SCHEMA      ONE YEAR ON: GETTING THE MOST OUT OF RICH                                        SNIPPETS                     ...
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THANK YOU                    Richard Baxter, Founder, SEOgadgetTwitter: @richardbaxterBlog: seogadget.co.ukEmail: richard@...
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Schema One Year On - Richard Baxter @SEOgadget - #SMX

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My presentation from SMX Advanced 2012 on Schema.org

Schema One Year On - Richard Baxter @SEOgadget - #SMX

  1. 1. SCHEMA ONE YEAR ON: GETTING THE MOST OUT OF RICH SNIPPETS Richard Baxter, Founder, SEOgadgetWith thanks to Daniel Butler, Philip Petrescu and Joost De Valk for your hard work, inspiration and solid code.
  2. 2. ............................................................................................................................................................................................... Wonderful Toys for an SEO to Play With Great ways to get eyeballs on your content.
  3. 3. ............................................................................................................................................................................................... Here we have image search results, event rich snippets and Video search results
  4. 4. ............................................................................................................................................................................................... “How to make a pizza” - http://www.seomoz.org/blog/eyetracking-google-serps via http://mirametrix.com/
  5. 5. ............................................................................................................................................................................................... You can build rich snippet data into content not just dynamic page templates
  6. 6. ...............................................................................................................................................................................................
  7. 7. ............................................................................................................................................................................................... Fetch the correct schema from schema.org, paste in the data and edit.
  8. 8. ............................................................................................................................................................................................... This hasn’t worked yet but we’re still watching…
  9. 9. ............................................................................................................................................................................................... Can you influence CTR in classic organic SERPS With Rich Snippets?
  10. 10. ............................................................................................................................................................................................... CLICK THROUGH RATE IN PURE ORGANIC A high ranking website might receive 25% to 5% of all organic search in an ordinary search result. http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
  11. 11. ............................................................................................................................................................................................... TEST THIS STUFF FOR YOURSELF
  12. 12. ............................................................................................................................................................................................... “Transactional”
  13. 13. ............................................................................................................................................................................................... “Transactional” w/Rich Snippet
  14. 14. ............................................................................................................................................................................................... The results…
  15. 15. ............................................................................................................................................................................................... RICH SNIPPET ADDED IN THE PURCHASE TEST VS: Our rich snippet, transactionally worded variation won at 26.32% CTR in 2nd place, compared to 21% without “Transactional” received 21.52% CTR, vs “Snippetised Transactional” at 26.32%
  16. 16. ............................................................................................................................................................................................... Huge over saturation of review snippets
  17. 17. ...............................................................................................................................................................................................
  18. 18. ............................................................................................................................................................................................... How many of my top referring keywords from Organic (Google) search have rich snippets in their SERPS?
  19. 19. ............................................................................................................................................................................................... Top 500 Referring Keywords for SEOgadget that Compete With a Review Snippet on Page 1 snippet no snippet Ok, no surprise here. In SEOgadget’s top 500 referring keywords from Organic search, 13% have a rich snippet on Page 1 of the search results.
  20. 20. ............................................................................................................................................................................................... Top 500 Referring Keywords for a UK Ecomm Site that Compete With a Review Snippet on Page 1 snippet no snippet Wow – Less than 9% of the top 500 search queries to this UK retail site DO NOT have rich snippets on page 1
  21. 21. ............................................................................................................................................................................................... It might be wise to measure saturation of snippets in your vertical. Here’s how:
  22. 22. ............................................................................................................................................................................................... A GOOGLE SEARCH RESULT IN NON-JS VIEW With JS disabled, Google’s serps use class=“star” – when the value is “.”, there’s a rich snippet in the SERP.
  23. 23. ............................................................................................................................................................................................... THE QUERY =(IF (XPathOnUrl([@Column1], "//div[contains(@class, star)]“ )=".","snippet","no snippet") Use this with SEO Tools for Excel. Massive thanks and hat tip to Daniel Butler (@Dbseo) for finding the “.” 
  24. 24. ............................................................................................................................................................................................... THE DATA Is there a review snippet in the top 10 results for this Query?
  25. 25. ............................................................................................................................................................................................... RESULTS PAGES THAT DONT HAVE SNIPPETS Wait, these results pages don’t have rich snippets of any kind? That’s nice to know…
  26. 26. ............................................................................................................................................................................................... What image, video, local and shopping results exist in this search result?
  27. 27. ............................................................................................................................................................................................... GET ADVANCED WEB RANKING Run a Universal Search campaign in Advanced Web Ranking, and use “split the result type” in the export settings…
  28. 28. ............................................................................................................................................................................................... COMBINE ALL THE DATA Image, Video and Shopping results count In the top 30 Think about how you can use this – where saturated results exist, pick off non-image and video results. Where no snippets exist, target those.
  29. 29. ............................................................................................................................................................................................... TOOLS • Schema-creator.org • hRecipe helper for Chrome • Microformats for Chrome • Microdata Tool • Bing WMT • Google’s Rich Snippets Testing Tool • Quixapp.com http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools
  30. 30. THANK YOU Richard Baxter, Founder, SEOgadgetTwitter: @richardbaxterBlog: seogadget.co.ukEmail: richard@seogadget.co.uk

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