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Stephan Spencer - SMX Advanced: Rich Snippets, Schema & Microformats

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Stephan Spencer - SMX Advanced: Rich Snippets, Schema & Microformats

  1. 1. From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO Stephan Spencer Co-Author of The Art of SEO; Author of Google Power Search; Founder of Netconcepts
  2. 2. © 2009 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Who Am I? • Author of Google Power Search & Co-author of The Art of SEO • Founder of SEO agency Netconcepts • Sold Netconcepts to Covario in 2010 • Lived in New Zealand for 8 years, returned to US in 2007 • Invented GravityStream, a pay-for-performance SEO technology (now Rio SEO Website Optimizer) • Now a free agent, developing an SEO training program which will launch this year at ScienceofSEO.com – Free SEO Myths report at www.scienceofseo.com/seo-myths
  3. 3. Rich Snippets • Rich snippets boost clickthrough on your Google listings • Author headshots • Video thumbnails • Star ratings – On product pages – On category pages (based on aggregate ratings)
  4. 4. Benefits of Google’s Authorship • More Compelling Search Snippets: Increased Clickthroughs • Bonus Search Results: More clicks to more pages on your site.
  5. 5. Better Search Snippets More clicks!!
  6. 6. Bonus Search Results
  7. 7. Bonus Search Results (2) Additional listings 
  8. 8. Gaining Authorship Status • Option 1: Link your content to your Google+ profile using a verified email address. • Option 2: Set up authorship by linking your content to your Google+ profile
  9. 9. Verified E-mail Address Option • Need an email address in the same domain as the content is hosted. For example: – Domain: stephanspencer.com – E-mail: stephan@stephanspencer.com • Each article must include a byline that includes your name. For example: – Article: 36 SEO Myths That Won't Die But Need To – Byline: By Stephan Spencer
  10. 10. Verified E-mail Address Option (2) • Submit your e- mail address to Google https://plus.go ogle.com/auth orship
  11. 11. Verified E-mail Address Option (3) • Verify using the structured data testing tool http://www.go ogle.com/web masters/tools/ richsnippets Authorship data recognized Google+ page
  12. 12. Verified E-mail Address Option (4) • This is how the correctly marked up data looks
  13. 13. Verified E-mail Address Option (5) • Confirm by checking your Google+ Profile https://plus.g oogle.com/au thorship Validation Completed
  14. 14. Promoting Google+ • Authorship markup is just another tool to help Google grow Google+ • Signing up for the service is required
  15. 15. Linking Content to Google+ Option • Create a link to your Google+ profile from your content. Example: – <a href=https://plus.google.com/1020511177406659 31580/?rel=author>Google</a>
  16. 16. Linking Content to Google+ Option (2) Add a reciprocal link back from your profile
  17. 17. Linking Content to Google+ Option (3) Add a reciprocal link back from your profile Search Engine Land Link
  18. 18. Linking Content to Google+ Option (4) • Verify using the structured data testing tool http://www.goog le.com/webmast ers/tools/richsnip pets Authorship data recognized Google+ page
  19. 19. Authorship Misfires • Google mis- associated Eric’s photo with my article despite the rel=author links to my Google+ profile & to my SEL bio page, instead basing it on the mention of Eric as a co-author in my bio. Deleted his name and BOOM! All fixed!
  20. 20. How to Get Nice Video Thumbnails • Add one of the supported formats to the on-page markup: – Schema.org/VideoObject (recommended) – Facebook Share – Yahoo’s RDFa
  21. 21. Step 1: Add Rich Snippet Markup (Option 1) <div itemscope itemtype="http://schema.org/VideoObject"> <h2>Vid eo: <span itemprop="name">Title</span></h2> <meta itemprop="duration" content="T1M33S" /> <meta itemprop="thumbnailUrl" content="thumbnail.jpg" /> <meta itemprop="embedURL" content="http://www.exampl e.com/videoplayer.swf?video=123" /> <object ...> <embed type="application/x-shockwave-flash" ...> </object> <span itemprop="description">Video description</span></div> Schema.org Video Format
  22. 22. Step 1: Add Rich Snippet Markup (Option 2) <meta name="title" content=”Need SEO Help? – from a world class expert" /> <meta name="description" content=”Hire the Smartest SEO on the World Wide Internet!" /> <link rel="image_src" href="http://example.com/thumbnail_preview.jpg" /> <link rel="video_src" href="http://example.com/video_object.swf?id=12345 "/> <meta name="video_height" content="296" /> <meta name="video_width" content="512" /> <meta name="video_type" content="application/x- shockwave-flash" /> Facebook Share Format
  23. 23. Step 1: Add Rich Snippet Markup (Option 3) <object width="512" height="296" rel="media:video" resource="http://example.com/video_object.swf?id=12345" xmlns:media="http://search.yahoo.com/searchmonkey/media/" xmlns:dc="http://purl.org/dc/terms/"> <param name="movie" value="http://example.com/video_object.swf?id=12345" /> <embed src="http://example.com/video_object.swf?id=12345" type="application/x- shockwave-flash" width="512" height="296"> <a rel="media:thumbnail" href="http://example.com/thumbnail_preview.jpg" /> <a rel="dc:license" href="http://example.com/terms_of_service.html" /> <span property="dc:description" content="Stephan Spencer is co-author of The Art of SEO and author of Google Power Search, both published by O’Reilly. He founded the SEO agency Netconcepts in the 1990′s and in 2010 it was acquired by Covario." /> <span property="media:title" content=”Need SEO Help? – from a world class expert" /> <span property="media:width" content="512" /> <span property="media:height" content="296" /> <span property="media:type" content="application/x-shockwave-flash" /> <span property="media:region" content="us" /> <span property="media:region" content="uk" /> <span property="media:duration" content="63" /> </object> RDFa (Yahoo! SearchMonkey) Format
  24. 24. Step 2: Validate Rich Snippet Markup Google’s Structured Data Testing Tool (http://www.google.com/webmasters/tools/richsnippets)
  25. 25. FaceBook Share Video Markup
  26. 26. Product Page
  27. 27. Step 3: Submit a Video XML Sitemap <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"> <url> <loc>http://www.example.com/videos/some_video_landing_page.html</loc> <video:video> <video:thumbnail_loc>http://www.example.com/thumbs/123.jpg</video:thumbnail_loc> <video:title>Grilling steaks for summer</video:title> <video:description>Alkis shows you how to get perfectly done steaks every time</video:description> <video:content_loc>http://www.example.com/video123.flv</video:content_loc> <video:player_loc allow_embed="yes" autoplay="ap=1"> http://www.example.com/videoplayer.swf?video=123</video:player_loc> <video:duration>600</video:duration> <video:expiration_date>2009-11- 05T19:20:30+08:00</video:expiration_date> <video:rating>4.2</video:rating> <video:view_count>12345</video:view_count> <video:publication_date>2007-11- 05T19:20:30+08:00</video:publication_date> <video:family_friendly>yes</video:family_friendly> <video:restriction relationship="allow">IE GB US CA</video:restriction> <video:gallery_loc title="Cooking Videos">http://cooking.example.com</video:gallery_loc> <video:price currency="EUR">1.99</video:price> <video:requires_subscription>yes</video:requires_subscription> <video:uploader info="http://www.example.com/users/grillymcgrillerson">GrillyMcGrillerson </video:uploader> <video:live>no</video:live> </video:video> </url> </urlset> Video XML Sitemap FORMAT
  28. 28. Step 4: Validate Video XML Sitemap Google Webmaster Tools > Optimization > Sitemaps
  29. 29. Video Thumbnail Misfires • Why is the Core Ox not showing a thumbnail but Core Hi & other products are? No reason.
  30. 30. Leverage Schema.org: Rich Snippets • Reviews (Ratings) • Aggregate Reviews • Product/Offer • Breadcrumbs • Events
  31. 31. Ratings / Reviews • http://schema.org/Rating • Not always shown in SERPs, depends on trust • Improves visibility, trust, and CTR
  32. 32. Ratings / Reviews
  33. 33. Ratings / Reviews
  34. 34. Clever Use of Microformats – Aggregate Reviews This site aggregates Reviews from all hostels At the parent category Level. Clever!! It works with http://schema.org/AggregateRating
  35. 35. Product / Offer • Product http://schema.org/Product • Offer (selling a product) http://schema.org/Offer • Gives engines a lot more product related data • So far only additional display in SERP is price • Prices in SERP display can increase CTR
  36. 36. Product / Offer
  37. 37. Product / Offer
  38. 38. Breadcrumbs • http://schema.org/WebPage • Adds Breadcrumb links to SERP • Makes your listing stand out • Adds more links to your site to SERP • Potential for higher CTR
  39. 39. Breadcrumbs
  40. 40. Breadcrumbs
  41. 41. Events http://schema.org/Event
  42. 42. Events
  43. 43. Events
  44. 44. Location (Business)
  45. 45. Location (Business)
  46. 46. Location (Business)
  47. 47. Location (Attraction)
  48. 48. Location (Attraction)
  49. 49. Location (Attraction)
  50. 50. Location (Attraction)
  51. 51. How–To: Google Data Highlighter • Found in WMT > Optimization > Data Highlighter
  52. 52. How–To: Google Data Highlighter
  53. 53. How–To: Google Data Highlighter • Used to create semantic markup in WMT only • Adds no code to page • Competition can’t see your markup • Good for non-techie clients and sites • Hard to scale for large sites (though you can build “page sets”) • For articles, events, local businesses, movies, products, restaurants, software apps, TV episodes
  54. 54. How–To: Google Structured Mark-up Helper • Found in WMT > Other Resources > Structured Data Markup Helper
  55. 55. How–To: Google Structured Mark-up Helper
  56. 56. How–To: Google Structured Mark-up Helper
  57. 57. How–To: Google Structured Mark-up Helper
  58. 58. How–To: Google Structured Mark-up Helper • Marks up same data types as Highlighter • Outputs actual HTML code • Can work for web pages or emails • You can play around with it for any site • Page by page basis • Useful for small sites or building examples of code for developers
  59. 59. OpenGraph Markup • For marking up data for Facebook • http://developers.facebook.com/docs/opengr aph/ • Cool new feature based around location markup • http://searchengineland.com/seo-for- facebook-open-graph-search-150772 for more info
  60. 60. OpenGraph Markup • Adds Facebook pages for each location when a location page with OG markup is “Liked” • Allows easy build out of location pages for FB
  61. 61. Which One to Use? • RDFa or Schema.org Microdata? • Schema.org created by the engines to be search friendly • Schema easier to understand • RDFa conforms to W3C standards • Newer RDFa Lite basically mirrors Schema • Read this then decide: – http://manu.sporny.org/2012/mythical- differences/
  62. 62. What’s Next? • More and more data types • More integration of semantic data into the SERPS • Engines displaying more data directly in the SERPS • How can you add value to data, not just provide the data itself?
  63. 63. Now What? • What can you do tomorrow that will improve your site’s SEO? Write down 3 things. Get ‘em done! • Remember: you eat an elephant one bite at a time • To follow me on Twitter: @sspencer • To contact me: stephan@stephanspencer.com • To get a copy of this slide deck email admin@stephanspencer.com

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