How to improve your chances of getting included in the “in depth articles” section of google


Published on

I quickly took a line by line look at the code for a few of the web pages that are now showing up in the "In depth" results of Google and compared them. I used powerpoint as a place to store my observations, and then turned that brain dump into a few things to try out later.

Published in: Technology, News & Politics
1 Comment
  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

How to improve your chances of getting included in the “in depth articles” section of google

  1. 1. How to improve your chances of getting included in the “In Depth Articles” section of Google. In short: I’m leaning towards the idea that this can be simply accomplished by having good SEO best practices in place, some in depth article content, which includes a meta description, a favicon image (though appears this is also not needed) & another image that would work as a thumbnail possibly marked up with imageobject schema or RDFa OG:image which may help but appears to be that Google can also do without this as long as there is a workable thumb in the content near the top of the article body, H1 tag, Title tag, (Google picks title from either), and a few microformat /” schema” article tags. Easy Peasy! If I’m right you may see my content in the In depth section soon ;) Here’s the research. 8/8/2013 @warrenleemedia #indepth
  2. 2. Methodology Check the code line by line of a few URL’s included in the “In depth results” section. And ask the following… • Look for the image file that used in the snippet. Where is it coming from? OG tag? Imageobject schema? Somewhere in the content. Let’s see! • Look for where the description snippet is coming from. Do the meta description and “In depth” snippet description match? is there an OG description (does that match the snippet?).. Let’s find out! • Where is the mini brand icon. (favicon) Pulled from in the code? Does this code exist for all of the results? Let’s check… • Where is the “In depth” title coming from? H1 tag, Title tag? Or somewhere else? • Play with this: • Push my hominid pattern seeking brain to find some correlations – Later (over coffee) think about how to leverage pattern recognition technology to automate this… • And avoid type 1 and type 2 cognitive errors! Break stuff, It’s okay!
  3. 3. Query: “Censorship”
  4. 4. Guardian OBSERVATIONS ARTICLE TAGS FROM XML • article:published_time:2013-04-23T16:15:53+01:00article:modified_time:2013-04-23T16:08:39+01:00 • article:author: • article:author: • article:tag:Internet • article:tag:Censorship • article:tag:Technology • article:section:Technology IMAGE TAGS potentially used by Google to generate the snippet image • • og:image: images/Guardian/Pix/pictures/2013/4/23/1366728748332/Internet-cafe-in-Guilin-011.jpg • <link rel="shortcut icon" href="" type="image/x-icon" /> DESCRIPTION pulled from either Meta description or <meta property="og:description" content="Eric Schmidt and Jared Cohen: Across the globe governments are monitoring and censoring access to the web. And if we're not careful millions more people could find the internet fractured, fragmented and controlled by the state"/>
  5. 5. WSJ OBSERVATIONS • No authorship or publisher markup seen in the Google snippet optimizer tool. • OG RDFa Image does not appear to be the same image used in the snippet • This content appears to be ranking purely based on standard SEO best practices and authority domain. And only a few article tags. Uncertain whether “In depth” description snippet is pulled from either meta description or OG description Meta Data <meta name="ctype" content="article" /> <meta name="subsection" content="Tech" /> <meta name="section" content="Article" /> <meta name="description" content="Iran is taking steps toward an aggressive new form of censorship: a so-called national Internet that would, in effect, disconnect Iranian cyberspace from the rest of the world." />
  6. 6. The New Yorker OBSERVATIONS Page does not contain publisher markup Title snippet does not pull from Rdfa markup included, but appears to pull title from either hatom-feed entry-title or from combining the H1 tag and the domain name. Description could be sourced from either rdfa, meta description or open graph. My hunch, it’s just the regular meta description. Couldn’t hurt to use both. Image also not pulled from OG RDFa image. Seems as though it’s just pulled from img src in html. Rdfa type:article is the only Article type micro format that appears in the Google snippet optimizer tool. Contains • hatom-feed • hatom-entry: • entry-title:On Censorship • entry-content:No writer ever really wants to talk about censorship. Writers want to talk about creation, and censorship is anti-creation, negative energy, uncreation, the bringing into being of non-being,... • Snippet Image source • <img alt="rushdie-censorship.jpg" src="" width="323" height="323" class="mt-image-center" style="text-align: center; display: block; margin: 0 auto 20px;" /></p> • Mini snippet could be pulled from: link rel="Shortcut Icon" href="/favicon.ico" type="image/x-icon" />
  7. 7. Query: “Lego”
  8. 8. BusinessWeek OBSERVATIONS Title tag matches In depth snippet title Snippet Image could be pulled from different sources. Article tag could be pulled from different sources. Snippet description could be pulled from meta description or possibly body copy but does not match OG Rdfa description No mini brand icon showing in snippet, though favicon is present. Favicon is potentially not the source or incorrect format. Potential sources for snippet data found in code: <meta content='article' name='content_type'> H1 tag or title tag <meta content="article" property="og:type"></meta> <meta content="Lego Is for Girls" property="og:title"></meta> <meta content="Focusing on boys saved the toymaker in 2005. Now the company is launching Lego Friends for “the other 50 percent of the world’s children.” Will girls buy in?" property="og:description"></meta> <meta content="" property="og:image"> </meta> <title>Lego Is for Girls - Businessweek</title> <meta content='BW' name='source'> <meta content='article' name='content_type'> <link href="" rel="shortcut icon" type="image/" /> <meta content='Walk into one of Lego’s 74 red-and-yellow retail stores around the world, or even down the toy aisles of your local Target, and two things are immediately clear: Lego, the Danish maker of plastic toy bricks, is everywhere, and it’s not for everybody. Rows of classic building kits for police' name='description'> RDFa from snippet optimizer tool • • type:article • title:Lego Is for Girls • description:Focusing on boys saved the toymaker in 2005. Now the company is launching Lego Friends for “the other 50 percent of the world’s children.” Will girls buy in? • image:
  9. 9. Smithsonian Engineers-204137981.html OBSERVATIONS Article tag RDFa type:article OG tag Snippet title tag: Potentially comes from RDFa property:title OG tag, just title tag, or maybe even H1 Image thumb: Potentially comes from RDFa image: found in the OG image tag or directly from content on the page. Mini image : possibly favicon image Snippet description: comes directly from content on the page below an image Code samples: <meta property="og:type" content="article" /> • <meta property="og:url" content=" Lego-Is-Constructing-the-Next-Generation-of-Engineers-204137981.html"/> • <meta property="og:title" content="How Lego Is Constructing the Next Generation of Engineers"/> • <meta property="og:image" content=" Lego-Mindstorms-EV3-388.jpg"/> • <link rel="shortcut icon" href="" type="image/x-icon" /> <link rel="apple-touch-icon" href=" icon.png"/>
  10. 10. Summary of observations Based on the methodology described, limited URL’s checked and review of results it appears that snippets could be sourced from various code sources so further testing will be required. However the initial analysis suggest the following steps need to be in place. In depth snippet title tag is can be either sourced from the actual title tag on the page, H1 tag and so these best practices should be followed. Mini icon snippet might be sourced from the <link rel="shortcut icon" href=”" type="image/x-icon" /> . The following variation: " rel="shortcut icon" type="image/" /> Does not appear to work. Favicon does not appear to be required to be included in the In depth results however adding in a favicon using type="image/x-icon” is low level of effort & has other benefits so why not. None of the example URL’s use org markup as Google suggest that you do. Google also suggests that linking a G+ page is also an option. Linked G+ page is the one l’d lean towards adding next if the lower level of effort method described here doesn’t work. Thumbnail image snippet could be sourced from either the content on the page, or OG image tag the methodology and sample size yields inconclusive results, but I’m leaning towards believing that the OG image tag is not required. Description likely just sourced from meta description. There is a strong correlation between articles that show up and the use of various article tags. Using the following article tag seems like this first best approach to testing this. <meta name="section" content="Article" /> If that does not help try adding in other variations that were discovered in this deck such as an OG article type. Final word: You could always go to Google here to find out how to get included. But my line by line code analysis shows that of the initial sites that were included; several don’t have authorship implemented or implemented correctly according to the snippet optimizer tool, all of them do not use organization markup, and not all of them included the schema tags in the way it is recommended by Google. That said, it might not hurt to opt to follow my advice first (since it is lowest level of effort) and simply just ensure that you have some basic article schema tags as shown in this summary or in the rest of the deck, and also make sure that you have your basic SEO practices in place first. Whether or not there really is not a white list still needs further analysis. But common sense leads me to believe that this is still a possibility until other sites that are not mega brands start to show up under the In Depth results. Use these recommendations and stay tuned on what’s working or whats not on Twitter #indepth, post links to Google searches that have non mega brands included to #indepth and I’ll try to run a line by line code analysis on ahy non mega brands that you find. Hope this is in some way helpful to you, If so. Add me on G+ Thanks.
  11. 11. Questions? Comments.. Feedback… @Warrenleemedia #indepth