Search Optimization via Structured Data by Chris Silver Smith

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From SMX East 2013 - Structured Data Superstars - Search Optimization via Structured Data by Chris Silver Smith

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Search Optimization via Structured Data by Chris Silver Smith

  1. 1. SEARCH OPTIMIZATON VIA STRUCTURED DATA # Chris Silver Smith Argent Media @argentmedia #SMX #22c October 2, 2013 #
  2. 2. @ArgentMedia Copyright 2013 @si1very #smx #22C 2 • Founder of Argent Media search marketing agency providing SEO, Social Media Optimization & Online Reputation Management • Chris Silver Smith has provided consulting for Fortune 500 and Internet Retailer 500 brands • Former SEO & Head of Tech Dept. for Verizon’s Superpages.com • Columnist for SearchEngineLand.com & WebMarketingToday.com • Advisory Board Member for FindLaw (a Thomson Reuters company) and Universal Business Listing (“UBL”) • VP of Programming, DFW Search Engine Marketing Association
  3. 3. @ArgentMedia Copyright 2013 @si1very #smx #22C Simple: Acme Industrial Company 100 Elm Street Walla Walla, WA 99324 1 (509) 000-1234 Complex: Houston’s Restaurant – Memphis Style BBQ! ORDER TODAY: 977-BBQ-NOWS! 10 Tennessee Avenue, Uptown, Springfield, MO 3 • Enables Search Engines to more accurately interpret site content; = Ranking for Relevant Searches & More Qualified Traffic • Can enable your listings to take up more real estate on SERPs;• Enhances listings to be more eye-catching;• Increases the number of your links per SERP; 3@ArgentMedia Copyright 2013 @si1very #smx #22C Logically, having more links per SERP = increased odds of clicks Rich snippets may improve CTR by 15% to 50%
  4. 4. @ArgentMedia Copyright 2013 @si1very #smx #22C 4 1. Schema.org Markup (for Articles, Videos, Images…) 2. Open Graph Markup 3. Title + Meta Description Tag 4. If Google finds no semantic markup, they will use data from parsing the page to attempt to deduce a title, description and representative image. Click Here Sorry to say… copyright 2013…
  5. 5. @ArgentMedia Copyright 2013 @si1very #smx #22C 5@ArgentMedia Copyright 2013 @si1very #smx #22C
  6. 6. @ArgentMedia Copyright 2013 @si1very #smx #22C 6@ArgentMedia Copyright 2013 @si1very #smx #22C 6
  7. 7. @ArgentMedia Copyright 2013 @si1very #smx #22C 7 http://www.google.com/webmasters/tools/richsnippets
  8. 8. @ArgentMedia Copyright 2013 @si1very #smx #22C 8  Use Simple Image + Hyperlink – Image Replacement or CSS Background Image  Avoid White Knockout Images for Logos
  9. 9. @ArgentMedia Copyright 2013 @si1very #smx #22C 99@ArgentMedia Copyright 2013 @si1very #smx #22C
  10. 10. @ArgentMedia Copyright 2013 @si1very #smx #22C <td> <a href="https://plus.google.com/112059884660144728255? rel=author">Google + Profile</a> </td>
  11. 11. @ArgentMedia Copyright 2013 @si1very #smx #22C 11 Author Tag Combined with Recipe Schema & Breadcrumb Microdata 11@ArgentMedia Copyright 2013 @si1very #smx #22C
  12. 12. @ArgentMedia Copyright 2013 @si1very #smx #22C
  13. 13. @ArgentMedia Copyright 2013 @si1very #smx #22C 13
  14. 14. @ArgentMedia Copyright 2013 @si1very #smx #22C 14 Uses Both Open Graph & Schema.org Markup Simultaneously http://silvery.com/Holly-Hill-House/
  15. 15. @ArgentMedia Copyright 2013 @si1very #smx #22C 15 Uses hReview Microformat, Open Graph Uses Product Open Graph, Product Schema, Aggregate Rating
  16. 16. @ArgentMedia Copyright 2013 @si1very #smx #22C 16
  17. 17. @ArgentMedia Copyright 2013 @si1very #smx #22C 17 Product + Offer Schemas
  18. 18. @ArgentMedia Copyright 2013 @si1very #smx #22C 18 BEFORE AFTER
  19. 19. @ArgentMedia Copyright 2013 @si1very #smx #22C https://dev.twitter.com/cards 1. Add the Twitter Cards Meta Data To Your Pages 2. Use Twitter’s Card Validator
  20. 20. @ArgentMedia Copyright 2013 @si1very #smx #22C 20 https://developers.google.com/+/web/snippet/
  21. 21. @ArgentMedia Copyright 2013 @si1very #smx #22C
  22. 22. @ArgentMedia Copyright 2013 @si1very #smx #22C 22 If you don’t have access to edit your site’s code, or are insecure at editing code… Or, if it will take months before IT can schedule the project to add structured data!
  23. 23. @ArgentMedia Copyright 2013 @si1very #smx #22C 23
  24. 24. @ArgentMedia Copyright 2013 @si1very #smx #22C 24 Google Authorship Page https://plus.google.com/authorship 13 Semantic Markup Tips For 2013: A Local SEO Checklist http://searchengineland.com/13-semantic-markup-tips-for-2013-a-local-seo-checklist- 143708 Structured Data Testing Tool http://www.google.com/webmasters/tools/richsnippets Blast Open The Doors Via Facebook’s Open Graph For Local SEO http://searchengineland.com/facebooks-open-graph-for-local-seo-52098
  25. 25. @ArgentMedia Copyright 2013 @si1very #smx #22C 25 argentum@verizon.net twitter.com/si1very twitter.com/ArgentMedia ArgentMedia.com Search Engines are complex. Get qualified help.
  26. 26. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 26

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