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Schema.org and the changing world of Rich Results - SEOEdinburgh Meetup

Schema.org and the changing world of Rich Results - SEOEdinburgh Meetup

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Slide deck to accompany a talk on 'Schema.org and the changing world of Rich Results' delivered by Geoff Kennedy at the first SEOEdinburgh Meetup on 26th Feb 2020 in Akva, Edinburgh.

Slide deck to accompany a talk on 'Schema.org and the changing world of Rich Results' delivered by Geoff Kennedy at the first SEOEdinburgh Meetup on 26th Feb 2020 in Akva, Edinburgh.

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Schema.org and the changing world of Rich Results - SEOEdinburgh Meetup

  1. 1. Schema.org Rich Results and the changing world of @GeoffKennedy
  2. 2. Heading Text
  3. 3. ‘Schema.org Crawl Audit’ What does that mean?
  4. 4. A (very) quick recap... What is Schema.org?
  5. 5. Heading Text
  6. 6. Schema.org is the vocabulary. JSON-LD is the format.
  7. 7. Heading Text
  8. 8. So, we just need to.... ● Crawl the site ● Scrape the markup ● Apply ‘rules’ given ● Report pass/fail Simple, yea?
  9. 9. It depends...
  10. 10. Which is the Source of ‘truth’?!?
  11. 11. Contradictions ● Missing required fields / but appears in SERPs ● No tool warnings / filtered from SERPs ● GSC warnings / but meets guidelines ● No schema markup / appears in SERPs
  12. 12. To add to our problems, the landscape is changing daily...
  13. 13. ARGHF#$@&%*!!! Google keeps changing everything!!!
  14. 14. ‘Decluttering’ of SERPs
  15. 15. Before:
  16. 16. After:
  17. 17. Or… position 0 becomes position 1
  18. 18. But not with all types of rich results...
  19. 19. Chaos and confusion ensues.
  20. 20. De-optimising is the new optimising. (Maybe)
  21. 21. Featured snippet: FAQs:
  22. 22. Snippet Meta Tags Proceed with caution: Best avoided:
  23. 23. When does optimisation, Become manipulation?
  24. 24. https://www.care.com/c/en-nz/stories/6124/25-reasons-dogs-are-the-best-things-on- earth/ https://www.care.com/c/stories/6124/25-reasons-dogs-are-the-best-things-on-earth/
  25. 25. What’s Google doing about it?
  26. 26. What happened to Gareth?
  27. 27. Heading Text
  28. 28. What does all this mean for you?
  29. 29. Expect to see more extensive usage More schema types:
  30. 30. Expect to see more extensive usage Enhancements within types:
  31. 31. ...but also less usage Depreciation of types:
  32. 32. ...but also less usage Remember pagination markup?
  33. 33. It’s likely we’ll continue to get more reporting But Google are reluctant to commit to it...
  34. 34. Use the tools available… … but don’t rely on them.
  35. 35. Keep up to date with developments...
  36. 36. ...but assess everything on a case by case basis.
  37. 37. Don’t treat implementation as static. Implement Monitor Optimise Repeat
  38. 38. Don’t underestimate Schema.org. (Like I did)
  39. 39. @GeoffKennedy Got any questions? Email me at Geoff@Sitebulb.com Or tweet me @GeoffKennedy The End.

Editor's Notes

  • Reframe - on top of this, it’s all changing,
    I.e. more difficult to build a tool on.
  • https://www.clairecarlilemarketing.com/blog/googles-featured-snippet-apocalypse-and-faq-schema/
  • Released September 2019

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