In some of the SEO circles we’re in, it’s been suggested that Google are looking to understand people, places, and things.
If a page is associated with a place, person, or thing that Google understands, will that give a boost to the links on that page?
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Right now, entity is the big word, Google understanding the person, place, or thing that is associated with the particular page and schema helps you do that.
The idea is, schema has always been the next big thing. We’ve seen the product schema move the needle but we’ve had trouble showing in the other schema moving the needle.
But now, with the concept of entity, which we have talked a lot in SEORockstars this year, if Google can see schema on the page that is sending a link, can that link actually pass more juice. If Google can feel better about what the thing of this page is, it kind of falls into that entity type of category, it can say – I know what this is, will it trust this link more.
The idea is a link that is more trusted by Google is a better link, a stronger link, it will pass more juice. That is what we are doing here.
One page that is sending a link that doesn’t have any schema on it, one page that is sending a link does have schema on it, we are going to see if we can get more juice power out of the page with schema.
The number three is getting the link then the number four is getting the link with schema.
The idea is, if it is a stronger link, we should see it move, we should see it jump the other one. What was pretty interesting was, they both moved down a spot then they stayed there. A bit muddy. In the end, the one with schema did jump above the one with no schema but really, it is way to early to call and to say we have found something spectacular because they both moved down.
The schema one did bump up eventually but it is still impossible to say it is a good idea, that it is the be all and end all. Because they both dropped to the bottom and shifted like this, I am declined to say, it could be one of two things that we are looking at – one, the link that is being sent just isn’t being picked up and is not even being considered so we are just seeing some random results in the serps.
The other thing would be the schema one is throwing things off a bit and it is taking a while for the serps to evaluate what is going on.
We will see and run this a bunch more times with other iterations but this is the first go. Unfortunately, no huge fireworks.