Why SEO test structured data implementations?

Testing structured data implementations helps you measure whether adding or updating structured data improves a page's visibility and performance in specific SERP features, such as Product Snippets or Merchant Listings.

Use structured data to increase your chances of earning enhanced search results that can improve visibility, click-through rates, and organic traffic, then validate the impact by comparing performance before and after the implementation. When implementing structured data on a page, you’ll want to set up a test for each type of Search Appearance (or SERP feature) you are hoping to benefit from.

For example, if you are adding product structured data to your product display pages, you would want to set up an SEO test for both product snippets and merchant listing search appearance types. Our recommendation is to also set up a test without any specific search appearance set - so you effectively have a baseline before and after structured data was added/changed on a page.

How to SEO test structured data implementations

1. Implement the structured data on the page you wish to test.

2. Set up a single page SEO test based on an equals filter for the URL

3. Based on this example being a PLP for an ecommerce website, the aim is to get product snippet and merchant listing.

Set up a second single page SEO test, again based on an equals filter for the URL.

This time, expand the Advanced Settings section and for the Search Appearance value set this to be Product snippets.

4. Create a third single page SEO test, same settings as step 3, but set the Search Appearance value to be Merchant listings.

These three tests will show you how the page performs overall, before and after, and how the page performs hopefully once product snippets and merchant listing SERP features are achieved.

Updated on: 04/06/2026