Clint has been an advocate of advanced schema implementation beyond just looking for rich snippets for quite some time. With the advancing technology of machine learning and artificial intelligence, it’s only logical that schema would be a valuable tool to boost the relevancy of a page.
In his schema course, he taught how to build schemas from scratch and turn them into templates for future use. In particular, he chose schemas that are most beneficial to businesses, like the Local Business Schema.
He taught that one primary opportunity in the schema is the areas where webmasters can use free text entries for those particular zones in the JSON-LD.
This test will look at if Google is using them as ranking zones after a page is indexed. This
information will help us better understand where supplemental rankings can be obtained by
leveraging these zones.
It will also tell us definitively if Google is reading these zones and taking them into account
individually for ranking purposes versus using the whole schema as an information tool.
Test Downloads
Transcription below:
Clint: Okay. This is a website one. This is the other one that wouldn't end. It took forever to finally get it indexed. And here we go. None of those areas are ranking zone.
Google's not rewarding me for adding as much stuff in there as I want to. So then I can now as an SEO focus on writing better schema to tell the machine learning and AI, what that page is about, versus worried about autonomy stuff, some more keywords in here, and maybe I'll rank for them for the specific keywords. Which is good.
I think we've kind of put that argument to bed. Any questions on that from the crowd? I know they're fast, but we have those tests from August too. It's kind of at this point, you're getting a little bit redundant if I broke down a bit more and more.
Dori: No questions. I just think it's nice to know that we can, you know, rest that subject.
Clint: Yeah, put that argument down.