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How to use Schema to enrich search results and improve your CTR - Andrew Martin - SearchNorwich 3

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Ever wondered what structured data or rich snippets are? Wish you could be more visually appealing in search results and catch the eye of more search engine users?

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How to use Schema to enrich search results and improve your CTR - Andrew Martin - SearchNorwich 3

  1. 1. [Title slide - to be supplied by Mark]
  2. 2. Who the hell is this guy?
  3. 3. Who the hell is this guy?
  4. 4. Who the hell is this guy?
  5. 5. <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Person", "name": "Andrew Martin", "image": "https://www.xyz.com/andrew-does-seo.jpg", "jobTitle": "Technical SEO Specialist", "sameAs": ["https://twitter.com/andrewdoesseo", "https://www.linkedin.com/user/andrewcambs"] } </script>
  6. 6. Search Engines want to get users to the best answer in the fastest possible time.
  7. 7. Users expect Search Engines to get them to the best answer in the fastest possible time.
  8. 8. Best?
  9. 9. 1. Who is it for?
  10. 10. schema
  11. 11. Structured vocabulary Granular information On 10m+ websites Code/markup Evolving and expanding
  12. 12. JSON-LD JavaScript Object Notation for Linked Data
  13. 13. <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Person", "name": "Andrew Martin", "image": "https://www.xyz.com/andrew-does-seo.jpg", "jobTitle": "Technical SEO Specialist", "sameAs": ["https://twitter.com/andrewdoesseo", "https://www.linkedin.com/user/andrewcambs"] } </script>
  14. 14. Schema Context = Schema.org Type = Recipe, Person, Event, Book etc Property = Serves, DoB, Currency, ISBN etc
  15. 15. Company https://schema.org/Organization
  16. 16. Company Knowledge Panel Itemise Company info Use with Google My Business
  17. 17. Product https://schema.org/Product
  18. 18. Product Price(s) Currency Stock Level Rating
  19. 19. Events https://schema.org/Event
  20. 20. Events Venue/Artist events Maps, Prices, Times 3rd Party sites e.g Eventbrite, You?
  21. 21. Site Links Search Box https://developers.google.com/search/docs/data- types/sitelinks-searchbox
  22. 22. In-SERP On-Site Search Box
  23. 23. In-SERP On-Site Search Box
  24. 24. In-SERP On-Site Search Box
  25. 25. On-site Search Results
  26. 26. <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebSite", "url": "https://www.example.com/", "potentialAction": { "@type": "SearchAction", "target": "https://query.example.com/search?q={search_term_string}", "query-input": "required name=search_term_string" } } </script>
  27. 27. #nerdgasm
  28. 28. New Google CodeLab https://codelabs.developers.google.com/codelabs/structured-data/index.html#0 https://json-ld.org https://search.google.com/structured-data/testing-tool - Google testing/sandbox tool https://schema.org/docs/schemas.html - Schema.org list of schema types https://www.schemaapp.com/ - Schema builder tool
  29. 29. #nerdgasm 1.Don’t fake it or stuff it 2.Go niche 3.Use JSON-LD 4.Test it 5.Be patient!
  30. 30. Thank you for your ears. @AndrewDoesSEO
  31. 31. Useful links https://search.google.com/structured-data/testing-tool - Google testing/sandbox tool https://schema.org/docs/schemas.html - Schema.org list of schema types https://www.schemaapp.com/ - Schema builder tool https://developers.google.com/search/docs/data-types/sitelinks-searchbox - Sitelink Searchbox guide https://developers.google.com/search/docs/data-types/product And https://developers.google.com/search/docs/data-types/review#review-snippets - Product and Reviews guide https://developers.google.com/search/docs/data-types/event - Events guide https://giphy.com/explore/cat - cat giphy (why not?)

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