6 Schema Markup Mistakes Hurting Your Local SEO (And How to Fix Them)
- Content Manager@Katalysts
- Apr 9
- 5 min read
Updated: Apr 10
If you’re running a local business in Singapore: be it a hipster café in Tiong Bahru, a dental clinic in Bedok or a law firm in Raffles Place, your digital visibility isn’t just about having a website. It’s about getting found. That’s where Schema Markup (or structured data) becomes your secret SEO weapon.
But here’s the kicker: most SMEs in Singapore either don't use schema at all or they unknowingly implement it incorrectly. This means wasted SEO opportunities, less visibility on Google SERPs (Search Engine Results Pages) and ultimately, fewer customers walking through your doors.
Let’s break down the six most common schema markup mistakes that might be quietly sabotaging your local SEO in Singapore and how you can fix them fast.
1. Not Implementing Local Business Schema at All
This one’s a bit passe, but it happens more than you think.
Local Business schema tells Google key info about your business- name, address, phone number, opening hours and more. If you haven’t implemented it, you're essentially not telling Google who you are and what you do. That's a tall order SEO blunder in a local context like Singapore, where Google prioritises relevance and proximity.
Pro-Tip:
Use Google’s Structured Data Markup Helper to generate basic schema in JSON-LD format. Plug it into your <header> section or via Google Tag Manager.
2. Using the Wrong Schema Type
A local bubble tea shop using "Corporation" instead of "Local Business"? That's like listing your hawker stall as a multinational conglomerate- a major mismatch.
Singapore's business landscape is diverse. There are over 280 types of schema available. Choosing the wrong one affects how Google interprets your business and can hurt how you appear in relevant searches.
Here's a Quick Fact:
According to Moz, businesses that use specific schema types see up to 30% more rich results in SERPs compared to those using generic ones.
So here's what you need to do. Head over to schema.org and find the most accurate business type. Not sure which one to use? Go for “Local Business” and nest a more specific subtype inside.
3. Missing Key Fields in Your Schema
Many Singapore businesses include only the basics: Name, Address, Phone number (commonly called NAP). But to truly optimize for rich snippets, you need to flesh it out. Here's what we are talking about:
Opening hours
Service area
Ratings and reviews (even if you’ve just a few 4-star ones)
Geo coordinates (lat-long helps Google Maps)
Here's a key industry insight:
A BrightLocal study found that listings with complete schema markup (including geo data) had 40% higher click-through rates. Therefore, try using tools like Merkle’s Schema Generator to ensure no important field is left out.
4. Inconsistent NAP Across Web and Schema
For instance, in Singapore, unit numbers and postal codes matter a lot. A missing "#05-12" or an outdated postal code can throw Google off.
If your schema says you're at “Orchard Road #03-09,” but your Facebook page says “Orchard Road #03-12,” Google flags it as inconsistent. This hurts your local rankings and confuses potential customers.
Here's how to fix it:
Ensure the NAP format is identical across your website, Google Business Profile and third-party listings like Street directory or SG YellowPages.
Use Singapore's standard address format, i.e. Block Number, Street Name, Unit Number, Postal Code.
5. Not Validating Your Schema Regularly
Even seasoned SEO specialists sometimes forget this: just because your schema is there, doesn’t mean it’s working.
In fact, your Schema can break during one or more of these instances:
CMS updates (hello, WordPress plugins!)
Theme changes
Manual edits to code
How to Fix It Like a Pro:
Validate your schema using Google’s Rich Results Test or Schema.org Validator. Set a monthly reminder to check it; it’s quick and prevents long-term damage.
6. Forgetting About Review Markup
Reviews are gold in Singapore’s kiasu culture. We all check Google ratings before buying or booking anything. Yet, many local businesses fail to add Review or Aggregate Rating Schema. This means they miss out on the juicy stars that appear in search results, which boosts CTR by up to 35%, according to Search Engine Journal.
Even if you only have a handful of legit reviews, it’s better than none. Embed them properly in your Schema using JSON-LD format. Avoid fake or auto-generated reviews, Google is smarter than that.
Technical Deep Dive: Implementing & Validating Local Business Schema in JSON-LD
If you're aiming to boost your local SEO performance in Singapore, correctly implementing Local Business Schema using JSON-LD is essential. Below is a ready-to-use example tailored for a digital marketing or SEO consultancy like Katalysts.
Step 1: Use the Right Schema Type
For Katalysts, the most suitable type is ProfessionalService under LocalBusiness.
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Katalysts",
"image": "https://www.katalysts.net/assets/logo.png",
"address": {
"@type": "PostalAddress",
"streetAddress": "329 River Valley Road",
"addressLocality": "Singapore",
"postalCode": "238361",
"addressCountry": "SG"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 1.2966,
"longitude": 103.8396
},
"url": "https://www.katalysts.net/",
"telephone": "+65 8096 3700",
"openingHours": "Mo-Fr 09:00-18:00",
"priceRange": "$$$",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "102"
}
Step 2: Add JSON-LD to Your Website
Option 1: Insert directly into your site’s <head> section Option 2: Use Google Tag Manager for easier deployment and updates Option 3: If on WordPress, use a plugin like Rank Math or Yoast SEO Pro for built-in schema support.
Step 3: Validate Your Schema Markup
Use these free tools to test for errors or warnings:
Google Rich Results Test
Schema.org Validator
Merkle Schema Generator
Pro-Tip: Set a monthly reminder to revalidate your schema—especially after any CMS or plugin update.
Step 4: Keep Schema Up to Date
Schema isn’t static. Google's guidelines and search features evolve. Keep an eye on:
Google’s Structured Data Guidelines
Bonus: Schema isn’t a “Set and Forget”
Schema isn’t a one-time project; it’s like your kopi order and must be customized and adjusted over time.
Google updates its guidelines, new schema types get introduced, and your business evolves. Make schema audits part of your quarterly SEO housekeeping, just like checking your Google Analytics or updating product pages.
Here’s a quick relook at your Schema checklist:
Implement Local Business schema
Use the right schema type
Fill in all relevant fields
Ensure consistent NAP details
Validate schema regularly
Include reviews to earn those gold stars
Getting your structured data right isn’t just good SEO, it’s smart business. And in Singapore’s competitive local scene, it might be the difference between showing up first or getting buried under your competitors.
Want to optimize your schema for better local rankings?
Katalysts helps Singapore businesses unlock higher visibility with smart, structured data strategies. Reach out for a quick audit or consultation.
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