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Which Schema Types Are Used Most by Industry [Research]

Find out which schema types are most prominent across industries including travel, education, home improvement, health care, and finance.

With so much content to process, search engines prefer data on a website to be structured in a way that helps easily identify and understand your content.

With schema markup, marketers have hundreds of item properties to base their optimizations on.

So which ones are used the most?

Enterprise SEO platform BrightEdge did some research by looking at the highest ranking pages in these industries:

  • Education
  • Travel
  • Finance
  • Home Improvement
  • Healthcare
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As it turns out, the most popular schema type varies by platform. Yet another case of “it depends” in SEO.

For example, BrightEdge found that, in education, FAQPage was most prevalent.

But in Travel and Finance, BreadcrumbList was the most prevalent schema type.

Meanwhile, Article was the most used schema type in Home Improvement.

And in Healthcare, Organization schema was the most prevalent.

Image via BrightEdge SearchIQ Smart Schema, August 2021

Schema, Google & Rankings

Google has said that structured data has no impact on ranking. Repeatedly

However, Google’s John Mueller has also said that schema helps Google better understand entities on a page, as a way to understand whether a page is relevant result for a search query.

So, in that way, schema usage may not directly help you rank higher, but it has indirect benefits.

Many of the highest ranking pages in these sectors use schema. But that doesn’t mean schema is the reason they are ranking on Page 1.

Mistaking correlation for causation in SEO happens – a lot. So always be wary of falling into that trap whenever you read about correlation.

Regardless, it is always interesting to analyze what top ranking pages are doing – as the information may lead you to discover big opportunities for greater visibility and success.

Schema Pointers

Following on their research, BrightEdge provided Search Engine Journal with three tips for how to use schema properly if you want to get the most benefit for your brand:

  • Be deliberate. Sometimes it’s important not to mark every single thing up. Success lies in identifying what schema-types really matters for your market and emphasize those, so you don’t confuse crawlers on the intentionality of the site
  • While more and more schema types get released, there are a handful of must-haves such as breadcrumb lists, organization, and article mark-ups that are actually widely used.
  • Always be on the look for new types as Google will make changes and continually look at new ways to get context and entities on a page.

Note: The data for this research was provided exclusively to Search Engine Journal by BrightEdge, which also looked at some ranking correlations. You can read more about those here.

Rohit Shetty

Rohit Shetty born and brought up in Mumbai is a Digital Marketer by profession and a writer and philanthropist by passion. Rohit started his career with First Step Publishing in Mumbai in 2011 as a Digital Marketer and excelled in the field of Publishing. With First Step Publishing, Rohit eliminated the cumbersome process of waiting for a writer to get published. With First Step Publishing, Rohit Shetty has been known for marching forward with some great titles and allowing first-time authors to find a platform and publish their content in a market space that focuses on branding a certain 'author' rather than scouring talent. In an interview with DNA, First Step Publishing has been reported to be one of the fast-growing publishing firms based in Mumbai. The firm has the tagline 'Paying Ways For New Writers' which is meant to reflect the motive with which it was founded. Rohit Shetty holds two National Records Records being Book With the Shortest Title " i " with Limca Book of Records Special Literature Edition and with India Book of Records as well. He holds the title of the Most Published poet of India in 2012 and 2013 with India Book Of Records and Unique World Records. Apart from writing, Rohit is also an active Philanthropist and works towards Education and Health sectors. Awards and Recognitions Nominated four times for India’s Fourth Highest Civilian Award Padma Shri in 2017, 2018, 2019 and 2020 2012: Rohit has been recognized for his work and felicitated at the Grand Finale of Mulund Fest in 2012 by MLC Mr Charan Singh Sapra and MPCC President Mr Manikrao Thackrey 2012 and 2013: Most Published Poet by India Book of Records 2015: Book with the Shortest Title from Limca Book of Records, India Book of Records 2018: Member of NITI Ayog Atal Movement of change and Mentor of Change 2019: Nominated by Social Samosa as 40 Under 40 Digital Marketers in India 2019: Rohit Digital Marketing Blog ranked 13th Spot as India's Best Digital Marketing Blog by Expertido 2019: Rohit Digital Marketing Blog was also Ranked in Top 50 India’s Best Digital Marketing Blog by Feedspot 2019: Received prestigious Dr APJ Abdul Kalam Memorial Award for work towards building the nation 2020: Global Brand Icon Awad by Brand Opus 2021: Rashtriya Prerna Award

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