Structured Data Superstars by Warren Lee

STRUCTURED

DATA

SUPERSTARS

#

Warren Lee

Adobe

@WarrenLeeMedia

#SMX #22C

October 2, 2013

#

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Warren Lee, Global SEO Manager, ADOBE

Structured Data Superstars@warrenleemedia


Warren LeeManager, Global Search Marketing

Global team delivering Organic & Site Search

strategies for all Adobe products

Team Charter

• Deliver industry best practices

• Drive KPI-focused results

• Showcase Marketing Cloud products

11 years in Search, 15 years in Digital

@warrenleemedia

http://blogs.adobe.com/digitalmarketing/author/warren-lee/http://searchengineland.com//author/warren-lee/

http://www.linkedin.com/in/warrendlee

http://www.behance.net/Warrenlee

http://www.linkedin.com/in/warrendlee



Schema Rocks!

5

Reviews

RecipesProducts

Articles

EventsSupported

RichSnippets

Music

Organizations


Schema Rocks!

6

PickA

Format

Microdata

RDFa

RichSnippets

Microformats


HTML markup tool VS. Data Highlighter tool

7

Markup Tool & Data Highlighter

Use HTML markup if...

• You want explicit control over how Google

understands the events, recipes, or other

types of data on your site.

• You can add HTML markup consistently to all

data items.

• Your site structure changes frequently.

• You want other search engines to understand

the content on your website in addition to

Google.

Use Data Highlighter if...

• Your site displays data about events.

• You're considering structured data and rich

snippets for your site, but you are not yet

ready to commit resources to updating HTML

markup.

• You prefer to point and click on web

pages instead of writing HTML markup.

• You can't change the HTML markup on a

site, or you can't consistently mark up data

items.


Strategic Considerations - Events Markup Example

8

Considerations

Snippet vs site links

Not meant for advertising

Can include event title, event date & venue

Increase in CTR


Strategic Considerations - Reviews Markup Example

9

Considerations

Test including actual reviews in meta description vs. using a controlled meta description

Consider regional impact

In Japan reviews are often used as a complaints platform

Consider impact by industry

Structured data testing tool

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

Test, test, test


Results - Reviews Markup

10

# of Visits – North America

21% Above Baseline 19% Above

Baseline

Controlled Meta DataUGC Meta Data Control Group

5% Below Basline

Before After Before AfterBefore After

CTR & Visits Increased


Considerations

Hcard is nice to have, but…

Authorship is more important than you may think

Value beyond CTR

If you’re not paying for the product then “you are the product”

Author rank – social ranking signals

People – Authorship example

11


Strategic Considerations - Personalization vs.

Authorship

12


Strategic Considerations - Non logged-in version –

Authorship example

13


Actionable next steps – what’s down the road

14

Activities Projected outcomeFocus Area

Increase in CTR & VISITS -Completed

Awareness &

Conversion

Increase in CTR & VISITS

Increase in CTR & VISITS

Reviews testing (NA and UK)

Reviews testing (EMEA)

Reviews testing (J - APAC)

Testing Article Schema (WW) Increase in VISITS

Product support Vendor integrations Customer service


Actionable next steps – Prioritization varies by industry

15

Buy-in

Strategic alignment

Capabilities


Thank You

Questions?

Reach me on Twitter @ Warrenleemedia


© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

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Structured Data Superstars by Warren Lee