A JSON-LD for SEO customer emailed me with a fantastic set of questions about the app and how to measure its improvement to your store.
Could you write an article on what and how to measure the value of installing your app?
If it’s traffic, how do we know traffic has actually increased since this number will fluctuate each day and how do we know it’s a result of JSON-LD for SEO? My business has seasonal sales and therefore traffic will vary from month to month.
If it’s conversion rate, how do we measure or calculate this (i.e. where in GA and/or Shopify analytics)? How do we know it’s a result of your app?
What other items should we look at so we can see that your app was effective?
Right off the start I’ll say that measuring any of this stuff with a high degree of certainty is hard. Very, very hard.
The reason why it’s so difficult is because it’s impossible to test a store with and without the app installed. Also since every store is different and have different mixes of marketing, it’s really difficult to pinpoint exactly who and what was responsible for an improvement.
But I’ll give you a few places to start with.
1. First, the main result the app should give you is Rich Results. The most important ones are product Rich Snippets. I have an advanced Google search I’ve developed in the following article that you can use to find all of them easily.
If you find any Rich Snippets with the price or availability, there’s a very high chance those are from JSON-LD for SEO.
2. Another result you might have is no errors in your Google Merchant Center / Shopping for the microdata. The app provides the structured data Merchant Center needs for Automatic Item Updates so if that’s working correctly, there’s something JSON-LD for SEO is providing for you.
If you do see errors in your Merchant Center, check my Shopify and Google Merchant Center guide. It outlines most of the common errors and how to fix them. The majority of them come from your theme, your product data feed, or missing product data in Shopify.
3. With those two easy measurements down, now we get into the more difficult metrics.
Ideally the app will help you get Rich Snippets, which would lead to better looking search results, which would lead to more visitors clicking your result, which would lead to more traffic, and possibly more sales.
In reality things are messier than that.
For this third result, you want to see how your organic traffic has changed.
A good place to check is your Google Analytics account and look at your Acquisition section to find the organic traffic. There are infinite numbers of things that will impact organic traffic but you might be able to spot a trend. Since Google’s Rich Snippets are delayed, you’ll want to start looking at the traffic 5 or 6 weeks after you installed.
4. Another place to look at your traffic improvements is in Google Search Console. The data in here can be poor for some stores but you might be able to spot something in here.
Ignore the Rich Cards and Structured Data tabs as those are bug-ridden.
Instead look at Search Traffic -> Search Analytics. This report will show you want keywords you’re ranking for, where you’re ranking, how much traffic they’ve sent, and the click-through rate (CTR).
Rich Snippets won’t impact your ranking but because they are more visual than regular results, you should be able to see an increase in the level of traffic and click-through rate.
You’ll want to look at a bunch of different keywords that correspond to your products to get a complete picture of your changes over time. Also, the click-through data on this report will show you things you can’t find anywhere else.
5. Finally another place you can look at is your store’s overall conversion rate. Ideally you’ll want to use a tool like Google Analytics or Shopify’s Analytics where you can see the traffic source but if you can’t, you’ll just want to take what you see with a grain of salt.
Ideally you’ll see an increase in the conversion rate for organic traffic. That will be because search engine visitors who saw your products in Google along with the price, availability, and reviews would visit knowing more about your product than your regular site visitor.
Your average order size is indifferent to Rich Snippets.
Those five places are how you could measure the effectiveness of JSON-LD for SEO in your Shopify store. I started with the easier options at the top so you can budget your time accordingly.
All of these are subject to other changes you make in your store, market cycles, what your competitors do, what Google does, the phase of the moon, etc.
Even something simple like adding a new collection could have major unintended impacts to JSON-LD for SEO and your SEO in-general if you accidentally invalidated all of your existing urls in Google.
Today would be a good day to Install JSON-LD for SEO if you haven’t yet.
You still have a couple of months before the holiday season. Just enough time to start getting Rich Snippets and beating your competition in the search results.
Get more organic search traffic for your Shopify store
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