In this presentation we will explore the the history of the internet and how Schema.org helps tell a story.

1. Featured Snippets
How to Get Position Zero

2. Brady Amerson
Implementation
Team Lead
Mike Marsh
SEO Manager
Who Are We?

3. We hope to answer these questions regarding
Featured Snippets and Structured Data:
● What are they?
● What do they do?
● Why do they matter?
● How can I implement this knowledge?

4. What is Position Zero?
Position Zero is a feature that Google has
implemented to show information directly
in the search results. It is often provided in
the form of a Featured Snippet.
“Featured Snippets are a format which is
supposed to provide users with a concise
direct answer to their questions - right
there on the search results page, without
the users having to click through to a
specific result.”
- SISTRIX
What are Featured Snippets?

5. What Are
Rich Results?

6. Rich Results
A result that includes styling, images, and other
features. Examples of content types with rich
results include book (shown), recipe, and product.
Examples of features include breadcrumb and
review snippet (shown).

7. Featured Snippet
Google’s search results sometimes show
listings where the snippet describing a page
comes before a link to a page, not after as with
our standard format. Results displayed this
way are called "featured snippets."
Some of the most common formats are
paragraph, list and video.

8. Carousel
Rich results that display in a sequential list or gallery. Most often,
the carousel features articles from a single site (known as a host
carousel). The carousel can also feature a variety of publishers,
like Top stories [or videos].
This feature works best when used in combination with one of
the following features: Article, Recipe, Course, Restaurant,
Movie.

9. Article
News, sports, or blog article displayed with Top Stories
carousel and rich result features, such as headline text
and larger-than-thumbnail images.

10. Local Business Listing
Business details displayed in the Google Knowledge
Graph, including open hours, ratings, and directions.
If I have GMB do I need to use localBusiness Schema?
Yes, Google Search Results and Google Maps - work off
separate algorithms - so the more information you can
provide to both is in your best interest. - Google
Q
A

11. Context - How do I get a Rich Result?
● How did Rich Results come to be?
● What do web crawlers actually understand from our websites?
● Why does HTML alone not hold up in a modern search environment?
● Home | HTML | CSS | Website structure
Why do we need a semantic web?
Q

12. Structured Data

13. Data that has been
organized into a formatted
repository (typically a
database) so that its
elements can be made
addressable for more
effective processing and
analysis.
Structured Data

14. Web: 1.0
Read Only
Unstructured Data
Client
Client
Client
Client
Client
Static
HTML
Document

15. Web: 2.0
Read and
Write
Client
Client
Client
Client
Client
HTML
CSS
JavaScript
Apache/IIS
PHP/MySQL
AJAX

16. Disambiguate Keywords
such as “Boston”
Which City of Boston?
The Band?
The Team?
Google’s Problem

17. <section>
<h1>Contact Us</h1>
<h2>Boostability</h2>
<h3>Call Us:</h3>
<p><a href="tel:+18002611537">(800) 261-1537</a></p>
<h3>Our Email:</h3>
<p><a href="mailto:contact@boostability.com">contact@boostability.com</a></p>
<h3>Our Location</h3>
<p>2600 West Executive Park Way<br>
Suite 200<br>
Lehi, UT 84043
</p>
</section>
Basic
HTML
Example

18. Schema.org

19. Schema.org
Schema.org is a collection of vocabularies that webmasters can use to support the markup of structured
data in HTML documents. It uses the Entity-Attribute-Model.
Item Type
Defines what the entity is by
referencing the URI for the
entity type in schema.org such
as: http://schema.org/movie
Item Property
Provides additional details to the
entity such the name, the director,
the release date of the movie.
Item Scope
Specifies the the HTML
element is about a
particular item, an entity.

20. <section itemscope itemtype="http://schema.org/Organization">
<h1>Contact Us</h1>
<h2 itemprop="name">Boostability</h2>
<h3>Call Us:</h3>
<p itemprop="telephone"><a href="tel:+18002611537">(800) 261-1537</a></p>
<h3>Our Email:</h3>
<p itemprop="email"><a href="mailto:contact@boostability.com">contact@boostability.com</a></p>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<h3>Our Location</h3>
<p><span itemprop="streetAddress">2600 West Executive Park Way<br>Suite 200<br></span>
<span itemprop="addressLocality">Lehi</span>, <span itemprop="addressRegion">UT</span>
<span itemprop="postalCode">84043</span>
</p>
<div itemscope itemtype="http://schema.org/GeoCoordinates">
<meta itemprop="geo">
<meta itemprop="latitude" content="40.427774" />
<meta itemprop="longitude" content="-111.891978" />
</div>
</div>
</section>
HTML with
Structured
Data

21. Apple
Samsung
Entity ValueAttribute
Tab S6
Macbook
Laptop
Cell
Phone
128 GB
memorySize
iPad
iPhone
S10
hasProduct Tablet
256 GB
512 GB
1 TB
Notebook
9 Pro
typeOf
typeOf
hasProduct typeOf memorySize
memorySize
memorySize
isOrganization
isOrganization

22. Implementation

23. Vocabularies and Syntaxes
VOCABULARIES
● schema.org
● heppnetz.de
● wikipedia.org
(via productontology.org)
SYNTAXES
● RDFa
● Microdata
● JSON-LD

24. Example of
Structured
Data in the
JSON-LD
Syntax
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Boostability",
"url": "www.boostability.com",
"logo": "https://www.boostability.com/wp-
content/uploads/2015/02/BoostLogo_White.png"
"telephone": "(800) 261-1537",,
"description": "At Boostability, we specialize in creating new and improved avenues
for small businesses to succeed.",
"address": {
"@type": "PostalAddress",
"streetAddress": "2600 West Executive Parkway Suite 200",
"addressLocality": "Lehi",
"addressRegion": "UT",
"postalCode": "84043",
"addressCountry": "US"
},
}

25. Strategy
How Do I Get a Rich Result?

26. Landing a Rich Result
Ultimately, it's up to Google on
what they show on the SERP.
But understanding how crawlers see your website and what
structured data you can implement to make it easier for
them to serve up your rich results.

27. Landing a Rich Result
● ASK and Answer common
questions your customers
have yourself with a FAQ
Page or using Google My
Business Q&A features.
● Re-evaluate your content
and consider refreshing
language that is commonly
used in the majority of Rich
Results.
Who is…
Where is…
When is…
What is…
Why is…
How is…
● Think about trigger words
for Featured Snippets
● Answer the 5 W’s and 1 H:

28. Track and Test
● SEMRush for possible
targets and tracking
Include Microdata for
Google
● Schema.org
○ Reviews
○ Articles
○ Local Business
○ Video
Content Update
● 50-60 words for answer
● Conversational Tone
○ Who?
○ What?
○ Why?
○ How?
Identify Keyword Potential
● Focus on question
related searches
Are you already ranking
in the top 10 for this
search term?
1
5
4 3
2
Landing a Featured Snippet

29. Should I try to be getting these types
of results?
Am I losing traffic because of
zero-click SERPs?
● Is this fear realistic?
● Is this fear mitigated by the brand
recognition this ranking provides?
“...it looks like the featured
snippet is stealing clicks
from the #1 ranking result.”
- Ahrefs
“

30. Does the number 1 ranked position always
translate to a rich result?
No, as you can see in
Ahrefs study they
found that #1 only
landed the featured
snippet just over 30%
of the time.

31. If there is no Featured Snippet served up does
that mean that there never will?
Look at the SERPs that don’t
already have a FS in the results
as opportunities for answering
questions and landing in
Position Zero.

32. Don’t misunderstand, they still matter. Google obviously
still uses them extensively.
But with where search is going you will need to leverage
semantic web trends to achieve the best results.
Think about entities, relationships AND keywords.
A Keyword Mentality is Not Enough...

33. Thanks!
Any questions?