Google
Data Highlighter
- By Aaditya Shah
Why Rich Snippets?
• Rich Snippets improve the web search results & ultimately give the users information
in a structured ...
Why Google Introduced Data Highlighter &
Structured Markup Helper?
• Data Highlighter is a point-and-click tool that can b...
Pre-requisite for Using Google Data Highlighter
• Check sitemap.xml & robots.txt are updated & have no errors before using...
SUPPORTED DATA TYPES
• Articles
• Events
• Products
• Local Businesses
• Movies
• Restaurants
• Software Applications
• TV...
SITES USING ARTICLE TAGS
• Techcrunch
• Techbase
• Cnet
• SearchEngineWatch
ARTICLES
Tags
•Title
•Author
•Date Published
•Image
•Category
•Average Rating
SITES USING EVENT TAGS
• timeoutmumbai.net
• eventsofmumbai.com
• asklaila.com
• burrp.com
• timescity.com
• meetup.com
EVENTS
Tags
•Name
•Date
•Location
 Venue
 Address
•Image
•Official URL
•Category
•Performer
•Ticket
 Type
 Price
SITES USING BUSINESS TAGS
• justdial.com
• www.indiamart.com
• biz.yelp.com
LOCAL BUSINESSES
Tags
•Name
•Address
•Telephone
•Opening Hours
•Category
•Image
•URL
•Average Rating
 Rating
 Votes
•Rev...
SITES USING MOVIE TAGS
• imdb.com
• ndtv.com
• youtube.com
• rediff.com/movies
MOVIESTags
•Name
•Image
•Director
•Screenplay By
•Actor
•Date Released
•Genre
•Rating
•Duration
•Official URL
•Average Rat...
SITES USING RESTAURANT TAGS
• burrp.com
• zomato.com
• yelp.com
RESTAURANTSTags
•Name
•Address
•Telephone
•Opening Hours
•Cuisine
•Image
•URL
•Reservation URL
•Menu URL
•Average Rating
...
SITES USING SOFTWARE APPLICATION TAGS
• cnet.com
• downloads.zdnet.com
• www.warriorforum.com
SOFTWARE APPLICATIONS
• Name
• Image
• Category
• Publisher
• Official URL
• Download URL
• Operating System
• Date Publis...
SITES USING EPISODE TAGS
• www.sho.com/
• www.tv.com/shows/episodes/
• www.youtube.com
• www.mtv.com/
EPISODES
Tags
•Series Name
•Episode Name
•Season Number
•Episode Number
•Image
•Director
•Actor
•Air Date
•Official URL
•A...
1. Log in to your webmaster tools account
2. Click the optimization menu on the left side navigation
3. Select "Data Highl...
DEMO
SINGLE PAGE SET
• When you want to highlight different type of pages on a particular site, we highlight these pages in
dif...
MULTIPLE PAGE SET
• When you want to highlight a group of similar pages on your site, we can use a multiple page set
• A m...
URL PATTERN & WILD CARD
Consider a page set to be created for a site www.abc.com
Wild Card in Google Data Highlighter is s...
ERRORS ENCOUNTERED WHILE
CREATING A PAGE SET
Error: URL Pattern doesn’t include start page
Solution:
If you specified the ...
ERRORS ENCOUNTERED WHILE
CREATING A PAGE SET
Error: URL Pattern includes too many pages. The URL pattern you specified
inc...
ERRORS ENCOUNTERED WHILE
CREATING A PAGE SET
Error: URL Pattern includes pages that you don’t manage
Solution:
The URL pat...
ERRORS ENCOUNTERED WHILE
CREATING A PAGE SET
Error: Pattern does not match any pages
Solution:
Data Highlighter didn't fin...
DELETING A PAGE SET
If you no longer want Data Highlighter to extract data for your pages, or if your site has
changed sig...
DIFFERENCE BETWEEN DATA HIGHLIGHTER AND
STRUCTURED DATA MARKUP HELPER
• Data Highlighter points and clicks on a sample web...
• According to Google, it takes between 5 and 10
manually tagged pages with the data highlighter for
their algorithms to u...
CASE STUDIES
What’s the challenge?
• While developing the html code for rich snippets or
even data highlighting on the site, the bigges...
Categories
Sub-Categories
The sub-categories for
Clothing, Footwear,
Watches & Bags,
Wallets & Belts are
structured in a s...
CHALLENGE IN URL PATTERN
Clothing
Footwear
Watches
Bags, Wallets & Belts
www.flipkart.com/*/*/*/*
URL Pattern for Clothing...
Categories
Sub-Categories
The categories as well
the sub-categories are
structured in a
different style. For
example – Fas...
Categories
Sub-Categories
Content
Structuring
The structure of the pages on Naaptol is also similar. This makes it easier ...
BEST PRACTICES
• While tagging - start at the top of the page and work
your way down towards the bottom.
• After you tag e...
• If you tag an event name that also happens to be a hypertext link, Data Highlighter
automatically uses the link's URL fo...
SOME IMPORTANT POINTS
• If you've already gone through a few rounds of tagging and Data Highlighter still doesn't
understa...
THANK YOU
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Google Data Highlighter

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This presentation prepared by Aaditya Shah from SMG Convonix gives an in-depth analysis of Google Data Highlighter – a point & click tool which can help sites with structured content to allow users to find their content in enhanced search results.

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  • This presentation prepared by Aaditya Shah from SMG Convonix gives an in-depth analysis of Google Data Highlighter – a point & click tool which can help sites with structured content to allow users for finding their content in enhanced search results.
  • Rich snippets are a type of on page mark-up. They are the extra bits of text that appear under search results. Rich Snippets give users convenient summary information about their search results at a glance. When searching for a product or service, users can easily see reviews and ratings and much more.
  • While Data Highlighter is a one of the ways to let Google know about a site’s structured data without having to edit the HTML, it is also preferable to embed structured data markup directly into your web pages, so your structured content is available to everyone. To assist web masters with that task, Google has introduced another tool Structured Markup Helper.
  • Since Google Data Highlighter Tool pulls the pages of the site, it is extremely essential to have the sitemap & robots.txt updated. If the robots.txt is blocking some pages of the site or they are not included in the sitemap then the tool will not be able to access those pages for highlighting. Also if the site has not been verified in Google Webmaster Tools, then site is not accessible for highlighting.
  • Google currently supports eight data types for the Data Highlighter & Structured Markup Helper. These include articles, events, products, local businesses, movies, restaurants, software applications & TV episodes.
  • This is how the the dashboard of Google Data Highlighter looks like. The above image explains each step sequentially as to tagging the first page & then creating page set of similar pages. The third step is to make different multiple sets of similar cluster of pages. The final step is to review & publish it.
  • Single Page Sets are normally preferred when a site has a cluster of pages which have content structured in a pattern each different from the other. In such a case, using single page sets makes more sense although it becomes time consuming.
  • Multiple page sets is a more convenient & a faster method of highlighting multiple page sets. However this is only possible when we have content structured in a similar fashion on multiple pages of the site.
  • Best Practices are important to follow for easy & consistent highlighting especially for multiple page sets.
  • Google Data Highlighter

    1. 1. Google Data Highlighter - By Aaditya Shah
    2. 2. Why Rich Snippets? • Rich Snippets improve the web search results & ultimately give the users information in a structured pattern • While there is no way we can be sure that big G will always shows our information in snippets, one thing we can be sure of is Google definitely checks the site for marked- up content while crawling • In order to be eligible for rich snippets, you should mark up your site’s pages using one of three supported formats: 1. MicroData 2. MicroFormats 3. RDFa
    3. 3. Why Google Introduced Data Highlighter & Structured Markup Helper? • Data Highlighter is a point-and-click tool that can be used by anyone authorized for your site in Google Webmaster Tools • No changes to HTML code are required. Instead, you just use your mouse to highlight and "tag" each key piece of data on a typical event page of your website • Easier & efficient way for site webmasters to structure the content on the site especially for those who are not comfortable with HTML format • Structured Markup Helper facilitates direct changes to the HTML code using highlighting of data on the site
    4. 4. Pre-requisite for Using Google Data Highlighter • Check sitemap.xml & robots.txt are updated & have no errors before using the Data Highlighter • Ensure your site has been verified by Google Webmaster
    5. 5. SUPPORTED DATA TYPES • Articles • Events • Products • Local Businesses • Movies • Restaurants • Software Applications • TV Episodes
    6. 6. SITES USING ARTICLE TAGS • Techcrunch • Techbase • Cnet • SearchEngineWatch
    7. 7. ARTICLES Tags •Title •Author •Date Published •Image •Category •Average Rating
    8. 8. SITES USING EVENT TAGS • timeoutmumbai.net • eventsofmumbai.com • asklaila.com • burrp.com • timescity.com • meetup.com
    9. 9. EVENTS Tags •Name •Date •Location  Venue  Address •Image •Official URL •Category •Performer •Ticket  Type  Price
    10. 10. SITES USING BUSINESS TAGS • justdial.com • www.indiamart.com • biz.yelp.com
    11. 11. LOCAL BUSINESSES Tags •Name •Address •Telephone •Opening Hours •Category •Image •URL •Average Rating  Rating  Votes •Review  Reviewer  Review Text  Review Rating  Review Date
    12. 12. SITES USING MOVIE TAGS • imdb.com • ndtv.com • youtube.com • rediff.com/movies
    13. 13. MOVIESTags •Name •Image •Director •Screenplay By •Actor •Date Released •Genre •Rating •Duration •Official URL •Average Rating  Rating Value & Best Rating  Votes Review  Reviewer  Review Text  Review Rating  Review Date
    14. 14. SITES USING RESTAURANT TAGS • burrp.com • zomato.com • yelp.com
    15. 15. RESTAURANTSTags •Name •Address •Telephone •Opening Hours •Cuisine •Image •URL •Reservation URL •Menu URL •Average Rating  Rating  Votes •Review  Reviewer  Review Text  Review Rating  Review Date
    16. 16. SITES USING SOFTWARE APPLICATION TAGS • cnet.com • downloads.zdnet.com • www.warriorforum.com
    17. 17. SOFTWARE APPLICATIONS • Name • Image • Category • Publisher • Official URL • Download URL • Operating System • Date Published • Software Version • Average Rating  Rating  Votes • Review  Reviewer  Review Text  Review Rating  Review Date
    18. 18. SITES USING EPISODE TAGS • www.sho.com/ • www.tv.com/shows/episodes/ • www.youtube.com • www.mtv.com/
    19. 19. EPISODES Tags •Series Name •Episode Name •Season Number •Episode Number •Image •Director •Actor •Air Date •Official URL •Average Rating
    20. 20. 1. Log in to your webmaster tools account 2. Click the optimization menu on the left side navigation 3. Select "Data Highlighter" 4. Click the blue button – “Start Highlighting“ 5. Following this step you have two options – one which allows you to tag that particular page along with a set of other similar pages or just that particular page 6. The next step is to enter the URL – first page of the set or just that page 7.  Highlight one type of structured data at a time (name, date, location, etc.) using your mouse 8. Right click the highlighted information and select the type of data that is highlighted  9. Highlight all of the pertinent data on the page and watch it appear in the right hand column. 10. click the red “Next” button on the top right of the screen. 11. View your final information and if correct, click the red “Publish” button on the top right of the screen. HOW DO YOU USE DATA HIGHLIGHTER
    21. 21. DEMO
    22. 22. SINGLE PAGE SET • When you want to highlight different type of pages on a particular site, we highlight these pages in different sets where each page is a single page set • Single page set will handle events or products from one web page
    23. 23. MULTIPLE PAGE SET • When you want to highlight a group of similar pages on your site, we can use a multiple page set • A multiple page set can handle up to 500,000 web pages of events and products
    24. 24. URL PATTERN & WILD CARD Consider a page set to be created for a site www.abc.com Wild Card in Google Data Highlighter is similar to Regex in Google Analytics Consider the categories www.abc.com/food/pizza/123.html /food/sushi/456.html /food/burger/123.html Using a wild card we can create page set covering all the subcategories- www.abc.com/food/pizza/* /food/*/* /*/*/*
    25. 25. ERRORS ENCOUNTERED WHILE CREATING A PAGE SET Error: URL Pattern doesn’t include start page Solution: If you specified the following URL as the starting page: http://www.abc.com/food/pizza/123.html  and you specify the following for a URL pattern: http://www.abc.com/food/* the "Pattern does not include start page" message will display because the pattern you specified excludes the /pizza/subpath. While the specified pattern includes  pages such as http://www.abc.com/food/891.html and  http://www.abc.com/food/125.html, it excludes pages such as http://www.abc.com/food/pizza/123.html. To highlight URLs containing the /pizza/ subpath, use a pattern such as    http://www.abc.com/food/pizza/* or  http://www.abc.com/food/*/*
    26. 26. ERRORS ENCOUNTERED WHILE CREATING A PAGE SET Error: URL Pattern includes too many pages. The URL pattern you specified includes more than 500,000 pages. Solution: if your site contained information about food under  http://www.abc.com/food/pizza/... and http://www.abc.com/food/sushi/... Instead of specifying a URL pattern of http://www.abc.com/food/*/*, you could create two page sets with a smaller scope, such as http://www.abc.com/food/pizza/* and http://www.abc.com/food/sushi/*
    27. 27. ERRORS ENCOUNTERED WHILE CREATING A PAGE SET Error: URL Pattern includes pages that you don’t manage Solution: The URL pattern you specified includes pages that are not part of the verified site on Webmaster Tools. For example, if http://www.abc.com/food/pizza/* is registered as a verified site on Webmaster Tools, a URL pattern of  http://www.abc.com/food/*/* will also include http://www.abc.com/food/sushi/* which is not registered as part of a verified site. Specify a narrower URL pattern, such as http://www.abc.com/food/pizza/*   
    28. 28. ERRORS ENCOUNTERED WHILE CREATING A PAGE SET Error: Pattern does not match any pages Solution: Data Highlighter didn't find any pages that match the pattern you specified. Check for typos and make sure you've entered the correct URL. If you still see this message after checking for typos, try to expand the scope of the URL pattern.  For example, change http://www.abc.com/food/pizza/* to http://www.example.com/food/*/*
    29. 29. DELETING A PAGE SET If you no longer want Data Highlighter to extract data for your pages, or if your site has changed significantly and you need to redo the tagging, delete the page set. However once you delete a page set, you cannot recover it. 1. View the page set's Publish page: • On the Webmaster Tools home page, click the site. • On the Dashboard, click Search Appearance.  • Click Data Highlighter.  • Click the name of a page set. 2. Click the trash button
    30. 30. DIFFERENCE BETWEEN DATA HIGHLIGHTER AND STRUCTURED DATA MARKUP HELPER • Data Highlighter points and clicks on a sample web page to indicate its key data fields. • Structured Data Markup Helper shows exactly what micro-data annotations to add to the page’s HTML code • Structured Data Markup Helper shows you how to update your site so that Google can understand the data it contains • Once Google understands the data on your site, your data can be presented more attractively and in new ways • Markup Helper can also show you how to change your email templates so Gmail can present the data in your email in new and useful ways
    31. 31. • According to Google, it takes between 5 and 10 manually tagged pages with the data highlighter for their algorithms to understand the patterns on your website • It also may take some time for these results to appear in Google’s search engine results pages • If you have used the tool properly, and considerable time has passed with no results, your website may be facing other SEO issues that need to be addressed first • However there is no surety that big G will show your structured data in snippets  EVEN AFTER USING HIGHLIGHTER WHY DOES MY DATA NOT SHOW UP IN SERPs?
    32. 32. CASE STUDIES
    33. 33. What’s the challenge? • While developing the html code for rich snippets or even data highlighting on the site, the biggest challenge on such e-commerce portals is the vast number of pages, their different data structures & the complexity of the internal linking of these pages • This makes it difficult for Google to select all the similar pages of the site to ensure data is highlighted for all the relevant pages in a multiple page set
    34. 34. Categories Sub-Categories The sub-categories for Clothing, Footwear, Watches & Bags, Wallets & Belts are structured in a similar way. Thus these categories can be highlighted using the same page set. Similarly the sub- categories for Mobiles & Tablets, Laptops & Accessories, Cameras & Audio Players & Speakers are structured in the same format. The structure of the pages on Flipkart is quite similar. This makes it easier for the blog webmaster to highlight multiple pages in the same set Content Structuring
    35. 35. CHALLENGE IN URL PATTERN Clothing Footwear Watches Bags, Wallets & Belts www.flipkart.com/*/*/*/* URL Pattern for Clothing URL Pattern for Footwear URL Pattern for Watches URL Pattern for Bags, Wallets & Belts www.flipkart.com/mens-clothing/*/*/ www.flipkart.ccom/mens-footwear/*/*/*/ www.flipkart.com/watches/*/*/* www.flipkart.com/mens-clothing/*/*/ www.flipkart.ccom/mens-footwear/*/*/*/
    36. 36. Categories Sub-Categories The categories as well the sub-categories are structured in a different style. For example – Fashion & Motors have content structured in a different style. But also Cars & Trucks & Motorcycles in Motors have different content structures. Content Structure needs to be modified for enabling similar page classification or data highlighting can be done for a selected important pages on the site. Content Structuring
    37. 37. Categories Sub-Categories Content Structuring The structure of the pages on Naaptol is also similar. This makes it easier for the blog webmaster to highlight multiple pages in the same set All categories & sub- categories are structured in a similar way. Thus these categories can be highlighted using the same page set.
    38. 38. BEST PRACTICES • While tagging - start at the top of the page and work your way down towards the bottom. • After you tag enough data, Data Highlighter will guess and automatically tag the rest of the page  • Tag the pages consistently when possible. For example, if your pages display event locations at both the top and bottom of each page, always tag the address at the top. • If pages are missing data, you can supply defaults for the missing data by clicking Add missing values from  the gear menu. • The defaults will be used for all pages in the page set, so make sure that the data applies to all pages in the page set.
    39. 39. • If you tag an event name that also happens to be a hypertext link, Data Highlighter automatically uses the link's URL for the event. For example, if you tag an event name as: <a href="http://example.com/eventName">My Event Name</a>, then Data Highlighter uses "http://example.com/eventName" as the event URL • Data Highlighter automatically uses the URL only if the URL points to a page in your page set • The URL will not display in the My Data Items column. You can confirm that the URL was added by viewing the structured data page  • If you explicitly tag a different URL for the event, Data Highlighter will use the URL that you tag.   BEST PRACTICES
    40. 40. SOME IMPORTANT POINTS • If you've already gone through a few rounds of tagging and Data Highlighter still doesn't understand your site, try starting over and creating a page set with just one page. • If that succeeds, create a single-page page set for each important page on your site. If this doesn't succeed, you'll need to use HTML markup instead of Data Highlighter.    • You can use the Structured Data Markup helper to embed structured data right onto webpages, as the tool provides micro-data annotations you copy into the page’s HTML. • You can then use this information to tag similar pages on your site.
    41. 41. THANK YOU

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