Matt Cutts On Schema.org Markup As A Ranking Signal

    October 11, 2012
    Chris Crum
    Comments are off for this post.

In 2011, Google teamed up with Microsoft and Yahoo to launch schema.org, an initiative to support a common set of schemas for structured data markup. You might wonder whether or not implementing these schemas may influence your ranking in Google (or the other search engines, for that matter).

Google’s Matt Cutts posted a new Webmaster Help video talking about this, responding to a user-submitted question:

I know rich snippets can increase CTR for my mention on a SERP. But is the use of schema.org code beneficial for my actual positions on the SERPs as well?

“On one hand, I wouldn’t necessarily count on that….Just because you implement schema.org doesn’t mean you necessarily rank higher. But there are some corner cases like if you were to type in ‘lasagna,’ and then click over on the left-hand side and click on ‘recipes,’ that’s the sort of thing where using schema.org markup might help, because then you’re more likely to be showing up in that at all. So there are some cases where it can be helpful to use schema.org markup.”

“I wouldn’t necessarily count on that giving you any sort of ranking boost…I’m not going to take it off the table, but for example, it might make sense in some of those specific topic areas, but just because somebody implements schema.org markup, that doesn’t mean that they’re necessarily and automatically a better site, so I wouldn’t count on that giving you a good ranking boost, although it can be a good idea to markup things in a rich structure just because, you know, then different people can slice and dice and find your site more easily if they are doing more digging.”

Let’s put it this way: it seems unlikely that it will hurt your rankings.

  • http://www.javascriptsandmore.com Shawn Lippert

    “although it can be a good idea to markup things in a rich structure just because, you know, then different people can slice and dice and find your site more easily if they are doing more digging.” <—-I think he gives us a little seo advice there.

    Structured data is finding its way into more targeted search results with the use of Long-Tail Queries hence "slice and dice" , I think using Local Schema markup for lets say "lasagna as he said , I would optimize for "Italian lasagna restraunt" as this would be more targeted for mobile search.

    We all know from the latest data 3 out of 5 mobile searches convert within the hour. They are looking for a call to action wether be it directions from maps, a phone number or visit to the website. I think this is why Micro-data like Geo tags included in the markup really tells the most information about a page combined with Structured data (schema). Not to get to off track here but Mobile Search is really making a impact on search results and Local businesses should optimize using Structured data and Micro-data.

    Of course this is (imop) as I love SEO Strategies, Local Search Marketing, and coding!

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    That is a great news for the Google user and Yahoo because two search engine taking right decision with new technique for data markup that is great for us.

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    It is a great venture between Google and Yahoo because they will make really imagine things that support to the customer satisfaction.

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  • Tim

    Did anyone else catch the very last line Matt says “or if anyone else is doing more ???” did he say what I think he said?

  • http://www.web-media.co.uk Rob Willox

    The very last comment in the article says it all, “… it seems unlikely that it will hurt your rankings.”

    And, the likelihood is that particularly for ecommerce sites it could prove beneficial if appropriate tags eg Product, Offer, AggregateOfferReview, AggregateRating are implemented. Ratings will stand out more in the serps. Posted about this in 201,1 with some of the implications, when the original announcement was made: Google, Yahoo & Bing adopt new web coding microformat and last year with an infographic Rich Snippets in the SERPS looking at its impact.