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Schema One Year On - Richard Baxter @SEOgadget - #SMX
 

Schema One Year On - Richard Baxter @SEOgadget - #SMX

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My presentation from SMX Advanced 2012 on Schema.org

My presentation from SMX Advanced 2012 on Schema.org

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Schema One Year On - Richard Baxter @SEOgadget - #SMX Schema One Year On - Richard Baxter @SEOgadget - #SMX Presentation Transcript

  • SCHEMA ONE YEAR ON: GETTING THE MOST OUT OF RICH SNIPPETS Richard Baxter, Founder, SEOgadgetWith thanks to Daniel Butler, Philip Petrescu and Joost De Valk for your hard work, inspiration and solid code.
  • ............................................................................................................................................................................................... Wonderful Toys for an SEO to Play With Great ways to get eyeballs on your content.
  • ............................................................................................................................................................................................... Here we have image search results, event rich snippets and Video search results
  • ............................................................................................................................................................................................... “How to make a pizza” - http://www.seomoz.org/blog/eyetracking-google-serps via http://mirametrix.com/
  • ............................................................................................................................................................................................... You can build rich snippet data into content not just dynamic page templates
  • ...............................................................................................................................................................................................
  • ............................................................................................................................................................................................... Fetch the correct schema from schema.org, paste in the data and edit.
  • ............................................................................................................................................................................................... This hasn’t worked yet but we’re still watching…
  • ............................................................................................................................................................................................... Can you influence CTR in classic organic SERPS With Rich Snippets?
  • ............................................................................................................................................................................................... CLICK THROUGH RATE IN PURE ORGANIC A high ranking website might receive 25% to 5% of all organic search in an ordinary search result. http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
  • ............................................................................................................................................................................................... TEST THIS STUFF FOR YOURSELF
  • ............................................................................................................................................................................................... “Transactional”
  • ............................................................................................................................................................................................... “Transactional” w/Rich Snippet
  • ............................................................................................................................................................................................... The results…
  • ............................................................................................................................................................................................... RICH SNIPPET ADDED IN THE PURCHASE TEST VS: Our rich snippet, transactionally worded variation won at 26.32% CTR in 2nd place, compared to 21% without “Transactional” received 21.52% CTR, vs “Snippetised Transactional” at 26.32%
  • ............................................................................................................................................................................................... Huge over saturation of review snippets
  • ...............................................................................................................................................................................................
  • ............................................................................................................................................................................................... How many of my top referring keywords from Organic (Google) search have rich snippets in their SERPS?
  • ............................................................................................................................................................................................... Top 500 Referring Keywords for SEOgadget that Compete With a Review Snippet on Page 1 snippet no snippet Ok, no surprise here. In SEOgadget’s top 500 referring keywords from Organic search, 13% have a rich snippet on Page 1 of the search results.
  • ............................................................................................................................................................................................... Top 500 Referring Keywords for a UK Ecomm Site that Compete With a Review Snippet on Page 1 snippet no snippet Wow – Less than 9% of the top 500 search queries to this UK retail site DO NOT have rich snippets on page 1
  • ............................................................................................................................................................................................... It might be wise to measure saturation of snippets in your vertical. Here’s how:
  • ............................................................................................................................................................................................... A GOOGLE SEARCH RESULT IN NON-JS VIEW With JS disabled, Google’s serps use class=“star” – when the value is “.”, there’s a rich snippet in the SERP.
  • ............................................................................................................................................................................................... THE QUERY =(IF (XPathOnUrl([@Column1], "//div[contains(@class, star)]“ )=".","snippet","no snippet") Use this with SEO Tools for Excel. Massive thanks and hat tip to Daniel Butler (@Dbseo) for finding the “.” 
  • ............................................................................................................................................................................................... THE DATA Is there a review snippet in the top 10 results for this Query?
  • ............................................................................................................................................................................................... RESULTS PAGES THAT DONT HAVE SNIPPETS Wait, these results pages don’t have rich snippets of any kind? That’s nice to know…
  • ............................................................................................................................................................................................... What image, video, local and shopping results exist in this search result?
  • ............................................................................................................................................................................................... GET ADVANCED WEB RANKING Run a Universal Search campaign in Advanced Web Ranking, and use “split the result type” in the export settings…
  • ............................................................................................................................................................................................... COMBINE ALL THE DATA Image, Video and Shopping results count In the top 30 Think about how you can use this – where saturated results exist, pick off non-image and video results. Where no snippets exist, target those.
  • ............................................................................................................................................................................................... TOOLS • Schema-creator.org • hRecipe helper for Chrome • Microformats for Chrome • Microdata Tool • Bing WMT • Google’s Rich Snippets Testing Tool • Quixapp.com http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools
  • THANK YOU Richard Baxter, Founder, SEOgadgetTwitter: @richardbaxterBlog: seogadget.co.ukEmail: richard@seogadget.co.uk