het helpt zoekmachines zoals Google de context en betekenis van content te begrijpen.

Hoe het werkt:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Tandartspraktijk De Liefde",
  "address": {...}
}

Benefits:

  • Rich snippets in zoekresultaten
  • Better understanding door Google
  • Enhanced search results
  • Higher click-through rates
  • Improved local SEO

JSON-LD formaat

Google prefereert JSON-LD:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Bedrijfsnaam",
  ...
}
</script>

Voordelen:

  • Makkelijk te implementeren
  • Separate van HTML
  • Eenvoudig te onderhouden
  • Google's aanbevolen formaat

LocalBusiness schema types

Basis LocalBusiness

Voor de meeste lokale bedrijven:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Tandartspraktijk De Liefde",
  "image": "https://www.example.com/photo.jpg",
  "telephone": "+31-20-1234567",
  "url": "https://www.example.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Straatnaam 123",
    "addressLocality": "Amsterdam",
    "postalCode": "1234AB",
    "addressCountry": "NL"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 52.1234,
    "longitude": 4.5678
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "09:00",
      "closes": "17:00"
    }
  ],
  "priceRange": "€€"
}
</script>

Specifieke business types

Restaurant:

{
  "@type": "Restaurant",
  "servesCuisine": "Italiaans",
  "priceRange": "€€",
  "menu": "https://www.example.com/menu"
}

Tandarts:

{
  "@type": "Dentist",
  "specialty": "Algemene tandheelkunde"
}

Loodgieter:

{
  "@type": "Plumber",
  "areaServed": "Amsterdam en omgeving"
}

Alle beschikbare types:

Populaire lokale types:

  • Restaurant
  • Dentist
  • Plumber
  • Electrician
  • HairSalon
  • AutoDealer
  • HardwareStore
  • InsuranceAgency
  • Lawyer
  • RealEstateAgent
  • VeterinaryCare
  • Gym
  • Hotel
  • Bakery
  • CoffeeShop

Volledige lijst

Essentiële velden voor LocalBusiness

Verplichte velden

{
  "@type": "LocalBusiness",
  "name": "Bedrijfsnaam",           // Verplicht
  "address": {...},                  // Verplicht
  "telephone": "+31-20-1234567"      // Sterk aanbevolen
}

Sterk aanbevolen

{
  "image": "https://...",            // Foto van bedrijf
  "url": "https://...",              // Website URL
  "geo": {...},                      // Coördinaten
  "openingHoursSpecification": [...], // Openingstijden
  "priceRange": "€€",                // Prijsrange
  "aggregateRating": {...}           // Reviews (indien beschikbaar)
}

Optioneel maar waardevol

{
  "sameAs": ["https://facebook.com/...", "https://instagram.com/..."],
  "email": "info@example.com",
  "faxNumber": "+31-20-1234568",
  "areaServed": "Amsterdam",
  "founder": "Naam van oprichter",
  "foundingDate": "2010",
  "department": [...]
}

Complete implementatie voorbeeld

Multi-page implementatie

Homepagina:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "@id": "https://www.example.com/#organization",
  "name": "Tandartspraktijk De Liefde",
  "url": "https://www.example.com",
  "logo": "https://www.example.com/logo.png",
  "image": "https://www.example.com/office.jpg",
  "description": "Tandartspraktijk in Amsterdam West met meer dan 20 jaar ervaring.",
  "telephone": "+31-20-1234567",
  "email": "info@example.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Jan van Galenstraat 123",
    "addressLocality": "Amsterdam",
    "addressRegion": "Noord-Holland",
    "postalCode": "1051AB",
    "addressCountry": "NL"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 52.1234,
    "longitude": 4.5678
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Monday",
        "Tuesday",
        "Wednesday",
        "Thursday",
        "Friday"
      ],
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "09:00",
      "closes": "13:00"
    }
  ],
  "priceRange": "€€€",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "150"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "Amsterdam"
    },
    {
      "@type": "City",
      "name": "Amstelveen"
    }
  ],
  "sameAs": [
    "https://www.facebook.com/example",
    "https://www.instagram.com/example",
    "https://www.linkedin.com/company/example"
  ]
}
</script>

Locatiepagina:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "parentOrganization": {
    "@id": "https://www.example.com/#organization"
  },
  "name": "Tandartspraktijk De Liefde - Amsterdam West",
  "image": "https://www.example.com/amsterdam-west.jpg",
  "telephone": "+31-20-1234567",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Jan van Galenstraat 123",
    "addressLocality": "Amsterdam",
    "addressRegion": "Noord-Holland",
    "postalCode": "1051AB",
    "addressCountry": "NL"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 52.1234,
    "longitude": 4.5678
  },
  "openingHoursSpecification": [...],
  "areaServed": {
    "@type": "City",
    "name": "Amsterdam"
  }
}
</script>

Advanced schema implementaties

1. BreadcrumbList schema

Voor navigatie:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://www.example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Locaties",
      "item": "https://www.example.com/locaties"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Amsterdam"
    }
  ]
}
</script>

2. Review schema

Voor testimonials:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Tandartspraktijk De Liefde",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "150",
    "bestRating": "5",
    "worstRating": "1"
  },
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5"
      },
      "author": {
        "@type": "Person",
        "name": "Maria S."
      },
      "reviewBody": "Geweldige tandarts! Heel professioneel en vriendelijk team."
    }
  ]
}
</script>

3. FAQ schema

Voor veelgestelde vragen:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Wat zijn jullie openingstijden?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Wij zijn maandag t/m vrijdag geopend van 09:00 tot 17:00 uur. Op zaterdag zijn we open van 09:00 tot 13:00 uur."
      }
    },
    {
      "@type": "Question",
      "name": "Moet ik reserveren?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Ja, wij werken op afspraak. U kunt online een afspraak maken of ons bellen op 020-1234567."
      }
    }
  ]
}
</script>

4. Product/Service schema

Voor diensten:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Algemene tandheelkunde",
  "description": "Complete tandheelkundige zorg voor het hele gezin",
  "provider": {
    "@type": "Dentist",
    "name": "Tandartspraktijk De Liefde"
  },
  "areaServed": {
    "@type": "City",
    "name": "Amsterdam"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Tandheelkundige diensten",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Tandartscontrole"
        },
        "price": "40.00",
        "priceCurrency": "EUR"
      }
    ]
  }
}
</script>

Schema markup tools

Generatoren

Online tools:

Validators

Test je schema:

WordPress plugins

Voor WP gebruikers:

  • Schema Pro
  • Yoast SEO (incl. schema)
  • All in One SEO
  • Schema App Structured Data

Best practices

✅ DO's

  1. Gebruik JSON-LD formaat

    • Google's preferred format
    • Makkelijk te implementeren
    • Separate van HTML

  2. Wees specifiek

    • Use most specific type
    • Include all relevant fields
    • Add detailed descriptions

  3. Houd data up-to-date

    • Update openingstijden
    • Refresh contactgegevens
    • Sync met website content

  4. Valideer regelmatig

    • Test na updates
    • Check Search Console
    • Monitor voor errors

  5. Implementatie op alle relevante pagina's

    • Homepagina
    • Locatiepagina's
    • Contactpagina
    • Product/dienst pagina's

❌ DON'Ts

  1. Don't mislead Google

    • Geen valse informatie
    • Geen spammy keywords
    • Accurate data only

  2. Don't create duplicate schema

    • Eén schema per entity
    • Geen redundantie
    • Unique @id voor elke

  3. Don't forget required fields

    • Name en address zijn verplicht
    • Telefoon sterk aanbevolen
    • Missing fields = errors

  4. Don't use outdated types

    • Check schema.org for updates
    • Deprecate old fields
    • Use current standards

  5. Don't over-optimize

    • Natural language in descriptions
    • Geen keyword stuffing
    • Focus op accuracy

Implementatie workflow

Stap 1: Inventory

Wat te documenteren:

  • Business name, address, phone (NAP)
  • Openingstijden
  • Services/products
  • Reviews (average, count)
  • Social media links
  • GPS coördinaten

Stap 2: Create schema

Gebruik templates of generator:

  • Select appropriate type
  • Fill in all required fields
  • Add recommended fields
  • Validate syntax

Stap 3: Implement

Voeg toe aan HTML:

<head>
  <!-- Other meta tags -->
  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    ...
  }
  </script>
</head>

Stap 4: Test

Validation checklist:

  • [ ] Rich Results Test
  • [ ] Schema Validator
  • [ ] Search Console check
  • [ ] Manual SERP inspection

Stap 5: Monitor

Ongoing checks:

  • Search Console errors
  • Rich search appearance
  • Performance tracking
  • Competitor analysis

Veelgemaakte fouten

❌ Fout 1: Verkeerde business type

Probleem: Generic "LocalBusiness" instead of specific type Oplossing: Use most specific type (Dentist, Restaurant, etc.)

❌ Fout 2: Ontbrekende required fields

Probleem: Missing name, address, or phone Oplossing: Include all required fields

❌ Fout 3: Inconsistent NAP

Probleem: Schema anders dan Google Business Profile Oplossing: Exact match between all platforms

❌ Fout 4: Geen validatie

Probleem: Syntax errors in JSON-LD Oplossing: Always validate before deploying

❌ Fout 5: Verouderde data

Probleem: Old openingstijden, address, etc. Oplossing: Update schema when business info changes

Conclusie

Schema markup is een krachtige tool voor lokale SEO:

  • ✅ Rich snippets in zoekresultaten
  • ✅ Better understanding door Google
  • ✅ Enhanced search results
  • ✅ Higher click-through rates
  • ✅ Improved local ranking

Sleutel tot succes:

  • Use JSON-LD format
  • Be specific met business type
  • Include alle relevante velden
  • Validate regelmatig
  • Houd data up-to-date

Start de GroeiScan om te zien hoe je schema markup scoort.

Lees verder:

GT

GroeiScan Team

Lokale SEO Experts

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