Microformats by Jonathan Stewart
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Microformats by Jonathan Stewart

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Microformats by Jonathan Stewart Microformats by Jonathan Stewart Presentation Transcript

  • 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