Earlier than you begin: if you happen to’re unfamiliar with the rules of statistical search engine marketing split-testing and the way SplitSignal works, we propose you begin here or request a demo of SplitSignal. 

Structured knowledge is usually acknowledged for its means to reinforce search outcomes by way of wealthy snippets, but this solely scratches the floor of its true potential. Within the realm of search engine marketing, structured knowledge performs a vital function by enabling engines like google to grasp higher and interpret the context of web site content material. It helps transition from mere “strings” of phrases to significant “issues” or entities, thereby making a extra intricate and interconnected net of knowledge.

This standardized format is used to offer details about a web page and categorize its content material, thereby establishing the semantic context of entities and illuminating the relationships amongst totally different items of content material throughout the web. This capability to attribute particular meanings to entities facilitates a deeper understanding of on-line content material.

Serps like Google leverage structured knowledge to grasp the content material of a web page and to amass data concerning the broader net and the world at giant. From an search engine marketing perspective, structured knowledge is vital in serving to engines like google perceive the essence of content material in relation to person intent. The goal is to align our content material with what customers are looking for, rising the probability of our content material being introduced as probably the most related reply to a person’s search question.

On this case examine, we sought to look at the impact of incorporating BoatTrip structured data into the ferry route pages of a journey web site. Our purpose was not solely to measure the affect of this variation but additionally to construct a compelling enterprise case for dedicating the required assets to implement this variation throughout the web site.

The Speculation

Our central speculation for this experiment was that implementing BoatTrip structured knowledge, a schema.org sort that doesn’t produce wealthy snippets would positively have an effect on the natural visitors directed in the direction of the ferry route pages of the web site beneath scrutiny.

This speculation stems from the fundamental understanding of structured knowledge’s function in search engine marketing, it’s potential to reinforce a search engine’s comprehension of webpage content material, and its means to create stronger connections between related items of knowledge on the internet.

Our speculation rests upon a number of underlying assumptions, which we are going to element as follows:

  • Improved Search Engine Understanding: By including BoatTrip structured knowledge, we offer engines like google with specific, significant details about the content material on our ferry route pages. This might result in higher indexing and understanding of the web page content material by engines like google.
  • Alignment with Person Intent: The structured knowledge could assist align the content material of the ferry route pages extra intently with person search intent. By clearly defining the content material as pertaining to boat journeys and ferry routes, engines like google might extra precisely match these pages to related person queries.
  • Aggressive Edge: Since not all web sites make the most of structured knowledge successfully, implementing BoatTrip structured knowledge might give the web site a aggressive edge in search outcomes.
  • Relevance of Site visitors: Incorporating BoatTrip structured knowledge would possibly enhance the relevance of the visitors to the web site. That’s, it might appeal to extra customers who’re particularly curious about ferry routes and boat journeys.

The Check

For this experiment, we employed SplitSignal, to arrange a managed take a look at setting on roughly 1,500 route pages of the goal web site.

BoatTrip structured knowledge is a brand new idea within the space of structured knowledge, notably as outlined by Schema.org. It’s meant to offer a particular and detailed set of knowledge associated to business ferry journeys, permitting journey web sites to present exact and complete knowledge about such companies to Google. 

We developed a customized script to include the BoatTrip structured knowledge into these pages. This script was designed to extract all related data from every web page and reformat it right into a standardized schema.org format. 

Provided that the BoatTrip sort shouldn’t be formally a part of the core schema.org vocabulary and presently resides within the pending part, we determined to double-type the schema as each BoatTrip and Journey. This tactic was employed to keep up the validity and effectiveness of our structured knowledge, facilitating Google’s understanding of the web page content material.


The take a look at was run over a interval of 28 days, offering a considerable timeframe for engines like google to crawl and index the adjustments made to the pages. Throughout this time, we might verify that Googlebot visited over 92% of the pages included within the take a look at. 

The Outcomes


We found that including the BoatTrip structured knowledge resulted in a notable enhance of 5.2% in natural clicks directed towards the examined pages. This enhance signifies a considerable enchancment and gives compelling proof of the effectiveness of implementing structured knowledge.

The energy of our outcomes is underscored by the statistical significance noticed within the take a look at. Within the cumulative view, when the blue shaded space falls both under or above the x=0 axis, the take a look at is deemed statistically important on the 95% confidence stage. This stage of significance signifies that we’ve got excessive confidence that the addition of BoatTrip structured knowledge can have a optimistic affect on natural visitors to the web site’s itemizing pages.

Because the take a look at progressed, we noticed a continued rise in clicks to the examined pages, culminating in a confidence stage of 99%. This elevated confidence stage additional solidifies the efficacy of the change we carried out.

It’s necessary to notice that this take a look at was carried out on the U.S. model of the web site. Nevertheless, we additionally ran comparable setups in nations like France and Germany, witnessing related outcomes. 

Be aware that we’re not evaluating the precise management group pages to our examined pages however somewhat a forecast primarily based on historic knowledge. The mannequin predicts the counterfactual response that might have occurred had no intervention occurred. We evaluate this with the precise knowledge. We use a set of management pages to present the mannequin context for tendencies and exterior influences. If one thing else adjustments throughout our take a look at (e.g., seasonality), the mannequin will detect and contemplate it. By filtering these exterior components, we acquire perception into the true affect of an search engine marketing change.


Our experiment demonstrates that utilizing structured knowledge to complement search outcomes with wealthy snippets is only the start of its potential affect. Utilizing structured knowledge to offer engines like google context and interconnect net pages semantically can considerably improve search engine marketing efficiency.

A better have a look at our knowledge reveals that the affect of this take a look at prolonged past merely rising clicks to the examined pages. In contrast with our modeled management group, we additionally noticed an increase in impressions, because the search engine marketing A/B take a look at analyzer corroborated. 


Upon additional evaluation, we found that this surge resulted from improved web page positioning and enhanced visibility throughout a broader vary of search phrases.

This modification has heightened the relevance of the examined pages. By implementing structured knowledge, we enabled Google to guage every web page and its content material higher, thereby enhancing its means to match the content material with a person’s search intent precisely.

Nevertheless, it’s important to keep in mind that what works for one web site may not yield the identical outcomes for one more. Each web site is exclusive, with distinct content material, viewers, and objectives. The one definitive approach to verify what works greatest in your particular state of affairs is to carry out your exams. By doing so, you may tailor your search engine marketing technique to satisfy your distinctive wants and targets, maximizing the potential for achievement.


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