Schema Markup: Statistics, Facts, & Key Things to Know for 2024

schema markupIt’s long been debated whether adding schema markup to your website impacts your search engine optimization. And while many agree it has great benefits, there is hardly any data that supports these claims.

Let’s take a look at the facts. But before we do that, we want to clear some things up:

Schema vs. Structured Data vs. Rich Snippets vs. Rich Results

Before we get into things, let’s clear up the confusion of terms we will be using in this post! These terms are often thought of as synonyms, but that’s not completely true! This helpful cooking analogy will hopefully clear some things up:

  • Schema markup is like the recipe, it includes defined instructions and steps on what to use, how to use it, etc.
  • Structured data is like the portioned-out ingredients listed in the recipe ready to be used.

Then, the live schema code on your web pages is like a fully cooked dish being served to search engines.

  • Rich snippets are a portion of a completed dish with extra garnishes (stars, ratings, etc.).
  • Rich results are like the whole course experience, including the dish’s presentation, and dining ambiance (snippets, knowledge panels, action cards, etc.).

TLDR: Schema markup is the language, structured data is the data from the schema markup, rich snippets are a specific type of rich result on SERPs, and rich results are the umbrella term for all enhanced search results.

Popular Types of Schema to Know About

  • Organization – The most general type of schema any business can use that relays details about your company.
  • LocalBusiness – Best for B2C types, including dental offices, brick and mortar retailers, and gyms.
  • Article – Can be applied to the news section of your site, and you can even specify if is a blog.
  • Product – For retail websites, product schema can help connect the dots between your brand and your products. It also includes a review element, shown below:

schema markup example

Statistics on Schema, Structured Data, and Rich Snippets

  • 72.6% of pages on the first page of Google use schema (Backlinko)
  • But overall, only 30% of websites are utilizing schema (Searchmetrics/Search Engine Land)
  • 36.6% of searches show at least one rich snippet with information derived from schema markup (Searchmetrics/Search Engine Land)
  • Users click on rich results 58% of the time compared to 41% for non-rich results (SEJ)
  • FAQ rich results have an average CTR (click-through-rate) of 87% (Milestone Research/SEJ)
  • Rich results get 58% of clicks on search results vs. non-rich results (Milestone Research/SEJ)
  • Pages with schema received a 40% higher click-through rate than pages without (Schema App)
  • Branded queries that trigger video rich snippets get more clicks in Google Search than non-branded (Milestone Research/SEJ)

There are even some specific case study statistics from Google on the subject:

  • Pages that show as rich results in search saw an 82% higher click-through rate vs non-rich result pages (Nestle/Google)
  • Rotten Tomatoes saw a 25% higher click-through rate for pages with schema vs those without (Rotten Tomatoes/Google)
  • Users spent 1.5x more time on pages that have structured data vs. non-structured data pages (Rakuten/Google)
  • Pages with schema got 2.7x organic traffic, and the average session duration was now 1.5x longer than before it was implemented (Rakuten/Google)

So, Is Schema a Ranking Factor?

The short of it is no, Google does not use schema code on your site as a ranking factor. However, that does not mean it can’t improve your site as a whole, which could result in higher rankings. Google’s Gary Illyes stated this in 2017:

“[Schema markup] will help us understand your pages better, and indirectly, it leads to better ranks in some sense, because we can rank easier.”

Recently, we added schema for one of our higher education clients on Oct. 30, and a month later, we saw some great results:

schema results

So while there is no definitive say that adding schema to your site will make you boost in rankings, there is no downside to adding to your site. Just be sure to abide by Google’s policies when you do.

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Sarah Blocksidge

About the Author

Sarah Blocksidge

Sarah is the Marketing Director at Sixth City Marketing and has been with the company since 2016. Her main role is to attract more B2B clients for the company via various SEO, web design, and PPC strategies. Over the years, she has been mentioned on HubSpot, Search Engine Land, GoDaddy, Content Marketing Institute, Fast Company, and Mashable.

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