Video Walkthrough
Description
In this video, I review the structured data analysis competitive comparison tool used in SEO Workflows.
Below is a summarized breakdown.
Disclaimers
- The tool live scrapes pages but lacks JavaScript rendering capabilities. So, if a competitor or a client uses JavaScript rendering to populate their schema markup, the tool won't capture that. I might consider adding this feature in the future.
- Since the tool live scrapes, some websites might block my crawler, leading to potential errors. However, generally, the tool works quite well.
Example File
- I introduce an example file that users can access. This file has three columns: URL, page type, and site type.
- The tool extracts schema markup from these pages and then compares it based on the client and competitive pages for each page type.
- Different page types, like category pages or blogs, can have varied schema markups. The tool uses the page type to make the comparison.
- The site type is used to compare the client's schema against all competitors, highlighting if competitors use different schema types for a specific page type that we aren't.
Demonstration
- I download the example file and show the process of using the tool.
- The output file displays the domain, URL, page type, site type, structured data types, and structured data format (either Json LD or Micro Data). I mention that I've only added functionality for Json LD and Micro Data since those are the primary formats Google understands.
- The "opportunities" section in the output indicates if there's a schema type a competitor is using that we aren't. For instance, if a competitor uses the "blog posting" structured data type on their blog page type and we don't, it's flagged as an opportunity.
Conclusion
The tool offers a quick way to compare how competitors use schema markup versus our usage.
Users should evaluate the relevance of the identified opportunities.
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