Microformats by Jonathan Stewart

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  • Image Credit to http://www.core77.com
  • Microformats by Jonathan Stewart

    1. 1. Microformat Optimisation<br />Jonathan Stewart <br />Head of Search & Social Media<br />@jonaths<br />
    2. 2. Launched in 1999<br />500,000 reviews<br />100,000 products<br />www.reviewcentre.com <br />www.facebook.com/reviewcentre<br />http://twitter.com/review_centre<br />
    3. 3. Agenda<br />Rich Snippets<br />Review Centre’s Experience<br />Process<br />Timescales<br />Traffic Observations<br />
    4. 4. Rich Snippets<br />Google’s Documentation on Microformats<br />http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997<br />
    5. 5. Types of Review Markup<br />Individual Reviews<br />Aggregate Reviews<br />
    6. 6. Review Centre Website Hierarchy<br />Homepage<br />Tier 1<br />Tier 2<br />. . . . . . . . .<br />Items<br />75% of traffic<br />Reviews<br />
    7. 7. Our Approach To Implementation<br />Homepage<br />Tier 1<br />Tier 2<br />. . . . . . . . .<br />Items<br />75% of traffic<br />Reviews<br />
    8. 8. Item Pages<br />PROPERTIES<br />itemreviewed<br />rating<br />count<br />
    9. 9. Process<br />http://www.google.com/webmasters/tools/richsnippets <br />http://www.google.com/support/webmasters/bin/request.py?contact_type=rich_snippets_feedback<br />
    10. 10. Process<br />
    11. 11. <ul><li>If I mark up my pages, does that guarantee I'll get Rich Snippets?No
    12. 12. Finally got inclusion on 30th January
    13. 13. 6 weeks after submission</li></ul>Image source= http://oldcoyote.wordpress.com<br />
    14. 14. TRAFFIC<br />14%<br />Image source= www.moregoogletraffic.com<br />
    15. 15. Our Approach to Implementation<br />Homepage<br />Tier 1<br />Tier 2<br />. . . . . . . . .<br />Items<br />Reviews<br />75% of traffic<br />
    16. 16. Review Pages<br />PROPERTIES<br />reviewer<br />itemreviewed<br />dtreviewed<br />rating<br />description<br />
    17. 17. No need to resubmit<br />Image source= www.core77.com<br />
    18. 18. TRAFFIC<br />4%<br />Image source= www.moregoogletraffic.com<br />
    19. 19. …to marked up pages<br />Traffic Increased…<br />
    20. 20. Traffic Increased<br />…to non-marked up pages<br />
    21. 21. Why The Discrepancy<br />Items<br />Reviews<br />
    22. 22. Cannibalisation<br />80%<br />20%<br />
    23. 23. Cannibalisation<br />90%<br />10%<br />
    24. 24. Cannibalisation<br />70%<br />30%<br />
    25. 25. Key Takeaways<br />Don’t expect a great deal of feedback from Google<br />You should see significant traffic uplift<br />Be prepared for a change in traffic patterns<br />
    26. 26. Thankyou<br />

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