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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

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  • 1. Increase Site CTR in SERP Using Google Rich Snippets DrupalCamp Kyiv 2011
  • 2.
    • Additional info and markup in SERP for some content types :
    • Reviews (individual and aggregate rating)
    • People (photo, role, social networks relationship)
    • Products (price, brand, availability)
    • Organizations (address, telephone)
    • Recipes (photo, total cook time)
    • Events (date, duration, geo location)
    What Is Rich Snippets?
  • 3. Rich Snippets Examples
  • 4. Rich Breadcrumbs And Rich Videos
  • 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. 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. 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. Install Modules rdfx And richsnippets
  • 9. Add The Content Type With RDF Options
  • 10. Add Fields
  • 11. Add RDF Predicates For Every Field
  • 12. Add RDF Namespace /admin/config/services/rdf/namespaces
  • 13. Create A Node
  • 14. New Page For A User
  • 15. New Page For Google (Testing Tool) http:// www.google.com/webmasters/tools/richsnippets
  • 16. Related Links List At http://goo.gl/3uTD3 Alexey Kostin (Russia) @ kostin [email_address]