How To Increase Your Organic Traffic with Markup

@petecampbell
pete@kaizensearch.co.uk
How to Increase Your
Earned Traffic with
Markup

@petecampbell
THE FUTURE OF GOOGLE SEARCH

@petecampbell
THE STAR TREK COMPUTER

@petecampbell
“The destiny of
[Google search] is to
become the Star Trek
computer, and that’s
what we are building”
Amit Singhal – Google SVP Search, 2013

@petecampbell
“You could ask it a
question and it would tell
you exactly the right
answer, and sometimes it
would tell you things you
needed to know in
advance, before you could
ask it.”
Amit Singhal – Google SVP Search, 2013

@petecampbell
WE’RE GETTING THERE ALREADY!

@petecampbell
OK GOOGLE
SEARCH WITHOUT THE KEYBOARD

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KNOWLEDGE GRAPH
TELLS YOU EXACTLY THE RIGHT ANSWER

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GOOGLE NOW
TELLS YOU THINGS IN ADVANCE

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HOW FAR WE’VE COME
GOOGLE’S ‘MIND-READER’ APRIL FOOLS PRANK

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THE SHIFT TO MOBILE

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“More Google searches
take place on mobile
devices than on
computers in 10
countries including the
US and Japan.” ”
Jerry Dischler, Google VP, May 2015

@petecampbell
BUT MOBILE USERS PREFER APPS OVER BROWSERS

@petecampbell
“Discover has been
driving millions of
pageviews per day
for its partners”
SNAPCHAT DISCOVER CAUSES A REVOLUTION
50% GROWTH IN MOBILE DATA USAGE

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FACEBOOK INSTANT DITCHES THE BROWSER
IN-APP ARTICLES
“Instant Articles load
10x faster than the
mobile web”

@petecampbell
THE CHALLENGE FOR SEO

@petecampbell
1 IN 4 SEARCHES FEATURE THE
KNOWLEDGE GRAPH

@petecampbell
PPC & ANSWER BOXES
0% ORGANIC SERP’S

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HOTEL
KNOWLEDGE GRAPH

@petecampbell
ORGANIC SERP CLICKS ARE FALLING
0
5
10
15
20
25
30
35
40
45
2006 2010 2014
%CTR
POSITION 1 CLICKTHROUGH RATE %

@petecampbell
GOOGLE SEARCHES ARE ALSO FALLING
Source: Google Official History, Comscore, Statistic Brain Research Institute
2.04
2.06
2.08
2.1
2.12
2.14
2.16
2.18
2013 2014
Trillions ANNUAL GOOGLE SEARCHES

@petecampbell
MicroData Markup
(JSON-LD & HTML)
Push & Resyndicate
Content via APIs
Open Graph Tags
Google Now
Card Markup
Create App Version
of Mobile Site
5 THINGS YOU CAN DO TO EMBRACE THE CHANGE

@petecampbell
PETE CAMPBELL
/ KAIZEN
•  Founder / Managing Director
•  Kaizen is a team Content Marketing
& Technical SEO specialists
•  “Rising Star of the Year” (Travolution Awards)
•  6+ Years in Agency & In-House Roles
•  Built first website at 11
•  Ran several high-traffic video gaming sites
•  Proud owner of a Game Boy Colour

@petecampbell
WHO WE’VE WORKED WITH

@petecampbell
HOW WE CAN HELP YOU

@petecampbell
WARNING – CODE INCOMING

@petecampbell
MOST OF THE INTERNET LOOKS
LIKE THIS TO GOOGLE

@petecampbell
MICRODATA CAN SOLVE THIS PROBLEM
“A form of HTML mark-up
primarily used to help search
engines better understand a
web-pages content such as
company details, product
reviews and video”

@petecampbell
BEFORE
DEPARTMENT STORE WEBSITE

@petecampbell
AFTER
TOYS
CLOTHINGCLEANING
BEDROOM
JUST PLAIN
OLD CRAP
STORAGE
DEPARTMENT STORE WEBSITE

@petecampbell
66% OF THE
TOP 100K
WEBSITES
HAVE NO
MICRODATA
https://www.similartech.com/categories/document-standard

@petecampbell
WHY USE MICRO-DATA?
•  Increase CTR by 30%+
•  Gain SERPs for Semantic KW’s
•  Lower Bounce Rate by 10%+

@petecampbell
THE MOST USED MICRODATA TYPES
OPEN GRAPH
33.7%
SCHEMA
<12%
* At least one tag https://www.similartech.com/categories/document-standard

@petecampbell
SCHEMA

@petecampbell
WHAT IS SCHEMA.ORG?
I’LL LET THE KNOWLEDGE GRAPH TAKE THAT ONE

@petecampbell
TWO WAYS TO IMPLEMENT SCHEMA.ORG
HTML JSON-LD
* At least one tag https://www.similartech.com/categories/document-standard

@petecampbell
BUT WHICH IS BETTER?
NERD FIGHT

@petecampbell
JSON-LD
•  Lightweight & Efficient Code
•  Easiest to Implement: Copy & Paste
•  No HTML Knowledge Needed
•  Google Hinting at JSON-LD Preferred
•  Risk of Repeated Content within Code
•  Newer, Some Markup Still Being Defined

@petecampbell
HTML MICRODATA
•  Better Supported
•  More Suitable for Longer-Form Content
Such as Reviews, Articles
•  Makes ‘Ugly-Looking’ Code
•  Requires HTML Knowledge

@petecampbell
CONCLUSION
USE BOTH

@petecampbell
Knowledge Graph
(Organization)
Interactive
Breadcrumbs
Sitelinks Search Box
(SearchAction)
Blogs & Articles
Star Ratings
(AggregrateRating)
SCHEMA MARKUPS EVERY BRAND SHOULD BE USING

@petecampbell
LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS
‘ORGANIZATION’ SCHEMA
REQUIREMENTS
•  150px x 150px Logo
•  Customer Service Number
•  Social Media URLs

SUPPORTED SOCIAL PROFILES
•  Facebook
•  Twitter
•  Google+
•  Instagram
•  YouTube
•  LinkedIn
•  Myspace
•  Pinterest
•  SoundCloud
•  Tumblr

@petecampbell
TEST YOUR MARKUP
https://developers.google.com/structured-data/testing-tool/

@petecampbell
DISPLAY AN INTERACTIVE BREADCRUMB TRAIL
‘BREADCRUMB’ DATA VOCABULARY
REQUIREMENTS
•  Display a Visual Breadcrumb Trail to Users
On-Site
Breadcrumb

@petecampbell
ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP
‘SEARCHACTION’ SCHEMA
REQUIREMENTS
•  An Internal Search Engine On Your Site
•  Try Google Custom Search Engine if Needed

@petecampbell
GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES
‘ARTICLE’ SCHEMA
PUBLISHER NAME
Dedicated
SERPs Box
REQUIREMENTS
•  A Blog, duh!

@petecampbell
USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS
‘PRODUCT/AGGREGATE RATING’ SCHEMA
REQUIREMENTS
•  Real-Customer Review Data
•  No Data? Run an Incentive-Based Survey
•  Testimonial Page

@petecampbell
OPEN GRAPH TAGS

@petecampbell
Max 80 Characters
66% Engagement Increase
1200 x 628 Pixels
USE A CTA
BUTTON
Open Graph Tags
25 Characters Max
The
Perfect
Facebook
Open
Graph Box
Facebook Guidelines: http://on.fb.me/1JmMDTH
Jeff Bullas: http://bit.ly/19VD8E9

@petecampbell
TYPES
•  Promoted Cards (No HTML Required)
•  Lead Gen - Capture Email
•  Website - Drive Clicks to Content
•  Set Headline
•  Social Image
•  CTA Button
•  App Cards
•  Organic Cards
•  Get Approved - http://bit.ly/1jjwSw5
•  Card Types
•  Summary + Summary Image
•  Product
•  Photo / Video
•  Apps
USING TWITTER CARDS TO INCREASE TWEET CTR
META TAGS

@petecampbell
TRY TWITTER CARD ANALYTICS
https://analytics.twitter.com/

@petecampbell
GOOGLE NOW CARDS

@petecampbell
GOOGLE NOW RELIES ON STRUCTURED DATA IN EMAILS
REQUIREMENTS
•  JSON-LD / SCHEMA markup within emails
•  You’ll also see markup within Gmail directly

h"ps://developers.google.com/schemas/tutorials/embedding-schemas-in-emails

@petecampbell
HTML CODE
 
https://developers.google.com/schemas/
reference/hotel-reservation
USES / VARIANTS
•  Basic Reservation Details
•  Update/Cancel Reservation
•  Business Details
•  Customer Details
HOTEL BOOKINGS
‘LODGINGRESERVATION/BUSINESS’ SCHEMA

@petecampbell
HTML CODE
 
reference/event-reservation
USES / VARIANTS
•  Basic Event Details
•  Event Reminders
•  Ticket / No Ticket Variants for Music & Sport
•  Multiple Tickets
•  Update/Cancel Event
EVENT TICKETS
‘EVENTRESERVATION’ SCHEMA

@petecampbell
HTML CODE
 
reference/restaurant-reservation
USES / VARIANTS
•  Basic Restaurant Reservation
•  Update/Cancel Reservation
RESTAURANT RESERVATIONS
‘FOODESTABLISHMENTRESERVATION’ SCHEMA

@petecampbell
FLIGHT BOOKINGS & BOARDING PASSES
‘FLIGHTRESERVATION’ SCHEMA
HTML CODE
 
reference/ﬂight-reservation
USES / VARIANTS
•  Flight Conﬁrmation
•  Boarding Pass
•  Check-In
•  Update / Cancel Flight
•  Multi-Leg Flights
•  Multiple Passenger Flights

@petecampbell
GOOGLE AMP

@petecampbell
WHAT IS GOOGLE AMP?

@petecampbell
HOW TO IMPLEMENT
https://www.ampproject.org/
https://wordpress.org/plugins/amp/

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PUSH & RESYNDICATION VIA API’S

@petecampbell
NOTIFY VISITORS WHEN YOU PUBLISH A NEW BLOG POST
CHROME & SAFARI PUSH NOTIFICATIONS
Desktop Notification
Mobile Notification
https://goroost.com/

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HOW TO GET ON APPLE NEWS
SIGNUP FOR NEWS
PUBLISHER
https://www.icloud.com/newspublisher/

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MOBILE APP WRAPPER

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SPOT THE DIFFERENCE?
BROWSER VS APP

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TURN YOUR RESPONSIVE WEBSITE INTO AN APP
USE PHONEGAP OR CORDOVA
http://phonegap.com/about/
http://cordova.apache.org/

@petecampbell
GET READY

@petecampbell
MicroData Markup
(JSON-LD & HTML)
Push & Resyndicate
Content via APIs
Open Graph Tags
Google Now
Card Markup
Create App Version
of Mobile Site
IMPLEMENT ALL OF THIS

@petecampbell
GET DISCOVERED BY THE STAR TREK COMPUTER

@petecampbell
& EARN
1 MILLION
VISITS!!

@petecampbell
BACK UP PLAN?

@petecampbell
Get in Touch:
@petecampbell
contact@kaizensearch.co.uk
https://www.kaizensearch.co.uk/
NEXT WEBINAR
‘THE FUTURE OF TECHNICAL SEO ISN’T
YOUR WEBSITE’
May 12th @ 2PM
Thank You!

How To Increase Your Organic Traffic with Markup

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