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Case Study: Is Recipe Structured Data Worth the Time?

Structured data is an essential part of giving Google the resources to display what are called rich search results.

As you can see in this screenshot, rich recipe results function much differently than typical Google search results.

Rich snippets for recipes contain the following elements:

  • Cooking time
  • Cooking methods
  • Nutrition facts
  • Recipe Category
  • Ingredient List
  • Instruction List
  • Recipe Yield

Recipe schema is quite in-depth and online recipe creators everywhere are learning how essential schema is to how often their results will be shown to users.

Why Recipe Schema Matters

As new recipes are released across the web each day, custom schema helps Google better identify your recipe so they can show it to people who care.

If you don’t have schema currently, you may notice that you don’t see much organic traffic to your recipes as they may be in the same keyword space as many high ranking recipes platforms like AllRecipes.com or Food Network.

If your recipe has a specific demographic of people who are interested, use your on-page content as well as your schema to target them effectively.

How Do I Create Recipe Schema?

Once you have recipes on your website, you will want to start adding a custom schema to each one so they will display rich information as they are served to people organically.

If you have a WordPress website, this article explains exactly how to add schema to your recipes. If you are not a developer, you can install a plugin that allows you to individually add script tags to the headers of your pages.

Using a schema markup generator, you will have to go through each recipe and fill out the appropriate information for the schema.

In the case of our website, we had a group of our interns work to generate the custom schemas as we were working with over 100 recipes to start. As we created the schemas, we went through each custom post and added the script into the header of the tag.

Was Adding Recipe Schema Effective?

In our experience, adding recipe schema increased our organic impressions and made our recipe categories more effective as landing pages.

For our recipe categories, we saw a 30% increase in sessions 2 months after adding the custom schema to each recipe. The schema helped Google organize our recipes per each category to begin displaying some of our low performing recipes

In terms of organic impressions, we went through Google Search Console to look specifically at how our rich snippets were served. We saw a steady increase in our impressions to our recipes which led to more clicks.

Moving forward, we expect the implementation of the schema to work as an organic SEO engine, hopefully bringing thousands of more people through to our recipe pages.

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