1. SCHEMA
WTF

2. QUICK LOOK
• Search Engines Agreed…
• It’s a Way to “Structure”
data
• Organize Information
• Understand the Content
• Add glitter to search results

3. – Some Guy at Google
“Google’s main focus is to make
sure it’s users are getting more
value.”

4. EXAMPLES
Recipe
s
………………
Product Reviews
Event Information
Concert Details
Critic Reviews
Product Details
Official Logo
Official Social Profiles
Google Authorship
Movie Trailers
Video Snippets
Location Specific
A LOT of Contact Number Types
Answer Box?
Galleries
Q&A
Knowledge Graph?

6. WHICH WOULD YOU
CLICK?

7. It’s probably this one…
since it’s #1
OR THIS ONE

8. BUT
DOES IT INCREASE YOUR
RANKINGS?????

9. – Some Guy at Google (but they deleted this)
“Marking up your data for rich snippets won’t
affect your page’s ranking in search results, and
Google doesn’t guarantee to use your markup.”

10. WHO BELIEVES GOOGLE?

11. THEN WHY DO IT?
• Google values organized information
• It values user engagement
• Which brings us to relevancy

12. • Pogo Sticking
• CTR (Click Through Rate)
• Time on Site
SOME “POSSIBLE”
FACTORS
(Debunked by Google… LOL)
• Bounce Rate
• Page Views
• Conversions?

13. INDIRECT EFFECTS
that help your rankings
Plus, less than 25% of the websites out there use it

14. #WIN

15. THAT'S WHY
You need to make use of it
for your On-page SEO

16. IT’S NOT A HACK
It’s a “best practice”

17. IT WILL HELP YOU
Rule the world
doesn’t hurt to be on Amazon…

18. LET'S START WITH LOCAL

19. OPTIMIZE FOR LOCAL SEO
• Geo-Sitemaps
• NAP (Name, Address, Phone Number)
• Multiple Branches? Put together in one page
if you want
• One page per branch + NAP + Maps

20. OPTIMIZE FOR LOCAL SEO
• Usual On-page SEO work (+ Set Up Webmaster
Tools)
• Here’s my fav right now for UX - UserTesting.com
• Want a free version? peek.Usertesting.com
• Off-page factorsGoogle MyBusiness + Citations + Links + Mentio

21. SCHEMA: THE PROCESS
• Identify which schema types will fit your
needs
• Generate/Create the scripts
• Use them on the site
• Test them
• Tweak!

22. PICK A TARGET
Let’s say… a Business Website. Like
this one.

23. http://seophilippines.companyguinea pig
#LOL

24. Go To
https://developers.google.com/structured-data/testing-tool/
Tip: Don’t Like Reading in Tagalog?
Force it to show in English by adding ?hl=en at the end

25. Don’t mind the built-in Genesis Theme Errors

26. WHICH SCHEMA DO YOU NEED?
• https://developers.google.com/structured-
data/
• Everything else @ schema.org?
It’s a sure thing.

27. FOR BUSINESSES
Staples… (NAP)
• Address
• Corporate Contacts
• Social Profile Links
• Official Logo
Eventually…
• Breadcrumbs
• Articles
• Sitelinks Searchbox
• Etc.

28. LATEST UPDATE:
JavaScript Object Notation (JSON) - #WIN

29. GENERATE THE SCRIPTS
Official Logo
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"url": "http://seophilippines.company",
"logo": "http://seophilippines.company/wp-
content/uploads/2015/03/seo-philippines-company.png"
}
</script>
Change This Later

30. GENERATE THE SCRIPTS
Official Social Profiles
<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@type" : "LocalBusiness",
"name" : "SEO Philippines Company",
"url" : "http://seophilippines.company",
"sameAs" : [
"http://www.facebook.com/seophilippinescompany",
"http://www.twitter.com/seophilippinescompany",
"http://plus.google.com/+
seophilippinescompany"]
}
</script>
Facebook
Twitter
Google+
Instagram
YouTube
LinkedIn
Myspace
Business Name

31. GENERATE THE SCRIPTS
Contact Numbers
<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@type" : "LocalBusiness",
"url" : "http://seophilippines.company",
"contactPoint" : [
{ "@type" : "ContactPoint",
"telephone" : "+63 (2) 854 8888",
"areaServed" : "PH",
"contactOption" : "TollFree",
"contactType" : "customer service"
} ] }
</script>
Optional

32. GENERATE THE SCRIPTS
Address
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"name": "SEO Philippines Company",
"url": "http://seophilippines.company",
"alternateName": "Heritage Hotel SEO",
"address": {
"@type": "PostalAddress",
"streetAddress": "Roxas Boulevard",
"addressLocality": "Pasay City",
"addressRegion": "Metro Manila",
"addressCountry": "Philippines",
"postalCode": "1300"
}
}
</script>
SORRY!
Don’t try this at home

33. USE IT
• Put it on your site.
• NAP can be site-wide.
• Page specific schema? Stay on that page!

34. TEST IT
https://developers.google.com/structured-data/testing-to

35. TWEAK IT• Combine the code so it’s more efficient
• Tweak type so that it’s more specific!
• YOU don’t want to be another
“LocalBusiness”
• https://www.LeapFroggr.com/localbusiness-
types

36. AFTER TWEAKING

37. RESOURCES
• https://www.google.com/webmasters/markup-helper/u/0/
• https://developers.google.com/structured-data/
• https://developers.google.com/structured-data/testing-tool/
• http://schema.org/docs/full.html (Full Hierarchy)
• http://www.productontology.org
• https://www.leapfroggr.com/localbusiness-types
• http://builtvisible.com/micro-data-schema-org-guide-generating-rich-
snippets/ (Just because it’s from SEO Gadget)
“additionalType”

39. YOU'RE IN
LUCK
I have a gift for you
• Still in Alpha
• Never released before
• Actively Being
Developed I have no better
name for it at the
moment…

40. HOW TO GET IT?
• https://www.LeapFroggr.com/PeepconPlugin
• Sign up - Follow instructions…
• That’s it!
• Oh, you can share the link if you like it. Who
doesn’t like freebies?

41. LIKED THIS?
• Slides will be on Slideshare.net/denseymour
• Follow me on Google+, Twitter and
Instagram @denseymour
• Use other social networks? @denseymour
• https://www.leapfroggr.com/schedule