Microformats and SEO

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Googles rich snippets and creation of schema.org have brought semantic mark up into sharp focus for the SEO industry. The semantic mark up technologies like Microformats, RDFa and Microdata can seem …

Googles rich snippets and creation of schema.org have brought semantic mark up into sharp focus for the SEO industry. The semantic mark up technologies like Microformats, RDFa and Microdata can seem complex and the implementation choices unclear. Glenn will explain the different technologies how to chose one and demonstrate how to mark up HTML so it is picked up by the search engines. Finally, he will take look at the future of how Google could mine social networks data to aid search recommendation within results.

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  • 1. Microformatsand SEOGlenn JonesBrightonSEO – Brighton13 Apr 2012
  • 2. Microformats <p class="vcard"> <a class="fn url" href="http://glennjones.net/"> Glenn Jones</a> </p>A method of marking up data with the pre-existing attributes of HTML. Uses fixed schemes developed by an online community
  • 3. Microdata (HTML5)<p itemscope itemtype="http://data- vocabulary.org/Person"><a href="http://glennjones.net/" itemprop="url name">Glenn Jones</a> </p> A method of marking up data with the HTML5 attributes.
  • 4. RDFa <p xmlns:v="http://rdf.data- vocabulary.org/#" typeof="v:Person"> <a href="http://glennjones.net/" rel="v:url" property="v:name">Glenn Jones</a> </p>A method of marking up data with custom attributes and namespaces.
  • 5. Microformats vsMicrodata/RDFa
  • 6. http://www.google.com/landing/recip es/
  • 7. Let’s mark-up a Yorkshire Pudding recipe page
  • 8. http://codebits.glennjones.net/semantic/hrecipe.html
  • 9. hRecipe - http://microformats.org/wiki/hrecipe
  • 10. Recipehttp://www.google.com/support/webmasters/bin /answer.py?hl=en&answer=173379
  • 11. Add the top level class around the HTML containing your data <section class="hrecipe"> … </section>
  • 12. Add class names to the elements within your HTML <section class="hrecipe"> <h1 class="fn">Yorkshire Puddings</h1> … </section>
  • 13. One property can live inside another<p class="summary">Makes<span class="yield">6 good size Yorkshire pudding</span>, the way my mum taught me</p>
  • 14. A property can have child properties<li class="ingredient"> <span class="amount">75g</span> <span class="name">plain flour</span></li>
  • 15. A property can take datafrom the text of an element or another attribute<img class="photo" src="yorkshire-puddings.jpg" />
  • 16. ISO DateTime <date>T<time>Z<timezone> 2011-10-27T20:41Z-1:00<p class="published">Published on <span class="value-title" title="2011-10-27">27 Oct 2011</span></p>
  • 17. http://www.google.com/webmasters/tools/richsnippets
  • 18. Compound microformatshRecipe Review Author hreview-aggregate hCard
  • 19. hReview-aggregate<p class="review hreview-aggregate"> <span class="rating"> <span class="average">4.0</span> stars based on <span class="count">35</span>reviews </span></p>
  • 20. Using a star image<span class="average "><img class="value-title" title="4.5" src="images/4-5stars.png" /> </span>
  • 21. Author hCard<p class="hcard author published"> Published on <span class="value-title" title="2011-10- 27">27 Oct 2011</span> by <a class="fn url" href="http://glennjones.net">Glenn Jones </a></p>
  • 22. http://www.google.com/support/webmasters/bin/answer. py?answer=1229920
  • 23. Interlinking sites Recipe site rel=author rel=me Author GoogleRecipe Profile Profile
  • 24. 30% uplift in CTR for rich snippet - retail use casesPaul Bruemmer SearchEnginelandhttp://searchengineland.com/how-to-get-a-30-increase-in-ctr-with-structured-markup-1058305% uplift in CTR for rich snippet - AB testsRichard Baxter SEOGadgethttps://seogadget.co.uk/understanding-how-intention-influences-search-result/
  • 25. Thank you
  • 26. Creative Commons Attribution-Non-Commercial 2.0 UK: England & Wales Licence. Copyright Glenn Jones 2011 www.glennjones.net
  • 27. Thanks to the following for their photos and artworkThe Hoover logo is trademark of the Hoover Companyhttp://www.flickr.com/photos/dithie/4106528495/