eBay Inc. confidential 1
Structured Data
Frank Cheng
Head of SEO, Global Platform
SMX West 2014
eBay Inc. confidential 2eBay Inc. confidential 2
Agenda
• WHO am I?
• WHY is structured data important?
• WHAT did we do?
...
eBay Inc. confidential 3eBay Inc. confidential 3
WE HAVE BUILT THE WORLD’S LARGEST CLASSIFIEDS BUSINESS
ECG GLOBAL FOOTPRI...
eBay Inc. confidential 4eBay Inc. confidential 4
Structured data has become more important with the new Google
“Hummingbir...
eBay Inc. confidential 5eBay Inc. confidential 5
Steps to markup your site with structured data
1. Go through http://schem...
eBay Inc. confidential 6eBay Inc. confidential 6
Different categories and attributes should be mapped to the most
relevant...
eBay Inc. confidential 7eBay Inc. confidential 7
After the launch, we have seen # of items and # of pages with
structured ...
eBay Inc. confidential 8eBay Inc. confidential 8
Crawlers also responded positively to the change by crawling
more pages a...
eBay Inc. confidential 9eBay Inc. confidential 9
As a result, we have seen more pages indexed on Google
0
500,000
1,000,00...
eBay Inc. confidential 10eBay Inc. confidential 10
SEO traffic increased between 150% and 200% for page type A
-50%
0%
50%...
eBay Inc. confidential 11eBay Inc. confidential 11
SERP rich snippets and Google Knowledge Graph are applications
of how G...
eBay Inc. confidential 12eBay Inc. confidential 12
Takeaways
• Easy to implement, but hard to get everything right in the ...
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Structured Data What You Need to be Doing Now - Tips from eBay Classifieds Head of SEO

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Smx West 2014 Session #Smx #32A - Structured Data Super Session - What You Need To Be Doing Now presentation Google Got The Wrong Business Unit In Disney To Associate With The Listing. By Frank Cheng Of Ebay Classifieds

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Structured Data What You Need to be Doing Now - Tips from eBay Classifieds Head of SEO

  1. 1. eBay Inc. confidential 1 Structured Data Frank Cheng Head of SEO, Global Platform SMX West 2014
  2. 2. eBay Inc. confidential 2eBay Inc. confidential 2 Agenda • WHO am I? • WHY is structured data important? • WHAT did we do? • WHEN and WHERE did we do it? • HOW has it performed?
  3. 3. eBay Inc. confidential 3eBay Inc. confidential 3 WE HAVE BUILT THE WORLD’S LARGEST CLASSIFIEDS BUSINESS ECG GLOBAL FOOTPRINT MINORITY INVESTMENTS 2005 2004 2005 2005 2008 2011 GLOBAL UNIQUE VISITORS PAGE VIEWS A MONTH 23COUNTRIES TOTAL LIVE ADS 18.3M 100M 6B VIBRANT MOTORS BUSINESS We make a difference in the life of 100M people, enabling them to find the house, job, car or product they need
  4. 4. eBay Inc. confidential 4eBay Inc. confidential 4 Structured data has become more important with the new Google “Hummingbird” algorithm “Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.” ~ Danny Sullivan Creative Commons Photo by s p e x
  5. 5. eBay Inc. confidential 5eBay Inc. confidential 5 Steps to markup your site with structured data 1. Go through http://schema.org/docs/full.html to identify potential schema.org item types and properties available / relevant to your site 2. Go through all categories, attributes and information elements on your site and map them to relevant markup items 3. Modify original HTML to include markup item code 4. Successful implementation can be tested using Google tool: http://www.google.com/webmasters/tools/richsnippets 5. For breadcrumb mark-up, use Microdata format instead, outlined at https://support.google.com/webmasters/answer/185417
  6. 6. eBay Inc. confidential 6eBay Inc. confidential 6 Different categories and attributes should be mapped to the most relevant schema.org data types and properties
  7. 7. eBay Inc. confidential 7eBay Inc. confidential 7 After the launch, we have seen # of items and # of pages with structured data items increase by 300%
  8. 8. eBay Inc. confidential 8eBay Inc. confidential 8 Crawlers also responded positively to the change by crawling more pages and downloading more content from our site
  9. 9. eBay Inc. confidential 9eBay Inc. confidential 9 As a result, we have seen more pages indexed on Google 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 Pre Post # of URLs indexed by Google for page type A 57%
  10. 10. eBay Inc. confidential 10eBay Inc. confidential 10 SEO traffic increased between 150% and 200% for page type A -50% 0% 50% 100% 150% 200% 250% 300% 7-Nov-13 10-Nov-13 13-Nov-13 16-Nov-13 19-Nov-13 22-Nov-13 25-Nov-13 28-Nov-13 1-Dec-13 4-Dec-13 7-Dec-13 10-Dec-13 13-Dec-13 16-Dec-13 19-Dec-13 22-Dec-13 25-Dec-13 28-Dec-13 31-Dec-13 3-Jan-14 6-Jan-14 9-Jan-14 12-Jan-14 15-Jan-14 18-Jan-14 21-Jan-14 24-Jan-14 27-Jan-14 30-Jan-14 2-Feb-14 SEO Traffic Growth by Category AUTOS ELECTRONICS FASHION HOME & GARDEN PROPERTY SERVICES JOBS * Other SEO improvements also launched with the same release that may have also impacted traffic for page type A
  11. 11. eBay Inc. confidential 11eBay Inc. confidential 11 SERP rich snippets and Google Knowledge Graph are applications of how Google use the data and could provide traffic opportunities
  12. 12. eBay Inc. confidential 12eBay Inc. confidential 12 Takeaways • Easy to implement, but hard to get everything right in the first implementation, especially for mega sites with complex category structure and attribute data scheme • Main benefits came from – Crawlability: More pages being indexed and crawled – CTR: More clicks generated from the same SERP positions • Be ready for the future – Conversational search, entity search…etc Frank Cheng Head of SEO, Global Platform eBay Classifieds Group, eBay Inc. frcheng@ebay.com
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