Customer Story
How InSinkErator Took Control of Its Brand in Search and Boosted Product Visibility with Schema App
InSinkErator is an American company best known for its instant hot water dispensers and food waste disposal systems. As a leading name in kitchen innovation, their products are found in millions of homes across the U.S. and around the world.
69%
Increase in clicks for non-branded queries after implementing Entity Linking on product pages
116%
Increase in impressions for non-branded product-related queries after implementing Entity Linking on product pages
Taking Control of How They Appeared in Search
Challenge
Before partnering with Schema App, InSinkErator relied on auto-generated Schema Markup from their CMS. While this provided basic coverage, it did not support the complexity of their product catalog.
Their page content varied significantly. Some included customer reviews, while others displayed either subscription pricing, a single price, or no price information at all. This inconsistency made it difficult for them to achieve consistent rich results using their Schema Markup plugin. As a result, InSinkErator had limited control over how their products were represented in search.
The lack of structured data flexibility restricted their ability to compete in a search landscape that increasingly favors enhanced, visually engaging results.
As someone who had been following Schema App’s webinars and success stories for years, Majori Blaske, Digital Marketing Manager at InSinkErator, saw an opportunity. She understood that robust and customized Schema Markup would be essential to improving InSinkErator’s search presence.
I knew there was so much more we could do with Schema Markup. I’d seen Schema App in action before, and I knew it was the right way to go.”
— Marjori Blaske, Digital Marketing Manager, InSinkErator
Solution
Marjori led the initiative to bring Schema App in as a partner to revamp InSinkErator’s structured data strategy.
Schema App began by removing the default, inconsistent markup and replacing it with customized Schema Markup across all product pages. This setup accounted for the dynamic content found on each product page and ensured accurate representation of reviews, pricing, and availability whenever applicable.
The new markup also scaled effectively across the full product catalog and supported regional expansion, including the launch of their en-GB implementation.
Results
InSinkErator began seeing results quickly. Once the new markup was deployed, their product pages began earning rich results more consistently.
Click-through rates to product pages increased by 300% when a rich result was awarded. This improved visibility not only helped them stand out in search results but also created a more engaging and trustworthy experience for potential customers.
Reclaiming and Clarifying Brand Identity in Search
Challenge
In 2022, Whirlpool acquired InSinkerator from Emerson Electric. After the acquisition was complete, search engines continued associating the brand with its former parent company, Emerson. This caused confusion for users and diluted the brand’s authority in search results. Marjori knew that reclaiming and clarifying their brand identity in organic search was a top priority.
Solution
Fortunately for InSinkerator, they were already working with Schema App. They could leverage the technical and strategic support of Schema App to help search engines understand the change in their brand identity.
They began by updating the Website structured data to reflect Whirlpool as the new parent organization. Schema App also recommended edits to InSinkErator’s Wikipedia page and Wikidata entry to ensure third-party sources aligned with the new brand structure.
These connections signaled to search engines exactly which organization should be recognized and surfaced in association with InSinkErator content.
Schema App helped us clarify our brand identity in search. Emerson no longer appears. We now control the story.”
— Marjori Blaske, Digital Marketing Manager, InSinkErator
Results
Schema App’s work successfully helped shift InSinkErator’s identity in Google’s Knowledge Graph and organic listings. The brand now appears correctly in association with Whirlpool, eliminating outdated ties to Emerson.
Preparing for the Future of Search and AI
Challenge
As the search landscape continued to evolve throughout InSinkErator’s partnership with Schema App, so did their organizational goals.
With the increasing impact of AI on search behavior, InSinkErator recognized that search optimization needed to go beyond traditional SEO standards. They needed to ensure their content was semantically understood by AI and positioned to appear in AI Overviews, product comparisons, and other emerging experiences.
Solution
On top of clarifying their brand, Schema App also implemented its External Entity Linking feature across InSinkErator’s product pages to disambiguate them.
For example, on product detail pages like the one for the SinkTop Switch Button, Schema App linked the product name to its corresponding entity in Google’s Knowledge Graph. This helped search engines clearly understand and classify the product.
In addition to driving search performance, Entity Linking also enabled InSinkErator to develop a reusable Content Knowledge Graph, which helped AI systems better understand their products, services, and brand ecosystem.
Schema App has really helped us make the right connections with different entities so AI can better understand who we are. As brand becomes more important in AI-driven search, especially with product comparisons, weaving that web to tell our full story—our products, our partners, our parent company—has been incredibly valuable.”
— Marjori Blaske, Digital Marketing Manager, InSinkErator
Results
As a result of this forward-looking strategy, InSinkErator has seen steady growth in AI-generated results and improved placement in product-related comparisons. Entity Linking on product pages contributed to broader visibility:
69%
Increase in clicks for non-branded queries after implementing Entity Linking on product pages
116%
Increase in impressions for non-branded product-related queries after implementing Entity Linking on product pages
This clarified identity not only improved user trust but also ensured that InSinkErator could compete more effectively for high-intent, unbranded search traffic.
They also benefit from:
- Ongoing recommendations from their Schema App Customer Success Manager to deepen entity coverage
- More accurate representation in AI summaries and shopping experiences
- Enhanced discoverability across both branded and non-branded search journeys
A Strategic Partnership for the Future of Search
Throughout their journey with Schema App, InSinkErator has transformed how their brand and products appear in search. What began as a need to improve rich results and structured data coverage has evolved into a strategic partnership that supports their broader goals around brand clarity, global expansion, and readiness for the future of AI-powered search.
Schema App’s ongoing support has been a key part of this success. From proactively monitoring Search Console alerts to identifying opportunities for deeper entity implementation, InSinkErator has peace of mind knowing they have expert guidance and hands-on help every step of the way.
When I get an alert, I already know our Customer Success Manager is on it. That peace of mind is huge.”
— Marjori Blaske, Digital Marketing Manager, InSinkErator
Schema App not only provides tailored implementation and reporting, but also adapts to the evolving needs of InSinkErator’s digital ecosystem. As search continues to shift toward generative AI and semantic understanding, InSinkErator is confident their Schema Markup strategy is aligned with what’s next.
This partnership is not just about maintaining performance today. It’s about preparing for the future—ensuring that InSinkErator’s brand story, product content, and entity relationships are clearly understood by both search engines and AI models, now and as they continue to evolve.
With Schema App, InSinkErator has built a scalable and intelligent structured data framework and gained a long-term partner who helps them navigate change, uncover new opportunities, and stay ahead in a rapidly shifting search landscape.
Marjori Blaske
Digital Marketing Manager
InSinkErator
Schema App has really helped us make the right connections with different entities so AI can better understand who we are. As brand becomes more important in AI-driven search, especially with product comparisons, weaving that web to tell our full story—our products, our partners, our parent company—has been incredibly valuable.