What Schemas & Microdata You Need To Be Using NOW

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Smx West 2014 Session #Smx #32A - Structured Data Super Session - What You Need To Be Doing Nowpresentation What Schemas & Microdata You Need To Be Using Now By Benu Aggarwal @Milestonemktg Of …

Smx West 2014 Session #Smx #32A - Structured Data Super Session - What You Need To Be Doing Nowpresentation What Schemas & Microdata You Need To Be Using Now By Benu Aggarwal @Milestonemktg Of Milestone Internet Marketing

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  • 1. Milestone Confidential What Schemas & Microdata You Need To Be Using NOW
  • 2. 2Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Agenda  Choosing right markup for your business  Deploying structured data at the CMS level  CMS level Schema testing panel  Re-architecting content and site structure to support schemas  Case study showing impact of schema’s on conversion  How to test and validate schema’s on a ongoing basis?
  • 3. 3 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Schemas Gives desired information to search engine in the format they want  fn: Ramada Hotel & Suites Bangkok  Organization-name: Ramada Hotel & Suites Bangkok  adr: street-address: 22 Sukhumvit Soi 12  locality: Klongtoey  region: Bangkok  NearBy: Suvarnabhumi Airport Keyword = [Hotel in Bangkok near Airport ] Keyword = [Organization + Region + Nearby]
  • 4. 4Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Structure Improves Google Trends
  • 5. 5Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Acceptable rich snippets mark up formats Microdata (SCHEMAs) , Microformats or hcards and RDFa https://support.google.com/webmasters/ans wer/99170?hl=en Rich Snippets are the few lines of text that appear under every search result are designed to give users a sense for what’s on the page and why it’s relevant to their query. 3 steps to implementing rich snippets on a website: Pick a markup format for your industry Mark up your content, deploy at the back end Test your markup in rich snippet testing tool 1 2 3
  • 6. 6Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Hummingbird (Conversational Search) and Structured data (Schemas)
  • 7. 7Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Schema.org 1. http://schema.org/GolfCourse 2. http://schema.org/Park 3. http://schema.org/ShoppingCenter 4. http://schema.org/StadiumOrArena 5. http://schema.org/Museum 6. http://schema.org/Airport 7. http://schema.org/Aquarium 8. http://schema.org/CollegeOrUniversity 9. http://schema.org/Casino 10.http://schema.org/Zoo 11.http://schema.org/Beach 12.http://schema.org/Restaurant 13.http://schema.org/SkiResort 14.http://schema.org/Hospital 15.http://schema.org/SportsActivityLocation
  • 8. 8Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Schema for SEMANTIC search Schema.orgAddress Location Restauran t Shopping User Generate d Reviews Things to do Events Images Specials Rooms Video Bread crumbs +35 other schemas
  • 9. 9Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Geo- Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Search Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
  • 10. 10 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Website Content – Ready for Hummingbird Hummingbird Before Now and Future Need directions – open Google maps, type address, get directions Give me directions to Hyatt Regency Santa Clara  Google’s newest search engine algorithm update focuses on:  Voice search  Conversational search or natural language search  Knowledge graph and schemas  High-quality website content will provide answers to users’ queries by understanding the intent
  • 11. 11Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Tools
  • 12. 12Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 1. Schema Deployed in Footer SCHEMAs in Footer and Address
  • 13. 13Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 2. Change Architecture - Things To Do
  • 14. 14Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Rich snippet testing tool Able to read things to do as an attraction schema
  • 15. 15Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 3. CMS Deployment Schemas wrapped around information in CMS
  • 16. 16Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Rich snippet testing tool Able to read room type as a product schema
  • 17. 17Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 4. Schema applied on room types CMS backend fields automatically wrapped with schemas
  • 18. 18Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Rich snippet testing tool
  • 19. 19Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 5. Packages & Rooms – As Product
  • 20. 20Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 5. Schema’s Deployed in Specials and Packages
  • 21. 21Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Schema Errors 1. Rich snippet testing tool error - Hcard was throwing errors on microformats used. 2. Google webmaster schema errors  Missing Location – error due to event calendar  Products – error showing up in package snippets  Aggregate Rating – error due to rating in footer address
  • 22. 22Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Errors using hCard Webmaster Rich Snippet Testing Tool Result
  • 23. 23Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Product Schema Errors Webmaster Rich Snippet Testing Tool Result
  • 24. 24Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Events - Missing: Location address for holidays reported on webmaster Webmaster ResultRich Snippet Testing Tool
  • 25. Milestone Confidential Schema Panel to Manage Schemas
  • 26. 26Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg A Site Audit Dashboard – II Reports on all SEO Site Issues
  • 27. 27Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Case Study – Google Webmaster Indexed Pages Jumps Site live – March 19, 2013
  • 28. 28Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg SCHEMAs  Know which Schemas to use?  Deploying structured data at the CMS level  Re-architecting content and site structure to support schema’s  Test and validate schema’s on a ongoing basis?  Think about site architecture and content changes to deploy Schema at CMS level  Communicate to your developer, designer and content writer important data fields you need  DO NOT TELL CREATIVE FOLKS THAT THEY ARE WRITING SCHEMA’s  Measure ROI for schema’s on conversion
  • 29. 29Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Thank You Questions? Benu Aggarwal benu@milestoneinternet.com www.milestoneinternet.com blog.milestoneinternet.com http://twitter.com/milestonemktg http://www.facebook.com/Milestoneinc