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Milestone Confidential
What Schemas & Microdata
You Need To Be Using NOW
2Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Agenda
 Choosing right markup...
3
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Schemas
Gives desired informa...
4Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Structure Improves Google Tren...
5Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Acceptable rich snippets
mark ...
6Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Hummingbird (Conversational Se...
7Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Schema.org
1. http://schema.or...
8Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Schema for SEMANTIC search
Sch...
9Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Geo-
Local
Vertically
Focused
...
10
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Website Content – Ready for ...
11Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Tools
12Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
1. Schema Deployed in Footer
...
13Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
2. Change Architecture - Thin...
14Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Rich snippet testing tool
Abl...
15Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
3. CMS Deployment
Schemas
wra...
16Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Rich snippet testing tool
Abl...
17Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
4. Schema applied on room typ...
18Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Rich snippet testing tool
19Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
5. Packages & Rooms – As Prod...
20Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
5. Schema’s Deployed in Speci...
21Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Schema Errors
1. Rich snippet...
22Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Errors using hCard
Webmaster ...
23Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Product Schema Errors
Webmast...
24Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Events - Missing: Location ad...
Milestone Confidential
Schema Panel to
Manage Schemas
26Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
A Site Audit Dashboard – II
R...
27Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Case Study – Google Webmaster...
28Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
SCHEMAs
 Know which Schemas ...
29Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Thank You
Questions?
Benu Agg...
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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 Milestone Internet Marketing

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  1. 1. Milestone Confidential What Schemas & Microdata You Need To Be Using NOW
  2. 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. 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. 4. 4Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Structure Improves Google Trends
  5. 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. 6. 6Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Hummingbird (Conversational Search) and Structured data (Schemas)
  7. 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. 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. 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. 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. 11. 11Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Tools
  12. 12. 12Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 1. Schema Deployed in Footer SCHEMAs in Footer and Address
  13. 13. 13Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 2. Change Architecture - Things To Do
  14. 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. 15. 15Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 3. CMS Deployment Schemas wrapped around information in CMS
  16. 16. 16Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Rich snippet testing tool Able to read room type as a product schema
  17. 17. 17Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 4. Schema applied on room types CMS backend fields automatically wrapped with schemas
  18. 18. 18Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Rich snippet testing tool
  19. 19. 19Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 5. Packages & Rooms – As Product
  20. 20. 20Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 5. Schema’s Deployed in Specials and Packages
  21. 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. 22. 22Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Errors using hCard Webmaster Rich Snippet Testing Tool Result
  23. 23. 23Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Product Schema Errors Webmaster Rich Snippet Testing Tool Result
  24. 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. 25. Milestone Confidential Schema Panel to Manage Schemas
  26. 26. 26Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg A Site Audit Dashboard – II Reports on all SEO Site Issues
  27. 27. 27Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Case Study – Google Webmaster Indexed Pages Jumps Site live – March 19, 2013
  28. 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. 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
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