Dumb SEO Questions

(Entry was posted by Jacob Elbaum on this post in the Dumb SEO Questions community on Facebook, Thursday, February 20, 2020).

How would you measure the impact of schema markup?

Hi all!

General question here :)

How would you measure the impact of schema markup?


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Selected answers from the Dumb SEO Questions G+ community.

  • George G.: with google search console. mark the event and you will get before and after data to compare.
  • Jacob Elbaum: My site is marketplace platform. Let`s say I make the change on user profiles which represents about 99% of my URL`s. And we have over 50K of them. AND are also doing other SEO experiments for those profiles, how can we isolate the impact of the schema specifically?
  • Michael Stricker: Pay attention to SERP Snippets and Features IMPs
  • Jacob Elbaum: Where? AhRefs? Google directly? Paying attention is not a great measurement tool unfortunately
  • Michael Stricker: you could afford the time it took to benchmark directly, use GSC data into DataStudio. You could pull two time-distinct reports in SEMrush or elsewhere. Or, maybe you’re not that interested.
  • Rob Watts: GSC gives you schema reports. If you want to isolate them from your other activities then block schema from a selection of urls that you know the history of and measure your other experiments against them. Of course, I don’t know what these other experiments are so appreciate that mightn’t be too easy either. Bottom line, as others have said GSC does give you specific reports around schema which you can use to compare dates, CTR etc url to url
  • Jacob Elbaum: The only thing I`ve seen in GSC is the section on "Unparsable Structured Data". Is there something I`m missing?
  • Rob Watts: under enhancements- depends on what schema type you’re using and whether it’s recognised too. This domain here is using 3 recognised types. Your unparseable types likely contain errors.
  • Jacob Elbaum: Ok. Interesting. Yes, I see a few of those on my GSC as well, but I have other schema that I cannot see there. Of course, when I run the testing tool, I see them active/valid. For optimization purposes, I want the schema to generate as many impressions/clicks as possible, but without any kind of way to actually analyze the results of the schema specifically, that becomes quite difficult of course. Hmmm
  • Rob Watts: Not all query spaces use or display schema data. Google decides what it does and doesn’t show and we can’t really do much to change that. Being proactive doesn’t hurt of course. If you spot a competitor being selected or their content being highlig
  • Jacob Elbaum: Thank you for the helpful response. I`d love your feedback on this:
  • Dave Elliott: Don`t. Anything that helps Google understand your pages better is ultimately a good thing but I really don`t think you`ll get a proveable metric out of it.
  • Jacob Elbaum: Makes sense. Good for google, maybe not so great for me/platform owner
  • Dave Elliott: Will probably do good things but difficult to track so I refuse to be held accountable for such ambiguous work.

    Add schema just don`t give an estimated KPI improvement for it...bribe devs with beer if you can`t get it implemented
  • Jacob Elbaum: hahaha, I have a dev working with me, so it`s no problem with implementation but of course when we prioritize work, it`s hard to get it in there without KPI-related justification. But since it`s pretty quick, I`ll just find some time in between, and ignore its impact for analysis
  • Adam John Humphreys: Unless it`s a long list that forces them to want more it`s often hardly a win.

View original question in the Dumb SEO Questions community on Facebook, Thursday, February 20, 2020).

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