Antonis Kon - Schema Markuup - SEO Portugal Web Conference

1. Schema.org:
Take control of
your Google
Search Results
Antonis Konstantinidis

2. Hi, my name is
Antonis Konstantinidis
June 2006
Greek Marketing
team Betfair
2010
Pokerstars SEO
Manager for English
speaking markets
2015
TransferGo SEO
Manager
2017
EF English Live

3. Today I am going to talk to you
about my current love in SEO

4. What is the purpose of an SEO Manager?
But Before we start.. A question

5. Our job as SEO’S is to help search engines understand
our content better by building experiences that present
the data properly online

6. And that’s why Schema was born
“Schema.org is a collaborative community activity with
a mission to "create, maintain, and promote schemas
for structured data on the Internet, on web pages, in
email messages, and beyond." …Backed by Google,
Yahoo, Microsoft, Yandex
Wikipedia

7. What is Schema? : Code that “wraps around” elements of your web page
to provide additional information about it to the search engine. Data
using schema.org is referred to as “structured” as opposed to
“unstructured” — in other words, organized rather than unorganized.

8. How does it
work?
Find the
appropriate
structured data
Schema.org
Developers.google.com
Apply it on the
object
Follow the guidelines
from Google and make
Test
You can test the code
before it goes live in
Google’s Structured
data testing tool

9. Types of Structured Data that I
have used until now
FAQ
Breadcrumb
Recipe
Review
Speakable
Course
Article

10. My personal favourite?

11. FAQ Schema
Properly marked up FAQ content
may be eligible to have a rich result
on Search and Markup Action for
the Google Assistant, which can
help your site reach the right users.

12. The fear
There is always a fear that if you provide all
the data to Google you will loose traffic as
everyone will find what they are looking for
and don’t click on the result.
Those people are against also to some other
products by Google like Accelerated Mobile
Pages (AMP) as they believe you are giving
away your content to Google for free..
Are they right?

13. My opinion
If the biggest referrer of traffic online* offers you
a chance for more visibility online, then you take
it!
Secondly, nothing is made perfect or right! Do
not take my word for it but TEST. TEST everything
and see if it works for you!.
*Sparktoro/Jumpshot 2019

14. What did I find out after testing FAQ
schema on various properties?
In some keywords there was an increase of traffic up to 34%
Leads increased up to 46%
In no keyword where FAQ schema was applied did the page loose any traffic.
Worst case scenario data remained flat.
FAQ Schema doesn’t work in combination with other schema though
You need to follow the guidelines and rank in the first page in order for the snippet to appear.

15. What did I find out after testing FAQ
schema on various properties?
Do not expect an increase in rankings. Even if an
increase in CTR should improve your ranking
position, it would take some time and it is
impossible to find a correlation with Schema

16. Thank you
antoniskon.com
@konantonis
linkedin.com/in/antoniskonstantinidis/