Technical SEO & Schema
Technical SEO & Schema: Turning Our Own Method Onto Our Own Projects
The Ranking Store has grown largely on reputation. Customers have traditionally found us through word of mouth, through online marketing delivered by webinar, and through partners. That is a healthy way to acquire customers, and it meant our own sites never had to fight for visibility in the way a client’s site does. As a result, our own technical SEO started from a position of very little focus. That was an odd place for us to be, because technical SEO is much of what we do for other people: we have built technical SEO projects for others, including PBN work and other technically challenging SEO builds. We were solving hard technical problems on other projects while leaving our own foundations largely unattended.
What We Did, and Why
In 2026 we ran our own internal projects as we would run a technical SEO engagement. The method combined two things. The first was our core understanding of the Google ecosystem — the practical, hands-on knowledge built up through our software, our backlink and local tools, and years of technical builds. The second was the latest accepted SEO methodology, applied deliberately rather than assumed.
Technical SEO begins with the basics a search engine needs in order to crawl, render, understand and trust a site. Google publishes those expectations in Google Search Essentials, and building to a published standard rather than to guesswork is what makes the work repeatable. Schema sits in the same discipline. Structured data uses the shared vocabulary maintained at Schema.org, an initiative of Google, Microsoft, Yahoo and Yandex, and Google documents the markup types it supports in its Search Central structured data documentation. Treating that description layer as part of the technical foundation, rather than as a decoration added after launch, keeps the markup consistent with what the page actually contains — which is the only version of the exercise that holds up.
How It Turned Out
The outcome was improved rankings for all targeted keywords. The important part for us was not the individual movement but the confirmation that the same discipline we apply to technically demanding projects for others works when pointed at our own properties: start from how the Google ecosystem actually behaves, apply current accepted methodology, and keep the technical layer — crawl, indexation, structure and structured data — coherent with the content it describes. That is now the baseline for how The Ranking Store builds its own sites.
Sources and supporting material
Further reading:
- Case study: Technical On-Page SEO
- Reference: On-Page Technical SEO
- Approach article: On-Page Technical SEO
- Approach article: On-Page Technical SEO
- Glossary: Technical SEO Optimization
- Comparison: Technical SEO Optimization
- Checklist: Technical SEO Optimization
