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SMX West 2020 - Leveraging Structured Data for Maximum Effect

After this session, you will be able to:
1. Understand how search engines render and see your content and extract structured data to power rich experiences
2. Discover tools and resources that can help you to easily generate and test structured markup
3. Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
4. Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results

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SMX West 2020 - Leveraging Structured Data for Maximum Effect

  1. 1. @abbynhamilton Leveraging Structured Data & Schema.org For Maximum Effect
  2. 2. @abbynhamilton <script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Person", "name": "Abby Hamilton", "jobTitle": "SEO Associate Manager", "worksFor": { "@type": "Organization", "name": "Merkle" }, "sameAs": [ "https://twitter.com/abbynhamilton", "https://www.linkedin.com/in/abigailnhamilton/" ] } </script> Abby Hamilton SEO Associate Manager Merkle Inc.
  3. 3. @abbynhamilton Structured data: information with a high degree of organization
  4. 4. @abbynhamilton It looks confusing... <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "NewsArticle", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://google.com/article" }, "headline": "Article headline", "image": { "@type": "ImageObject", "url": "https://google.com/thumbnail1.jpg", "height": 800, "width": 800 }, "datePublished": "2015-02-05T08:00:00+08:00", "dateModified": "2015-02-05T09:20:00+08:00", "author": { "@type": "Person", "name": "John Doe" }, "publisher": {
  5. 5. @abbynhamilton But, so is English. It can be understood through tough thorough thought, though.
  6. 6. @abbynhamilton Structured data formats information in a way bots can easily understand <p>Elon Musk ownsTesla Motors</p> Structured DataUnstructured Data ItemType: Person Name: Elon Musk Owns: Organization:Tesla Motors @alexissanders
  7. 7. @abbynhamilton Using Schema.org vocabulary Item type: Event name: SMX West startDate: 2018-04-26 endDate: 2018-04-26 Type: Property:
  8. 8. @abbynhamilton Implemented with a markup syntax Structured DataUnstructured Data < > JSON-LD Microdata Microformats RDFa Markup Types @alexissanders
  9. 9. @abbynhamilton JSON-LD vs. Microdata 63% 40% 22% 45% Structured Data JSON-LD Microdata RDFa Top 100K search queries (by SV) ~21K URLs | ~6.4K Domains JSON-LD Microdata What is it? Embedded <script> tag In-line HTML annotations Support @maxxeight @brightedge
  10. 10. @abbynhamilton Google recommends JSON-LD https://developers.google.com/search/docs/guides/intro-structured-data
  11. 11. @abbynhamilton  “We don’t use Schema.org as a quality factor” @johnmu John Mueller Google
  12. 12. @abbynhamilton Top 2020 SEO Initiatives @alexissanders
  13. 13. @abbynhamilton  “Schema helps us understand the content on the page” @methode Gary Illyes Google
  14. 14. @abbynhamilton Structured Data Powers Rich Results
  15. 15. @abbynhamilton Google Supported Markups Article Local Business Breadcrumb Logo Book Movie Carousel Occupation Course Product Critic review Q&A Dataset Recipe Employer Rating Review snippet Event Sitelinks searchbox Fact Check Software App FAQ Speakable How-to Subscription content Job Posting Video JobTraining
  16. 16. @abbynhamilton Stand out in the SERP
  17. 17. @abbynhamilton Rich results = higher CTR (in most cases) Website Vertical Types Rich Results CTR Overall CTR Difference #1 E-commerce 6.5% 4.7% + 1.8 #2 E-commerce 3.3% 1.8% + 1.5 #3 E-commerce 3.0% 2.2% + 0.8 #4 E-commerce 2.7% 2.5% + 0.2 #5 E-commerce 2.4% 3.8% - 1.4 #6 E-commerce 2.2% 1.6% + 0.6 #7 Health 4.6% 2.6% + 2.0 #8 Entertainment 3.9% 3.0% + 0.9 #9 Food 3.1% 1.9% + 1.2 #10 Travel 2.7% 2.1% + 0.6
  18. 18. @abbynhamilton Rich results can impact a number of KPIs Reviews +3.6 CTR E-commerce How-to +27% clicks Food Article +16% clicks Health Product +15% revenue E-commerce Video +23% plays Health Recipe +101% sessions Health
  19. 19. @abbynhamilton Transparency doesn’t always = traffic No markup InStock OutOfStock 4.5% 3.8% CTR by Item Availability In Stock  Higher CTR Out of Stock Snippets  Lower CTR 5 Star Ratings  Higher CTR Less than 3 Star Ratings  Lower CTR More Reviews  Higher CTR >50 Reviews  diminishing returns @melpetulla @kgblanchette
  20. 20. @abbynhamilton Strategic Implemtation IDENTIFY VALIDATE IMPLEMENT MONITOR @aleyda
  21. 21. @abbynhamilton@abbynhamilton#SMX Identify
  22. 22. @abbynhamilton@abbynhamilton#SMX Check for existing markup HOW TO: 1. Configuration > Spider > Extraction > Structured Data 2. Check:  JSON-LD  Microdata  RDFa 3. Launch crawl
  23. 23. @abbynhamilton@abbynhamilton#SMX https://developers.google.com/search/docs/guides/search-gallery Explore Google’s search gallery   Entertainment Get Started Filter by industry Explore features Get more details
  24. 24. @abbynhamilton@abbynhamilton#SMX Review Google’s guidelines General guidelines + Feature specific guidelines
  25. 25. @abbynhamilton@abbynhamilton#SMX Review Google’s guidelines Don't mark up content that is not visible to readers of the page
  26. 26. @abbynhamilton@abbynhamilton#SMX Review item properties (especially required) Required Properties Recommended Properties
  27. 27. @abbynhamilton@abbynhamilton#SMX Check what competitors are using HOW TO: Download the Structured Data Testing Chrome extension
  28. 28. @abbynhamilton@abbynhamilton#SMX Implement
  29. 29. @abbynhamilton@abbynhamilton#SMX https://technicalseo.com/tools/schema-markup-generator/ Schema Markup Generator (beginner) HOW TO: 1. Select ItemType 2. Fill-in-the-blank 3. Validate
  30. 30. @abbynhamilton@abbynhamilton#SMX Reverse engineer (intermediate) HOW TO: 1. Navigate to feature guide 2. ‘See Markup’ 3. Replace values 4. Validate
  31. 31. @abbynhamilton@abbynhamilton#SMX Schema.org (overachievers) http://schema.org/ docs/full.html
  32. 32. @abbynhamilton@abbynhamilton#SMX Select a type & review properties
  33. 33. @abbynhamilton@abbynhamilton#SMX Pay attention to ‘Expected Type’
  34. 34. @abbynhamilton@abbynhamilton#SMX Data types = no nesting required "endDate": "2020-02-05", "performer": { "@type": "MusicGroup", "name": "The Living Street ", "genre": "Folk Rock" },
  35. 35. @abbynhamilton@abbynhamilton#SMX Item Types = NEST "endDate": "2020-02-05", "performer": { "@type": "MusicGroup", "name": "The Living Street ", "genre": "Folk Rock", "member": { "@type": "Person", "name": "Edward J. Angelo" } },
  36. 36. @abbynhamilton@abbynhamilton#SMX <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "MusicGroup", "name": "The Living Street", "genre": "Folk Rock", "member": { "@type": "Person", "name": "Edward J. Angelo" } } </script> Syntax Beginning End Type Properties Type Properties
  37. 37. @abbynhamilton@abbynhamilton#SMX <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "MusicGroup", "name": "The Living Street", "genre": "Folk Rock", "member": { "@type": "Person", "name": "Edward J. Angelo" } } </script> Text strings are contained in quotes “” are not the same as ""
  38. 38. @abbynhamilton@abbynhamilton#SMX <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "MusicGroup", "name": "The Living Street", "genre": "Folk Rock", "member": { "@type": "Person", "name": "Edward J. Angelo" } } </script> Comma = more information to come Don’t add a comma after the last property
  39. 39. @abbynhamilton@abbynhamilton#SMX VALIDATE
  40. 40. @abbynhamilton@abbynhamilton#SMX Structured Data Testing Tool
  41. 41. @abbynhamilton@abbynhamilton#SMX Rich Results Test
  42. 42. @abbynhamilton@abbynhamilton#SMX MONITOR
  43. 43. @abbynhamilton@abbynhamilton#SMX Monitor GSC for Errors Breadcrumb Logo Dataset Product Event Q&A page FAQ Recipe Fact check Sitelinks searchbox How-to Video Job posting Search Console provides reports for:
  44. 44. @abbynhamilton@abbynhamilton#SMX Stay up-to-date with changes Depreciated New Updated
  45. 45. @abbynhamilton Share these #SMXInsights on your social channels! • Overall, structured data = higher CTR through rich results • Make your content stand out in the SERP • Leveraging tools makes implementation easy • But mistakes still happen, remember to validate & monitor • Help search engines understand your content • Explore marking up additional schema.org item types and properties
  46. 46. @abbynhamilton SEE YOU AT THE NEXT SMX! Abby Hamilton SEO Associate Manager, Merkle Inc. @abbynhamilton linkedin.com/in/abigailnhamilton/

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