Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
SCHEMA
WTF
QUICK LOOK
• Search Engines Agreed…
• It’s a Way to “Structure”
data
• Organize Information
• Understand the Content
• Add...
– Some Guy at Google
“Google’s main focus is to make
sure it’s users are getting more
value.”
EXAMPLES
Recipe
s
………………
Product Reviews
Event Information
Concert Details
Critic Reviews
Product Details
Official Logo
Of...
WHICH WOULD YOU
CLICK?
It’s probably this one…
since it’s #1
OR THIS ONE
BUT
DOES IT INCREASE YOUR
RANKINGS?????
– Some Guy at Google (but they deleted this)
“Marking up your data for rich snippets won’t
affect your page’s ranking in s...
WHO BELIEVES GOOGLE?
THEN WHY DO IT?
• Google values organized information
• It values user engagement
• Which brings us to relevancy
• Pogo Sticking
• CTR (Click Through Rate)
• Time on Site
SOME “POSSIBLE”
FACTORS
(Debunked by Google… LOL)
• Bounce Rate
...
INDIRECT EFFECTS
that help your rankings
Plus, less than 25% of the websites out there use it
#WIN
THAT'S WHY
You need to make use of it
for your On-page SEO
IT’S NOT A HACK
It’s a “best practice”
IT WILL HELP YOU
Rule the world
doesn’t hurt to be on Amazon…
LET'S START WITH LOCAL
OPTIMIZE FOR LOCAL SEO
• Geo-Sitemaps
• NAP (Name, Address, Phone Number)
• Multiple Branches? Put together in one page
if...
OPTIMIZE FOR LOCAL SEO
• Usual On-page SEO work (+ Set Up Webmaster
Tools)
• Here’s my fav right now for UX - UserTesting....
SCHEMA: THE PROCESS
• Identify which schema types will fit your
needs
• Generate/Create the scripts
• Use them on the site...
PICK A TARGET
Let’s say… a Business Website. Like
this one.
http://seophilippines.companyguinea pig
#LOL
Go To
https://developers.google.com/structured-data/testing-tool/
Tip: Don’t Like Reading in Tagalog?
Force it to show in ...
Don’t mind the built-in Genesis Theme Errors
WHICH SCHEMA DO YOU NEED?
• https://developers.google.com/structured-
data/
• Everything else @ schema.org?
It’s a sure th...
FOR BUSINESSES
Staples… (NAP)
• Address
• Corporate Contacts
• Social Profile Links
• Official Logo
Eventually…
• Breadcru...
LATEST UPDATE:
JavaScript Object Notation (JSON) - #WIN
GENERATE THE SCRIPTS
Official Logo
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalB...
GENERATE THE SCRIPTS
Official Social Profiles
<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@ty...
GENERATE THE SCRIPTS
Contact Numbers
<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@type" : "Lo...
GENERATE THE SCRIPTS
Address
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalBusines...
USE IT
• Put it on your site.
• NAP can be site-wide.
• Page specific schema? Stay on that page!
TEST IT
https://developers.google.com/structured-data/testing-to
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
...
AFTER TWEAKING
RESOURCES
• https://www.google.com/webmasters/markup-helper/u/0/
• https://developers.google.com/structured-data/
• https:...
YOU'RE IN
LUCK
I have a gift for you
• Still in Alpha
• Never released before
• Actively Being
Developed I have no better
...
HOW TO GET IT?
• https://www.LeapFroggr.com/PeepconPlugin
• Sign up - Follow instructions…
• That’s it!
• Oh, you can shar...
LIKED THIS?
• Slides will be on Slideshare.net/denseymour
• Follow me on Google+, Twitter and
Instagram @denseymour
• Use ...
Peepcon schema presentation
Peepcon schema presentation
Upcoming SlideShare
Loading in …5
×

Peepcon schema presentation

7,208 views

Published on

This is my Peepcon presentation about schema. Enjoy!

Hit me up on social media Google+, Twitter, Instagram (or whatever) @denseymour

http://leapfroggr.com/peepconplugin (currently for Peepcon attendees only)

I hope this turns out right because Slideshare wont let me upload Keynote files. Sorry guys.

Published in: Marketing

Peepcon schema presentation

  1. 1. SCHEMA WTF
  2. 2. QUICK LOOK • Search Engines Agreed… • It’s a Way to “Structure” data • Organize Information • Understand the Content • Add glitter to search results
  3. 3. – Some Guy at Google “Google’s main focus is to make sure it’s users are getting more value.”
  4. 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?
  5. 5. WHICH WOULD YOU CLICK?
  6. 6. It’s probably this one… since it’s #1 OR THIS ONE
  7. 7. BUT DOES IT INCREASE YOUR RANKINGS?????
  8. 8. – 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.”
  9. 9. WHO BELIEVES GOOGLE?
  10. 10. THEN WHY DO IT? • Google values organized information • It values user engagement • Which brings us to relevancy
  11. 11. • Pogo Sticking • CTR (Click Through Rate) • Time on Site SOME “POSSIBLE” FACTORS (Debunked by Google… LOL) • Bounce Rate • Page Views • Conversions?
  12. 12. INDIRECT EFFECTS that help your rankings Plus, less than 25% of the websites out there use it
  13. 13. #WIN
  14. 14. THAT'S WHY You need to make use of it for your On-page SEO
  15. 15. IT’S NOT A HACK It’s a “best practice”
  16. 16. IT WILL HELP YOU Rule the world doesn’t hurt to be on Amazon…
  17. 17. LET'S START WITH LOCAL
  18. 18. 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
  19. 19. 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
  20. 20. SCHEMA: THE PROCESS • Identify which schema types will fit your needs • Generate/Create the scripts • Use them on the site • Test them • Tweak!
  21. 21. PICK A TARGET Let’s say… a Business Website. Like this one.
  22. 22. http://seophilippines.companyguinea pig #LOL
  23. 23. 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
  24. 24. Don’t mind the built-in Genesis Theme Errors
  25. 25. WHICH SCHEMA DO YOU NEED? • https://developers.google.com/structured- data/ • Everything else @ schema.org? It’s a sure thing.
  26. 26. FOR BUSINESSES Staples… (NAP) • Address • Corporate Contacts • Social Profile Links • Official Logo Eventually… • Breadcrumbs • Articles • Sitelinks Searchbox • Etc.
  27. 27. LATEST UPDATE: JavaScript Object Notation (JSON) - #WIN
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. USE IT • Put it on your site. • NAP can be site-wide. • Page specific schema? Stay on that page!
  33. 33. TEST IT https://developers.google.com/structured-data/testing-to
  34. 34. 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
  35. 35. AFTER TWEAKING
  36. 36. 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”
  37. 37. 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…
  38. 38. 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?
  39. 39. 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

×