Which Markup Matters? By Marshall Simmonds

6,184 views

Published on

SMX Advanced 2014 Session #SMX #13A - Super Session: Enhancing Search Results With Structured Data & Markup - Which Markup Matters? By Marshall Simmonds @Msimmonds Of Define Media Group

Read more from Marshall Simmonds at http://searchengineland.com

Published in: Internet, Technology, Design

Which Markup Matters? By Marshall Simmonds

  1. 1. Marshall Simmonds Define Media Group, Inc. mdsimmonds Enhancing Search Results With Structured Data & Markup Which markup matters?
  2. 2. mdsimmonds www.DefineMG.com Evolution of Indexation • Crawling • HTML Sitemaps • XML Sitemaps – locations – Definitions (loc, lastmod, etc) • Images • Video • News • Structured Data
  3. 3. mdsimmonds www.DefineMG.com Why We Do This “Not every type of information in schema.org will be surfaced in search results but over time you can expect that more data will be used in more ways. In addition, since the markup is publicly accessible from your web pages, other organizations may find interesting new ways to make use of it as well.” -Schema.org FAQ
  4. 4. mdsimmonds www.DefineMG.com Why We Do This
  5. 5. mdsimmonds www.DefineMG.com Chrome
  6. 6. mdsimmonds www.DefineMG.com FireFox
  7. 7. mdsimmonds www.DefineMG.com FireFox 4 hours later
  8. 8. mdsimmonds www.DefineMG.com Methodology • Jan 2012- (last week) 2014 • 50K referrers p/m – 11mm referrers p/m – total ~10 billion PVs • Seasonality was considered • Speed of discovery / indexation • Format Type: Schema.org, Microdata, RDFa, Data-vocabulary • Traffic increase • Sustained traffic • Domain Authority
  9. 9. mdsimmonds www.DefineMG.com Authorship
  10. 10. mdsimmonds www.DefineMG.com Authorship
  11. 11. mdsimmonds www.DefineMG.com Authorship
  12. 12. mdsimmonds www.DefineMG.com Authorship
  13. 13. mdsimmonds www.DefineMG.com Authorship • Factors – site level – Authority of the site – “High quality content” – Domain longevity – Varies based on query • Factors – author level – Reputation – who you are, where you publish, how long – Quality of content – Authority of site contributing to – Guest blogging is ok! – Varies based on query
  14. 14. mdsimmonds www.DefineMG.com TV Reviews
  15. 15. mdsimmonds www.DefineMG.com TV Reviews
  16. 16. mdsimmonds www.DefineMG.com TV Reviews 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Jan Feb Mar Apr May 2014 Search Visits 2014 Search Visits 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Jan Feb Mar Apr May 2014 Search Visits 2013 Search Visits 2012 Search Visits
  17. 17. mdsimmonds www.DefineMG.com Product Reviews
  18. 18. mdsimmonds www.DefineMG.com 0 20,000 40,000 60,000 80,000 100,000 120,000 Feb Mar Apr May Schema.org Implementation 2013
  19. 19. mdsimmonds www.DefineMG.com Recipes
  20. 20. mdsimmonds www.DefineMG.com
  21. 21. mdsimmonds www.DefineMG.com
  22. 22. mdsimmonds www.DefineMG.com
  23. 23. mdsimmonds www.DefineMG.com
  24. 24. mdsimmonds www.DefineMG.com Recipe • Specifically, for recipes, Google requires that: • Rich snippets are currently only shown for recipes that provide at least two of the following: – Photo – prepTime, cookTime, totalTime, or ingredients – Calories – Review
  25. 25. mdsimmonds www.DefineMG.com Recipe – (H Card - microformat)
  26. 26. mdsimmonds www.DefineMG.com Allrecipes says to SHUT UP!
  27. 27. mdsimmonds www.DefineMG.com Recipes
  28. 28. mdsimmonds www.DefineMG.com Recipes 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 12/29/2013 1/29/2014 2/28/2014 3/31/2014 4/30/2014 Search Visits Search Visits
  29. 29. mdsimmonds www.DefineMG.com Article Markup • Can encourage In-Depth categorization (with other factors involved) • Name, Author, Date Published, Article Body, Headline
  30. 30. mdsimmonds www.DefineMG.com Video Added • Description • Title • Author • Thumbnail • Secure_url
  31. 31. mdsimmonds www.DefineMG.com
  32. 32. mdsimmonds www.DefineMG.com Results • Authorship – Slow-Medium, Sporadic Appearance – Minimal traffic impact • TV Reviews – Fast indexation, Slower Appearance (seasonality) - Medium traffic impact • Product Reviews – Fast indexation, Fast Appearance – Good traffic impact • Recipes – Fast indexation, Fast appearance – Minimal traffic impact • Article – Difficult to track, Doesn’t require Schema.org – Favors big brands – Good traffic impact • Video – Fast indexation, Very Fast appearance – Significant impact Traffic increases YoY
  33. 33. mdsimmonds www.DefineMG.com Tools • EasyRecipe Plus does the snippet check automatically as soon as you publish a post. http://www.easyrecipeplugin.com/snippet- preview.php • Plugin that checks your entire site for snippet generation: http://wordpress.org/plugins/easysnippet/
  34. 34. mdsimmonds www.DefineMG.com More Tools • http://bit.ly/structureddatatools • http://bit.ly/semsearch • https://search.nerdydata.com/
  35. 35. mdsimmonds www.DefineMG.com MOAR Take-aways • It’s early • One checkpoint in many • May allow to break through the glass ceiling • Future proofing • Google AND Bing want it. • Video, Product reviews – definitely • Marathons can be fun!
  36. 36. mdsimmonds www.DefineMG.com Want more? DefineMG.com/blog
  37. 37. mdsimmonds www.DefineMG.com
  38. 38. Marshall Simmonds Founder / CEO - Define Media Group, Inc. www.DefineMG.com Marshall@DefineMG.com mdsimmonds

×