You’ve taken the time to implement structured data. But now what? Harness your structured data to make deep technical insights, uncover competitor data, and find unseen strategic advantages for your SEO strategy.

2. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
YOU HAVE
STRUCTURED
DATA, NOW
WHAT?
–
Using Structured Data Strategically
Once Implemented

3. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Who Am I?
{
"@context":http://schema.org
"@type":"Person",
"Name": "Frank Vitovitch",
"City": "New York",
"worksFor": {
"@type": "Organization",
"name": "Botify",
"url": "https://www.botify.com",
"jobTitle": "Vice President of Professional Services"},
"Twitter": "@FrankieVSEO",
"Blog": "https://www.botify.com/blog/",
"Skillset": [
"Technical SEO",
“Professional Services",
“Fan of uNDefeated Notre Dame ",
"Proud fan of WORLD CHAMPION Philadelphia Eagles“ ]
}
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4. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Don’t we all want
SERPS like this?
Full disclosure: Structured Data did not
help generate this SERP, but we are in
Boston and I had to listen to all the
Catalyst people talk about the Patriots &
Red Sox over 5 years of working here
and I only have about 5 weeks left to
enjoy the Eagles Super Bowl victory
over the Patriots…. And I plan on
milking every last second.

5. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
“I don’t know what
to do with my
structured data.”

6. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Structured Data Use Cases
• Auditing structured data at scale
• Using structured data strategically
• Identifying optimization opportunity
• Correlation with crawl frequency
• CTR Impact
• Competitive Analysis

7. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
“Not auditing your
structured data at scale
is like driving blind.”

8. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Auditing Structured Data at Scale
Product Rating Offer
News Address Restaurant
JobPosting Dates Recipes
Breadcrumb Car Event
TrainTrip Book AudioBook
Person Video Object

9. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Finding the Needles in the Haystack
20%
Of product & brand pages were either
had errors in their structured data or
were missing it all together.

10. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Diving into the errors

11. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Identifying the problem and addressing at scale

12. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Slingshot, Engage. Using Structured Data Strategically

13. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Making Strategic Decisions with Structured Data
By measuring price point against content size, this marketplace isolated
high priced items with thin content on the page. A concerted effort to
improve these high cost, low content pages helped yield higher organic
visits and product sales.

14. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Finding highly rated products with conflicting
signals

15. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Identify
Opportunities

16. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Identifying areas of opportunities
This publisher combined their visits data along with the
publish date in their structured data to identify that most of
their visits were on articles between 6-12 months old.

17. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Identifying the problem and addressing at scale
From there they focused on articles published in that
timeframe to build a model of structural indicators of those that
were crawled vs. those that were not.

18. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Combing Brand Data & Performance
This e-marketplace measured the performance of individual merchants
then used this info to promote high performing brands/sellers and
enable optimizations across multiple seller pages.

19. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Combining Author Data & Performance
Are some authors/contributors writing thinner content than others?

20. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Combining Author Data & Performance
Only 25% of URLs in Position 1 have < 1,000 words; 46% in
position 10 have < 1,000 words

21. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Crawl
Frequency
Correlations

22. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Does Google crawl highly rated products more?

23. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
“If you’re not
1st, you’re
last.”

24. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
In-Stock/Out-Of-Stock Impact on CTR
In Stock snippets can improve CTR by 5-10%, and Out of
Stock snippets can decrease CTR by 5-10%.
CTR%

25. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Star Rating Rich Snippets Improve CTR
5 star ratings improve CTR significantly, whereas 3-4 star
ratings may be comparable to not showing star rating snippets.
Less than 3 star ratings hurt CTR.
CTR%

26. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Does the # of Reviews Impact CTR?
CTR increases with the number of reviews until the product
has at least ~50 reviews. More than 50 reviews provides
diminishing returns.
CTR%

27. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Keeping an
eye on your
competition

28. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Uncover Your Competitor’s Strengths and Weaknesses
This company was able to inform product orders, ad spends,
and content production for this product set by analyzing the
structured data on a rival website.

29. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Resources
• Structured Data White Paper
https://www.botify.com/structured-data-white-paper
• Structured Data Webinar
https://www.botify.com/structured-data-webinar
• How Google Crawls the Web
https://www.slideshare.net/BotifySEO/how-does-google-crawl-the-web
• Botify/Merkle Webinar: SEO Theories Tested
https://www.merkleinc.com/news-and-events/webinars/straight-lab-seos-hot-theory-test-
results-revealed

30. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Thank You!
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