SPA Use Case: Specific Rich Results Performance

Benefit

This use case guides a user through uncovering the impact of a Specific Rich Result. 

Scenario

The content creation team added FAQs to their website to further boost organic traffic. They also added FAQ markup to make the content eligible for Rich Results. Now they want to know: 

1. How did the inclusion of a specific Rich Result (e.g. FAQs) impact site performance compared to before they were implemented? 
2. How has a specific Rich Result impacted performance in terms of clicks and impressions?
3. Which queries are generating this specific Rich Result?

Prerequisite 

• Content and markup that's eligible for rich results
• Historical data for this content before the inclusion of rich-result-eligible markup 

Question 1: 

How did the inclusion of a specific Rich Result impact site performance compared to before it was implemented?

Steps:

Step 1: Go to the Business Review Tab on the Aggregate Dashboard.

Step 2: Select the time periods you want to compare in the controls.

Step 3: Scroll down to Specific Search Appearance section.

Step 4: Select the specific search appearance of interest (e.g. FAQ, Product, Video).

Step 5: See the results in the "Search Appearances Clicks" and "Search Appearances Impressions" sections.

Question 1 Conclusion: 

The inclusion of this rich result has contributed to a 6.45% increase in clicks, and a 16.68% increase in impressions.

Question 2: 

How has a specific Rich Result impacted performance in terms of clicks and impressions in a selected period?

Step 1: Visit the Page Level Reports dashboard.

Step 2: Click on All URLs Performance.

Step 3: Click on Controls.

Step 4: Click the dropdown on Search Appearances. Then, select  All Search Appearances. 

Step 5: Note the value in Sum of clicks under List of URLs Clicks, Impressions and CTR.

Step 6: Repeat Step 4 and select the specific Rich Results, e.g. “FAQ rich results”.

Step 7: Note the value in Sum of clicks under List of URLs Clicks, Impressions and CTR.

Step 8: Calculate the impact of the specific Rich Result by finding the percentage it attributed to overall performance.

• Clicks: (701.75K /4.63M) = 0.1515 (15%)

• Impressions: (13.95M / 137.25M) = 0.1016 (10%)
  
  

Question 2 Conclusion: 

This rich result is generating 15% of all clicks and 10% of all impressions.

Question 3: 

What queries are generating specific Rich results? 

Step 1: Go to the Page Level Reports dashboard.

Step 2: Click on All URLs Performance.

Step 3: Click on Controls.

Step 4: Click the dropdown on Search Appearances. Then, select a specific Rich Result  (e.g FAQ).

Step 5: Scroll to section List of Queries Clicks, Impressions and CTR by Date. You’ll find a list of the queries generating the most clicks, as well as a word map showing the highest ranking keywords at a glance.

Step 6 (Optional): Use the Queries Pattern input field to narrow down which user queries are structured as questions (e.g. queries containing “?”, “how” or “what”). Use these queries to inform content in the future.

Question 3 Conclusion: 

You now have access to a list of queries generating a particular rich result, and can use this information to inform future content.