Is Schema Markup a Ranking Factor?

Most SEOs are already familiar with Google’s stance on schema. They are notoriously quiet on the subject. In January 2018, Roger Montti published a popular article in SearchEngineJournal, where he states that Schema Markup is currently not a ranking factor. To our knowledge, Google has not responded this statement. Schema Markup is supposed to help Google understand what a page is about and then categorise it. But is Schema Markup actually a ranking factor in Google’s algo?  We know the answer…

We set up the test like this..


A page with schema markup outranks a page without schema markup

  • Number of test pages: 2
  • 400 word articles
  • 2% keyword density
  • Experiment page had product and offer schema at the top of body tag, the control page did not
  • Both published 9th May
  • Both submitted to Google at the same time

Here is what we discovered

After running two tests, only the variable/experiment page (the one with schema) was indexing. The pages without schema did not appear in results, even though they had been submitted to Google. Therefore, both tests confirm the hypothesis that a page with schema markup outranks a page without schema markup.

Final Takeaway

The bottom line - because Schema Markup is indeed a ranking factor - we absolutely recommend using it to your advantage. As an added bonus, Schema Markup is not a difficult thing to do. Insider tip: We use the JasonLD Schema Markup Generator - it is easy to use and does not require any coding skills. Now it’s time to take action!

Schema Markup Warning: 

  1. The structured data should be compatible with the content on the webpage. If the information on the webpage doesn’t match the schema, it’s likely that your website will be penalized by Google. The same relates to the information that is not visible to the readers of the page.
  2. Don’t use aggregate rating schema across all pages, otherwise Google will assume that all your pages have been rated equally. For example, adding your overall business score to the product pages would be found misleading, as products have their own review scores. We suggest keeping your overall score within organization schema on the home page only.
  1. In October 2016, Google updated their guidelines to state that you shouldn’t use third party reviews within your Local Business Schema. Therefore, we recommend that you play it safe and review Google’s guidelines and policies for structured data.
  2. Before publishing your Schema Markup, make sure to test it in the Google Structured Data Testing Tool. Addressing the errors and warnings accordingly will definitely reduce the risk of having your website penalized.

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Mythbusting: Optimizing Meta Titles for Clicks

It’s common SEO knowledge that meta titles are a critical ranking element. In one of Rand’s Whiteboard Friday’s back in 2016, he argued that a meta title optimized for a click rather than keyword will have higher CTR and be therefore a stronger ranking signal than a well keyword optimized meta title.

Since we have already introduced the meta title as the number one signal for on-page optimization, we decided to conduct our own SEO experiment to bust or confirm this myth. Read on to find the answer!

As 98% of people don’t go to the second page in Google, the experiment is valid under one essential condition: there should be the high chance that anyone would click on test page, which means that the page should already be on page 1, otherwise CTR would be too low for this to be a valid experiment to undertake.

If you haven't watched Rand Fishkin's video about 8 SEO Practices that are no longer effective , or you just want to refresh it in mind before moving to the experiment and its astonishing results, this is your chance to do it:

We setup the test like this..

We set up two pages with exact meta titles Rand used in his example (to keep the same structure) with the only difference - the word “pipe” was substituted with a unique keyword. The searches that we were interested in replicating were the searches for “pipes” and “wooden pipes”.

  "A meta title that is optimized for a click will beat a meta title optimized for keywords"


  Rand's Hypothesis

Here is what we discovered

The meta title that was optimized for keywords won both the simulated searches of “pipes” and “wooden pipes”. 

Final Takeaway

The myth is BUSTED: meta title optimized for target keywords will beat meta title that isn’t. Recognizing the importance of both factors, we would argue that keyword optimisation in Title tag is a stronger ranking signal to CTR, so you really need to get your keyword in the meta title for ranking purposes first. Why? If you are not ranking well, you will never get the click.

For more information on top ten on page ranking factors from best to worst, read here

Use a tool such as PageOptimizer Pro to know how well your page is optimized for your keyword and which changes you can implement to improve your rankings.

*Plans starting at only $10 

The TOP 10 on page factors from top to bottom

It’s common SEO knowledge that there are more or less 12 various elements where a keyword can be placed on a web page, from your URL to body copy, to title tags, the list goes on. However, where to place your keywords and in what quantity in order for the page to perform best in search engines is the question on every SEO’s mind.

So to find out once and for all how Google weights these various on page elements we setup a test...

We set up the test like this..

In order to find out the exact place to put the sites keywords, we created pages with the keyword in each area and then watched Google rank them from 1 to 10, therefore scientifically determining 10 on page factors from best to worst. The factors tested included URL placement, Meta title, meta description, Meta Keyword, Body at 2% density, H1, H2, H3, H4, as a bold word, as an italic word, image alt.

Here is what we discovered

Based on the test results, we ranked the on page factors from best to worst and combined them into 4 groups representing the importance of keyword presence. 

Group A

Group A consists of Meta title, body content, URL and H1, as the tests confirmed that these are the top weighting on page elements for keyword placement. Meta title proved to be the undisputed highest weighted signal in on page SEO. Therefore, it’s critical that the meta titles are unique for each target page and contain the target keyword. A signal many people miss is keyword placement in the URL, if you are building a new page, make sure you get it in there. If its an existing page with Page Authority then don't go and change the URL, just think about it for next time.

Group B

The on-page factors that fall into group B include H2, H3, H4 and anchor text. A really important insight came from the Hl and H2 test pages. On those pages Google has ignored the meta title that was used and instead chosen to use what it felt more important to the particular search.  We have known for some time that Google will sometimes ignore tagged meta descriptions and use what it wants but now we have the insight into the places that Google will look for the title to display in SERPs. First it will look to the meta title you have written, then it will look to the Hl and H2 signals. Therefore, if you really want a particular title to display in Google, put it in your H1 and something similar in your H2. 

Group C

Bold, Italic and Image Alt fall into group C. The keyword in bold is ranking well and its position among the top 5 factors for traditionally secondary keyword is not uncommon. We would not suggest that you put much bold text on a target page as secondary factors jump up and move quite often.  Interestingly, image alt ranked last as a weighted on page factor.

Group D

The last group is represented by schema, html tags, and open graph. Surprisingly, neither meta description nor meta keyword test pages indexed at all.

Final takeaway

Knowing which keyword signals Google considers more and less important is empowering knowledge for SEOs. What’s even better is being told exactly which keyword signals to use where and in what frequency on your page. Page Optimizer Pro does exactly this. We invite you to give it a go and get 3 reports for free!

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Did Kyle go too far? Interview by Charles Floate with Kyle Roof: Experimenting with Lorem Ipsum & reverse engineering Google’s algorithm.

When 2 controversial, cutting edge SEOs get together for a banter there's no telling what will come out. This interview by Charles Floate with Kyle Roof for Charles' brand new YouTube interview series will definitely not disappoint! 

What you will learn from the Charles Floate interview with Kyle

In this interview, Charles named Kyle "Possibly the first SEO Google has come after specifically for on page manipulation".  After watching the video, you will know the steps Kyle took to get #1 position for 'Rhinoplasty Plano' using Lorem Ipsum, how (not) to get Manual Penalties from Google, why the secret to ranking is hiding in plain sight, what are the resources Kyle uses for Web 2.0's and much more...

You can also find the links mentioned in the video below:

"Kyle may be the first SEO Google has come after specifically for on page manipulation."

Charles Floate

I wanted to also put a word out on Charle's SEO content. He's one of the indisputable masters of the game, he tests what he implements and he publishes a lot of top notch content that's really worth listening to if your an SEO with ambition.

You can follow him on the below channels;

And here's a really nice interview from Gael & Mark at Authority Hacker with Charles on his own On Page methods.

Try the tool that helped Kyle rank #1 with Lorem Ipsum text in the Rank or Go Home Challenge.

*Get 3 free reports. No credit card required.

How many words do you need on a page for SEO?

Of course there is no single, magic answer to this question, it depends. But the aim of this test was to find a definitive sweet spot of words on a page, a quantity that Google generally is rewarding more than any other, removing the factor of context, which of course in reality is impossible, all your web pages exist in the context of other pages on the web.

Regardless, this is still an interesting experiment to conduct. Over 3 months we ran tests with between 100 and 4,000 words. In this blog post you will finally find out how many words Google is generally rewarding, which we think is a handy factoid for your SEO tool belt.

We set up the test like this..

In order to find the optimal number of words on a page, we built numerous test pages with the counts separated out: 100-200, 200-300, etc. After running several tests with  between 100 and 4000 words, we formulated the hypothesis that a page containing 1300 words was the approximate optimal word count. The final test was run using a range of 1100-1450. We were hoping to narrow the range further, perhaps even confirm somewhere between 1100-1300 words as the number, however, the results were not consistent enough to say that we’d found the perfect number of words.

Here is what we discovered

The results indicate that Google is more concerned in the macro or in a particular range, rather than nailing down a single number. However, we can learn from these tests that somewhere between 1100 and 1600 appears to be the sweet spot as a rule of thumb. We would still shoot for around 1300.

Final takeaway

As a final word on this, your SEO pages don’t exist in a vacuum, each keyword lives in its own unique competitive environment. Use a tool such as Page Optimizer to gain insights into the specific word count that is being rewarded for that specific keyword and competitive environment.

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Best Practices From The Pop To The Top Awards Winner: Dominating With Lorem Ipsum Text

best practices from the POP To the top awards Winner: dominating with Lorem ipsum text

One month ago we launched our very first POP To The Top Awards - a competition to find the current #1 user of PageOptimizer, someone who has achieved outstanding results just through following the tool’s recommendations.

Not only did POP users get a chance to share their proud wins with others, but they could also win a whole hamper of POP prizes!

Today we are happy to share the fascinating story of the winner - Sherman Hu!

Meet Sherman - the winner of POP To The Top Awards

Sherman is not just a Web Marketing Strategist with over 15 years of experience. He coached thousands of business owners about web marketing and WordPress through his video tutorials and workshops, created web marketing curriculum for an Atlanta-based eCommerce-marketing training university and even produced and hosted (!) a weekly web TV show.

His agency focuses on something that each business wants to have optimised: SEO & GMB (Google My Business) Maps Marketing.

The POP Story

"On Oct 14, 2018, I published an internal landing page quickly as I had other projects that needed my attention. I remembered Kyle had won an SEO contest using Lorem Ipsum for body text (Read Here to know the real reason Kyle Roof's site got to #1 in Google for Rhinoplasty Plano), and in light of time sensitivity, and  a  curiosity if it'd work for me, I output the exact word count POP suggested in the form of Lorem Ipsum text".

The steps that Sherman took were the following:

  1. Added KW (CITY Google 360 Photographer) in Page Title, Permanlink/Slug, and H1
  2. Targeted Word Count = 864 words (using Lorem Ipsum latin text, coming in at 845 words)

He published the page, fetched it via Google, linked image to it from the home page and forgot about it. Ten days later, Sherman got a call from a competitor with an offer to team up. Why?...

Sherman found himself at the top of Maps and Local Search across 6 KW variations (one of them with Lorem Ipsum text)!

Note: Google has begun de-indexing Lorem Ipsum pages and handing out Manual Penalties to webmasters with the status “Pure Spam”, this may be the end of the golden days of Lorem Ipsum.

Thank you, everyone, for proving once again that using PageOptimizer can be easy and fun! And If you haven't won anything - no worries! There are more exciting opportunities to come very soon.

*Get 3 free reports. No credit card required.



Being SEOs ourselves we know all too well SEOs don’t like missing an opportunity to share our proud wins with whoever will listen. So here is your big chance!

Over the coming weeks we’re running the very first (of hopefully many to come) POP To The Top Awards.

What is it?

It’s a competition to find the current #1 user of Page Optimizer, someone who has achieved outstanding results just through following the tool’s recommendations.

When is it?

Entries open Monday 15th October and close Sunday 4th November, 2018

How to enter?

To enter just follow these steps:

  1. Enter through the Page Optimizer Facebook Page. The Enter Here button will take you to the post.
  2. Post your entry to the comments section of the post.
  3. Don't forget to like our page.

Your comment post entry must include:

  • Screenshot showing position improvements in Search Console over time (mark when Page Optimizer was used). You are welcome to remove any reference to the website/domain but we need to see the keyword
  • Screenshot showing your optimization summary in POP
  • List a couple of things you did to your page from the recommendations

Here's an example of what we need

Screenshot from Page Optimizer.

Screenshot from Search Console showing position improvement.

What will you win?

You will win a whole hamper of POP prizes:

  1. The exclusive POP to the top award and badge for your site / email signature
  2. A listing on our POP To The Top winners page (with a link back to your site)
  3. A 2 month subscription or 60 credits for Page Optimizer
  4. We’ll share your POP story on our social media channels and promote you as a POP Pro

If you are not the first but your results are still awesome, don’t worry, we also have 5 runners up prizes who will get a special mention and 1 month/30 credits for using Page Optimizer!

The winner will be announced in week following the competition.

We are super excited to share your wins with others so get posting!