TL;DR
A 10-week study by Evergrow Marketing suggests that schema markup does not directly impact SERP rankings on Google, Bing, or Yahoo for local businesses in the landscaping industry. The study found no significant ranking improvements from adding LocalBusiness schema, although schema can still enhance search appearance through rich snippets in other contexts.
Key Developments
- The study involved 29 clients in the landscaping industry, split into control and test groups, with schema added only to the test group.
- Schema markup did not show a direct impact on rankings across Google, Bing, or Yahoo.
- Google and Bing showed potential influence from schema in specific queries, but not enough to confirm a ranking impact.
- Search visibility tests indicated that schema did not improve the average position above page two in SERPs.
Optimixed Analysis
The study’s findings challenge the belief that schema markup directly influences search rankings, at least within the context of local service businesses. While schema can enhance search appearance through rich snippets, its direct impact on rankings remains unproven. This suggests that schema’s primary value lies in improving search visibility and user experience rather than directly boosting rankings. Professionals should consider schema as part of a broader SEO strategy, focusing on its potential to enhance search appearance rather than expecting direct ranking benefits.
Implementation Considerations
Schema markup, while not directly impacting rankings, remains valuable for creating rich snippets and improving search visibility. Ensure compliance with Google’s guidelines to avoid penalties, and consider schema’s role in enhancing user experience and search appearance.
