Understanding and Tracking the Impact of Structured Data on Organic Search
Structured Data Markup Health
Huckabuy’s software constantly monitors the health of structured data markup objects across every page of a website. Our tooling checks for warnings and errors within the object types to ensure it is as robust and healthy as possible. In the event that an error occurs due to either a Google change or a website structural change the software will be adjusted to reflect the appropriate change and eliminate errors. Three other sources may be utilized to check structured data markup health; Google Search Console Enhancement Report, Structured Data Testing Tool (real time data), and the Rich Result Testing Tool (real-time data).
Valid, Warnings, Errors
Within the enhancements report you can view structured data objects with their data attributes on the corresponding pages. When a page is designated valid then the structured data markup is healthy, a warning designates that the object has missing recommended data attributes (not always applicable depending on the page and doesn’t negatively impact performance), and an error represents a required data attribute is missing and the page isn’t eligible for a feature, enhancement, rich result.
How to Use the SDTT
Oftentimes GSC’s Enhancement report doesn’t reflect the current status of a sd object in terms of health. A great tool to utilize and understand the real-time status of a sd object is the Structured Data Testing tool (created by Google Dev). To check the status navigate to the tool and enter in the page’s URL, all markup on that page will populate and you can click into each one to understand all the schema applied to the sd object.
Occasionally, depending on the page, the SDTT will not populate the SD markup that is applied. In this case you can check the JS and SD by navigating to your site page and “inspecting” it.
Overall SEO Performance Tracking
The main goal and impact of structured data markup of schema vocabulary is for Google and search engines to better understand the content and information on a website. Therefore through the use of structured data, a site may experience growth in ranking keywords and visibility in the SERPs due to search engines detecting the properties/attributes that give keyword descriptive context to a page. Through this improved keyword rankings and visibility a site may experience growth in impressions and clicks.
A webmaster can review and analyze the average position for keyword ranking, impression count, and click count by accessing Google’s Search Console. Get Started with Search Console to learn more about the platform, its data collection, and analysis.
Rich Result Structured Data Performance Tracking
Huckabuy’s Dashboard Reporting allows you to view the total impression and click count of rich results for a given time period. For a more granular level analysis Rich Result performance can be tracked in Google Search Console
Navigate to GSC’s Performance report and select Search Appearance from the top navigation, this will populate the data for all sd objects that are acquiring rich results. Within this report you may view clicks, impressions, average position, and CTR for rich results. You can also drill down to view different layers of data for the rich results just like the general search performance report.