Increase Site CTR in SERP Using Google Rich Snippets And Drupal 7

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Increase Site CTR in SERP Using Google Rich Snippets And Drupal 7

  1. 1. Increase Site CTR in SERP Using Google Rich Snippets DrupalCamp Kyiv 2011
  2. 2. <ul><li>Additional info and markup in SERP for some content types : </li></ul><ul><li>Reviews (individual and aggregate rating) </li></ul><ul><li>People (photo, role, social networks relationship) </li></ul><ul><li>Products (price, brand, availability) </li></ul><ul><li>Organizations (address, telephone) </li></ul><ul><li>Recipes (photo, total cook time) </li></ul><ul><li>Events (date, duration, geo location) </li></ul>What Is Rich Snippets?
  3. 3. Rich Snippets Examples
  4. 4. Rich Breadcrumbs And Rich Videos
  5. 5. Case #1 . Sportswear internet shop Keyword #1 frequency : ~5000 per month SERP position: 5-6 CTR without rich snippet: ~ 5 % CTR with rich snippet (reviews + photo): ~ 9 % Keyword #2 frequency : ~600 per month SERP position: 2 CTR without/with rich snippet: ~12% / ~14%
  6. 6. Case # 2. Entertainment blog Each second post includes funny video. After adding rich snippet for video traffic from Google grows more then 1.5 times.
  7. 7. Yesterday We used Drupal 6 and hard theming (per node types) for creating reach snippets markup. Different node-type.tpl.php with markup for every field. Today We are using Drupal 7 with modules RDF Extensions and Google Rich Snippets (for images markup). But sometimes we need to write some code (for breadcrumbs) . How To Add It To Drupal Site?
  8. 8. Install Modules rdfx And richsnippets
  9. 9. Add The Content Type With RDF Options
  10. 10. Add Fields
  11. 11. Add RDF Predicates For Every Field
  12. 12. Add RDF Namespace /admin/config/services/rdf/namespaces
  13. 13. Create A Node
  14. 14. New Page For A User
  15. 15. New Page For Google (Testing Tool) http:// www.google.com/webmasters/tools/richsnippets
  16. 16. Related Links List At http://goo.gl/3uTD3 Alexey Kostin (Russia) @ kostin [email_address]

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