Last Updated on by Michael Brockbank
Are you adding schema markup to your blog posts in 2025? A lot of creators either don’t bother or don’t know how to add this snippet of information, but a lot of experts tout how “important” it is. But will schema make a difference on a regular blog in 2025?
The potential is there, depending on the type of content you create. Some articles, such as tutorials or reviews, may benefit greatly by having the schema snippet available on the post.
Now, this doesn’t mean Google won’t know what kind of article you’ve published without schema. But according to many experts out there, it greatly influences visibility in search.
Personally, I’ve never thought to add it, mostly because I forget. Yet, a lot of my content has ranked in the top three results. That’s the power of great writing.
What is a Schema Markup
Schema markup is a type of coding that is added to a website or page to help search engines understand the overall topic of the content. It’s also known as “structured data,” and it provides greater context to the content.
For example, adding the schema for “howto” further explains to search engines like Google that the page is a tutorial for something.
Of course, good titles and deep content can also provide this information, which is why I never bothered to include schema in the past. Nonetheless, experts believe that schema markup improves click-through rates and visibility in search.
However, I’m not sure how much of an improvement schema will make on click-throughs thanks to the AI Overview in Google.
Purpose of the Schema Markup Case Study
The purpose of this particular case study is quite simple. And, it may be a three-part series as I intend to try it on my other blogs once I have a bit of time set aside.
Anyway, the idea is to see if adding relevant markups to specific blog posts makes a difference for clicks, impressions, or position in search. The only element I am adding to these blog posts is the specific schema markup.
It’ll stretch across the next three months to determine if there is any movement according to the data in Search Console.
Collecting the Data for Schema Markup
I’m all about transparency, which is why I always show the actual spreadsheet I’m using to track data. Below is the sheet I am currently using to test whether schema markup is worth adding or how much it truly matters overall.
As I said, I’ve put many articles in the top three of search just by delivering high-quality and informative content.
Keep in mind that all I’m doing to the pages in question is adding schema markup. I haven’t updated the content in any other way. That is part of an update case study I’m already running.
Adding Schema to WordPress
In any case, I’m using RankRanger to generate the schema markup and then adding it to WordPress using the HTML block. If it works as well as everyone claims, I’ll make a tutorial about the process soon.
In any case, RankRanger is the only one I can find that has the “how-to” schema, which is what most of this website is built on…tutorials.
The Blog Posts
I am going to add the markup to 25 blog posts that I know do not have it already, which is the vast majority of my content, actually. As I said, it’s just not something I remember to add, considering certain pieces of content perform well as it is.
The 25 posts will be selected, ranging across different types of content, varying levels of search success, and spanning the last several years. As I am running this little experiment in three-month intervals, the blog posts need to be older than that to get data from Search Console.
The Metrics
One of the most difficult parts of running a case study like this is how often Google makes changes to its algorithm. Every month, it seems something new comes out that ultimately changes how traffic behaves in profound ways.
So, if something does or does not work, it’s difficult to determine if it was because of the changes you made to a blog or the changes Google made to search.
Nonetheless, I’m going to see if there is any real impact of using schema markup. In any event, it won’t hurt the blog to have schema, should it prove fruitless in some fashion.
In this case study, I’m keeping track of clicks, impressions, and average position. It’s essentially the first set of metrics when you load up Search Console under the Search results of the Performance section.
I’m also going to monitor the data for three months at a time.
And from the look of the last few days, it appears traffic is once again being fed to the site, which will skew the results to a slight degree. This is what I’m talking about: Google’s algorithm is bipolar.
Results – Add the Schema Markup, It Helps
Remember, the only update I added to the 25 articles was the HTML block at the end with the schema markup. I didn’t modify the articles in any other way except for the coded addition.
From the data, it looks as though adding the schema markup from RankRanger had some form of impact on the visibility of the pages tested. However, we can’t ascertain precisely that this was the result of the markup code being added or that the Google algorithm made another shift.
During the trial period of three months, the site as a whole grew by over 746,000 impressions and moved up an average of 1.7 positions in search. When we compare the entire site to the articles being monitored, though, we can see a stark difference in the position of the articles.
While the site only improved 6.39% throughout the trial for search position, the monitored pages with schema markup improved by 31.78%. That is a difference of 25.39% position improvement for the pages with the markup code vs the rest of the site.
Yet, the site as a whole had more clicks and impressions than the monitored pages.
In this case, I would say, yes…adding schema markup to available content is a viable measure to improve search position. As for the clicks and impressions, that could be the result of interest in the topics, societal trends, or producing quality articles that surpassed the monitored pages according to Google’s algorithm.
In reality, there are too many variables at play to guarantee clicks from schema.
Updates Needed
As for the nice articles that experienced various decreases, I’ll update those articles as soon as possible. One of them still hasn’t been indexed by Google, and I am not sure as to why.
Updating those articles should improve impressions and position, provided I can add more quality “meat” to the pieces. But as I mentioned earlier, there are too many variables to guarantee clicks from those searches. You can’t force someone to read your content.
Regardless, I’ll use these articles to spearhead the next case study for updating older content. It’ll be interesting to see what changes are made in Search Console by adding schema and updating the text of old articles.
Adhere to the Search Engine Gods
One of the most difficult things about managing a blog that relies mostly on search traffic is trying to appease the algorithms. The slightest change in someone’s mood at Google and you could lose hundreds or thousands of visitors overnight.
Literally.
The best you can do is experiment with your own blog to see what works and what doesn’t. Keep an eye on what Google implements and watch your data closely. The simplest tweak could result in major issues in a very short amount of time.
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