Increasing serp visibility with structured data and schema testing

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Learn how different types of structured data play an important role in improving SERP visibility and organic traffic.

Summary
The search is changing
Understanding the scope of the scheme
Earning with product scheme
Results to be proud of
Conclusion
A steady decline in organic click-through rate has been amazon database a real challenge for SEOs in recent years.

With organic rankings becoming increasingly competitive, the best way for SEOs to continue to stand out is to shift their focus to SERP features and rich results, according to Tanner Zoromski, SEO manager at Merkle, a customer experience management company.

Technical SEO is an effective way to increase this type of visibility, using structured data and schema markup. He explained:

“Essentially, we want to make life easier for search engines by using these techniques because as a result, they will reward us with our content ranking higher in the SERP and we will have more interaction from searchers.”

Below is a summary of how structured data and schema testing can increase SERP visibility, as presented by Zoromski at SMX Advanced.

The search is changing
Search is always evolving. As new features are implemented, structured data can give websites the edge they need to communicate effectively and efficiently with search engines, Zoromski explained:

“I want to highlight here that Google continues to test and implement changes to search, increasingly relying on information extracted from websites. And we are seeing more results that resemble product listing pages, which gives us clues about the direction Google wants to take with its product.”
“This means we need to ask ourselves how to stay ahead of the curve. How do we communicate more effectively with search engines? And how do we ensure that despite these different changes, we are still present and showing up first?”
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Understanding the scope of the scheme
The SEO expert went on to explain the importance of knowing the available schemes and how to implement them correctly for maximum impact:

“There are over 32 different schema types that can be implemented to interact with over 16 different SERP features.”
“Whether we are publishing articles or blogs or reviewing movies, it is important to understand what schema we can use to help search engines index our sites.”
Earning with product scheme
SEOs can implement product schema, images, and descriptions across all pages to earn featured snippets—also known as position zero, as Zoromski explained:

“Implement this type of scheme to prevent traffic from going to competitors.”
“Make sure your brand is presenting itself in the best light and answering the questions consumers want to know about your products.”
“Also, make sure the narrative stays on the site and focused on what your brand needs so you win at position zero. Schema is the way to do that.”
Results to be proud of
Zoromski shared a case study he worked on, where his team was able to double organic sessions for a recipe site by fixing microdata and replacing it with structured data:

“My team was given a challenge – to review and resolve some poorly nested microdata that was causing errors in recipe videos and article markup on a blog.”
“When we looked at the SERP for this keyword, all of the top organic listings had structured data – there was no organic listing in the top search results, which reinforces the need to implement structured data and be visible.”
“Our approach was to recommend that the client remove the microdata and replace it with JSON-LD markup. As a result, we provide JSON-LD templates for the Article, Video, Recipe, and Recipe with Nested Video structured data types.”
“As a result, recipe and article structured data returned a 101% increase in organic sessions.”
“This is a pretty clear demonstration that having schema on these pages really boosted their visibility and engagement with searchers.”
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Conclusion
In conclusion, the relevance of structured data and schema markup for SERP visibility is undeniable. With the increasing competition in organic searches, SEO professionals need to explore technical SEO techniques more deeply to stand out in search engine results pages.

Proper implementation of the right schemas not only facilitates communication with search engines, but also ensures a privileged position in the SERPs. Zoromski’s experience, for example, highlights the importance of adapting to search evolutions and demonstrates, through a practical case, the significant impact that well-implemented structured data can have on organic traffic.

The narrative is clear: optimization through structured data and schemas is essential for those seeking leadership and visibility in today's digital environment.