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A website's structured data success story

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The topic of structured data has a rapidly growing audience looking into options beyond “rich snippets”. But some webmasters, if not most, are not sure what to do next. Many have questions like “What are the benefits of publishing structured data?”, “Does it influence rankings?”, and “can its impact be measured?”.

The case study presented in this slide deck will answer these types of questions by telling the success story of a website that was semantically optimized by using schema.org and other protocols.

Details are provided on what was optimized, data showing semantically-enriched webpages generated substantially more search engine-referred traffic than non- or less-enriched control groups did, and insights gained by re-using structured data to measure its impact on search.

Published in: Internet
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A website's structured data success story

  1. 1. A  website’s  structured  data  success  story   August  19th,  2015   Jarno  van  Driel   SEO  Specialist @JarnoVanDriel#SmartDataWeek
  2. 2. 1.  Introduction @JarnoVanDriel#SmartDataWeek
  3. 3. Jarno  van  Driel   • In-­‐house  SEO  for  Sanoma  Digital  NL     • Degree  in  Mechanical  Engineering   • Working  on  the  web  since  1998   • Semantics  enthusiast  since  2001 @JarnoVanDriel#SmartDataWeek
  4. 4. As  a  moderator  for  the  Google+  community  Semantic  Search   Marketing  I  sometimes  help  out  with  structured  data  issues @JarnoVanDriel#SmartDataWeek
  5. 5. Which  is  how  I  ran  into  CosmeticSurg.net  autumn  2013   @JarnoVanDriel#SmartDataWeek
  6. 6. Then,  late  January  2014,  a  request  came  in   We  need  help  writing  microdata  with  schema.org  for  our   procedure  pages.  Are  you  available  for  this  sort  of  thing? @JarnoVanDriel#SmartDataWeek
  7. 7. A  pretty  straightforward  request @JarnoVanDriel#SmartDataWeek
  8. 8. We  called @JarnoVanDriel#SmartDataWeek
  9. 9. But  wouldn’t  you  know  it… @JarnoVanDriel#SmartDataWeek
  10. 10. Spring  2012  we  noticed  the  site’s  traffic     and  leads  were  on  a  steadily  declining  path @JarnoVanDriel#SmartDataWeek
  11. 11. @JarnoVanDriel#SmartDataWeek
  12. 12. I  compared  their  data @JarnoVanDriel#SmartDataWeek
  13. 13. Houston,  we  have  a  problem! @JarnoVanDriel#SmartDataWeek
  14. 14. We  think  we  got  hit  by  Panda @JarnoVanDriel#SmartDataWeek
  15. 15. No,  not  this  one @JarnoVanDriel#SmartDataWeek
  16. 16. This  one!  New  and  important  site  quality  algorithms @JarnoVanDriel#SmartDataWeek
  17. 17. Which  Google  deployed  worldwide  less   than  2  months  after  introducing  them   @JarnoVanDriel#SmartDataWeek
  18. 18. Algorithms  based  on  ideas,  research  and  a  mindset   that  Google  engineer  Amit  Singhal  tried  to  clarify @JarnoVanDriel#SmartDataWeek
  19. 19. We  responded  by  doing  a  range  of  things @JarnoVanDriel#SmartDataWeek
  20. 20. Summer/Autumn  2012  • Rewrote  meta  titles  and  descriptions  site  wide   • Changed  the  URL  structure  of  photo  galleries   • 301  redirects,  page  deletions   • Merged  all  photos  of  the  same  patient  into  a  single  gallery   page   • Beefed  up  photo  gallery  pages  surrounding  content   • Started  investigating  link  profile   • Attended  to  the  usual*  
 Winter  2012/2013  • Site  redesign  and  launch:  Refined  site  hierarchy  and   templates,  revamping  the  home  page,  the  procedure  info   pages,  and  the  photo  gallery  pages     • Started  posting  questions  on  Google’s  Product  forum   • Methodical  review  of  Amit  Singhal’s  Content  Quality  23   point  list   • Modified  the  site’s  URL  parameters   • Continued  scrutinizing  site  content  (editing  and  deleting   pages)   • Edited  +25%  of  old  blog  posts,  added  images  and  sub-­‐ headings.   • Attended  to  the  usual*   Spring  2013  • Site  audit   • Revised  all  site  video  pages  and  YouTube  channel— integrated  YT  videos  into  site  content.   • Local  citation  audit  (and  re-­‐submission  to  top  tier  portals)   • Made  MapMaker  corrections   • Attended  to  the  usual* Summer  2013  • Got  in  touch  with  Google  engineer  John  Mueller  after  taking   another  big  hit  in  May.  We  learned  the  algorithms  were   having  a  ‘hard  time  recognizing  the  overall  quality  of  the   website’.   • Focus  group  review  of  Amit  Singhal’s  Content  Quality  23   point  list   • Continued  improving  the  depth  of  current  content   • Scaled  up  the  publication  of  new  content  and  Social  Media   participation   • Updated  KML  files   • Attended  to  the  usual*  
 Autumn  2013   • Added  G+  authorship  markup   • Started  adding  structured  data   • Went  to  SMX  New  York  to  attend  
 semantic  track  sessions   • Attended  to  the  usual*  
 
 
 * The  “usual”  generally  consisted  of:   • Finding  and  fixing  technical  glitches   • Keeping  a  close  eye  on  Google  Webmaster  Tools  (now  Google   Search  Console)  for  crawl  errors  and  html  suggestions   among  other  things   • Adding  new  content     • Optimising  Google  places,  other  business  listings  and  profiles   • Thwarting  content  scrappers   • Fixing  broken  links   • Being  more  and  more  active  in  social  media   • etc. @JarnoVanDriel#SmartDataWeek
  21. 21. 01]    02/24/2011  -­‐  Panda/Farmer   02]    04/11/2011  -­‐  Panda  2.0  03]    05/09/2011  -­‐  Panda  2.1  04]    06/21/2011  -­‐  Panda  2.2  05]    a  -­‐  07/23/2011  -­‐  Panda  2.3  05]    b  -­‐  08/12/2011  -­‐  Panda  2.4  06]    a  -­‐  09/28/2011  -­‐  Panda  2.5  06]    b  -­‐  10/05/2011  -­‐  Panda  "Flux"  07]    10/14/2011  -­‐  Panda  2.5.2  08]    11/18/2011  -­‐  Panda  3.1  09]    01/18/2012  -­‐  Panda  3.2  10]    02/27/2012  -­‐  Panda  3.3  11]    03/23/2012  -­‐  Panda  3.4  12]    a  -­‐  04/19/2012  -­‐  Panda  3.5  12]    b  -­‐  04/27/2012  -­‐  Panda  3.6 01]                                                                                    02/24/2011  -­‐  Panda/Farmer   02]                                                                                    04/11/2011  -­‐  Panda  2.0  03]                                                                                    05/09/2011  -­‐  Panda  2.1  04]                                                                                    06/21/2011  -­‐  Panda  2.2  05]                                                                                    a  -­‐  07/23/2011  -­‐  Panda  2.3  05]                                                                                    b  -­‐  08/12/2011  -­‐  Panda  2.4  06]                                                                                    a  -­‐  09/28/2011  -­‐  Panda  2.5  06]                                                                                    b  -­‐  10/05/2011  -­‐  Panda  "Flux"  07]                                                                                  10/14/2011  -­‐  Panda  2.5.2  08]                                                                                  11/18/2011  -­‐  Panda  3.1  09]                                                                                  01/18/2012  -­‐  Panda  3.2  10]                                                                                  02/27/2012  -­‐  Panda  3.3  11]                                                                                  03/23/2012  -­‐  Panda  3.4  12]                      a  -­‐  04/19/2012  -­‐  Panda  3.5  12]                      b  -­‐  04/27/2012  -­‐  Panda  3.6  13]    a  -­‐  06/08/2012  -­‐  Panda  3.7  13]    b  -­‐  06/25/2012  -­‐  Panda  3.8  14]    07/24/2012  -­‐  Panda  3.9  15]    08/20/2012  -­‐  Panda  3.9.1  16]    a  -­‐  09/18/2012  -­‐  Panda  3.9.2  16]    b  -­‐  09/27/2012  -­‐  Panda  #20  17]    a  -­‐  11/05/2012  -­‐  Panda  #21  17]    b  -­‐  11/21/2012  -­‐  Panda  #22  18]    12/21/2012  -­‐  Panda  #23  19]    01/22/2013  -­‐  Panda  #24  20]    03/14/2013  -­‐  Panda  #25  21]    05/09/2013  -­‐  Phantom  (Quality  algorithm)  22]    06/11/2013  -­‐  Panda  Dance   23]    07/18/2013  -­‐  Panda  Recovery I  searched  for  clues @JarnoVanDriel#SmartDataWeek
  22. 22. Nothing  worked,  so  we  want  to  see  if     structured  data  can  turn  things  around @JarnoVanDriel#SmartDataWeek
  23. 23. Turning  Panda  around  with  structured  data!     Have  you  lost  your  whiskers? @JarnoVanDriel#SmartDataWeek
  24. 24. Then  again,  interesting  concept  -­‐  and  the     site’s  got  plenty  of  content  to  work  with @JarnoVanDriel#SmartDataWeek
  25. 25. You  know,  what  if… @JarnoVanDriel#SmartDataWeek
  26. 26. We  fix  the  structured  data  fundamentals  first You  stop  what  you’ve  been  doing  for  one  year We  wait  and  see  what  we   can  learn  from  that We  act  once  we  feel  we’ve   located  the  underlying  issue @JarnoVanDriel#SmartDataWeek
  27. 27. 2.  Moving  ahead @JarnoVanDriel#SmartDataWeek
  28. 28. A.  Investigating  the  evidence @JarnoVanDriel#SmartDataWeek
  29. 29. Only  1  business   showed  up  in  the   SERPs  where  there   should  have  been  2 @JarnoVanDriel#SmartDataWeek
  30. 30. Practice Surgery  center @JarnoVanDriel#SmartDataWeek
  31. 31. A  hot  topic @JarnoVanDriel#SmartDataWeek
  32. 32. Oh!  the  joy  of  more @JarnoVanDriel#SmartDataWeek
  33. 33. Surgeon @JarnoVanDriel#SmartDataWeek
  34. 34. What  can  we  do  about  this? @JarnoVanDriel#SmartDataWeek
  35. 35. We  are  going  to  develop  our  own  knowledge  graph @JarnoVanDriel#SmartDataWeek
  36. 36. You  two!     Go  build     that  graph @JarnoVanDriel#SmartDataWeek
  37. 37. Surgery  center   schema.org/MedicalClinic Surgeon   schema.org/Person Practice   schema.org/Physician @JarnoVanDriel#SmartDataWeek
  38. 38. schema.org/sameAs @JarnoVanDriel#SmartDataWeek
  39. 39. @JarnoVanDriel#SmartDataWeek
  40. 40. But  just  when  we  were  about  to  release,     Google  updated  Panda  (May  16th  2014  ) @JarnoVanDriel#SmartDataWeek
  41. 41. We  adjusted  plans  and  delayed  release  until  the  end  of  June @JarnoVanDriel#SmartDataWeek
  42. 42. And  calmly  waited  to  see  if  something  would  happen @JarnoVanDriel#SmartDataWeek
  43. 43. Bill  Slawski  SemTechBiz,  August  19th  2014 @JarnoVanDriel#SmartDataWeek http://bit.ly/SemanticSearchSemTechBiz2014
  44. 44. 2  different  types  of   businesses,  sharing  the   same  NAP  information,   showing  up  in  the  SERPs @JarnoVanDriel#SmartDataWeek
  45. 45. @JarnoVanDriel#SmartDataWeek
  46. 46. @JarnoVanDriel#SmartDataWeek
  47. 47. @JarnoVanDriel#SmartDataWeek
  48. 48. @JarnoVanDriel#SmartDataWeek
  49. 49. @JarnoVanDriel#SmartDataWeek
  50. 50. @JarnoVanDriel#SmartDataWeek
  51. 51. @JarnoVanDriel#SmartDataWeek
  52. 52. @JarnoVanDriel#SmartDataWeek
  53. 53. @JarnoVanDriel#SmartDataWeek
  54. 54.  His  Royal  Highness  –  Triples  –  King  of  the  Graph @JarnoVanDriel#SmartDataWeek
  55. 55. Want  to  know  more  about  knowledge  graphs  and  triples?   Go  to:  http://bit.ly/KeyTakeawaysSemTechBiz2013 @JarnoVanDriel#SmartDataWeek
  56. 56. B.  Social  Media  optimization @JarnoVanDriel#SmartDataWeek
  57. 57. The  site’s  blog  contained  some  markup     but  there  were  still  some  big  gaps  to  fill @JarnoVanDriel#SmartDataWeek
  58. 58. Markup  was  added  for     Twitter’s  Summary  Card @JarnoVanDriel#SmartDataWeek
  59. 59. and  Summary  Card     with  Large  Image @JarnoVanDriel#SmartDataWeek
  60. 60. og:article  markup  was     added  for  Facebook @JarnoVanDriel#SmartDataWeek
  61. 61. But  getting  Google+  right   needed  some  sorting  out @JarnoVanDriel#SmartDataWeek
  62. 62. Schema.org  types  changed  and  graphs  had  to  be  rebuilt @JarnoVanDriel#SmartDataWeek
  63. 63. @JarnoVanDriel#SmartDataWeek
  64. 64. Which  led  to  the  desired     result  for  Google+  shares @JarnoVanDriel#SmartDataWeek
  65. 65. But  overall @JarnoVanDriel#SmartDataWeek
  66. 66. Social  Media  requires   more  than  just  adding   some  markup @JarnoVanDriel#SmartDataWeek
  67. 67. 3.  The  hunt  for  Panda @JarnoVanDriel#SmartDataWeek
  68. 68. After  the  upgrade,  Sessions  refused  to  move @JarnoVanDriel#SmartDataWeek
  69. 69. Time  for  some   further  investigation @JarnoVanDriel#SmartDataWeek
  70. 70. Loads  of  GWT  reports  showed  overlapping  queries  and  pages   @JarnoVanDriel#SmartDataWeek
  71. 71. Looking  at  the  site  this  made  sense  –  plenty  of  topical  overlap @JarnoVanDriel#SmartDataWeek
  72. 72. Could  it  be  Panda  is  struggling  to  tell  Things  apart? @JarnoVanDriel#SmartDataWeek
  73. 73. The  moment  when  Amit  Singhal     finally  started  to  make  sense @JarnoVanDriel#SmartDataWeek
  74. 74. What  can  we  do  about  this? @JarnoVanDriel#SmartDataWeek
  75. 75. We’ll  run  a  test  to  see  if  it  helps  when     we  specify  what  the  articles  are  about @JarnoVanDriel#SmartDataWeek
  76. 76. An  example  of  an  article  about  2  topics  (text  values) @JarnoVanDriel#SmartDataWeek
  77. 77. But  alas,  Sessions  still  wouldn’t  move @JarnoVanDriel#SmartDataWeek
  78. 78.  We  think  we  need  more  triples @JarnoVanDriel#SmartDataWeek
  79. 79. Does   the   site   have   duplicate,   overlapping,   or   redundant   articles   on   the   same  or  similar  topics  with  slightly  different  keyword  variations? Does  the  site  have  duplicate,  overlapping,  or  redundant  entities  on   the  same  or  similar  topics  with  slightly  different  property  variations? @JarnoVanDriel#SmartDataWeek
  80. 80. You  two!     Go  build   Next  Gen   graphs @JarnoVanDriel#SmartDataWeek
  81. 81. MedicalProcedure   +  Service Thing Article about about @JarnoVanDriel#SmartDataWeek
  82. 82. schema.org/sameAs @JarnoVanDriel#SmartDataWeek
  83. 83. An  example  of  an  article     about  2  topics  (entities) @JarnoVanDriel#SmartDataWeek
  84. 84. @JarnoVanDriel#SmartDataWeek
  85. 85. Will  this  work? @JarnoVanDriel#SmartDataWeek
  86. 86. Sessions  finally  took  off @JarnoVanDriel#SmartDataWeek
  87. 87. And  reached  heights   never  reached  before   @JarnoVanDriel#SmartDataWeek
  88. 88. Even  after  a  new  Panda  update @JarnoVanDriel#SmartDataWeek
  89. 89. 4.  Satisfying  the  skeptic @JarnoVanDriel#SmartDataWeek
  90. 90. @JarnoVanDriel#SmartDataWeek
  91. 91. Structured  data   tracking  in  GA! You  know  what  you   can  do  with  that? @JarnoVanDriel#SmartDataWeek
  92. 92. Google  Tag  Manager  +  Google  Analytics   http://bit.ly/ImplementAndTrackStructuredData @JarnoVanDriel#SmartDataWeek
  93. 93. Having  this  type  of  data  in  GA  is  just  the  beginning @JarnoVanDriel#SmartDataWeek
  94. 94. The  real  fun  starts  when  you  export  GA’s  enriched  data @JarnoVanDriel#SmartDataWeek
  95. 95. All  pages   Landing  Page  –  All  Sessions Imagine  you'd  like  to  know  what  the     effects  of  adding  ‘about’  triples  were @JarnoVanDriel#SmartDataWeek t-­‐1  =  before  Panda  4.0   t+1=  after  Panda  4.0  
  96. 96. schema:Article  (Subject)     Landing  Page  –  All  Sessions October  6th  2014  –  start   adding  ‘about’  triples @JarnoVanDriel#SmartDataWeek
  97. 97. schema:Article  (Subject)     Landing  Page  –  All  Sessions @JarnoVanDriel#SmartDataWeek
  98. 98. schema:Article  (Subject)   Landing  Page  –  Pageviews  /  Session @JarnoVanDriel#SmartDataWeek
  99. 99. schema:Article  (Subject)  
 Landing  Page  –  Avg  Session  Duration @JarnoVanDriel#SmartDataWeek
  100. 100. schema:MedicalProcedure  schema:Service  (Object)   Landing  Page  –  All  Sessions Over  at  the  ‘Object’   side  of  the  triples @JarnoVanDriel#SmartDataWeek
  101. 101. schema:MedicalProcedure  schema:Service  (Object)   Landing  Page  –  All  Sessions @JarnoVanDriel#SmartDataWeek
  102. 102. Hail,  Triples  –  King  of  the  Graph @JarnoVanDriel#SmartDataWeek
  103. 103. @JarnoVanDriel Feel  like  doing  your  own  analysis?  You  can!  The  datasets     used  can  be  found  at:  http://bit.ly/structureddatasuccess #SmartDataWeek
  104. 104. Many  thanks  go  out  to  (in  alphabetical  order)   • Aaron  Bradley  –  SEO  Analyst  –  Electronic  Arts   • Daniel  Bos  –  Director  Data  &  Analytics  –  Takeaway.com   • Leeza  Rodriguez  –  Chief  Marketing  and  Operations  –  CosmeticSurg   • Leigh  Aucoin  –  Web  Development  Team  Lead  –  Search  Influence   • Lisa  Melvin  –  SEO  Consultant  –  Windy  Hills,  Inc.   • Mike  Arnesen  –  Founder  &  CEO  –  UpBuild
 @JarnoVanDriel#SmartDataWeek
  105. 105. @JarnoVanDriel#SmartDataWeek twitter.com/JarnoVanDriel   linkedin.com/pub/jarno-­‐van-­‐driel/75/470/36a   plus.google.com/u/0/+JarnovanDriel Questions?

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