{"id":194,"date":"2020-05-04T11:07:32","date_gmt":"2020-05-04T10:07:32","guid":{"rendered":"https:\/\/organicdigital.co\/blog\/?p=194"},"modified":"2026-04-28T01:12:58","modified_gmt":"2026-04-28T00:12:58","slug":"case-study-the-importance-of-schema-mark-up","status":"publish","type":"post","link":"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/","title":{"rendered":"Case Study: The Importance of Schema Mark Up"},"content":{"rendered":"\n<p style=\"font-size:30px\"><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/#TLDR_Schema_Mark_Up_is_Important\" >TLDR: Schema Mark Up is Important<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/#Breadcrumb_Schema\" >Breadcrumb Schema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/#LocalBusiness_Schema\" >LocalBusiness Schema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/#Product_Schema\" >Product Schema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/#The_Impact_on_Organic_Visibility\" >The Impact on Organic Visibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/daveashworth.co\/blog\/case-study-the-importance-of-schema-mark-up\/#In_Summary\" >In Summary:<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"TLDR_Schema_Mark_Up_is_Important\"><\/span><strong>TLDR: Schema Mark Up is Important<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In February I was asked by a client to perform a <a href=\"https:\/\/daveashworth.co\/services-and-consultancy\/website-seo-audits-consultant\/\">website SEO audit<\/a> on their site who felt, whilst established in its competitive niche with good page one rankings across key terms, that there was scope of more traffic and wanted to know if the overall health of the site was as good as it could be.<\/p>\n\n\n\n<p>The initial audit gave an organic performance score of 64%, with great potential for schema mark up, which only scored 45%:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"660\" height=\"490\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/organic-digital-audit-score-1.png\" alt=\"Organic Search Performance Score\" class=\"wp-image-215\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/organic-digital-audit-score-1.png 660w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/organic-digital-audit-score-1-300x223.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/organic-digital-audit-score-1-150x111.png 150w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/figure>\n\n\n\n<p>There were opportunities in other areas too such as crawl rate optimisation, though the \u201cquickest win\u201d and highest priority was deemed to be the issues and opportunities identified with the existing schema implementation.<\/p>\n\n\n\n<p>The opportunities and issue were:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-implement-organization-schema-mark-up-and-why\/\">Organisation \/ LocalBusiness<\/a> to populate the knowledge box associated with brand searches<br><br><\/li>\n\n\n\n<li>The site uses breadcrumbs for navigation but didn\u2019t apply schema \u2013 from previous experience, we know that <a href=\"https:\/\/daveashworth.co\/blog\/how-to-implement-breadcrumb-list-schema-mark-up-and-why\/\">optimising breadcrumb schema<\/a> can have a positive impact on click through rate<br><br><\/li>\n\n\n\n<li>Product and Offer schema was in place across product pages, but were missing the required attribute &#8220;name&#8221;.&nbsp; In addition to this, products on category pages had schema implemented also, and whilst the site has 18k products, because of this 153k products were detected \u2013 the use of product schema on category pages goes against best practice:<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"652\" height=\"518\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/schema-issue-1.png\" alt=\"Schema Errors\" class=\"wp-image-216\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/schema-issue-1.png 652w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/schema-issue-1-300x238.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/schema-issue-1-150x119.png 150w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><\/figure>\n\n\n\n<p>The developer then added the recommended schema and fixed the product issue \u2013 and we saw a fairly quick turnaround in performance:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Breadcrumb_Schema\"><\/span>Breadcrumb Schema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This was first picked on March 5<sup>th<\/sup>, and spiked on March 12<sup>th<\/sup>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"645\" height=\"285\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/breadcrumb-schema.png\" alt=\"breadcrumb schema\" class=\"wp-image-198\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/breadcrumb-schema.png 645w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/breadcrumb-schema-300x133.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/breadcrumb-schema-150x66.png 150w\" sizes=\"(max-width: 645px) 100vw, 645px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"LocalBusiness_Schema\"><\/span><strong>LocalBusiness Schema<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The same occurs with the localBusiness data (although this only really needs to go on the home page which will be addressed moving forward):<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"645\" height=\"283\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/localbusiness-schema.png\" alt=\"valid code\" class=\"wp-image-199\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/localbusiness-schema.png 645w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/localbusiness-schema-300x132.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/localbusiness-schema-150x66.png 150w\" sizes=\"(max-width: 645px) 100vw, 645px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Product_Schema\"><\/span><strong>Product Schema<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Whilst the removal of invalid product schema was processed at the same time:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"602\" height=\"286\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image.png\" alt=\"Product Schema\" class=\"wp-image-200\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image.png 602w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-300x143.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-150x71.png 150w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Impact_on_Organic_Visibility\"><\/span><strong>The Impact on Organic Visibility<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>On March 11<sup>th<\/sup>, we started to see an increase in visibility and CTR:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"602\" height=\"259\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-1.png\" alt=\"March 11th\" class=\"wp-image-201\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-1.png 602w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-1-300x129.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-1-150x65.png 150w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/figure>\n\n\n\n<p>If we compare March 11<sup>th<\/sup>-May 2<sup>nd<\/sup> with the same time period previously, we see:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"602\" height=\"276\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-2.png\" alt=\"Comparison\" class=\"wp-image-202\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-2.png 602w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-2-300x138.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-2-150x69.png 150w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An increase in average position<\/li>\n\n\n\n<li>An increase in Click Through Rate<\/li>\n\n\n\n<li>An increase in impressions<\/li>\n\n\n\n<li>An increase in clicks<\/li>\n<\/ul>\n\n\n\n<p>This impact can be seen across most pages on the site, suggesting a high number of pages and their associated keywords\/rankings have benefitted from this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"602\" height=\"292\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-3.png\" alt=\"page traffic\" class=\"wp-image-203\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-3.png 602w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-3-300x146.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-3-150x73.png 150w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/figure>\n\n\n\n<p>There will be other factors at play here \u2013 for example, this niche is one which has benefited from lock down and an increase in demand for its products as seen on a key term via Google Trends:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"602\" height=\"212\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-4.png\" alt=\"trends\" class=\"wp-image-204\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-4.png 602w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-4-300x106.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2020\/05\/image-4-150x53.png 150w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/figure>\n\n\n\n<p>The increase in average position and CTR would suggest that these changes were made just at the right time \u2013 and to see the processing of schema in GSC tie in with an increase in visibility would suggest there are great benefits to be had from applying schema to your site, particularly if it already performs well.<\/p>\n\n\n\n<p>Improvements like this often go hand in hand with <a href=\"https:\/\/daveashworth.co\/blog\/how-to-fix-search-console-errors-why-pages-arent-indexed\/\">better indexing and crawl efficiency<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Summary\"><\/span><strong>In Summary:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Schema Mark Up is Important.\u00a0\u00a0 Optimising and enhancing your site\u2019s snippets can lead to an increase in CTR and in turn, average position, impressions and clicks.   Once that is in place, you may then want to <a href=\"https:\/\/daveashworth.co\/services-and-consultancy\/\">look at key SEO elements on your site to further enhance visibility<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Following a recent audit, a client optimised their site in relation to their use of schema mark up, and saw an immediate growth in organic visibility and traffic.<\/p>\n","protected":false},"author":1,"featured_media":195,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,9],"tags":[],"class_list":["post-194","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-structured-data"],"_links":{"self":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts\/194","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/comments?post=194"}],"version-history":[{"count":2,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts\/194\/revisions"}],"predecessor-version":[{"id":2073,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts\/194\/revisions\/2073"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/media\/195"}],"wp:attachment":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/media?parent=194"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/categories?post=194"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/tags?post=194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}