Blog Post

I’ve set up markup countless times. Then I wait. But if you’re not checking once it’s live, you’re missing the point. Structured data isn’t a “fire-and-forget” tactic. It needs ongoing review. I use Google Search Console to measure its real-world impact—visibility, interaction, and anything that tells me if my markup is actually helping.

Here’s how I make sure markup does more than just sit there. You’ll learn where the data lives, which metrics really matter, and how I stay ahead of issues—all in plain, jargon-light language.

• Where to find schema info inside Google tools
  
• KPIs that signal performance or weak spots
  
• How I catch errors before they tank visibility
  
• Ways to compare results before and after deployment
  
• Tactics I use to scale and improve structured markup
  

Start with the Enhancements section in Search Console. There, every supported schema appears—FAQs, Product, Breadcrumb, and more.

I check this area to:

• Confirm markup is being detected
  
• See any errors or “valid with warning” flags
  
• Spot updates needed after site changes
  

If something isn’t showing here, it might be broken or unsupported. That’s your cue to test again—my go-to is Google’s Structured Data Testing Tool. For a quick introduction to different formats, check My guide on types of schema markup.

Next, head over to Performance > Search Results and filter by enhanced appearance—things like rich snippets, FAQs, videos.

This is where you can pinpoint how structured formats are affecting your search visibility. Metrics I watch:

• Impressions: Are pages showing more often?
  
• Clicks: Is traffic increasing?
  
• CTR: Are people drawn to your enhanced listings?
  

Sometimes impressions jump without more clicks. That’s normal if answers are embedded in the snippet. If CTR is low, though, it might be time to tweak your title, description, or even the markup itself.

For a deeper look at how these snippets look in search results, check My rich results overview.

Markup isn’t magic. To see the real effect, compare performance from before implementation to now.

Here’s what I do:

1. Tag each URL I mark up.
   
2. Extract historical data from GSC.
   
3. Chart trends in impressions, clicks, CTR.
   
4. Note changes post-deployment.
   

This approach gives context. Did adding faq schema drive more clicks? Did review markup bump impressions? A simple spreadsheet can reveal powerful insights.

There’s a temptation to obsess over data. But not all metrics reflect real value.

These are the ones I watch closely:

• Impressions: Indicates visibility
  
• Clicks: Shows engagement
  
• CTR: Reflects snippet effectiveness
  
• Rich snippet type: Different markup yields different results
  
• CPC equivalent (optional): Helps you assign saved ad spend value
  

I steer clear of obsessing over average position—it’s too influenced by other ranking factors. Better to focus on interaction and discoverability instead.

Structured formats break over time. CMS updates, site migrations, or schema.org changes can all introduce errors.

I catch these by:

• Running regular Screaming Frog crawls on 200 OK URLs with markup
  
• Scanning for error alerts in Search Console
  
• Setting reminders (monthly or quarterly) to do routine checks
  

When errors appear, I fix them immediately—even minor issues can prevent rich results from displaying.

It’s not enough to deploy markup and move on. You need to audit visibility.

From Performance, check universal search types:

• FAQ
  
• HowTo
  
• Video
  
• Images
  
• People Also Ask
  

Then:

• Verify whether you’ve marked up those content types
  
• Check if they’re getting featured
  
• If not, adjust content, restructure markup, or add missing data
  

For example, if FAQ pages are marked correctly but aren’t appearing as snippets, maybe the answers aren’t phrased well, or they’re outdated. It’s a signal to refine your content and test again.

Not all structured types deliver equal performance.

I’ve observed:

• Product, Review, Event often drive visibility and clicks
  
• Organization or Breadcrumb help indirectly—supporting site structure but less likely to show in rich snippets
  

I start with high-impact types, then layer in support formats. For best-fit use cases, visit My schema best practices article.

Once I have performance data, I:

• Replicate successful markup across matching content
  
• Remove or retool low-impact formats
  
• Reassess pages that are still valid but underperforming
  

Structured data success is a cycle—test, monitor, refine. I keep testing variations on titles, descriptions, content structure, and sometimes image usage to optimize further.

For ongoing tracking at scale, I like to set up:

• A Looker Studio dashboard pulling GSC data
  
• Screaming Frog reports for coverage checks
  
• Automated alerts for key errors
  
• Scheduled testing with Rich Results Tool
  

This setup keeps loose ends visible and manageable—even across large sites or frequent updates.

Here are some advanced ideas I incorporate:

• Use GSC’s Compare tool to split performance by device, region, or query type.
  
• Pair structured markup with visual assets (like infographics or video) to boost click appeal.
  
• Create a content upgrade funnel: Deploy how-to markup, check engagement, and if successful, create dedicated long-form content like guides or whitepapers.
  
• Analyze competitor markup: If rivals rank well for your target keywords, see what formats they use and replicate with improvements.
  

I mention “search tool,” “enhanced snippets,” and “structured markup” only 3–5 times each here. I prefer varied phrasing to stay natural. It also keeps content from feeling forced—because it converts better that way.

You’ve implemented markup. Great job. But tracking is critical. If structured data lives quietly, it’s not moving the needle.

By using Search Console’s structured-data reports, tracking performance metrics, checking errors, and iterating based on results, you turn markup into an active partner—not just an afterthought.

Now—open Search Console, run some reports, and let your data tell the story. After all, schema only matters when it shows—and clicks.