CAPREIT decided to leverage Schema App’s expertise and solution to execute its Schema Markup strategy. They were assigned a dedicated Customer Success Manager from Schema App, who managed CAPREIT’s Schema Markup from strategy to results.
The goal of this partnership was to improve CAPREIT’s visibility and click-through rate on CAPREIT’s rental housing listing pages to help increase more qualified traffic and reduce vacancies across their properties.
1. Deploying Schema Markup at scale across different languages
First, Schema App targeted Apartment and Product markup on all of CAPREIT’s apartment listing pages using the Schema App Highlighter. That way, the vacant apartment listings would show up as a Product Rich Result on the search engine results page (SERP).
However, CAPREIT’s site was offered in two languages – English and French. The English site presented no issues. But the French site had a different price format (example: 3423 $) that went against Schema.org and Google’s Structured Data guidelines.
To overcome this challenge, the Schema App team included conditional rules in the Highlighter to render the price in the proper format depending on the language of the page. If a page were in French, the Highlighter would apply specific filters to render the price correctly to follow Schema.org’s and Google’s Structured Data guidelines.
2. Maintaining Current Content
The rental market moves fast, and the vacancies in buildings are constantly changing. If a building no longer has any vacancies, the page should reflect the most current information on the SERP. However, CAPREIT has thousands of apartment listings and updating the Schema Markup manually on all the listings is almost impossible.
Thankfully, the dynamic element of the Schema App Highlighter has made it easy for the CAPREIT team to maintain current information regarding their listings.
If a building no longer had any vacancies, all the CAPREIT team had to do was remove the pricing from the listing page. The lowPrice and highPrice properties in the Schema Markup would automatically update and not have any numbers.
The listing URL will no longer show up as a Product rich result on search, and the CAPREIT team will not have to worry about misleading rich results.
3. Providing Ongoing Content Recommendations and Best Practices
After seeing the success with Product structured data, CAPREIT was keen on targeting other types of rich results like FAQ, How-To, and Videos to diversify their Schema Markup strategy.
As part of their ongoing engagement with Schema App, CAPREIT consults with their Customer Success Manager on ways they can improve their content to achieve these rich results. For instance, CAPREIT had another apartment rental site that was achieving better Video Rich Results than their main page. Schema App then recommended CAPREIT content changes for their main site to make them eligible for similar results.
The Customer Success Manager also shares content best practices to empower CAPREIT’s content team to create new content that enables easy-targeting of rich result opportunities at scale through the Schema App Highlighter.
Every quarter, the Schema App Customer Success Manager also performs a Quarterly Business Review to report on the performance of CAPREIT’s Schema Markup strategy in detail and in alignment with CAPREIT’s goals.
“I’m always excited to share what we’re planning to do at CAPREIT and explore what Schema App can do to service those needs, projects and ideas,” says Mr. Goodman.