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Hello everyone! My name is Dmitry Nikitin, and I have been working as an SEO specialist at AIW for over 5 years. I would like to share with you a case study of how the implementation of Schema.org and Open Graph markup helped us not only to raise the CTR in the search results, but also gave unexpected results – to increase clicks from Google Discover by 2 times and impressions in the feed by more than 4 times.
To begin with, the company’s projects are a little over 10 years old. Many new things that I would like to implement were not implemented immediately. The same can be said about micro-markup, it was introduced only at the end of September 2020 in all regions in which our sites operate.
Some introductory information about the sites:
What tasks did we want to solve by introducing micro-markup?
Where was the micro-markup implemented:
What else did they do:
The main focus was on increasing CTR from search. We succeeded, but today is not about him. The most interesting thing is what results we got from various recommendation systems, especially here Google Discover stood out.
One day we got more than 1 million impressions of content in the feeds of Google Discover users.
Everything is cool, cool case?
Yes and no) With an increase in the number of impressions in user feeds, we got the opposite trend in CTR – its decrease by almost 2.5 times.
What does this mean? This means that Google began to show content more often to the wrong audience that they need, but the audience does not need our content.
Thank you all for your attention!