The Impression of ItemList Structured Information on Itemizing Pages

Earlier than you begin: for those who’re unfamiliar with the ideas of statistical web optimization split-testing and the way SplitSignal works, we’re suggesting you begin right here or request a demo of SplitSignal. 

First, we requested our Twitter followers to vote:

The results of the Twitter ballot

This time nearly all of our followers had been RIGHT! Learn additional to search out out why.

However first, let’s see what web optimization professionals needed to say about the results of this check:

Uroš Stanimirović, Content material Author & Editor at Brid.TV:

Frankly, I consider it will depend upon what Google decides to do with it.
If nothing, it shouldn’t impression natural CTR.
If it turns the outcome right into a featured snippet, it will in all probability cut back CTR (if the outcome was beforehand in place 1).

Trevor Stolber, Digital Marketer at

Based mostly on some current language in Google’s documentation you’d say sure. I believe this can have minimal impression—presumably even exhibiting no important change.

Comply with us on LinkedIn to share your ideas on the following check.

The Case Research

Structured knowledge is broadly identified for its search outcomes options and enhancements within the type of wealthy snippets. Nonetheless, structured knowledge is far more than only a “remaining sprinkle” to get a pleasant search outcome. With structured knowledge, you possibly can transfer from “strings” to “issues.”

Structured knowledge is a standardized format for offering details about a web page and classifying the web page content material. It offers which means to “issues” (entities) and explains the context and relationships between completely different items of content material throughout the online. 

Google says it makes use of structured knowledge it finds on the internet to know the content material of a web page and collect details about the online and the world on the whole. From an web optimization perspective, the aim of structured knowledge is to assist serps higher perceive the which means of the content material (and hyperlink it to person intent) in order that your content material is chosen as the most effective reply to a search question. 

For a web based market for software program functions, we needed to present Google extra context concerning the content material on their itemizing pages. As a result of these pages should not only a assortment of hyperlinks however a (abstract) assortment web page stuffed with software program utility listings, referring to software program functions residing elsewhere on the positioning, all of which relate to the record web page and different linked software program functions on the web site.

The Speculation

The web site in query needed to check if including ItemList structured knowledge to their itemizing pages would have a major impression on natural visitors. 

ItemList structured knowledge is used to mark an inventory of “issues.” A listing may be of any kind. On this case, we’ve got nested SoftwareApplication(s), and record objects have to be of the identical schema kind. 

We hypothesized that by including ItemList structured knowledge with nested SoftwareApplication(s) we’d have the ability to give Google extra context concerning the web page and its relationship to SoftwareApplication(s) throughout the web site. Whereas this wouldn’t lead to a wealthy snippet, we hypothesized it will have a optimistic impact on natural visitors to the examined pages.


The Check

We used SplitSignal to arrange the check. About 1,500 itemizing pages had been chosen as both management or variant. 

To implement ItemList structured knowledge on the variant pages, we created a customized script that loops by means of the HTML of the software program utility objects on a list web page. The script grabbed all related data on the web page for every software program utility and positioned it in standardized format.

We began the check and ran it for 30 days. We had been in a position to decide that Googlebot visited 80% of the pages examined.

The Outcomes


Including ItemList structured knowledge with nested SoftwareApplication(s) on itemizing pages resulted in a 4.6% improve in clicks.

After simply over two weeks, we had been certain that the impact we noticed was important. When the blue shaded space performs under or above the x=0 axis, the check is statistically important on the 95% degree. Because of this we may be assured that the impact we see is as a result of change we made and to not different (exterior) elements.

Word that we’re not evaluating the precise management group pages to our examined pages. however relatively a forecast primarily based on historic knowledge. The mannequin predicts the counterfactual response that will have occurred had no intervention taken place. We examine this with the precise knowledge. We use a set of management pages to present the mannequin context for traits and exterior influences. If one thing else modifications throughout our check (e.g., seasonality), the mannequin will detect and take it into consideration. By filtering these exterior elements, we acquire perception into the true impression of an web optimization change.


This check exhibits that enriching your search outcomes with wealthy snippets is simply the tip of the iceberg. Utilizing structured knowledge to present serps extra context and semantically join net pages can positively impression web optimization efficiency.

Information evaluation exhibits that this check didn’t solely have an effect on clicks to the examined pages. In comparison with our modeled management group, we additionally discovered a rise in impressions. Additional evaluation confirmed that this was resulting from higher positioning and elevated visibility on a broader set of search phrases.

We consider this alteration has elevated the relevance of the examined pages. Google may higher consider a web page and its content material and extra precisely decide whether or not it matched a Google person’s intent.

We now have determined to roll out related setups of this check throughout a number of web sites. You’ll be able to count on extra on this matter in future case research.

Take into account that one thing that works for one web site could not work for one more. The one solution to know for certain is to check what works for you!

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