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Structured Data That Drives Results - #SearchmetricsSummit

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Slides from my talk at the Searchmetrics Summit in London on 10 May 2018, where I spoke about structured data snippets that deliver tangible benefits for websites.

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Structured Data That Drives Results - #SearchmetricsSummit

  1. 1. @badams#SearchmetricsSummit#SearchmetricsSummit Structured Data That Drives Results Barry Adams @badams
  2. 2. @badams#SearchmetricsSummit Barry Adams ➢ Doing SEO since 1998 ➢ Founder of Polemic Digital ➢ Co-Chief at State of Digital
  3. 3. @badams#SearchmetricsSummit What is Structured Data? “Data that has been organized in to a formatted repository.”
  4. 4. @badams#SearchmetricsSummit What is Structured Data? “Data that has been organized in to a formatted repository.” This makes the data machine-readable
  5. 5. @badams#SearchmetricsSummit Types of Structured Data • Databases • Tables • Lists • Linked Data 1. Data 2. Data 3. Data
  6. 6. @badams#SearchmetricsSummit Types of Structured Data • Databases • Tables • Lists • Linked Data 1. Data 2. Data 3. Data
  7. 7. @badams#SearchmetricsSummit Linked Data “Linked Data is a method of publishing structured data so that it can be interlinked and become more useful through semantic queries.”
  8. 8. @badams#SearchmetricsSummit <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Book", "name": "Information Architecture: For the Web and Beyond", "publisher": "O'Reilly", "inLanguage": "English", "bookFormat": "Paperback", "offers": { "@type": "Offer", "price": "22.99", "priceCurrency": "GBP" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "17" } </script>
  9. 9. @badams#SearchmetricsSummit Google Recommends • Site Information; ➢ Organisation ➢ Contact info ➢ Social profiles ➢ Breadcrumbs ➢ Search box • Content Types; ➢ Local Business ➢ Articles ➢ Books ➢ Job Postings ➢ Products ➢ Recipes ➢ Reviews ➢ …
  10. 10. @badams#SearchmetricsSummit Rewards?
  11. 11. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [{ "@type": "ListItem", "position": 1, "item": "https://website.com/" }, { "@type": "ListItem", "position": 2, "item": "https://website.com/section/" }, { "@type": "ListItem", "position": 3, "item": "https://website.com/section/page/" }] } </script>
  12. 12. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Product", "name": "SEO Audit", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "12" } } </script>
  13. 13. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Product", "name": "Second Hand Anvil", "mpn": "925872", "offers": { "@type": "Offer", "priceCurrency": "USD", "price": "119.99", "priceValidUntil": "2020-11-05", "itemCondition": "http://schema.org/UsedCondition", "availability": "http://schema.org/InStock", "seller": { "@type": "Organization", "name": " Company" } } } </script>
  14. 14. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Event", "name": "Awesome Concert", "location": { "@type": "Place", "name": "Event Venue" }, "startDate": "2018-05-11T19:00", "endDate": "2018-05-11T23:30", "offers": { "@type": "Offer", "validFrom": "2018-05-11T19:00", "availability": "1200", "price": "50", "priceCurrency": "GBP", "url": "https://website.com/event/" } } </script>
  15. 15. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "VideoObject", "name": "Title of the video", "thumbnailUrl": "https://website.com/img.jpg", "uploadDate": "2015-02-05T08:00:00+08:00", "duration": "PT8M19S", "publisher": { "@type": "Organization", "name": "Publisher Name" }, "contentUrl": "https://website.com/video123.flv" } </script>
  16. 16. @badams#SearchmetricsSummit Rich Results https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders
  17. 17. @badams#SearchmetricsSummit
  18. 18. @badams#SearchmetricsSummit Social Profiles <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Organization", "name": "Organisation Name", "url": "https://www.your-company-site.com", "logo": "https://www.your-company-site.com/logo.png", "sameAs": [ "https://www.facebook.com/your-profile", "https://instagram.com/yourProfile", "https://www.linkedin.com/in/yourprofile", "https://twitter.com/yourprofile" ] "contactPoint": [{ "@type": "ContactPoint", "telephone": "+353-123-4567-890", "contactType": "Sales" }] } </script>
  19. 19. @badams#SearchmetricsSummit Sitelinks Search Box <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebSite", "url": "https://www.example.com/", "potentialAction": { "@type": "SearchAction", "target": "https://website.com/search?q={search_term_string}", "query-input": "required name=search_term_string" } } </script>
  20. 20. @badams#SearchmetricsSummit Local Business <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "BarOrPub", "name": "The John Hewitt Bar", "address": { "@type": "PostalAddress", "streetAddress": "51 Donegal St", "addressLocality": "Belfast", "postalCode": "BT1 2FH", "addressCountry": "UK" }, "telephone": "028 9023 3768", "openingHoursSpecification": [ { "@type": "OpeningHoursSpecification", "dayOfWeek": [ "Saturday", "Sunday" ], "opens": "11:30", "closes": "01:00" }] } </script>
  21. 21. @badams#SearchmetricsSummit Job Posting <script type="application/ld+json"> { "@context" : "http://schema.org/", "@type" : "JobPosting", "title" : "Fitter and Turner", "identifier": { "@type": "PropertyValue", "name": "MagsRUs Wheel Company", "value": "1234567" }, "datePosted" : "2017-01-18", "validThrough" : "2017-03-18T00:00", "employmentType" : "CONTRACTOR", "hiringOrganization" : { "@type" : "Organization", "name" : "MagsRUs Wheel Company" }, "jobLocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress", … … … </script>
  22. 22. @badams#SearchmetricsSummit Implementation
  23. 23. @badams#SearchmetricsSummit Typical Errors 1
  24. 24. @badams#SearchmetricsSummit Typical Errors 2
  25. 25. @badams#SearchmetricsSummit Typical Errors 3
  26. 26. @badams#SearchmetricsSummit Typical Errors 4
  27. 27. @badams#SearchmetricsSummit Typical Errors 4 JSON-LD Markup should be in the raw HTML source
  28. 28. @badams#SearchmetricsSummit What’s Coming?
  29. 29. @badams#SearchmetricsSummit Speakable <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "WebPage", "name": "Jane Doe's homepage", "url": "http://www.janedoe.com", "speakable": { "@type": "SpeakableSpecification", "cssSelector": ["headline", "summary"] } } </script>
  30. 30. @badams#SearchmetricsSummit HowTo <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "HowTo", "name": "How to change your car’s tyre", "totalTime": "00:15:00", "tool": { "@type":"HowToTool", "name": "Tyre Jack" } "steps": [{ "@type": "HowToSection", "name": "Removing your old tyre", "itemListElement": [{ "@type": "HowToStep", "itemListElement": { "@type": "HowToDirection", "description": "Describe what to do here" } ... </script>
  31. 31. @badams#SearchmetricsSummit NewsArticle Extensions ➢ AnalysisNewsArticle ➢ BackgroundNewsArticle ➢ OpinionNewsArticle ➢ ReportageNewsArticle ➢ ReviewNewsArticle
  32. 32. @badams#SearchmetricsSummit http://pending.schema.org/
  33. 33. @badams#SearchmetricsSummit
  34. 34. @badams#SearchmetricsSummit
  35. 35. @badams#SearchmetricsSummit
  36. 36. @badams#SearchmetricsSummit
  37. 37. @badams#SearchmetricsSummit Key Takeaways • Structured Data can result in Rich Snippets; ➢ Rich Snippet results have a higher CTR • Structured Data helps search engines connect the dots; ➢ This enables other types of SERP enrichments • Errors are common but preventable; ➢ Always use the Structured Data Testing Tool • Plenty more to come; ➢ Keep an eye on schema.org and Google’s docs
  38. 38. @badams#SearchmetricsSummit#SearchmetricsSummit ThankYou barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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