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SCHEMA ONE YEAR ON: GETTING THE MOST OUT OF RICH
SNIPPETS
Richard Baxter, Founder, SEOgadget
With thanks to Daniel Butler, Philip Petrescu and Joost De Valk for your hard work, inspiration and
solid code.
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Wonderful Toys for an SEO to Play With
Great ways to get eyeballs on your content.
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Here we have image search results, event rich snippets and Video search results
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“How to make a pizza” - http://www.seomoz.org/blog/eyetracking-google-serps via http://mirametrix.com/
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You can build rich snippet data into content
not just dynamic page templates
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Fetch the correct schema from schema.org, paste in the data and edit.
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This hasn’t worked yet but we’re still watching…
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Can you influence CTR in classic organic SERPS
With Rich Snippets?
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CLICK THROUGH RATE IN PURE ORGANIC
A high ranking website might receive 25% to 5% of all organic search in an ordinary search
result. http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
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TEST THIS STUFF FOR YOURSELF
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“Transactional”
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“Transactional”
w/Rich Snippet
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The results…
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RICH SNIPPET ADDED IN THE PURCHASE TEST
VS:
“Transactional” received 21.52% CTR,
vs “Snippetised Transactional” at 26.32%
Our rich snippet, transactionally worded variation won at
26.32% CTR in 2nd place, compared to 21% without
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Huge over saturation of review snippets
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How many of my top referring keywords from
Organic (Google) search have rich
snippets in their SERPS?
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Top 500 Referring Keywords for SEOgadget that Compete With a Review Snippet on Page 1
snippet
no snippet
Ok, no surprise here. In SEOgadget’s top 500 referring keywords from Organic search, 13%
have a rich snippet on Page 1 of the search results.
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Wow – Less than 9% of the top 500 search queries to this UK retail site DO NOT have rich
snippets on page 1
Top 500 Referring Keywords for a UK Ecomm Site that Compete With a Review Snippet on Page 1
snippet
no snippet
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It might be wise to measure saturation of snippets
in your vertical. Here’s how:
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A GOOGLE SEARCH RESULT IN NON-JS VIEW
With JS disabled, Google’s serps use class=“star” – when the value is “.”, there’s a rich
snippet in the SERP.
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THE QUERY
=(IF
(XPathOnUrl([@Column1],
"//div[contains(@class,
'star')]“
)=".","snippet","no
snippet")
Use this with SEO Tools for Excel. Massive thanks and hat tip to Daniel Butler (@Dbseo) for
finding the “.”
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THE DATA
Is there a review
snippet in the top 10
results for this
Query?
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RESULTS PAGES THAT DON'T HAVE SNIPPETS
Wait, these results pages don’t have rich snippets of any kind? That’s nice to know…
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What image, video, local and shopping results
exist in this search result?
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GET ADVANCED WEB RANKING
Run a Universal Search campaign in Advanced Web Ranking, and use “split the result type”
in the export settings…
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COMBINE ALL THE DATA
Image, Video and
Shopping results count
In the top 30
Think about how you can use this – where saturated results exist, pick off non-image and
video results. Where no snippets exist, target those.
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TOOLS
• Schema-creator.org
• hRecipe helper for Chrome
• Microformats for Chrome
• Microdata Tool
• Bing WMT
• Google’s Rich Snippets Testing Tool
• Quixapp.com
http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools
Richard Baxter, Founder, SEOgadget
Twitter: @richardbaxter
Blog: seogadget.co.uk
Email: [email protected]
THANK YOU