Microformats - online marketing meetup Sydney

Micro Data and Schema for WebsitesRich Snippets

What we will cover

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• What are rich snippets• What is microdata• Examples and implantation of microdata• Testing of microdata• Authorship

What is Microdata and Schema?

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Rich Snippet Microdata is a way to label content to describe a specific type of information. It is piece of code that is usually only visible to search engines.

Schema.org is website that provides official recommendations and mark-up for webmasters.

In order to get Rich Snippets visible in SERPs we need to use Microdata (or other format) in order to communicate with search engines.

Why bother with rich snippets?

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• Increased visibility and click through rate => more traffic• Better visibility of your content• Search engines is using these data to create new tools and

enhance search results• Search engine will understand better your content

Rich snippets types

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Reviews

People

Products

Rich snippets types

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Recipes

Events

MusicOrganisation

Videos

Authorship

We can markup many more objects

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Implementation

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I will be use Microdata format in following examples.

Microdata looks like your normal HTML code.

How does it work in general?Original markup With microdata

Type and property

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Type

Property

Address example

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Each information is wrapped around with additional coding.

Usually you already have existing information in the source code.

Review example

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Single review

Aggregated review

Video example

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Restaurant example

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We can add reviews to anything when it makes sense.

Testing - URL

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http://www.google.com/webmasters/tools/richsnippets

Testing - code

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http://www.google.com/webmasters/tools/richsnippets

Guidelines

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Technical• Code needs to be valid • It is easy to test

Design • Describe and summarize the page’s main content as a user would see it. • Contain up-to-date information. We won’t show a rich snippet for time-sensitive content that is no longer

relevant.• Be of original content that you and your users have generated and is fully contained on your page. We

won’t show a rich snippet for content that is linked or alluded to but not directly available on a page.

Quality• Marking up content that is in no way visible to users.• Marking up irrelevant or misleading content, such as fake reviews or content unrelated to the focus of a

page

Troubleshooting

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• Is your markup incorrect or misleading?

• Have you supplied enough information?

• Does your markup include incorrect nesting?

• Can Google see the page?

• Have you only recently updated your content?

Authorship

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Authorships allows assign author a content.

Google is using AuthorRank to measure “trust” of authors.

How to enable authorship

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1, Set-up Google plus profile2, Set-up authorship for your website3, Verify it works properly4, Happy writing

Set-up by email

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https://plus.google.com/authorship

Set-up by Google+ profile

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If you have CMS or blogging platform it is usually quite easy either through widgets or editing templates.

Test authorship

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http://www.google.com/webmasters/tools/richsnippets

More information

https://support.google.com/webmasters/answer/99170?hl=en&ref_topic=4600154Optimise content

http://www.schema.org/

http://www.searchenginejournal.com/how-to-use-schema-markup-for-local-seo/60245/

http://seogadget.com/micro-data-schema-org-guide-to-generating-rich-snippets/

http://www.scottbuehler.com/social-media/ultimate-guide-google-authorship/

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Contact me: au.linkedin.com/in/michaelcerny/

Any Questions?