Structured Data Markup for Local SEO

In the ever-competitive world of online marketing, local businesses are constantly looking for ways to gain an edge in search engine rankings.

Structured data markup, a powerful SEO technique, can significantly boost a local business’s online presence.

In this comprehensive guide, we will explore how structured data markup can be leveraged for local SEO to improve search rankings, attract more customers, and stand out in local search results.

What is Structured Data?

Structured data is a standardized format used to provide information about a webpage’s content to search engines. It helps search engines understand the context of the content, making it easier to present relevant results to users.

Why is Structured Data Important in SEO?

Structured data provides search engines with clear, organized information about a webpage’s content. This helps search engines rank and display pages more accurately, improving the user experience and increasing visibility in search results.

Brief Overview of Local SEO

Local SEO focuses on optimizing a website’s visibility in local search results, such as Google Maps and local business listings. It is crucial for brick-and-mortar businesses and service providers targeting specific geographic areas.

Types of Structured Data for Local SEO

Structured data, particularly in the form of Local Business Schema, plays a pivotal role in helping local businesses improve their online visibility and local search rankings. By providing search engines with vital information about your business, you can increase the likelihood of being prominently featured in local search results.

In this section, we will explore the Local Business Schema, its definition, and the key attributes that need to be marked up to enhance your local SEO efforts.

Defining a Local Business

A local business, in the context of structured data, refers to any physical establishment that serves customers or clients in a specific geographic location.This can encompass a wide range of businesses, such as restaurants, medical clinics, retail stores, beauty salons, or local service providers.

Local Business Schema is designed to help search engines understand the nature of your business, its location, and its operating hours.By providing this information in a structured format, you enable search engines to present your business accurately in local search results, making it easier for potential customers in your area to find you.

Whether you’re a small café or a family-owned hardware store, Local Business Schema is a valuable tool for local businesses of all sizes.

Key Attributes to Mark Up

To make the most of Local Business Schema, it’s crucial to mark up key attributes that define and describe your business. Here are some of the essential attributes that you should consider marking up:

Business Name: Clearly specify the name of your business. Ensure it matches your business’s real-world name.
Address: Provide your business’s complete physical address, including street address, city, state, and postal code. Consistency with your actual location is essential.
Phone Number: Include a local phone number that customers can use to contact your business directly.
Operating Hours: Indicate your business’s regular hours of operation. This helps potential customers know when you are open for business.
Categories: Specify the category or categories that best describe your business. For instance, a restaurant might choose categories like “Italian Restaurant” or “Café.”
Logo: Include your business’s logo, making your brand more recognizable in search results.
Images: Adding images of your business’s interior and exterior can provide potential customers with a visual sense of what to expect.
Reviews and Ratings: If applicable, consider marking up reviews and ratings, which can enhance your business’s credibility and attractiveness in search results.
Accepted Payment Methods: Let customers know which payment methods your business accepts, whether it’s credit cards, cash, or digital wallets.
Links to Social Profiles: Include links to your social media profiles to encourage customers to engage with your business on social platforms.

Marking up these attributes accurately ensures that search engines present your business in local search results with comprehensive and reliable information. This, in turn, increases the chances of potential customers discovering your business, visiting your physical location, or engaging with your products and services.

Incorporating Local Business Schema into your website is a fundamental step in local SEO. It helps search engines, such as Google, understand your business and provides potential customers with the information they need to choose your business over competitors.

Whether you run a cozy neighborhood café or a bustling retail store, Local Business Schema is a valuable tool to boost your online presence in the local landscape.

Reviews and Ratings Schema

Online reviews and ratings play a significant role in consumers’ decision-making processes. When it comes to local businesses, the impact of reviews and ratings on Local SEO cannot be underestimated.

In this section, we will delve into the influence of reviews on local search engine optimization and explore the process of marking up reviews and ratings using structured data.

How Reviews Impact Local SEO

Online reviews are the digital equivalent of word-of-mouth recommendations. They offer valuable insights to potential customers, helping them make informed choices when deciding where to spend their time and money. From a local SEO perspective, reviews have a direct impact on a business’s search rankings and online visibility. Here’s why they matter:

Increased Credibility: Businesses with positive reviews appear more credible and trustworthy to potential customers. Search engines take this credibility into account when ranking local businesses.
Improved Click-Through Rates: High-quality reviews can make your business stand out in search results. Users are more likely to click on listings with a star rating or positive reviews, leading to increased click-through rates.
Enhanced Local Pack Placement: Positive reviews can influence your position in local search packs (the map listings often seen at the top of local search results). The more positive reviews your business has, the better your chances of appearing in the top positions.
Keyword Association: Reviews often contain keywords and phrases related to your business. Search engines use these keywords to better understand your business and match it with relevant local search queries.
User Engagement: Reviews encourage user engagement with your business. Responding to reviews and engaging with customers can further boost your online presence.

Marking Up Reviews and Ratings

To fully leverage the power of reviews and ratings for local SEO, it’s essential to mark them up using structured data. This markup makes it easier for search engines to recognize and display this valuable content in search results.

Here’s how to properly mark up your reviews and ratings:

Choose the Right Schema Type: Utilize the appropriate schema type for reviews, such as ‘Review’ or ‘AggregateRating.’ This ensures that search engines correctly interpret the content.
Structured Data Markup: Within your webpage’s HTML, embed structured data markup around the review content. You can use JSON-LD or Microdata for this purpose.
Review Property Attributes: Include attributes such as the name of the reviewer, the review text, the date of the review, and the rating (usually in the form of stars). Make sure these attributes accurately represent the content of each review.
Aggregate Ratings: If you want to showcase an aggregate rating for your business based on multiple reviews, use the ‘AggregateRating’ schema. This summarizes the overall rating of your business.
Rich Snippets: Implementing structured data for reviews and ratings can result in rich snippets being displayed in search results. These snippets often include star ratings and can make your listing more appealing to potential customers.
Testing and Validation: After implementing the markup, use structured data testing tools provided by search engines to ensure there are no errors or issues with your markup.

Marking up reviews and ratings using structured data not only enhances your business’s visibility in search results but also provides potential customers with valuable information that can influence their decision to engage with your business.

By showcasing your reviews prominently, you can demonstrate your commitment to customer satisfaction and stand out in the competitive local SEO landscape.

Events Schema

Promoting events, workshops, or special occasions is a great way for local businesses to attract customers and enhance their online presence.

Structured data offers a powerful tool to effectively showcase these events to potential attendees. In this section, we’ll explore the use of structured data for local events, along with the necessary attributes and markup guidelines to make your events stand out.

Using Structured Data for Local Events

Local events are a dynamic way to engage with your community and draw attention to your business. Structured data allows you to provide essential information about these events in a way that’s easily understood by search engines, helping you reach a broader local audience.

Here’s how structured data can benefit your local events:

Enhanced Visibility: Structured data markup helps search engines recognize your events and display them as rich snippets or event listings in search results, increasing their visibility.
Improved User Experience: Potential attendees can quickly access important details about your event, such as dates, times, and locations, right from the search results page. This convenience can boost event participation.
Increased Trust: Structured data conveys professionalism and trustworthiness. When potential attendees see structured data markup, they are more likely to trust your event information and consider participating.
Integration with Calendars: Some search engines may allow users to add event details to their personal calendars directly from search results, making it even easier for people to plan to attend your event.

Event Attributes and Markup

To make the most of structured data for your local events, you’ll need to mark up specific attributes accurately. Here are the essential attributes and how to properly mark them up:

Event Name: Clearly specify the name of the event. Use the ‘name’ property to define this attribute.
Event Description: Provide a concise yet informative description of the event. The ‘description’ property is used for this purpose.
Event Date and Time: Include the date and time of the event. Use ‘startDate’ and ‘endDate’ properties to define the event’s time frame.
Location: Specify the event’s location, including the name of the venue, street address, city, state, and postal code. Use ‘location’ attributes to mark up this information.
Event Image: Include an image that represents the event. Use the ‘image’ property to link to an image URL.
Event Organizer: Identify the entity or individual responsible for organizing the event. The ‘organizer’ property is used to provide this information.
Event Tickets: If your event requires tickets or reservations, you can include links to ticketing information using the ‘offers’ property.
Event Schedule: For events spanning multiple days or having complex schedules, the ‘eventSchedule’ property allows you to define detailed timing information.
Event Category: Specify the category or categories to which the event belongs. Use the ‘eventCategory’ property for this purpose.
Event Status: Use the ‘eventStatus’ property to indicate whether the event is ‘cancelled,’ ‘postponed,’ ‘rescheduled,’ or ‘scheduled’ as appropriate.

Properly marking up these attributes with structured data ensures that search engines can accurately interpret your event information. By doing so, you not only increase the visibility of your local events but also make it easier for potential attendees to find, understand, and engage with your event content.

Incorporating structured data for local events into your website allows your business to shine in the local SEO landscape. By promoting events, workshops, or special occasions effectively, you can attract a larger audience, strengthen your community engagement, and establish a more significant presence in the local business landscape.

Product Schema

Local businesses that sell specific products or services in a geographic area can significantly benefit from structured data markup, particularly in the form of Product Schema. In this section, we’ll explore the importance of Product Schema for local products and services and provide guidelines on effectively marking up your offerings.

Using Product Schema for Local Products/Services

Local businesses, whether they sell handcrafted goods, clothing, or specialized services, can gain a competitive edge by utilizing Product Schema. This structured data type allows you to provide search engines with detailed information about your products or services, making them more visible to potential customers in your local area.

Here’s why Product Schema is relevant:

Enhanced Visibility: Product Schema makes your products or services stand out in search results. When correctly marked up, your listings may include product images, descriptions, prices, and even reviews, making them more appealing to users.
Increased Relevance: By specifying product or service details in a structured format, you improve their relevance to search queries. This increases the likelihood of your offerings being displayed in search results for local users.
Improved User Experience: Users can quickly access essential product or service information directly from search results, streamlining their decision-making process and making it more likely that they’ll engage with your business.
Rich Snippets: Properly implemented Product Schema can lead to the display of rich snippets, which often include images, ratings, and prices. These rich snippets can make your listings more attractive to potential customers.

Markup Guidelines

To make the most of Product Schema for your local products or services, it’s crucial to adhere to structured data markup guidelines. Here are the key guidelines for marking up your offerings effectively:

Choose the Appropriate Schema Type: Select the relevant schema type for your products or services. Use ‘Product’ schema for physical products and ‘Service’ schema for services.
Product or Service Name: Clearly specify the name of your product or service using the ‘name’ property.
Product/Service Description: Provide a concise yet informative description of your product or service using the ‘description’ property.
Product/Service Image: Include an image that represents your product or service using the ‘image’ property. High-quality images can make your offering more appealing.
Price: Specify the price of your product or service with the ‘price’ property. Include currency information and any relevant details, such as discounts.
Availability: Use the ‘availability’ property to indicate whether your product or service is ‘in stock,’ ‘out of stock,’ or any other relevant status.
Review and Rating: If your product or service has received reviews and ratings, you can use the ‘review’ and ‘aggregateRating’ properties to include this information.
Location of Availability: If your product or service is available at a physical location, mark up the location using the ‘availableAtOrFrom’ property.
Brand or Manufacturer: Specify the brand or manufacturer of your product using the ‘brand’ property.
Offered By: If you’re offering a service, provide information about the entity or individual providing the service using the ‘offeredBy’ property.

Properly marking up your products or services with structured data ensures that search engines can present them accurately in search results. By doing so, you not only improve the visibility of your local offerings but also make it easier for potential customers to discover, understand, and engage with your products or services.

Incorporating Product Schema for local products and services into your website allows your business to shine in the local SEO landscape. By showcasing your offerings effectively, you can attract more local customers, stand out in the local market, and strengthen your online presence.

Implementing Structured Data Markup

Implementing structured data markup is an essential step in improving your local SEO and enhancing your online visibility. It involves adding specific code to your website that search engines can interpret to better understand your content.

This section will guide you through the process of implementing structured data markup effectively.

HTML Markup

Now that we’ve explored the various types of structured data and their significance for local SEO, it’s time to delve into the practical aspect of implementation. In this section, we will guide you on how to include structured data in your HTML code and compare two popular methods, JSON-LD and Microdata, for implementation.

How to Include Structured Data in HTML

Adding structured data to your HTML code is a straightforward process that requires you to embed the relevant structured data properties within your existing HTML tags. Here’s a step-by-step guide on how to include structured data in your HTML:

Identify the Appropriate Schema: Determine the schema type that best suits the content you want to mark up, whether it’s Local Business Schema, Reviews and Ratings Schema, Events Schema, or Product Schema.
Select the Properties: Based on the chosen schema, identify the properties you need to mark up. For example, for a local business, you may need to include properties like name, address, phone number, and operating hours.
Choose the Markup Format: Decide whether you want to use JSON-LD or Microdata to mark up your content. Both formats are widely accepted, and your choice depends on your preference and the technical capabilities of your website.
Implement the Markup: Incorporate the structured data properties and values within your HTML. If you’re using JSON-LD, you typically include a script tag in the head section of your page with the structured data embedded as a JSON object. If you opt for Microdata, you use specific HTML attributes within your existing HTML tags to define the structured data properties.
Testing and Validation: After implementation, it’s crucial to test your structured data to ensure it’s correctly formatted and free from errors. Use structured data testing tools provided by search engines to validate your markup.

JSON-LD vs. Microdata

Two primary methods exist for adding structured data to your HTML: JSON-LD and Microdata. Each has its strengths and use cases, and the choice between the two depends on your specific requirements.

JSON-LD (JavaScript Object Notation for Linked Data)

JSON-LD is a JavaScript-based format that allows structured data to be placed within a script tag in the head of your HTML. It is clean, human-readable, and easy to manage.
JSON-LD is often preferred when you want to keep your structured data separate from your content. It is commonly used for adding structured data to existing web pages and content management systems (CMS).
It is highly recommended for web developers and content managers because of its flexibility and minimal disruption to the existing HTML.

Microdata

Microdata involves adding structured data attributes directly to your HTML tags, typically within the body of the page. This method integrates structured data with your content.
It is a good choice if you want to include structured data directly within your HTML, enhancing the semantic context of your content.
Microdata is easier for non-technical users and is suitable for smaller websites or projects where the structured data requirements are relatively simple.

When to Use Each Method

Use JSON-LD when you want to keep structured data separate from your content, have a more complex structured data structure, or are working with an existing website.
Choose Microdata when you prefer integrating structured data directly into your HTML content, have simpler structured data requirements, or want to make use of semantic HTML5 elements.

In summary, the choice between JSON-LD and Microdata depends on your specific use case and technical preferences. Both methods are valid for implementing structured data, and your decision should align with your project’s needs and your comfort with the chosen method.

Testing and Validation

After you’ve successfully implemented structured data markup for your local SEO efforts, it’s crucial to ensure that your markup is accurate, error-free, and compliant with search engine guidelines.

In this section, we will introduce you to various online tools that can assist in testing and validating your structured data and provide steps to guarantee that your markup adheres to best practices.

Tools for Testing Structured Data

Several online tools are available to validate and troubleshoot your structured data markup. These tools are offered by major search engines and provide valuable insights into the accuracy and functionality of your structured data.

Here are some commonly used tools:

Google Structured Data Testing Tool: This tool by Google allows you to enter a URL or paste your structured data code for validation. It provides detailed feedback on any errors, warnings, or issues with your markup.
Bing Markup Validator: Bing offers its Markup Validator, which serves a similar purpose. You can input your structured data code or URL and receive feedback on how well it adheres to Bing’s guidelines.
Yandex Webmaster Structured Data Validator: If you’re targeting the Russian-speaking market, Yandex provides a Structured Data Validator to ensure your markup aligns with Yandex’s requirements.
JSON-LD Playground: For JSON-LD specifically, the JSON-LD Playground is a valuable resource. It allows you to input your JSON-LD code and see how it’s processed, helping you identify issues and improvements.

Ensuring Markup is Error-Free

To make certain that your structured data markup is error-free and compliant with search engine guidelines, follow these steps:

Regularly Test Your Markup: Periodically use the testing tools mentioned above to ensure your structured data is functioning correctly. Make this a part of your routine to catch errors as they occur.
Check for Syntax Errors: Verify that your structured data code is free from syntax errors. Even a single typo or missing character can cause issues.
Validate Against Guidelines: Review the structured data guidelines provided by search engines such as Google, Bing, or Yandex. Ensure that your markup adheres to these guidelines.
Maintain Accuracy: Keep your structured data markup up-to-date to reflect accurate information about your local business, products, services, or events.
Monitor for Changes: Search engines may update their structured data guidelines or algorithms. Stay informed about any changes that could impact your markup and make necessary adjustments.
Testing on Multiple Devices: Ensure that your structured data works correctly on various devices, including mobile, tablet, and desktop. The user experience on all platforms should be seamless.
Analyze Search Results: Periodically review your structured data in action in search results. Check that the information is displayed accurately and that rich snippets (if applicable) appear as intended.

By regularly testing your structured data and following these steps, you can maintain error-free and accurate markup that enhances your local SEO efforts. Properly implemented structured data boosts your visibility in local search results and offers a better user experience, increasing the likelihood of attracting potential customers to your local business.

Benefits of Structured Data for Local SEO

Structured data can be a game-changer for local businesses looking to improve their online visibility and overall SEO performance. In this section, we’ll explore the numerous benefits of using structured data for local SEO, ranging from enhanced search engine visibility to increased user engagement.

1. Improved Search Engine Visibility

Local businesses often struggle to stand out in the crowded digital landscape. Structured data provides a solution by making it easier for search engines to understand and categorize your content. The key benefits include:

Prominent Positioning: Structured data can help local businesses appear in more prominent positions in search results. When search engines understand your content through structured data, they can confidently display your business in local search packs, local map listings, and other relevant SERP features.
Geographic Relevance: For businesses that rely on local customers, structured data helps search engines associate your business with a specific geographic area. This boosts your chances of showing up in location-based searches.

Enhanced SERP Features

Structured data can enable your local business to access and utilize various SERP (Search Engine Results Page) features that enrich your online presence. Some of these features include:

Rich Snippets: By marking up your content with structured data, you may qualify for rich snippets in search results. These snippets often include star ratings, prices, and images, making your listing more eye-catching and informative.
Knowledge Panels: Local businesses can benefit from having a knowledge panel displayed in search results. Knowledge panels provide a concise overview of your business, showcasing key information such as contact details, reviews, and business hours.
Local Pack Listings: Structured data can help your business secure a spot in the local pack, which is a prominent feature showing a map and a selection of local businesses. Being part of the local pack can significantly boost your visibility.

Increased User Engagement

Structured data goes beyond merely making your business visible; it also enhances user engagement. Here’s how:

Informative Listings: Structured data provides search engines with information to present to users directly in the search results. Users can quickly find details like your business hours, location, or product prices without having to click through to your website.
Attractive Listings: Rich snippets created through structured data markup are visually appealing and can attract users’ attention. Listings with star ratings or product prices are more likely to get clicks.
Trust and Credibility: When users see structured data in your search results, it can enhance the credibility of your business. Accurate and detailed information demonstrates professionalism and reliability.

Structured data for local SEO is a valuable asset that not only improves your search engine visibility but also transforms how users perceive and interact with your business in the digital landscape. By leveraging the benefits of structured data, local businesses can reach a wider local audience, increase user engagement, and enjoy a more significant presence in the local SEO realm.

Best Practices and Tips

Structured data markup can be a powerful asset for enhancing your local SEO efforts. To make the most of this valuable tool, it’s important to follow best practices and consider some tips to optimize your structured data. Here, we provide guidance on how to maximize the effectiveness of structured data for local SEO.

Tips for Optimizing Structured Data for Local SEO

Choose the Right Schema: Select the most appropriate schema type for your content, whether it’s Local Business Schema, Reviews and Ratings Schema, Events Schema, or Product Schema. The right schema ensures that search engines understand and present your content accurately.
Prioritize Key Information: Focus on marking up essential information, such as business name, address, phone number, and hours of operation. This information is vital for local search results and user experience.
Use Rich Snippets: Implement structured data in a way that qualifies your content for rich snippets. Rich snippets, with elements like star ratings or product prices, can make your listings more attractive in search results.
Regularly Review Markup: Periodically review your structured data markup to ensure it remains accurate and up-to-date. Changes in business details or products should be promptly reflected in your structured data.
Mobile Optimization: Make sure your structured data is mobile-friendly. As mobile users represent a significant portion of online traffic, an optimized mobile experience is crucial.
Implement Multiple Schemas: Depending on your content, consider using multiple schema types to provide a more comprehensive understanding of your business. For example, use both Local Business Schema and Product Schema for a local retail store.
Use Schema Properties Wisely: Use schema properties appropriately, providing accurate and descriptive information. Misusing or overloading with properties can lead to inaccuracies and potential penalties.

You may also want to read the 10 Essential Tips to dominate Local SEO Rankings

Staying Up to Date with Schema Changes and Best Practices

Structured data and SEO guidelines are constantly evolving. To ensure your structured data remains effective, follow these practices:

Stay Informed: Regularly check for updates to structured data schemas and SEO best practices. Search engines may release new guidelines or features that can benefit your local SEO efforts.
Test and Validate: Use testing tools to check the accuracy of your structured data. Regular testing helps you identify and resolve errors promptly.
Adapt to Changes: When search engines introduce new features or guidelines, adapt your structured data accordingly. Being quick to implement changes can give you a competitive edge.
Monitor Competitors: Keep an eye on how your competitors are using structured data. This can provide insights into how to stand out in local search results.
Engage with User Feedback: Encourage customers to leave reviews and ratings and respond to their feedback. This not only enhances your online reputation but also provides more opportunities for structured data to shine in search results.

Structured data is a dynamic tool that can significantly impact your local SEO efforts. By following best practices, optimizing your markup, and staying up to date with evolving schema changes and SEO guidelines, you can maintain a competitive edge in the local search landscape and ensure that potential customers find your business with ease.

Common Mistakes to Avoid

Structured data markup is a powerful tool for improving your local SEO efforts, but it’s not without its pitfalls. To maximize the benefits of structured data, it’s important to be aware of common mistakes and avoid them.

Below are some of the most frequent errors businesses make when implementing structured data and how to steer clear of them.

Pitfalls in Implementing Structured Data

Structured data markup can be a powerful tool, but it’s essential to be aware of common mistakes that businesses often make when implementing it. Avoiding these pitfalls can ensure that your structured data effectively enhances your local SEO efforts.

1. Incomplete or Inaccurate Data

One of the most common mistakes is providing incomplete or inaccurate data in your structured data markup. This can lead to a poor user experience and may result in search engines not displaying your content as you intended. To avoid this, ensure that all required data fields are accurately filled out in your markup.

2. Overloading with Markup

Using too much structured data or trying to mark up every piece of content on your page can backfire. It’s essential to use structured data judiciously and only mark up content that’s relevant to your page. Overloading with markup can make your page look spammy and lead to penalties from search engines.

3. Ignoring Mobile Optimization

In today’s mobile-centric world, ignoring mobile optimization for structured data is a significant mistake. Mobile users represent a significant portion of online traffic, so ensure that your structured data is mobile-friendly to provide an optimal user experience across all devices.

4. Using Incorrect Schema Types

Selecting the wrong schema type for your content is a common error. It’s crucial to choose the most appropriate schema type to accurately represent the content on your page. Using the correct schema type will help search engines understand and display your content correctly.

Avoiding Penalties from Incorrect Markup

Incorrect structured data markup can lead to penalties from search engines, negatively impacting your SEO efforts. Understanding the potential consequences and how to prevent them is vital.

1. Search Engine Penalties

Search engines like Google have strict guidelines for structured data usage. Incorrect markup, whether intentionally or unintentionally done, can result in penalties. These penalties can lead to a drop in search rankings or even removal from search results.

2. User Confusion

Inaccurate or misleading structured data can confuse users. If your markup doesn’t match the actual content on your page, users may be frustrated and navigate away from your site. This can result in high bounce rates and reduced user engagement.

3. Loss of Credibility

Incorrect structured data can damage your business’s credibility. Users may view your site as untrustworthy if they repeatedly encounter inconsistencies between your structured data and your actual content.

4. Impact on Click-Through Rates

When structured data doesn’t accurately represent your content, users may not click on your links in search results. This can lead to lower click-through rates, which can affect your site’s overall performance.

To avoid penalties and maintain the trust of both search engines and users, ensure that your structured data markup is accurate, up-to-date, and adheres to the guidelines provided by search engines. Regularly review and test your structured data to catch any potential issues before they impact your SEO efforts.

Conclusion

Reiterating the crucial role structured data plays in local SEO and the benefits it offers to local businesses.

Encouraging businesses to take action and start implementing structured data to enhance their local SEO efforts.

Structured data markup is a potent tool that local businesses can utilize to improve their online visibility, attract more customers, and outshine competitors in local search results.

By following the guidelines and best practices outlined in this guide, you can embark on a journey to maximize the potential of structured data for your local SEO strategy.