Saijo George

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monday9 Nov 2020

SEO Test Shows No Impact on Changing Microdata to JSON+LD

https://www.searchpilot.com

In this SEO test, folks from SearchPilot wanted to see if there will be any SEO impact if they replaced microdata markup with the equivalent JSON-LD structured data (Google’s preferred way of adding structured data to a page.)

The test was run on a client’s website in the travel sector (in January 2020, before any traffic drops related to the COVID-19 pandemic). The client in question had various schema on its website implemented with microdata. This included breadcrumb, review, and offer schema.

They didn’t change any of the schema other than removing all the microdata tags and attributes, and instead inserting script elements containing JSON-LD objects after the opening body tag. After leaving this experiment running for a month, the conclusion was…inconclusive.

An inconclusive result is not proof that the change had no impact, but rather that they were unable to prove any positive or negative impact beyond a 95% confidence level. Therefore, they say there was no detectable impact from this change.

SEO


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