Why is Schema Markup Valuable?
Structured data is the language of search engines and the only way to explicitly tell Google what your web pages are about. There is obviously a huge amount of value in this concept as it is the most effective organic search strategy with the highest ROI. Most digital marketers understand the true value of using structured data and also understand the basic concept behind the technology. The problem is that the concept itself is quite technical and not easily understood by most non-technical clients. This becomes an issue when digital marketers try to explain the value of Schema markup to their clients, but fail to communicate the benefits in such a way that it becomes a priority for the client. Structured data provides you with the unique opportunity to differentiate your website content, empower you to deliver leading edge SEO, discover opportunities to increase sales, and yield business insights to increase the value you deliver to your clients. In this blog, we will show you how to explain this value to your clients so that you can wow them in your next project overview meeting.
What are the Results of Schema Markup?
- Rich Results: Schema markup for things like recipes, articles, and videos usually appear in the form of Rich Cards, as either a single element or a list of items. Other kinds of Schema markup can enhance the appearance of your site in Search, such as Breadcrumbs, or a Sitelinks Search Box. A sitelinks box is usually found underneath a website’s main webpage result. It shows popular pages on the site as well as in-site search box. Read our full blog on how Google rewards you for using Schema markup.
In addition to Rich Results, Google rewards you by boosting your site in search ranking. The theory is that Google prefers to show pages that it knows the most about, and because Schema markup is describing your page to Google in extreme detail, it is more likely that Google will rank your page higher than those which aren’t using Schema markup.
What does this mean? In short, it means that your analytics numbers will likely improve on many fronts. Site traffic will increase because searchers are more likely to click on rich results. Click-through-rate has been shown to increase by 30% as a direct result of implementing Schema markup, and crucially, Google will match your website with searchers who are more closely aligned with your target market.
How Can You Show Your Clients the Results?
There are many analytics tools which allow you to track the progress of your Schema markup and directly measure results. Some key performance indicators include:
- Organic traffic
- The amount of traffic that comes to your website as a result of unpaid search results (Schema markup or other non-advertising related marketing activities).
- Page rank
- How highly Google ranks your website in search results for certain keywords.
- How much of your web traffic turns into revenue. This is a good measure of how effective your rich snippets are in enticing customers with interactive search results.
- Search Appearance
- Simply how your results appear on the search engine results page (SERP). This qualitative measure can be shown to clients to show them exactly how their web presence has changed in search.
It is important that you benchmark these metrics at the beginning of your Schema markup project, as well as checking in on them around 1 month after the markup has been completed. The reason why we recommend 1 month is because it often takes this long for Google to fully index and recognize the markup across your entire website.
In order to compile these metrics into beautiful reports to show your clients, we recommend using these tools:
Moz is a great tool to check the health of your website’s SEO performance including organic search such as Schema markup. You can also create excellent reports with the built in reporting tool. These can be customized for each client.
Brightlocal’s rank checker tool is very useful for seeing how your website ranks in search results for specific keywords. You can customize keywords, view rankings across multiple search engines, and even create roll-up reports for comparison purposes. See screenshot below:
SEMrush is very useful for tracking the performance of your organic search marketing. We use SEMrush to track organic keyword performance, and to identify how we compete with competitors. It has a very comprehensive dashboard of tools for all kinds of SEO analytics, and we find that the layout is very logical and easy to follow. See a screenshot below:
If you are an SEO marketer, you should be familiar with the ins and outs of Google Analytics. In comparison to the rest of the previously mentioned platforms, these tools all have their own pros and cons in terms of which metrics are most easily tracked in each. Brightlocal and SEMrush are very useful when tracking keyword rankings, while Google Analytics will obviously tell you more about your own website’s traffic statistics in detail. At Schema App, we find that all of them are very useful and comprehensive for measuring all SEO metrics. Google Analytics is probably the best starting place as it is completely free to use and offers a user-friendly workflow. See screenshot below: