Little blog scores big rankings: A Schema Creator case study

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Little blog scores big rankings: A Schema Creator case study

I’ve been pretty vocal over the years of my love of WordPress. There’s a huge benefit to building your entire site with WordPress and making it easy to edit, structure, and maintain. I have a variety of hobby blogs that my husband and I maintain, in addition to my day job as Director of Online Marketing at KeyRelevance, LLC.

When I saw the announcement that Raven had released a WordPress plugin to help WP users implement schema coding on their websites, I was pretty excited. I’ve been touting the benefit of microformats for a while, but there was always a barricade to getting it implemented for the small business owner or single-marketer operation.

I loaded up the Schema Creator for WordPress Plugin and started thinking about how I could use it on my hobby blog, LooksLikeHomemade.com.

First: Review schema

I decided, after reviewing the different types of Schemas included in the plugin, that a review might fit the bill for this test. I decided to do a review of my coffee maker, because I’d recently had some issues with it and needed assistance from the manufacturer.

Let me begin by saying that I had no intention to misrepresent myself as someone else. I was upfront that the review was my own review on my own blog. I was not compensated for the review; I just wanted to share my experience and my thoughts on owning the machine I have.

So on August 29 I installed the plugin and posted a review of about 100 words about my Bunn Thermal Coffee Maker. Then I let it sit.

Then: Rankings bonanza

I was asked to speak on the Schema 101 Panel at SMX East this past week, and my slides were due Sept. 14. Earlier that week, I checked the rankings for the review on my website – here’s where we stood after about 2 weeks:

Bunn Thermal Coffee Maker Review – #8
Bunn Thermal Coffee Maker – #25

Let me be clear, I had not posted anything about my coffee maker or a review at all on my blog prior to August 29. My blog has about 65 postings as of today, mostly recipes and craft projects. That supports the fact that prior to August 29; I couldn’t have been close to the top 100 for these terms. Sorry, I didn’t pull a baseline as proof, hindsight is 20/20 after all.

The morning of my session on Schema at SMX on Oct. 3, I checked my rankings again to see how we were doing – here’s what I found:

Bunn Thermal Coffee Maker Review: #5
Bunn Thermal Coffee Maker – #8

In addition, I’m showing top 20 rankings for the following keywords:

bunn coffee maker reviews: 12 (ranking)
thermal coffee maker reviews: 12
bunn thermal coffee maker: 8
bunn thermal coffee makers: 7
bunn coffee makers reviews: 15
bunn coffee makers customer service: 12
thermal coffee makers reviews: 12
thermal coffee maker review: 11
bunn coffee maker review: 13
bunn coffee maker company: 16
bunn coffee maker reviews: 12
bunn thermal coffee makers: 7
bunn coffee makers reviews: 15
bunn coffee makers customer service: 12
bunn coffee maker review: 13
bunn thermal: 18
bunn coffee maker company: 16

Results not guaranteed

I also installed the Raven plugin on a few other blogs that we use for testing, and none saw these same results. I think there were a few reasons for that:

  • My hobby blog also has the SEO by Yoast plugin installed, which adds some additional markup around authorship, publishing and OpenGraph. This could be a factor that helped my rankings for the review post.
  • Neither of the other blogs I tested are updated regularly.
  • One blog had been hacked and lost all of its Page Title and Meta Description data, and has been struggling to come back from that. I believe the lack of solid SEO is hindering the effectiveness of the schema.

Schema + solid SEO = success

What can you learn from this? You don’t need to have a gigantic website or create volumes of user generated content to succeed. You need to have solid best practices in place, update your content regularly, and be diligent in making sure your schemas are correctly installed and validated within the site. Schema is an enhancement, not a Bandaid for poor SEO.

In my (completely uncompensated) experience and opinion, Raven’s Schema Creator for WordPress Plugin and Schema-Creator.org tools are invaluable assets in this process.

Photo by PoYang_博仰 on Flickr

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Carrie is the Director of Online Marketing Services at KeyRelevance, LLC where she specializes in Advanced Architectural SEO Techniques, Social Media Brand Campaigns and Online Marketing Strategy.

More about Carrie Hill | @carriehill

Tell us what you think

10 Responses to “Little blog scores big rankings: A Schema Creator case study”

  1. Jon Henshaw says:

    It may be a caching issue on your server. Regardless, the best place to report an issue is GitHub if you haven’t already https://github.com/raventools/schema-creator/issues

  2. ANA stuffly says:

    plz help. i can not disable itemscope to display in the post.

    example post of my site:http://stuffidious.com/online-earning/review-adf-ly-legit-scam/

    I even reinstalled the plugin but problem remains. Disabled the schema options in edit post as well but problem remains. plz help

    The problem began when I first checked the itemscopes to appear in content in schema settings. after that I disabled that many times but they still appear in my post.
    Awaiting your quick reply

  3. How long does it take for Schema data to appear in the SERPs after you’ve put it on your site?

  4. Oops! I’m quite sure that was an editor goof (i.e, my fault). Fixed!

  5. Phillip Alexeev says:

    Hey, thank you for the awesome case study.. One thing: “My hobby blog also has the SEO by Yoast plugin installed, which adds some additional markup around authorship, publishing and OpenGraph. Rhis could be a factor that helped my rankings for the review post.”

    I think you meant “this” by “rhis”.

    Once again, thank you!

  6. This really interesting and helpful information on how to utilize Raventools in boosting SEO.

  7. Brad, thanks for all the blog love you’ve given our Schema Creator! I liked your step-by-step post a lot!

  8. Brad Dalton says:

    I’ve written about several tools for adding schema to WordPress but find this is the best.

    Created a video about it today and also written an extensive post about the plugin.

    Great plugin!

  9. Thanks for sharing a great case study, Carrie!

  10. Carrie Hill says:

    Thanks to the Raven team for posting this :) I’d love to hear about anyone else having issues or successes with schema markup on products or reviews!

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