Does Schema Markup Impact SERP Rank? - Moz

Does Schema Markup Impact SERP Rank?

Introduction

Schema markup has long been debated in the SEO community as an essential component of any SEO strategy. On one side, there are those who believe it only impacts search appearance via rich snippets and contextual understanding. Conversely, others argue that if Google recommends structured markup through schema, it must have some direct ranking influence.

Methodology

During a 10-week study at Evergrow Marketing, we put 29 clients in a controlled environment to see how schema markup affects SERP rank across search engines like Google and Bing.

A background of our agency and the study

We’re a digital marketing agency for landscaping and lawn care businesses. Our clients are local and operate in similar scales and services. We built nearly all new sites and followed a consistent template.

The schema markup we used

We implemented LocalBusiness markup from schema.org to maintain consistency across all test subjects. Our aim was to isolate the impact of schema itself, excluding factors like CTR from rich snippets.

The pre-test & client sorting

Out of 50 clients, we found 29 eligible for our study. They were categorized into two groups: Control Group (no schema added) and Test Group (schema added).

Managing multiple locations doesn’t have to be chaotic

Results

For the general query, the study showed no confident impact from schema markup on Google. The most significant finding was that Bing did not show a strong correlation with schema either.

The results of the general query

The specific query

For specific queries, the results were surprising, particularly for Google Mobile and Bing showing potential influences with LocalBusiness schema.

Search visibility results

The control group outperformed the test group in search visibility. This means that while there might have been rank increases in the test group, they were not enough to significantly affect visibility.

Schema Consensus

The study suggests that adding schema markup does not improve rank but is still a useful tool for enhancing search visibility through rich snippets where applicable. The LocalBusiness schema is straightforward to implement and aids search engines in understanding website content more effectively.

Where schema markup is imperative

Specific schema types like JobPosting and Product schema are essential for visibility in certain searches, particularly job listings and product details.

Conclusion: Schema markup is a useful tool, not a ranking strategy

Despite the results, schema markup should not be dismissed. It is a simple addition that enhances the context for search engines. Following Google’s guidelines for schema markup implementation remains crucial, as misuse can lead to manual action warnings.

For practical tips on implementing schema markup, check out Moz’s beginners guide on structured markup.