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STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
October 2017
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 1
About Jake Aull • Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 22 years
marketing, branding and digital experience. He takes a strategic digital marketing and usability approach to web analysis and search marketing. He has a Masters of Science degree in Marketing from Georgia State University where he did a thesis research project on social media marketing.
• Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first social media marketing text book.
• • He has been Chairs of the Atlanta Interactive Marketing Association Social Media
special interest group and Search Marketing SIG, directing educational sell-out events. And co-founder of The Change Challenge, monthly digital marketing workshops for non-profits. Jake also holds a bachelor’s degree in graphic design from Savannah College of Art and Design and is currently the president of the Atlanta Alumni Chapter where he builds and promotes educational and networking events.
• • He was a speaker at the 2014 WordCamp Atlanta, 2015 Digital Marketing for
Business Conference Raleigh, among other search marketing and social media speaking engagements.
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 2
Topic Description Overview 1. Break down the SERP. 2. Identify which elements come from Data Markup 3. Definition & Classifications of rich snippets. 4. The difference between that and rich media and content 5. Do you have it? Analyzing for rich snippets 6. Is it working? Google’s data markup tester 7. What you can control and what you can't. 8. The answer box and knowledge graph. 9. Coding is best. 10. What about rich snippets plug-ins 11. What about Google highlighter 12. What about Google Maps
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 3
STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
THE SERP
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 4
The answer box
GoogleMyBusiness
Rich Content on the SERP (from structured data markup)
•
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 8 S
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ttps:
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/arti
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STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
WHAT. IS. IT?
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 9
What are rich snippets? • SERP growth beyond past simple text listings & ancient
‘GooglePlaces’ (GoogleMaps) results
• synonyms: • schema.org • schema markup • rich content • microdata • structured data
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 10
Rich Content Traditional Elements: • GoogleMyBusiness/GoogleMaps/GoogleReviews • Sitelinks • YouTube videos • Effects on sitelinks • Effects on ratings & reviews in SERP • Images • The transformation from the old text listings in Google to
the richer display of varied content seen in the SERP today
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 11
• LACK OF RICH SNIPPETS IN BRANDNAME RESULTS FOR WEBSITE:
• Brand name Google search • GoogleMyBusiness results in KnowledgeGraph • Yelp results with ratings rich snippets • Website brand name results don’t show rich snippets
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 12
What is Structured Data? “Structured data is a system of pairing a name with a value that helps search engines categorize and index your content.” - moz.com
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 13
What is Structured Data? “Structured data is a system of pairing a name with a value that helps search engines categorize and index your content. Microdata is one form of structured data that works with HTML5. Schema.org is a project that provides a particular set of agreed-upon definitions for microdata tags.” - moz.com
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 14
•
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 15
The desktop SERP has been said to have migrated from the “golden triangle,” to the “F” – & these days heatmaps are all over the place – a problem for search predictability. Isn’t this because rich content listings, wherever their place on the SERP, are grabbing attention? What’s more: Isn’t Google’s design to keep you interested in the entire SERP? (Including the ads at bottom?)
Source: Machdigital.com
What’s the Value of Rich Snippets? • Modern approach to SEO gets away from keyword
ranking results, • & into coverage, qualitative results, social media results
such as “Follows” or “Likes” or “Shares.” • & growth in (quality) traffic. • Emphasizing more real estate on the SERP; • Heatmaps show eyes gravitate toward ‘dazzle/pizzaz’ on
the SERP (not just 3-pack or text listings) • This is what rich snippets give you; & can achieve a 30%
increase in CTR! • (source: http://searchengineland.com/how-to-get-a-30-increase-in-
ctr-with-structured-markup-105830)
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 16
STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
DO YOU HAVE IT???
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 17
SEOQuake Analysis
Google Structured Data Testing Tool
STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
IS IT WORKING???
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 20
Sample code: Google’s tools:
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 21
Choose your category (schema.org has good reference for categories) • The death of rel = author & GoogleAuthor & Google+ • Product – Information about a product, including price, availability,
and review ratings. • Recipe – Recipes that can be displayed in web searches and Recipe
View. • Review – A review of an item such as a restaurant, movie, or store. • Event – An organized event, such as musical concerts or art festivals,
that people may attend at a particular time and place. • SoftwareApplication – Information about a software app, including its
URL, review ratings, and price. • Video – An online video, including a description and thumbnail. • News article – A news article, including headline, images, and
publisher info (note ties to old “GoogleAuthor” strategies & coding). • Science datasets
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 22
“News” category rich snippets results
•
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 23
STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
WHAT YOU CAN CONTROL & WHAT YOU CAN’T…
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 24
What can, & can’t, you control? CAN • Inputs • Code • Structured Data
Markup • Schema classifications
(i.e., reviews) • Types of listings • Image & video SEO
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 25
CAN’T • Outputs • Results • Rich Content
on SERP (amount) • Knowledge Graph • Amount & ranking of
results • Images & videos on main
SERP
STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
CODING IS BEST BUT…
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 26
Rich snippets plugins: • WPSUPERSTARS.NET’s “6 BEST RICH SNIPPETS
SCHEMA PLUGINS FOR WORDPRESS:” 1. WP Review Pro 2. WP Product Review 3. All in One Schema.org Rich Snippets 4. Rich Snippets Wordpress Plugin 5. Rich Reviews 6. Schema App Structured Data 7. (source: http://www.wpsuperstars.net/rich-snippets-schema-
plugins-for-wordpress/)
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 27
WP Rich Snippets Plugin
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 28
Google Data Highlighter Tool
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 29
Topic Description Overview 1. Break down the SERP. 2. Identify which elements come from Data Markup 3. Definition & Classifications of rich snippets. 4. The difference between that and rich media and content 5. Do you have it? Analyzing for rich snippets 6. Is it working? Google’s data markup tester 7. What you can control and what you can't. 8. The answer box and knowledge graph. 9. Coding is best. 10. What about rich snippets plug-ins 11. What about Google highlighter 12. What about Google Maps
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 30
STRUCTURED DATA & SCHEMA MARKUP FOR WEBSITES
October 2017
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing ZenFires.com | [email protected] | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 31