Case Study: The Impact of Schema Markup on Organic Traffic
Objective:
To understand how the implementation of various schema types influences organic traffic performance on blogs.
Background:
We introduced different schema markups to several blog posts to see how they affect performance. Schema markup helps search engines better understand the content and can enhance visibility in search results. We tested five types of schema on selected blogs and observed the impact within a short period.
Schemas Implemented:
- HowTo Schema on 10 blogs
- Medical Webpage Schema on 10 blogs
- Article Schema on 31 Blogs
- Q&A Schema on 5 blogs
- FAQ Schema on 5 blogs
Results:
HowTo Schema:
After applying the HowTo schema on 10 blogs, traffic soared by 342% within just 2 weeks. This indicates that instructional content performs exceptionally well when structured with this schema.
Medical Webpage Schema:
Implemented on 10 blogs related to health topics, this schema boosted organic traffic by 49% in 1 week, highlighting the effectiveness of structured data in the medical niche.
Article Schema:
Applied to 31 blogs, this schema resulted in a 27% increase in traffic over 2 weeks. Although modest compared to others, it shows consistent improvement for general article content.
Q&A Schema:
On 5 blogs, the Q&A schema led to a 22% traffic increase in just 1 week. This markup likely enhanced search visibility for question-based queries, driving more clicks.
FAQ Schema:
Applied to 5 blogs, the FAQ schema resulted in a 10% traffic increase within 1 week. While the growth is smaller, this schema is still beneficial for straightforward question-and-answer formats.
Conclusion:
The impact of schema markup on organic traffic varies depending on the type of schema and the content. Notably, the HowTo Schema had the most significant effect, driving a 342% increase in traffic, while other schemas like Q&A and Medical Webpage also delivered substantial boosts.
This case study demonstrates the power of schema markup in improving search engine visibility and traffic performance, particularly for specific types of content.
28 Apr 2023
