--- title: "Marshfield Clinic: 454% CTR gain from schema markup" url: https://seomadman.com/studies/marshfield-clinic-schema-markup-ctr-case-study section: studies published: 2026-09-16T00:00:00.000Z modified: 2026-09-16T00:00:00.000Z author: Adam Hafez topics: ["Structured data"] --- # Marshfield Clinic: 454% CTR gain from schema markup ## The short answer Schema App's customer story on Marshfield Clinic Health System states click-through rate rose 454% across physician URLs when a Review Snippet was awarded, and rose 32% on physician pages after entity linking at scale. The story names the client and vendor, but discloses no measurement dates or baseline click numbers behind either percentage. ## Key takeaways - Schema App's customer story states CTR increased 454% across Marshfield Clinic's physician URLs when a Review Snippet rich result was awarded. - The same story states a separate 32% CTR increase on physician pages after Schema App's External Entity Linking feature was rolled out across page categories. - Marshfield Clinic began the project after observing a 30% decline in organic traffic between 2021 and 2022, which is the stated trigger for the engagement, not a result of it. - The schema types involved are physician pages with Review Snippet and Local Business markup, plus entity linking to Wikipedia, Wikidata and Google's Knowledge Graph. - Neither CTR percentage is paired with a disclosed baseline rate or exact measurement window, so both read as vendor-reported lifts, not reproducible figures. Most structured data case studies quote a single headline percentage with no name attached. Schema App's customer story on Marshfield Clinic Health System, a healthcare provider with over 60 locations across Wisconsin and Michigan's Upper Peninsula, names the client and states two separate click-through rate figures tied to two separate schema efforts. Here is exactly what the source says, and what it leaves unsaid. ## What the case study states **Two figures, two different causes.** The published story states plainly: "Across all physician URLs, when a Review Snippet was awarded, CTR increased by 454%." Separately, it states that "Marshfield Clinic's physician pages saw a 32% increase in click-through rate" after Schema App's External Entity Linking feature was implemented, which links entities such as medical specialties to Wikipedia, Wikidata and Google's Knowledge Graph. These are not the same intervention: one is about earning a Review Snippet rich result, the other is about disambiguating what a page is about for search engines. **Why the project started.** The case study is explicit that the trigger was a decline, not a gain: "During a review of organic search traffic from 2021 to 2022, Katie observed a 30% decline in organic traffic." Marshfield Clinic's Lead Digital Marketing Strategist, Katie Schneekloth, and her team then began evaluating structured data at scale as part of the response. ## What the case study does not state **No baseline CTR, no exact dates.** Schema App reports the size of the lift for both the 454% Review Snippet figure and the 32% entity linking figure, but does not publish the starting click-through rate, the resulting click-through rate, or the exact weeks or months each figure covers. The story places the Review Snippet gain as a year-over-year comparison, without a stated start and end date. **A vendor-published success story, not an independent audit.** Schema App wrote and published this case study about its own client relationship and its own product feature. That does not make the percentages false, but it means the case study was selected and framed by the vendor whose product produced the result, the same limitation that applies to Google's own structured-data success stories. ## Why we care **Cite what is actually verifiable.** "Schema App reports a 454% CTR increase for Marshfield Clinic's Review Snippet pages" is a claim this article can stand behind, because it is a direct quote from Schema App's own published page. "Schema markup increases CTR by 454%" is not defensible, because it drops the fact that this is one client's Review Snippet result, not a general multiplier any site adding schema markup should expect. **Two levers, not one.** The case study is a useful reminder that "structured data" is not a single lever: a Review Snippet earned through review markup and entity linking through sameAs and Knowledge Graph references are different mechanisms with different prerequisites, and this source credits each with a separate, distinct number rather than folding them into one blended figure. ## Frequently asked questions ### What exactly triggered Marshfield Clinic's schema markup project? Schema App's case study states that Marshfield Clinic's digital marketing team observed a 30% decline in organic traffic between 2021 and 2022, and began investigating structured data as one response to that decline. The 30% figure describes the problem, not an outcome of the schema work. ### Does Schema App disclose the before-and-after click-through rate numbers, not just the percentage change? No. The published case study states "CTR increased by 454%" and "a 32% increase in click-through rate" without giving the baseline or resulting CTR values, the query set measured, or an exact date range for either figure. ### Which schema types were involved in the 454% and 32% figures? The 454% figure is tied to Review Snippet markup being awarded across physician page URLs. The 32% figure is tied to External Entity Linking, a Schema App feature that links entities like medical specialties to Wikipedia, Wikidata and Google's Knowledge Graph, applied at scale across Marshfield Clinic's page categories. ## Sources 1. [How Marshfield Clinic Leveraged Schema Markup to Improve Search Traffic & Prepare for AI Search](https://www.schemaapp.com/customer-stories/how-marshfield-clinic-leveraged-schema-markup-to-improve-search-traffic-prepare-for-ai-search/) - Schema App (primary)