Microformats by Jonathan Stewart

Microformat Optimisation
Jonathan Stewart
Head of Search & Social Media
@jonaths

Launched in 1999
500,000 reviews
100,000 products
www.reviewcentre.com
www.facebook.com/reviewcentre
http://twitter.com/review_centre

Agenda
Rich Snippets
Review Centre’s Experience
Process
Timescales
Traffic Observations

Rich Snippets
Google’s Documentation on Microformats
http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997

Types of Review Markup
Individual Reviews
Aggregate Reviews

Review Centre Website Hierarchy
Homepage
Tier 1
Tier 2
. . . . . . . . .
Items
75% of traffic
Reviews

Our Approach To Implementation
Homepage
Tier 1
Tier 2
. . . . . . . . .
Items
75% of traffic
Reviews

Item Pages
PROPERTIES
itemreviewed
rating
count

Process
http://www.google.com/webmasters/tools/richsnippets
http://www.google.com/support/webmasters/bin/request.py?contact_type=rich_snippets_feedback

Process

If I mark up my pages, does that guarantee I'll get Rich Snippets?No
Finally got inclusion on 30th January
6 weeks after submission
Image source= http://oldcoyote.wordpress.com

TRAFFIC
14%
Image source= www.moregoogletraffic.com

Our Approach to Implementation
Homepage
Tier 1
Tier 2
. . . . . . . . .
Items
Reviews
75% of traffic

Review Pages
PROPERTIES
reviewer
itemreviewed
dtreviewed
rating
description

No need to resubmit
Image source= www.core77.com

TRAFFIC
4%
Image source= www.moregoogletraffic.com

…to marked up pages
Traffic Increased…

Traffic Increased
…to non-marked up pages

Why The Discrepancy
Items
Reviews

Cannibalisation
80%
20%

Cannibalisation
90%
10%

Cannibalisation
70%
30%

Key Takeaways
Don’t expect a great deal of feedback from Google
You should see significant traffic uplift
Be prepared for a change in traffic patterns

Thankyou

Microformats by Jonathan Stewart

by a4uexpo Conference on Oct 14, 2010

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Microformats by Jonathan Stewart — Presentation Transcript