There is No Correlation Between Schema Markup and Rankings

There’s been a lot of buzz about Schema markup and SEO.

The theory goes something like this:

Schema markup gives search engines a better understanding of what your content means. This deeper understanding will encourage them to show your site to more people.

For example, you can use the <name> structured data tag to let Google know that when you use the word “Star Wars”, you’re referring to the original movie title…not the franchise in general:

Or you can use Schema to show ratings for products on your ecommerce site:

All of these things should help with your rankings. In fact, Google’s John Mueller hinted that they might use structured data as a ranking signal in the future.

However, according to our analysis, the presence of structured data had no relationship with Google rankings.

Key Takeaway: Feel free to use structured data on your site. But don’t expect it to have an impact on your rankings.