As a global innovator, SAP wanted not only to drive up their traffic but to lead their market. The cloud software company knew that a digital content distribution strategy, rooted in machine understanding, would accelerate their success today and in the future.
SAP partnered with Acronym, a global search marketing agency, to build a leading-edge SEO strategy. Acronym teamed up with Schema App to implement one of the first-ever global structured data pilots on a B2B site. Schema App crafted a full structured data strategy and deployed markup to two sites: a community of users and product experts at answers.sap.com and Digitalist Magazine, a home for SAP’s thought leadership in cloud, mobile and big data technologies.
The results were impressive — so impressive that Acronym and SAP won a 2019 Drum Award for unprecedented impressions and clicks driven by the implementation of structured data.
SAP is so thrilled with the results that they are now working with Schema App on a site-wide roll-out of structured data. To date, SAP domains are seeing, at the domain level, schema markup as a contributing factor to more than 400% net growth in rich result organic traffic.
“Our work with Schema App has delivered tangible results. In 2019 Schema App optimized more than 4 million pages over 7 websites, resulting in more than 400% net growth in rich results organic traffic. Schema App makes schema markup easy.”
Vice President, Global Digital Marketing, SAP
2019 Drum Award Winners!
During the pilot, Schema App scaled markup to more than 3 million pages in two days (a very short period of time at an Enterprise company) with little to no IT effort.
SAP’s Answer center saw 160% growth in impressions and 150% growth in clicks for results with rich results. Schema markup and a content migration together contributed to the growth in the search results.
SAP has since deployed markup to six of its web properties. In the three months leading up to December 9, 2019, SAP saw more than 400% growth in clicks from rich results from search engines to SAP.com domain.
Clicks to their rich results have increased 4.3 times.
Impressions to their rich results have increased 4.3 times.
SAP is now represented in FAQ and Questions and Answers in search results. These two features represent 67% of impressions for the SAP domain.
Searches for “What is ERP?” now show frequently asked questions off the SAP website in a FAQ Rich Result.
Searches for specific technical questions have a rich result showing popular threads from answers.sap.com.
Why Schema App?
“We started our journey by testing competing solutions. We found Schema App’s solution to be the most mature, with the right tools to address the needs of any platform and template. Schema App’s team has been equally impressive. They excel in their domain knowledge, speed and transparency as well as their willingness to train, upskill our staff and support us throughout our journey.”
SAP Senior Director, Global SEO
Key Factors for Success
Partnership. Together with Acronym, SAP’s agency-of-record for SEO, we were able to quickly drill down on the key areas to target.
Expertise. SAP was looking for an authoring solution but also for guidance on strategy, maintenance and success metrics and training for their entire website. Schema App’s High Touch support and world leading expertise delivered on this requirement.
Tools. The Schema App Highlighter allowed us to deploy customized schema markup across SAP’s Answer center and SAP.com in a sustainable and scalable way.
Schema App is at the forefront of schema markup strategy and implementation, providing enterprise solutions to some of the top clients across the world. To learn more about our structured data solutions and how we can help you reach your online business goals, contact our expert team. We’d love to hear from you and help you get started!