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


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SMX Advanced presentation on : Rich Snippets, Schema & Microformats / RDFa - presentation by Stephan Spencer

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

  1. 1. From Microdata & Schema To RichSnippets: Markup For The Advanced SEOStephan SpencerCo-Author of The Art of SEO; Author of GooglePower Search; Founder of Netconcepts
  2. 2. © 2009 Stephan M Spencer Netconcepts sspencer@netconcepts.comWho 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 SEOtechnology (now Rio SEO Website Optimizer)• Now a free agent, developing an SEO training program whichwill launch this year at– Free SEO Myths report at
  3. 3. Rich Snippets• Rich snippets boost clickthrough on yourGoogle 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: IncreasedClickthroughs• Bonus Search Results: More clicks to morepages on your site.
  5. 5. Better Search SnippetsMore 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 yourcontent to your Google+ profile
  9. 9. Verified E-mail Address Option• Need an email address in the same domain as the content ishosted. For example:– Domain:– E-mail:• Each article must include a byline that includes your name.For example:– Article: 36 SEO Myths That Wont Die But Need To– Byline: By Stephan Spencer
  10. 10. Verified E-mail Address Option (2)• Submit your e-mail address toGoogle
  11. 11. Verified E-mail Address Option (3)• Verify using thestructured datatesting tool data recognizedGoogle+ page
  12. 12. Verified E-mail Address Option (4)• This ishow thecorrectlymarkedup datalooks
  13. 13. Verified E-mail Address Option (5)• Confirm bychecking yourGoogle+Profile ValidationCompleted
  14. 14. Promoting Google+• Authorship markup isjust another tool tohelp Google growGoogle+• Signing up for theservice is required
  15. 15. Linking Content to Google+ Option• Create a link to your Google+ profile from yourcontent. Example:– <ahref=>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 profileSearch Engine Land Link
  18. 18. Linking Content to Google+ Option (4)• Verify using thestructured datatesting tool data recognizedGoogle+ page
  19. 19. Authorship Misfires• Google mis-associated Eric’sphoto with myarticle despite therel=author links tomy Google+ profile& to my SEL biopage, instead basingit on the mention ofEric as a co-author inmy bio. Deleted hisname and BOOM!All fixed!
  20. 20. How to Get Nice Video Thumbnails• Add one of the supportedformats to the on-pagemarkup:–– Facebook Share– Yahoo’s RDFa
  21. 21. Step 1: Add Rich Snippet Markup (Option1)<div itemscopeitemtype=""> <h2>Video: <spanitemprop="name">Title</span></h2> <metaitemprop="duration" content="T1M33S" /> <metaitemprop="thumbnailUrl" content="thumbnail.jpg"/> <metaitemprop="embedURL" content="" /> <object...> <embed type="application/x-shockwave-flash"...> </object> <span itemprop="description">Videodescription</span></div> Video Format
  22. 22. Step 1: Add Rich Snippet Markup (Option2)<meta name="title" content=”Need SEO Help? – from aworld class expert" /> <meta name="description"content=”Hire the Smartest SEO on the World WideInternet!" /> <link rel="image_src"href="" /><link rel="video_src"href=""/> <meta name="video_height" content="296" /><meta name="video_width" content="512" /> <metaname="video_type" content="application/x-shockwave-flash" />Facebook Share Format
  23. 23. Step 1: Add Rich Snippet Markup (Option3)<object width="512" height="296" rel="media:video"resource=""xmlns:media=""xmlns:dc=""> <param name="movie"value="" /> <embedsrc="" type="application/x-shockwave-flash" width="512" height="296"> <a rel="media:thumbnail"href="" /> <a rel="dc:license"href="" /> <spanproperty="dc:description" content="Stephan Spencer is co-author of The Art ofSEO and author of Google Power Search, both published by O’Reilly. He foundedthe 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 classexpert" /> <span property="media:width" content="512" /> <spanproperty="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" /> <spanproperty="media:duration" content="63" /> </object>RDFa (Yahoo! SearchMonkey) Format
  24. 24. Step 2: Validate Rich Snippet MarkupGoogle’s Structured Data Testing Tool(
  25. 25. FaceBook Share Video Markup
  26. 26. Product Page
  27. 27. Step 3: Submit a Video XML Sitemap<urlset xmlns=""xmlns:video=""> <url><loc></loc> <video:video><video:thumbnail_loc></video:thumbnail_loc><video:title>Grilling steaks for summer</video:title> <video:description>Alkis shows you how toget perfectly done steaks every time</video:description><video:content_loc></video:content_loc><video:player_loc allow_embed="yes" autoplay="ap=1"></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">IEGB US CA</video:restriction> <video:gallery_loc title="CookingVideos"></video:gallery_loc> <video:pricecurrency="EUR">1.99</video:price><video:requires_subscription>yes</video:requires_subscription> <video:uploaderinfo="">GrillyMcGrillerson</video:uploader> <video:live>no</video:live> </video:video> </url> </urlset>Video XML Sitemap FORMAT
  28. 28. Step 4: Validate Video XML SitemapGoogle Webmaster Tools > Optimization > Sitemaps
  29. 29. Video Thumbnail Misfires• Why is the CoreOx not showinga thumbnail butCore Hi & otherproducts are?No reason.
  30. 30. Leverage Rich Snippets• Reviews (Ratings)• Aggregate Reviews• Product/Offer• Breadcrumbs• Events
  31. 31. Ratings / Reviews•• 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 ReviewsThis site aggregatesReviews from all hostelsAt the parent categoryLevel. Clever!!It works with
  35. 35. Product / Offer• Product• Offer (selling a product)• 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•• 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
  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 > DataHighlighter
  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 StructuredMark-up Helper• Found in WMT > Other Resources > StructuredData Markup Helper
  55. 55. How–To: Google StructuredMark-up Helper
  56. 56. How–To: Google StructuredMark-up Helper
  57. 57. How–To: Google StructuredMark-up Helper
  58. 58. How–To: Google StructuredMark-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 ofcode for developers
  59. 59. OpenGraph Markup• For marking up data for Facebook•• Cool new feature based around locationmarkup• for moreinfo
  60. 60. OpenGraph Markup• Adds Facebook pages for each location when alocation page with OG markup is “Liked”• Allows easy build out of location pages for FB
  61. 61. Which One to Use?• RDFa or Microdata?• created by the engines to besearch friendly• Schema easier to understand• RDFa conforms to W3C standards• Newer RDFa Lite basically mirrors Schema• Read this then decide:–
  62. 62. What’s Next?• More and more data types• More integration of semantic data into theSERPS• Engines displaying more data directly in theSERPS• How can you add value to data, not justprovide the data itself?
  63. 63. Now What?• What can you do tomorrow that will improve yoursite’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:• To get a copy of this slide deck