Premier Guitar Grows Traffic From Google Review Structured Data

Craig Kanalley
Fri, 14 Feb 2025 17:15:52 +0000
Seo best practices, Google strategy, Structured data, Case studies, Seo strategy, Content strategy, Review structured data

Premier Guitar is one the world's foremost authorities on guitar-related news, lessons, and reviews. Since their launch in 2007, their gear reviews, which are popular among their hundreds of thousands of active monthly users, have generally done well in search. Despite the quality of these reviews, Premier Guitar noticed that the click-through rate (CTR) in Google Search was around 2% or lower.

That trajectory changed when Premier Guitar started using review structured data. Within 90 days, there was a 19% increase in organic Google Search visitors to these reviews pages. The website also saw a 33% increase in pageviews from Google.

The “Review snippet” search appearance went from zero to the above after Premier Guitar implemented review structured data.

These changes continue to have a positive impact. In the past three months (Nov. 2024–Feb. 2025), Premier Guitar saw a 4% CTR on review snippets vs. a 2.5% CTR for other forms of search results — that’s a 60% higher CTR. The traffic implications of this are huge. Impressively, review snippets now account for 30% of Premier Guitar’s Google Search traffic.

The "review snippet" search appearance has a much higher CTR (4.1%) than the average search result for Premier Guitar's site.

There's a reason the CTR is higher. These results stand out. Have a look for yourself with an example for a product:

An example of Premier Guitar’s review structured data in a rich results snippet. Notice that they are ranked right after the brand itself and it includes a star rating, the expert who wrote it, and pros and cons. These lead to a higher CTR.

Premier Guitar easily implemented the structured data through our content management system (CMS). Our proprietary system is optimized for search engine optimization (SEO) and user experience, and we also help partners track the efficacy of changes by using Google Search Console. Premier Guitar used Google's Rich Results Testing Tool to validate their code and eliminate any remaining errors in the markup.

“Google makes it very easy to implement structured data and ensure it meets all the requirements for rich results. Users were able to see much more information in the rich results and that led to more trust,” said RebelMouse Chief Creative Officer Sandra Orlic.

Ready to see the same impact on your own site by implementing structured data? Get in touch with us today and our team can guide you through the process.