{"id":9109,"date":"2023-04-19T13:49:12","date_gmt":"2023-04-19T13:49:12","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/"},"modified":"2023-04-19T13:49:12","modified_gmt":"2023-04-19T13:49:12","slug":"how-to-measure-schema-performance","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/","title":{"rendered":"How to measure schema performance"},"content":{"rendered":"<p>We know that schema helps harness the power of your content by making it more discoverable in search results. <\/p>\n<p>Our last article, <a href=\"https:\/\/searchengineland.com\/deploy-advanced-schema-at-scale-394267\" target=\"_blank\" rel=\"noopener\">How to deploy advanced schema at scale<\/a>, covered the schema deployment and maintenance process. The next step is to track the performance of your schema.\u00a0<\/p>\n<p>This article will discuss the KPIs for measuring the impact of schema deployment, ways to monitor schema errors, and how to analyze your content\u2019s SERPs performance.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 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:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Setting_up_the_right_measurement_steps_and_metrics\" >Setting up the right measurement steps and metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Analyzing_deployed_schema\" >Analyzing deployed schema\u00a0\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Constant_completeness_checks\" >Constant completeness checks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Catching_schema_drifts_and_errors\" >Catching schema drifts and errors<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Identifying_the_right_KPIs_to_measure_the_impact_of_schema_deployment\" >Identifying the right KPIs to measure the impact of schema deployment<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Impressions\" >Impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Clicks\" >Clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Click-through_rate_CTR\" >Click-through rate (CTR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Average_CPC\" >Average CPC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Potential_cost_savings\" >Potential cost savings\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#SERPs_coverage_rich_results\" >SERPs coverage \/ rich results<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Performance_of_each_schema_type_and_combinations\" >Performance of each schema type and combinations<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/04\/19\/how-to-measure-schema-performance\/#Evaluating_the_impact_of_schema_deployment_on_your_website\" >Evaluating the impact of schema deployment on your website<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Setting_up_the_right_measurement_steps_and_metrics\"><\/span>Setting up the right measurement steps and metrics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>These two steps are critical when it comes to measuring your schema performance: <strong>\u00a0<\/strong><\/p>\n<p><strong>Schema analysis<\/strong>:<strong> <\/strong>Assess the schema deployed on various high-performing assets such as URLs, images, videos, FAQs, etc.\u00a0\u00a0<\/p>\n<p><strong>Identifying the right KPIs to measure<\/strong>:<strong> <\/strong>This includes impressions, clicks, CTR, SERPs saturation, and potential cost savings.\u00a0\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Analyzing_deployed_schema\"><\/span>Analyzing deployed schema\u00a0\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Schema analysis is essential for identifying the right assets for large websites. Ideally, schema should be deployed on critical assets like images, pages, videos, FAQs, menus, etc.\u00a0<\/p>\n<p>Schema opportunities need to be checked constantly because of the dynamic nature of URLs. Keep in mind schema can only be deployed if your pages are accessible.\u00a0<\/p>\n<p>I suggest running a ScreamingFrog crawl to find all the URLs returning 200 OK codes.\u00a0<\/p>\n<p>As part of schema analysis, ensure it covers all essential available assets and URLs on your website.\u00a0\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Constant_completeness_checks\"><\/span>Constant completeness checks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Schema deployment should never be a one-time activity.\u00a0<\/p>\n<p>As a large site\u2019s content gets updated, so should the schema being deployed.\u00a0<\/p>\n<p>All redirects, broken URLs, and pages that are missing schema should be constantly reviewed to ensure your content is discoverable.\u00a0<\/p>\n<p>Read Google Search Central\u2019s help documentation on <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/search-gallery\" target=\"_blank\" rel=\"noopener noreferrer\">deploying and maintaining the right schema types<\/a>.\u00a0\u00a0<\/p>\n<p>Below is a robust dashboard that helps understand the important schema analysis and tracking stages.<\/p>\n<div class=\"wp-block-image\">\nDashboard view which can track critical steps for schema analysis and tracking<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Catching_schema_drifts_and_errors\"><\/span>Catching schema drifts and errors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If your schema is flagged for errors, address them immediately to avoid manual action from Google.\u00a0<\/p>\n<p>Schema drifts are errors due to<strong> <\/strong>schema vocabulary changes in schema.org or Google\u2019s rich result guidelines, website content changes and other technical issues.\u00a0<\/p>\n<p>If the schema drift is caused by website content or vocabulary changes, the schema deployed must be changed before search engines index those pages.\u00a0<\/p>\n<p>Analyzing content changes and setting up triggers or notifications as a reminder to change schema can be helpful.<\/p>\n<p>Once you\u2019ve analyzed your schema deployment strategy, it\u2019s time to track your schema KPIs.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Identifying_the_right_KPIs_to_measure_the_impact_of_schema_deployment\"><\/span>Identifying the right KPIs to measure the impact of schema deployment<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Below are strategic KPIs you should use to gauge the performance of your schema and the effectiveness of its implementation:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Impressions\"><\/span>Impressions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With schema influencing rich results, content discovery becomes accessible.\u00a0<\/p>\n<p>High-value content is discovered easier in the SERPs.\u00a0<\/p>\n<p>As a result, you will see higher impressions for all your zero-click results and all other results relevant to the user query.\u00a0<\/p>\n<p>Content targeting long-tail queries is also easily discovered, providing the most valuable results on the page.\u00a0\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Clicks\"><\/span>Clicks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Are you driving traffic to your business profile or website?\u00a0<\/p>\n<p>Clicks determine how many users decided to take action after discovering your content.<strong>\u00a0<\/strong><\/p>\n<p>A good KPI to gauge is the total clicks you earned post-schema deployment.\u00a0<\/p>\n<p>It is necessary to assess to see if the schema is helping content discovery and driving relevant results for your content over time.\u00a0<\/p>\n<p>Note that whenever your schema drives rich results, this will spike your impressions more than your clicks.\u00a0<\/p>\n<p>If your clicks are not increasing as much as your impressions, you should not worry because your content is helpful and gives the right results based on the query type.<\/p>\n<p>In the image below, you&#8217;ll see that after deploying schema, KPIs such as clicks, impressions, CTR and average position also went up.\u00a0\u00a0<\/p>\n<div class=\"wp-block-image\">\nGoogle Search Console report showing the impact of schema on CTR, clicks, impressions and average position<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Click-through_rate_CTR\"><\/span>Click-through rate (CTR)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>CTR is also an important KPI to watch as this is a division of the clicks your content has earned from search by the total number of impressions.\u00a0<\/p>\n<p>High or low CTR is based on your content strategy.\u00a0<\/p>\n<p>If the content is written for awareness, then CTR will be low, and if the content is written for conversion, then CTR will be high.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Average_CPC\"><\/span>Average CPC<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You\u2019re probably wondering why cost per click, a measurement for paid campaigns, is required here.\u00a0<\/p>\n<p>Knowing how much your business will need to spend to drive the visibility of keywords is essential.\u00a0<\/p>\n<p>It will help you determine the amount your business saves organically just by deploying schema.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Potential_cost_savings\"><\/span>Potential cost savings\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Calculate the CPC of those keywords to see if you&#8217;ve saved money using schema implementation instead of opting for paid campaigns.\u00a0<\/p>\n<p>This will help you gauge the value of implementing schema on your website.\u00a0\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"SERPs_coverage_rich_results\"><\/span>SERPs coverage \/ rich results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>SERP coverage refers to the types of universal search results you\u2019ve appeared in.\u00a0<\/p>\n<p>Once you\u2019ve deployed schema for your various assets, the easiest way to gauge its impact is to measure SERP coverage in universal results.\u00a0<\/p>\n<p>Measure different types of SERPs (based on the schema you&#8217;ve deployed), including images, FAQ, video, content, People Also Ask, etc.<\/p>\n<div class=\"wp-block-image\">\nUniversal search results after deploying schema<\/div>\n<p>SERP coverage can inform your content strategy.<\/p>\n<p>If the content pieces you created and tagged do not show up in some of these results, the content might not be relevant or helpful.\u00a0<\/p>\n<p>Suppose you&#8217;ve deployed FAQs or HowTo schema for the visibility of conversational content.\u00a0<\/p>\n<p>In that case, you&#8217;ll need to watch the performance of your FAQ, People Also Ask, and even Featured Snippets rich results after deployment to see if there is a visibility lift.\u00a0<\/p>\n<p>Similarly, look at the rich results that don&#8217;t appear in the SERPs.\u00a0<\/p>\n<p>For example, your images aren&#8217;t performing as well as you&#8217;d like.\u00a0<\/p>\n<p>Formulate a schema strategy to drive the visibility of those entities or assets on your webpages.\u00a0\u00a0\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Performance_of_each_schema_type_and_combinations\"><\/span>Performance of each schema type and combinations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Schema types are not equal. Some are used to give search engines context, while others drive rich results that can impact performance significantly.\u00a0<\/p>\n<p>It is important to drill down and see which schema types are most effective based on your content strategy.\u00a0<\/p>\n<p>Use <a href=\"https:\/\/support.google.com\/webmasters\/answer\/7576553?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Google Search Console<\/a> to see which schemas are showing up and driving search visibility.\u00a0\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Evaluating_the_impact_of_schema_deployment_on_your_website\"><\/span>Evaluating the impact of schema deployment on your website<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Schema maintenance and performance measurement go hand in hand. It\u2019s a cyclic process.\u00a0<\/p>\n<p>Once you know how your schemas fare, it&#8217;s time to expand schema deployment across other parts of your website.<\/p>\n<p>Now that you know which schemas work to boost your search visibility, you can finetune your overall schema strategy.\u00a0<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/measure-schema-performance-395762\" target=\"_blank\" rel=\"noopener\">How to measure schema performance<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>We know that schema helps harness the power of your content by making it more discoverable in search results. Our last article, How to deploy advanced schema at scale, covered the schema deployment and maintenance process. The next step is to track the performance of your schema.\u00a0 This article will discuss the KPIs for measuring the impact of schema deployment, ways to monitor schema errors, and how to analyze your content\u2019s SERPs performance.\u00a0 Setting up the right measurement steps and metrics These two steps are critical [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-9109","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=9109"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9109\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=9109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=9109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=9109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}