Slides from BrightonSEO

1. What’s new in
Structured Data
Charlie Norledge // Impression
@NorledgeCharlie
IMPRESSION.TIPS/SD2019

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Structured Data Schema

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Google have 30 pieces
of Structured Data
available currently

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5. FAQ
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Why
Mark up your questions on your webpages
Get BIGGER search results
Turn your result into a PAA box

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9. 1.8M
Indexed Pages
87,000
#1-3 keywords
2.0M
Organic Visits
l 9

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1%
CTR Increase
3,000
Extra clicks

11. Competitors react!
https://www.visiondirect.co.uk/contact-lenses
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12. How-To
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Why
Mark up your how-to guides
Enhance your search results with rich snippets
Returns results in visual assistants and voice search

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17. Rich results test
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AMP Result

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Don’t use structured data
only for mobile if you aren’t
going to include it in your
AMP result

21. Breadcrumbs
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Now default on desktop search!

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26. Movie
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30. E-A-T
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“...hidden away in structured data then
that’s not very useful for users (because
users tend not to use view source when
looking at a page to determine whether
or not they should trust it)"

34. Staying on top
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35. Use the Webmaster blog
l 35

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Think about
what Google
will do in
future

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Real Estate?

38. Be the first to implement
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39. How to create & implement
Structured Data
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It doesn’t have
to be difficult

41. Schema Generator
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42. Implement using
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“We currently prefer JSON-LD markup.
I think most of the new structured data
that are kind of come out for JSON-LD
first. So that’s what we prefer.”
John Mueller - March 2019

45. Testing
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Googlebot
is evergreen

47. Testing tools are updated
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48. Testing tools are updated
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Rich Results
Tester can split
mobile/desktop

50. Check Search Console
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51. Takeaways
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Use ALL the types of
structured data available
you can where necessary

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Make sure your AMP version
has structured data so you
don’t miss out on rich
snippets in mobile search

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Generating or implementing
structured data isn’t hard,
anyone with Tag Manager
access can do it

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Be sure to test and report
on progress when a piece of
structured data has been
implemented

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See what your competitors
are doing and STEAL it

57. Thank You
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