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7 Examples Of Structured DataYou Can Implement Today By Samuel Edwards


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From the SMX East 2014 Conference in New York City, NY. SESSION: 25 Smart Examples Of Structured Data You Can Use. PRESENTATION: 7 Examples Of Structured Data You Can Implement Today - Given by Samuel Edwards, @Samuel_Quincy, Online Media Strategist - Tenthwave Digital. #SMX #22A

Published in: Marketing

7 Examples Of Structured DataYou Can Implement Today By Samuel Edwards

  1. 1. 7 Examples Of Structured Data You Can Implement Today Presented by: Samuel Quincy Edwards Follow along on The Twitters #SMX #22a
  2. 2. <div itemscope itemtype=""> <span itemprop="name">Samuel Quincy Edwards</span> <img src="handsome.jpg" itemprop="image"/> <span itemprop="jobTitle">Online Media Strategist</span> <div itemscope itemtype=""> <span itemprop="name">Tenthwave Digital</span> <span itemprop="addressLocality">New York City</span> <span itemprop="addressRegion">NY</span> @samuel_quincy @tenthwave #SMX #22a
  3. 3. Some of our clients include:
  4. 4. Structured Data Markup: A Brief Overview
  5. 5. What the is Structured Data? It’s information formatted in a universally understandable way; abiding by a predetermined set of rules that define data types and the relationships between them. Search engines use structured data within webpages to: • refine search results • filter with greater accuracy • enhance the way results are displayed
  6. 6. Why is it important? Web pages have meaning that we as user can understand when we read them. Search engines, however, have a limited understanding of web page content. This makes it difficult for search engines to display relevant results for certain terms if they don’t understand the context of the query. Seal Seal TL;DR Structured data allows you to help search engines understand your content and display it in a useful, relevant way.
  7. 7. Musician Animal Extremely uncomfortable hybrids
  8. 8. The major advantage? Visibility.
  9. 9. Information stored within structured data can be used by search engines to generate rich snippets. Rich snippets provide the user detailed information relating to their specific queries. These rich snippets can have a major impact on click-through rates, with some websites reporting a 30% increase in CTR after implementation. Recipe Rich Snippets Product Rich Snippets Review Rich Snippets Event Rich Snippets Rich Snippets
  10. 10. Using Structured Data Markup To Create A Variety of Rich Snippets
  11. 11. 1. Review Rich Snippets “When review information is marked up, we can use it to understand and present the information on your pages. Review information such as ratings and descriptions can help users better identify pages with good content.” -The Googles itemreviewed (item) rating reviewer description summary *Items in bold are required and/or recommended Resources:,
  12. 12. What Users See What Crawlers See
  13. 13. 2. Product Rich Snippets If you're a merchant, you can give search engines detailed product information that can be displayed as rich snippets. name aggregate rating total reviews width sku Resource: item availability weight color brand manufacturer model itemCondition item price currency *Items in bold are required and/or recommended
  14. 14. What Users See What Crawlers See
  15. 15. 3. Events Rich Snippets performer startDate location Resource: doorTime duration summary URL *Items in bold are required and/or recommended
  16. 16. What Users See What Crawlers See
  17. 17. 4. Job Listings Rich Snippets job location date posted hiring job title organization base salary industry employment type salary currency *Items in bold are required and/or recommended Resource:
  18. 18. What Users See What Crawlers See
  19. 19. 5. Restaurant Rich Snippets name URL *Items in bold are required and/or recommended address telephone number ratingValue reviewCount priceRange Resource:
  20. 20. What Users See What Crawlers See
  21. 21. 6. Application Rich Snippets name image description URL author reviews operatingSystems offer screenshots *Items in bold are required and/or recommended Resources:,
  22. 22. What Users See What Crawlers See
  23. 23. 7. Recipe Rich Snippets Cholesterol Protein Total Reviews Calories Carbohydrates Aggregate Recipe Rating Image Nutritional Info Published Date Prep/Total Time Recipe Type Fiber Sugar Instructions Author Cooking Method name Summary Saturated Fat *Items in bold are required and/or must provide at least 2 of the following to display.
  24. 24. What Users See Recipe Author Recipe Name Recipe Description Prep Time Total Time Serving Size Recipe Image Aggregate Rating
  25. 25. What Crawlers See Recipe Name Recipe Author Recipe Description Recipe Image Total Time Prep Time Serving Size Item Type (Recipe)
  26. 26. You may be thinking… “Sam, that sounds great and all, but do I really need to implement structured data markup for all applicable pages? I have so many!”
  27. 27. “Yes.” -Sam
  28. 28. Which one of these results is not like the others?
  29. 29. This one.
  30. 30. EVERYONE IS DOING IT! Prior to implementation, Tenthwave analyzed the top 263 organic search terms driving traffic to from Google and we found that: For each of the 263 queries, at least one result had some form of rich snippet on page one, including: images, reviews, prep times and calories. And out of those queries, on average, 3/5 results had implemented some form of markup.
  31. 31. So we were all like…
  32. 32. And they were all like…
  33. 33. Getting Started Step One: Using we looked through the item properties that were applicable to Duncan Hines® based on the information provided about each recipe that users could see on site. In the end we went with the follow:
  34. 34. Site Wide Implementation Step Two: We then implemented a template containing HTML markup, the schema tags, as well as placeholders into which the server injects the actual recipe data when rendering the recipe detail page. Schema Tags Placeholders HTML Markup
  35. 35. Validation Step Three: After rendering the sample detail pages, we validated a number of user generated recipes using the Structured Data Testing Tool to ensure all was displaying properly. Now, we can stamp out an infinite number of recipes with the correct markup.
  36. 36. Before
  37. 37. After
  38. 38. Early Results • Markup implemented mid February 2014 – Organic search traffic from Google increased by 35.07% from January 2014 (prior) to April 2014 (post). YoY increase was 93.46%. – Quite a few highly trafficked user generated recipes saw increases significantly higher than the average.
  39. 39. Mass (traffic) gains, brah! 73.56% increase in traffic from Jan to April 149.75% increase in traffic from Jan to April 389.35% increase in traffic from Jan to April
  40. 40. Observe Ranking Increases While Google claims adding mark up doesn’t affect rankings, we found that (all else being equal) within 2 weeks of implementing Schema markup, 75% of the 263 terms analyzed in the initial test had seen an improvement in search results. Of those: 196 had improved rankings 44 had unchanged rankings 23 had declined rankings The average listing for Duncan Hines® improved by 2.42 positions. Before: Position 11.5 (Page 2) After: Position 9.08 (Page 1)
  41. 41. Why is that significant?
  42. 42. Because the best place to hide a dead body is page 2 of Google. …or page 1 of Bing. JUST KIDDING! but not really...
  43. 43. Final Notes
  44. 44. GWT IS YOUR BEST FRIEND Amazing MS Paint Smiley Face
  45. 45. Validate
  46. 46. Fetch and Index
  47. 47. Fix Errors
  48. 48. For a ridiculously useful list of Structured Data Markup Validation and Testing Tools, check out: structured-data-markup-validation-testing- tools/ H/T to Aaron Bradley @aaranged for the resource!
  49. 49. Thank You! Twitter: @Samuel_Quincy LinkedIn: samuel-edwards/4b/a34/962 Email: