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I recently took our SUV in for service. They pulled the SUV into a service bay, hooked up cables to various engine components, and then clicked a button to run diagnostics on the engine.
Engine running.
A couple of service people are looking at the engine; one is intently looking at a computer monitor, and we are all waiting for the results.
Then, the results appear on a monitor. All eyes are peering at the screen. A printout of several pages soon follows on an adjacent printer.
The results?
It is something minor. The gas cap wasn’t sealing, causing the check engine light to appear. A simple remedy. Replace the gas cap, rerun the report, and everything is fine
One item that is often overlooked is your site’s Schema. More importantly your top competitor’s schema.
The same can be applied to your website.
Is your site traffic off?
Are you not appearing in search results?
There can be several things wrong.
Performing a site audit will assess the overall health of your website by identifying errors, warnings, and notifications. It helps pinpoint crawled pages, highlighting broken links, pages with issues, and those that are functioning well. It will evaluate crawlability, core web vitals, site performance, markup issues, internal linking, as well as identify the top issues affecting your site.
There can be many issues related to UI/UX, which stands for user experience and user interface. These problems can stem from poor design, a slow-loading website, a lackluster experience, ineffective calls to action, weak copy, low-quality images, an absence of video content, a lack of surprise elements, and a missing “wow” factor, among other factors.
All of these are important and will impact site traffic and likely your sales.
However, one item that is often overlooked is your site’s Schema. More importantly your top competitor’s schema.
What is schema?
First, let me share what schema (also referred to as schema markup) is:
Schema is like a translation layer that helps search engines better understand what your website content is actually about.
Think of it this way: when Google crawls your website, it sees text and code, but it doesn’t automatically know if that text is a product price, a customer review, your business hours, or an event date. Schema markup acts like labels that tell search engines “this is a product,” “this is a 5-star review,” “this is a video,” or “this is our phone number.”
When search engines like Google understand your content better, they can display it more prominently in search results with enhanced features like star ratings, products, prices, business hours, or event details right in the search listing. This makes your business stand out from competitors and typically leads to more customers finding you online.
It’s essentially a way to make your website “speak” search engine language more fluently, leading to better visibility and more traffic.
An almost unfair competitive advantage
Instead of guessing what schema markup might work for your industry, analyze what’s already working for your top competitors and copy their approach, but don’t just copy, leverage it and improve it.
Why this works
How to implement this strategy
Step 1: Identify high-performing competitors
Your competitors have likely already done the testing and optimization which saves you time and money.
Step 2: Aanalyze their schema
Use tools, such as:
Step 3: Identify winning patterns
Look for:
Step 4: Adapt and improve
Don’t just copy—enhance their approach with:
“Good artists copy;
great artists steal.”
– Steve Jobs
Okay, how does this help your business?
The immediate benefits include:
The genius of this approach is that you’re essentially getting free market research on what schema strategies work in your industry, then implementing them more effectively than your competitors. This is how you win.
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