A declining organic click-through rate has presented challenges for SEOs. To combat this, the focus should shift to SERP features and rich results. Implementing structured data and schema markup can increase visibility on search engine results pages (SERPs). Search is constantly evolving, with Google relying more on scraped information from websites. It is important to understand the breadth of available schema and how to deploy them effectively. Implementing product schema can help win feature snippets and prevent traffic from going to competitors. A case study demonstrated that replacing microdata with structured data led to a 101% increase in organic sessions. It is crucial to track performance and consider factors such as metrics, testing timelines, and variables. AI advancements will impact SEO and the way search behavior changes in the future. SEOs must be prepared to effectively adapt to these changes.

source: Increasing SERP visibility with structured data and schema testing