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Which form types are used most by the industry [Research]

Which form types are used most by the industry [Research]

With so much content to process, search engines prefer that data on a site be structured in a way that helps easily identify and understand your content.

With schema markup, marketers have hundreds of element properties to base their optimizations on.

So which ones are used the most?

Enterprise SEO platform BrightEdge did some research by looking at the highest ranked pages in these industries:

EducationTravelFinanceHome ImprovementHealth Care


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As it turns out, the most popular schedule type varies by platform. Another case of “it depends” in SEO.

For example, BrightEdge found that FAQPage in education was most prevalent.

But in travel and finance, BreadcrumbList was the most common type of schedule.

Meanwhile, article was the most widely used form of schedule in home improvement.

And in healthcare, organization chart was the most prevalent.

Image via BrightEdge SearchIQ Smart Schema, August 2021

Schedule, Google and placements

Google has said that structured data has no bearing on rankings. Repeatedly.


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However, Google’s John Mueller has also said that schema helps Google better understand objects on a page, as a way of understanding whether a page is relevant result for a search query.

So that way, schedule consumption may not directly help you rank higher, but it does have indirect benefits.

Many of the highest ranked sites in these sectors use schema. But that does not mean that schedule is the reason they rank on page 1.

Incorrect correlation for causation in SEO happens – a lot. So always be careful not to fall into that trap when reading about context.

No matter what, it’s always interesting to analyze what top-ranking pages do – as the information can make you discover great opportunities for greater visibility and success.

Schedule points

Following their research, the BrightEdge Search Engine Journal provided three tips on how to use the form correctly if you want to get the most out of your brand:

Be aware. Sometimes it is important not to mark every single thing. Success lies in identifying the types of forms that really matter to your market and emphasizing them so you do not confuse crawlers with the intentionality of the site. As more and more forms are released, there are a handful of must-haves is very common. Always be on the lookout for new types as Google will make changes and continually look at new ways to get context and objects on a page.

Note: The data for this research was provided exclusively to the Search Engine Journal by BrightEdge, which also looked at some ranking correlations. You can read more about them here.


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Selected image credit: shutter_o / Shutterstock

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