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Stephan Spencer - SMX Advanced: Rich Snippets, Schema & Microformats
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Stephan Spencer - SMX Advanced: Rich Snippets, Schema & Microformats


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SMX Advanced presentation on : Rich Snippets, Schema & Microformats / RDFa - presentation by Stephan Spencer

SMX Advanced presentation on : Rich Snippets, Schema & Microformats / RDFa - presentation by Stephan Spencer

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  • 1. From Microdata & Schema To RichSnippets: Markup For The Advanced SEOStephan SpencerCo-Author of The Art of SEO; Author of GooglePower Search; Founder of Netconcepts
  • 2. © 2009 Stephan M Spencer Netconcepts sspencer@netconcepts.comWho Am I?• Author of Google Power Search &Co-author of The Art of SEO• Founder of SEO agency Netconcepts• Sold Netconcepts to Covario in 2010• Lived in New Zealand for 8 years, returned to US in 2007• Invented GravityStream, a pay-for-performance SEOtechnology (now Rio SEO Website Optimizer)• Now a free agent, developing an SEO training program whichwill launch this year at– Free SEO Myths report at
  • 3. Rich Snippets• Rich snippets boost clickthrough on yourGoogle listings• Author headshots• Video thumbnails• Star ratings– On product pages– On category pages (based on aggregate ratings)
  • 4. Benefits of Google’s Authorship• More Compelling Search Snippets: IncreasedClickthroughs• Bonus Search Results: More clicks to morepages on your site.
  • 5. Better Search SnippetsMore clicks!!
  • 6. Bonus Search Results
  • 7. Bonus Search Results (2)Additional listings 
  • 8. Gaining Authorship Status• Option 1: Link your content to your Google+profile using a verified email address.• Option 2: Set up authorship by linking yourcontent to your Google+ profile
  • 9. Verified E-mail Address Option• Need an email address in the same domain as the content ishosted. For example:– Domain:– E-mail:• Each article must include a byline that includes your name.For example:– Article: 36 SEO Myths That Wont Die But Need To– Byline: By Stephan Spencer
  • 10. Verified E-mail Address Option (2)• Submit your e-mail address toGoogle
  • 11. Verified E-mail Address Option (3)• Verify using thestructured datatesting tool data recognizedGoogle+ page
  • 12. Verified E-mail Address Option (4)• This ishow thecorrectlymarkedup datalooks
  • 13. Verified E-mail Address Option (5)• Confirm bychecking yourGoogle+Profile ValidationCompleted
  • 14. Promoting Google+• Authorship markup isjust another tool tohelp Google growGoogle+• Signing up for theservice is required
  • 15. Linking Content to Google+ Option• Create a link to your Google+ profile from yourcontent. Example:– <ahref=>Google</a>
  • 16. Linking Content to Google+ Option (2)Add a reciprocal link back from your profile
  • 17. Linking Content to Google+ Option (3)Add a reciprocal link back from your profileSearch Engine Land Link
  • 18. Linking Content to Google+ Option (4)• Verify using thestructured datatesting tool data recognizedGoogle+ page
  • 19. Authorship Misfires• Google mis-associated Eric’sphoto with myarticle despite therel=author links tomy Google+ profile& to my SEL biopage, instead basingit on the mention ofEric as a co-author inmy bio. Deleted hisname and BOOM!All fixed!
  • 20. How to Get Nice Video Thumbnails• Add one of the supportedformats to the on-pagemarkup:–– Facebook Share– Yahoo’s RDFa
  • 21. Step 1: Add Rich Snippet Markup (Option1)<div itemscopeitemtype=""> <h2>Video: <spanitemprop="name">Title</span></h2> <metaitemprop="duration" content="T1M33S" /> <metaitemprop="thumbnailUrl" content="thumbnail.jpg"/> <metaitemprop="embedURL" content="" /> <object...> <embed type="application/x-shockwave-flash"...> </object> <span itemprop="description">Videodescription</span></div> Video Format
  • 22. Step 1: Add Rich Snippet Markup (Option2)<meta name="title" content=”Need SEO Help? – from aworld class expert" /> <meta name="description"content=”Hire the Smartest SEO on the World WideInternet!" /> <link rel="image_src"href="" /><link rel="video_src"href=""/> <meta name="video_height" content="296" /><meta name="video_width" content="512" /> <metaname="video_type" content="application/x-shockwave-flash" />Facebook Share Format
  • 23. Step 1: Add Rich Snippet Markup (Option3)<object width="512" height="296" rel="media:video"resource=""xmlns:media=""xmlns:dc=""> <param name="movie"value="" /> <embedsrc="" type="application/x-shockwave-flash" width="512" height="296"> <a rel="media:thumbnail"href="" /> <a rel="dc:license"href="" /> <spanproperty="dc:description" content="Stephan Spencer is co-author of The Art ofSEO and author of Google Power Search, both published by O’Reilly. He foundedthe SEO agency Netconcepts in the 1990′s and in 2010 it was acquired by Covario."/> <span property="media:title" content=”Need SEO Help? – from a world classexpert" /> <span property="media:width" content="512" /> <spanproperty="media:height" content="296" /> <span property="media:type"content="application/x-shockwave-flash" /> <span property="media:region"content="us" /> <span property="media:region" content="uk" /> <spanproperty="media:duration" content="63" /> </object>RDFa (Yahoo! SearchMonkey) Format
  • 24. Step 2: Validate Rich Snippet MarkupGoogle’s Structured Data Testing Tool(
  • 25. FaceBook Share Video Markup
  • 26. Product Page
  • 27. Step 3: Submit a Video XML Sitemap<urlset xmlns=""xmlns:video=""> <url><loc></loc> <video:video><video:thumbnail_loc></video:thumbnail_loc><video:title>Grilling steaks for summer</video:title> <video:description>Alkis shows you how toget perfectly done steaks every time</video:description><video:content_loc></video:content_loc><video:player_loc allow_embed="yes" autoplay="ap=1"></video:player_loc><video:duration>600</video:duration> <video:expiration_date>2009-11-05T19:20:30+08:00</video:expiration_date> <video:rating>4.2</video:rating><video:view_count>12345</video:view_count> <video:publication_date>2007-11-05T19:20:30+08:00</video:publication_date><video:family_friendly>yes</video:family_friendly> <video:restriction relationship="allow">IEGB US CA</video:restriction> <video:gallery_loc title="CookingVideos"></video:gallery_loc> <video:pricecurrency="EUR">1.99</video:price><video:requires_subscription>yes</video:requires_subscription> <video:uploaderinfo="">GrillyMcGrillerson</video:uploader> <video:live>no</video:live> </video:video> </url> </urlset>Video XML Sitemap FORMAT
  • 28. Step 4: Validate Video XML SitemapGoogle Webmaster Tools > Optimization > Sitemaps
  • 29. Video Thumbnail Misfires• Why is the CoreOx not showinga thumbnail butCore Hi & otherproducts are?No reason.
  • 30. Leverage Rich Snippets• Reviews (Ratings)• Aggregate Reviews• Product/Offer• Breadcrumbs• Events
  • 31. Ratings / Reviews•• Not always shown in SERPs, depends on trust• Improves visibility, trust, and CTR
  • 32. Ratings / Reviews
  • 33. Ratings / Reviews
  • 34. Clever Use of Microformats –Aggregate ReviewsThis site aggregatesReviews from all hostelsAt the parent categoryLevel. Clever!!It works with
  • 35. Product / Offer• Product• Offer (selling a product)• Gives engines a lot more product related data• So far only additional display in SERP is price• Prices in SERP display can increase CTR
  • 36. Product / Offer
  • 37. Product / Offer
  • 38. Breadcrumbs•• Adds Breadcrumb links to SERP• Makes your listing stand out• Adds more links to your site to SERP• Potential for higher CTR
  • 39. Breadcrumbs
  • 40. Breadcrumbs
  • 41. Events
  • 42. Events
  • 43. Events
  • 44. Location (Business)
  • 45. Location (Business)
  • 46. Location (Business)
  • 47. Location (Attraction)
  • 48. Location (Attraction)
  • 49. Location (Attraction)
  • 50. Location (Attraction)
  • 51. How–To: Google Data Highlighter• Found in WMT > Optimization > DataHighlighter
  • 52. How–To: Google Data Highlighter
  • 53. How–To: Google Data Highlighter• Used to create semantic markup in WMT only• Adds no code to page• Competition can’t see your markup• Good for non-techie clients and sites• Hard to scale for large sites (though you can build“page sets”)• For articles, events, local businesses, movies,products, restaurants, software apps, TV episodes
  • 54. How–To: Google StructuredMark-up Helper• Found in WMT > Other Resources > StructuredData Markup Helper
  • 55. How–To: Google StructuredMark-up Helper
  • 56. How–To: Google StructuredMark-up Helper
  • 57. How–To: Google StructuredMark-up Helper
  • 58. How–To: Google StructuredMark-up Helper• Marks up same data types as Highlighter• Outputs actual HTML code• Can work for web pages or emails• You can play around with it for any site• Page by page basis• Useful for small sites or building examples ofcode for developers
  • 59. OpenGraph Markup• For marking up data for Facebook•• Cool new feature based around locationmarkup• for moreinfo
  • 60. OpenGraph Markup• Adds Facebook pages for each location when alocation page with OG markup is “Liked”• Allows easy build out of location pages for FB
  • 61. Which One to Use?• RDFa or Microdata?• created by the engines to besearch friendly• Schema easier to understand• RDFa conforms to W3C standards• Newer RDFa Lite basically mirrors Schema• Read this then decide:–
  • 62. What’s Next?• More and more data types• More integration of semantic data into theSERPS• Engines displaying more data directly in theSERPS• How can you add value to data, not justprovide the data itself?
  • 63. Now What?• What can you do tomorrow that will improve yoursite’s SEO? Write down 3 things. Get ‘em done!• Remember: you eat an elephant one bite at a time• To follow me on Twitter: @sspencer• To contact me:• To get a copy of this slide deck