Schema & Rich Snippets


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My presentation from #SESLondon Meetup about Schema, using microformats to create rich snippets.

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Schema & Rich Snippets

  1. 1. Using SchemaMaking the SERPs richer (see what I did there)Lisa MyersCEO, Verve Search@LisaDMyers #SearchLondon
  2. 2. About Lisa Myers• 11 years experience in Marketing, 7 in Search & Social• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)• Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing• Heavily involved in the global Search Community, founder of and co-founder of European search blog StateofSearchAwards• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search• Management Today “35 women under 35” list 2009• “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008)• “B2B Marketing Newcomer of the Year” (2007)
  3. 3. What is Schema?
  4. 4. Schema is in essence a collection of mark uplanguages that allows you to “communicate”with the search engine and include rich snippetsin the search engine results pages.Bla bla bla…
  5. 5. It allows you to put other things than justcontent into the SERPSWhat? “Things” is a technical term surely?@LisaDMyers #SearchLondon
  6. 6. Location/address details Rich snippets is the additional information that appears in the SERPs Like Video Image
  7. 7. Recipes:ReviewsPhotoTime
  8. 8. Restaurants:ReviewsPhotoPrice Range
  9. 9. Products:ReviewsPicturePrice
  10. 10. Impact?
  11. 11. • Grabs attention• Dominates SERPs• Helps develop trust• Increases CTR= CONVERSIONs
  12. 12. Attention => CTR => Conversions A rich snippet in PPC can mean paying less money but getting MORE clicks!
  13. 13. Really Easy
  14. 14. By including rich snippets from Google Products intoGoogle AdWords campaigns our client achieved over100% increase in CTR.@LisaDMyers #SearchLondon
  15. 15. But does/ will /can itimpact on ranking?
  16. 16. not yet. But in the future?Probably.
  17. 17. “In the beginning there wererobots....then they evolved...”
  18. 18. At first there was PageRank…. 9/10
  19. 19. Then came: “Personality Rank”??
  20. 20. The “daddy” of rich snippets……
  21. 21. Rel=author@LisaDMyers #SearchLondon
  22. 22. How to Implement Rel Author – Step by Step #SearchLondon
  23. 23. }Google + evidence how serious+ my World Google is about Social signalsrel=author
  24. 24. more than subtle hint
  25. 25. WAKE UP
  26. 26. Not just an SEO but an Social SEO
  27. 27. To Dos• Use ALL relevant rich snippets, it WILL have a big impact. It really isn’t that difficult to implement.• START building your OWN and clients author profiles, it will be invaluable!• Rel=Author and Reviews is a MINIMUM!
  28. 28. Schema RecoursesGoogle’s Intro to Rich Snippets Publisher up Product Extensions in Google AdWords’s Rich Snippet Testing Tool
  29. 29. Thank You! @LisaDMyers Email: Web: #SearchLondon