Reporting and Analytics

Training Objective

When you embarked on your schema markup journey, you captured your starting point. Now it’s time to measure the impact of the markup.

Google Search Console

Compare site-wide performance to performance of pages that contain rich results and learn how to measure results using:
  • Query Filter

  • Rich Result Filter

  • Page Filter

  • Date Filter

Dots and lines graphic

Getting Started

When you first log into Search Console, it will open with an Overview page, as shown below.

GSC Overview

To look at the Search Engine Results Page (SERP), click on “Open Report”. You can also access this information by choosing Performance from the sidebar on the left.

The report captures site performance for organic traffic and includes:

  • Total clicks
  • Total impressions
  • Average click-through rate
  • Average position

Click any of the options to add or remove them from the graph.

For a cleaner result, we recommend starting with only “Total Clicks” and “Total Impressions”.

Capture your Starting Point

ACTION: If you haven’t already done so, we recommend benchmarking your site’s current performance before you’ve implemented schema markup so that you have a starting reference point. Many of our customers capture:

  • Search rank position
  • Traffic
  • Clickthrough rate %
  • Bounce rate
  • Time on Page
  • Search Features, e.g. rich snippets, answer box, knowledge graph, etc.

Slicing and Dicing the Data

Option 1: Date Filter

Segment the data by specifying a time period. To view a complete month, select the “Custom” field.

Once a timeframe has been selected, it will be displayed as follows:

Filter details

Option 2: Time Period Comparison

Google Search Console has some predefined comparison periods. Look under the “Compare” tab (within the “Date Range” selection tool).

Be cognizant of trends that may occur on certain days, such as increased site traffic on a Saturday, Sunday or holiday. If this pertains to your business, manually select a start and end date to align with a day of the week (e.g. Saturday or Monday). Be sure to adjust your start date to account for this even when you are comparing year over year data.

Google Search Console provides 16-months of data, which means there is always a three-month overlap with the previous year – allowing you to measure year-over-year progress.

We recommend calculating the change in growth rate by determining the difference between the average growth (month-over-month) before and after schema markup.

Be sure to use the same number of months before and after for an accurate representation of this change.

Option 3: Compare a Page set of URLs

If you inventory your page sets, noting which ones have schema markup (and when it was added) and which ones don’t, you can compare one page set to another by using a list of URLs. 

To access the “Page” filter, click the “+ New” button.

Page

Option 4: Measure by Page Type

You can measure the impact of schema markup for a particular page type. For example, if I wanted to measure ‘blog postings’, I could use the ‘Page’ filter to include only those pages that contain ‘/blog/’ in their URL.

Option 5: Compare pages with rich results to those with no rich results

If a page is eligible for rich results, use the “Search Appearance” filter to display only the performance of the rich result pages.

Example: Compare the ‘rich results’ click-through rates to the click-through rate of the site as a whole. We can assume that if the rich results have a higher click-through rate, then they are outperforming the other pages and skewing the sitewide click-through rate up.

The first chart shows the performance with rich results, while the bottom chart shows the performance of the entire site.

In this example, the rich results have a higher click-through rate and achieve a better average rank position than the other results.

If the pages weren’t previously receiving rich results you will likely see a steep increase from zero. Rich result page performance can be compared to other page performance to view the impact.

We recommend:

  • Calculating the percent of impressions or clicks that your rich result segment are achieving compared to the sitewide performance.
  • Calculating the growth of rich results as a percentage of total growth by determining the difference between two time periods for both rich results and sitewide and then calculating the rich results difference as a percentage of the sitewide difference.

Option 6: Use the “Query” filter to compare and contrast results

The “Query” filter allows you to filter out queries containing (or not containing) any given keyword. Using this functionality, you can differentiate “branded” versus “non-branded” content.  But note that this can be tricky.

For example, if Schema App wanted to filter using, “Queries not containing” > “Schema”, we would inadvertently omit valid non-branded queries that are about schema markup and not Schema App specifically. Therefore, filtering out “Schema App” would likely be the best approach to see only non-branded site performance.

queries not containing

Option 7: Combine “Query” and “Page” filters

Blog posts can be key drivers of traffic and can typically be compared using non-branded queries when compared to other site pages. To capture the metrics, combine a “Query” filter and a “Page” type filter to see how the non-branded traffic has changed over time, as shown below.

Reports Example

Hey, wait! My results are going down!

Implementing FAQ schema markup can impact your traffic. Read article

Zero Click Search results impact stats. Read article

Misattributed Errors

Sometimes errors show up in Google’s Search Console that aren’t showing up in Google’s Structured Data Testing tool. When this happens it is difficult to know which tool is providing you with accurate information. Our team has uncovered some misattributed errors in the Search Console. If you are running into a similar issue, check out our blog, “How To Resolve Misattributed Errors In The New Google Search Console” for a complete walk-through.

Disclaimer: For the most current information, we recommend that you reference Google’s Search Console training.

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