L3 · Evidence · Technical SEO
Case study: Schema markup — open measurement protocol
Hypothesis
URLs with a connected JSON-LD @graph (stable @id, author/publisher links, BreadcrumbList) will, over a controlled window, show more favourable GSC signals (CTR inside position bands, clicks/impressions) and more stable entity interpretation than matched URLs with fragmented or missing schema — holding content and other ranking factors as constant as practice allows.
Null: no meaningful GSC CTR difference inside the same position band after a ≥28-day post period.
Methodology, data source, and limitations
Raw cohort data is not published on valerion.tech. Earlier numeric marketing claims on the Swedish URL are withdrawn until an open CSV and pre-registered protocol ship. This page states what will be measured — and how.
1. Data sources
- Google Search Console — Performance (clicks, impressions, CTR, average position) per URL/query; URL Inspection when needed. Doc: GSC Performance report.
- Cloudflare Web Analytics (RUM) — visits, page views, load time, CWV by path. Doc: CF high-level metrics.
- Schema validation — machine checks via the Schema Entity Validator. Structured data may enable rich results but does not guarantee them.
2. Period and controls
- Baseline ≥28 days GSC + RUM before schema change; post period ≥28 days (prefer 56–90).
- Match URLs on historical impression volume and intent class; change one primary factor per wave.
- Report CTR inside position bands, not raw CTR alone.
3. Limitations
- Without open raw data, historical figures are not externally reproducible.
- GSC sampling and SERP-layout changes (including AI Overviews) add variance.
- Markup alone does not qualify rich results.
4. Primary sources
Results: measurement in progress
Measurement started 2026-10-31 (Europe/Stockholm). Previously published CTR/cohort figures are withdrawn. This page is the protocol of record until open data ships.