Schema.org Test: Extensive mark up

This article is part of the more extensive post ‘Schema.org: worth the effort?

Schema.org represents the mutual agreements and vocabulairy that resulted after the combined effort of all major search engines to extend the possibitities of Structured Data. Schema.org makes use of the languages RDFa, Microdata and JSON-LD.

We often upgrade existing websites for clients, we build on the excellent Genesis Framework which uses a large number of Structured Data elements ‘out of the box’. We continue to optimize the markup manually specifically tailored to each company. The difference in SEO before and after (without and with schema.org markup) can be seen quite clearly each time.

Schema.org test: before and after

A client in Minnesota wished to keep the new website identical to the old, both in content and design, down to the letter and pixel. For this reason it seemed fitting to use this project as our test case although results are generally the same across all projects.

It is amazing to see how Google’s understanding of the content has grown and with it the ability to connect it to the right visitor:

  1. Sessions decreased more than 50% but the amount of page views actually increased slightly!
  2. Users decreased by nearly 65% but Average Session Duration increased more than 400%!
  3. New Sessions decreased by 16% but Bounce Rate ALSO decreased by 16%!

It’s hard not to write this in all caps…

Take a look for yourself, top graph represents before, bottom after:


Not convinced? Here is the Direct Traffic segment, top represents before, bottom after:

…I really don’t know what to add to this…

It can take quite some time and resources to implement extended Schema.org mark up but results are nothing less then astounding, what do you think and what is your experience with Schema.org?

A WordPress wielding, cool rocking daddy in the lowlands. Web development & SEO, development and management of multisites.
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