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Rich Snippets: What Are They
and How Can I Get One?
2
CDK GLOBAL PRESENTER
Earned Marketing Lead Analyst Colleen Harris
has more than 13 years of digital marketing experience in the
automotive, healthcare and entertainment industries. She brings a
passion for link building and content creation, and has been referred to
here at CDK Global as the “Google Whisperer.” Outside of CDK,
Colleen has volunteered as a digital consultant for non-profits in the
Seattle area.
@cdawg2610
3
CDK GLOBAL PRESENTER
Why Me? Why Schema and Structured Data?
I completed a project in 2017 that cleaned up and enhanced the
structured data across 7,000 automobile websites. This included
enhanced product markup, business markup for 10 different OEMs
and dealership review markup.
@cdawg2610
4
Rich Snippets: What Are They and How Can I Get One?
WHAT IS A RICH SNIPPET?
DOES STRUCTURED DATA IMPACT
SEARCH RESULTS?
BUILD CONTENT THAT GETS YOU THE
ENHANCED SEARCH RESULT
5
WHAT IS A RICH SNIPPET?
6
WHAT IS A
RICH SNIPPET?
@cdawg2610
Rich Snippets is the term used to describe
structured data markup that site
operators can add to their existing HTML,
which in turn allow search engines to
better understand what information is
contained on each web page.
Think with Google: Growth of Near Me Searches
Source: review-search-click-through-study/
7
WHAT POWERS A
RICH SNIPPET?
@cdawg2610
Structured data is a standardized format
for providing information about a page and
classifying the page content; for example,
on a recipe page, what are the ingredients,
the cooking time and temperature, the
calories, and so on.
Google Intro to Structured Data
Source: review-search-click-through-study/
8
@cdawg2610
Structured Data Translates your Website Information for
the Search Engines
9
o Creative works
o Events
o Organization
o Person, Place or Product
o Reviews
o Actions
797 types of Structured Data on Schema.orgWhat type of
structured data
exists for a
website?
@cdawg2610
Google Intro to Structured Data
Source: review-search-click-through-study/
10
What structured
data language
should you
use?
@cdawg2610
Google Intro to Structured Data
Source: review-search-click-through-study/
“We recommend using JSON-LD
as the data format.”
11
Structured Data for your Business
11
12
Structured Data for Products
PRODUCT SCHEMA IS THE CHANCE TO TELL GOOGLE
EVERYTHING ABOUT WHAT
YOU SELL.
12
Be
Descriptive
& Truthful
13
Have an Offer – Mark It Up!
13
14
Comparison & Tables
Snippets for in depth information
“It works like this: news
organizations that publish data in
the form of tables can add
additional structured data to
make the dataset parts of the
page easier to identify for use in
relevant Search features.”
New Markup for Tables and Comparisons
google-rolls-out-new-markup-for-displaying-data-tables-in-search-results/
15
Structured Data for Reviews
Increase customer engagement
REVIEWS IN THE SEARCH
RESULTS CAN RESULT IN
35 % MORE
ORGANIC TRAFFIC.
Review Click Through Study
Source: review-search-click-through-study/ 15
16
Steps to Scaling Schema
1. Build a Template for the Markup
16
17
Steps to Scaling Schema
1. Connect the Template to Source of Information
17
18
Too Much Schema is a Bad Thing
18
Google will penalize sites with spammy schema
19
DOES STRUCTURED DATA
IMPACT SEARCH RESULTS?
20
Structured Data Case Study
20
Cars Marked Up as
“Individual Product”
Missing Vehicle Specific
Information
Price Information and Offer
Information Missing
21
Structured Data Case Study
21
Full Description of Vehicle
Information
Price Information and Offer
Information Complete
22
Structured Data Case Study
22
More Structured
Data =
More
Customization of
the Search Results
Page
23
Structured Data Case Study
23
increase in Organic Clicks
based on Make/Model
keywords
+5% +5% +7%
increase in Organic Traffic
to the Vehicle Search
Results Page
*compared to a 1% decrease
clicks in the test group
*compared to a 2% increase
the previous year
increase in Organic Traffic to
the Vehicle Details Page
*compared to a 11%
decrease the previous year
24
Structured Data Case Study
24
Increase in Organic
Impressions Based on
Make/Model Keywords
+12% +33% +27%
Increase in Organic
Visits for the Sites
Increase in Organic
Page Views for the Site
25
Structured Data – Tools That Matter
25
Structured Data Test of Current URL (Chrome Extension)
OpenLink Structured Data Sniffer (Chrome and Firefox)
Webmarkup Tools - walk through for JSON
26
BUILD CONTENT THAT GETS THE
ENHANCED SEARCH RESULTS
27
Featured Snippets – let’s level set
No two searches or searchers will return the same results. This is
Google’s world, we are just living in it.
“Featured Snippets” may come and go, but good content never goes out
of style
There is not a magical button, list, code or thing you can do to guarantee
a featured snippet.
28
@cdawg2610
how-to-rank-for-featured-snippets-in-2018
Source: how-to-rank-for-featured-snippets-in-2018/
FEATURED SNIPPETS 411
41% of questions have featured snippets
Questions show a 480% increase in the percentage
of keywords with featured snippets
Average paragraph size is 46 words
22.67% included a comparison
29
Be Your “Best”
Increase customer engagement
MOBILE SEARCHES
FOR BEST HAVE GROWN OVER
80 % IN THE PAST
TWO YEARS.
Review Micro Moments Consumer Behavior
Source: micro-moments-consumer-behavior-immediate-expectations 29
30
“OVER 70%
OF SEARCH TRAFFIC IS
CONSIDERED “LONG TAIL”
WITH MORE THAN 3
KEYWORDS.”
Voice search growing as virtual assistant market heats up
Source: increase-blog-traffic-with-long-tail-keywords
@cdawg2610
31
AnswerThePublic.com
o Why get my oil changed at the dealership?
o Should I change my oil every 3,000 miles?
o What oil change is open on Saturday?
o What is the best oil to use on trucks?
o Who has an oil change coupon?
“OIL CHANGE IN GRAPEVINE”CONVERTING
KEYWORDS
INTO QUESTIONS
@cdawg2610
32
@cdawg2610
Twitter/JustinBriggs
Source:https://twitter.com/justinrbriggs/
FIND THE KEYWORD MAGIC WITH SEM RUSH
Filter keywords by which sets have a current right snippet
Compare your site with your competitors
33
@cdawg2610
Twitter/JustinBriggs
Source:https://twitter.com/justinrbriggs/
SCRAPE THE PEOPLE ALSO SEARCHES QUESTIONS
Install “Chrome Scraper” Extension, complete a search and select “scrape similar”
Use this Xpath extension //div[contains(@ id,'eobd_')]/div
34
“Best Tires”
Answer Box Case Study
CDK CASE STUDY:
Increase new tire sales
@cdawg2610
35
WHAT
Answer shopper questions with Rich Snippets
CDK CASE STUDY:
Increase new tire sales
o Visitors to this page averaging 4 minutes on the site
o 25% increase in organic search impressions with the word best
o 25 times more organic search impressions related to tires
Increase visibility
for “best tires” in
organic search results
+33%
@cdawg2610
36
What to do next?
Audit the structured data on your site
Answers your customers questions
Scrape “People Also Search” for ideas

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Rich Snippets - What Are they and How do I get One?

  • 1. 1 Rich Snippets: What Are They and How Can I Get One?
  • 2. 2 CDK GLOBAL PRESENTER Earned Marketing Lead Analyst Colleen Harris has more than 13 years of digital marketing experience in the automotive, healthcare and entertainment industries. She brings a passion for link building and content creation, and has been referred to here at CDK Global as the “Google Whisperer.” Outside of CDK, Colleen has volunteered as a digital consultant for non-profits in the Seattle area. @cdawg2610
  • 3. 3 CDK GLOBAL PRESENTER Why Me? Why Schema and Structured Data? I completed a project in 2017 that cleaned up and enhanced the structured data across 7,000 automobile websites. This included enhanced product markup, business markup for 10 different OEMs and dealership review markup. @cdawg2610
  • 4. 4 Rich Snippets: What Are They and How Can I Get One? WHAT IS A RICH SNIPPET? DOES STRUCTURED DATA IMPACT SEARCH RESULTS? BUILD CONTENT THAT GETS YOU THE ENHANCED SEARCH RESULT
  • 5. 5 WHAT IS A RICH SNIPPET?
  • 6. 6 WHAT IS A RICH SNIPPET? @cdawg2610 Rich Snippets is the term used to describe structured data markup that site operators can add to their existing HTML, which in turn allow search engines to better understand what information is contained on each web page. Think with Google: Growth of Near Me Searches Source: review-search-click-through-study/
  • 7. 7 WHAT POWERS A RICH SNIPPET? @cdawg2610 Structured data is a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on. Google Intro to Structured Data Source: review-search-click-through-study/
  • 8. 8 @cdawg2610 Structured Data Translates your Website Information for the Search Engines
  • 9. 9 o Creative works o Events o Organization o Person, Place or Product o Reviews o Actions 797 types of Structured Data on Schema.orgWhat type of structured data exists for a website? @cdawg2610 Google Intro to Structured Data Source: review-search-click-through-study/
  • 10. 10 What structured data language should you use? @cdawg2610 Google Intro to Structured Data Source: review-search-click-through-study/ “We recommend using JSON-LD as the data format.”
  • 11. 11 Structured Data for your Business 11
  • 12. 12 Structured Data for Products PRODUCT SCHEMA IS THE CHANCE TO TELL GOOGLE EVERYTHING ABOUT WHAT YOU SELL. 12 Be Descriptive & Truthful
  • 13. 13 Have an Offer – Mark It Up! 13
  • 14. 14 Comparison & Tables Snippets for in depth information “It works like this: news organizations that publish data in the form of tables can add additional structured data to make the dataset parts of the page easier to identify for use in relevant Search features.” New Markup for Tables and Comparisons google-rolls-out-new-markup-for-displaying-data-tables-in-search-results/
  • 15. 15 Structured Data for Reviews Increase customer engagement REVIEWS IN THE SEARCH RESULTS CAN RESULT IN 35 % MORE ORGANIC TRAFFIC. Review Click Through Study Source: review-search-click-through-study/ 15
  • 16. 16 Steps to Scaling Schema 1. Build a Template for the Markup 16
  • 17. 17 Steps to Scaling Schema 1. Connect the Template to Source of Information 17
  • 18. 18 Too Much Schema is a Bad Thing 18 Google will penalize sites with spammy schema
  • 20. 20 Structured Data Case Study 20 Cars Marked Up as “Individual Product” Missing Vehicle Specific Information Price Information and Offer Information Missing
  • 21. 21 Structured Data Case Study 21 Full Description of Vehicle Information Price Information and Offer Information Complete
  • 22. 22 Structured Data Case Study 22 More Structured Data = More Customization of the Search Results Page
  • 23. 23 Structured Data Case Study 23 increase in Organic Clicks based on Make/Model keywords +5% +5% +7% increase in Organic Traffic to the Vehicle Search Results Page *compared to a 1% decrease clicks in the test group *compared to a 2% increase the previous year increase in Organic Traffic to the Vehicle Details Page *compared to a 11% decrease the previous year
  • 24. 24 Structured Data Case Study 24 Increase in Organic Impressions Based on Make/Model Keywords +12% +33% +27% Increase in Organic Visits for the Sites Increase in Organic Page Views for the Site
  • 25. 25 Structured Data – Tools That Matter 25 Structured Data Test of Current URL (Chrome Extension) OpenLink Structured Data Sniffer (Chrome and Firefox) Webmarkup Tools - walk through for JSON
  • 26. 26 BUILD CONTENT THAT GETS THE ENHANCED SEARCH RESULTS
  • 27. 27 Featured Snippets – let’s level set No two searches or searchers will return the same results. This is Google’s world, we are just living in it. “Featured Snippets” may come and go, but good content never goes out of style There is not a magical button, list, code or thing you can do to guarantee a featured snippet.
  • 28. 28 @cdawg2610 how-to-rank-for-featured-snippets-in-2018 Source: how-to-rank-for-featured-snippets-in-2018/ FEATURED SNIPPETS 411 41% of questions have featured snippets Questions show a 480% increase in the percentage of keywords with featured snippets Average paragraph size is 46 words 22.67% included a comparison
  • 29. 29 Be Your “Best” Increase customer engagement MOBILE SEARCHES FOR BEST HAVE GROWN OVER 80 % IN THE PAST TWO YEARS. Review Micro Moments Consumer Behavior Source: micro-moments-consumer-behavior-immediate-expectations 29
  • 30. 30 “OVER 70% OF SEARCH TRAFFIC IS CONSIDERED “LONG TAIL” WITH MORE THAN 3 KEYWORDS.” Voice search growing as virtual assistant market heats up Source: increase-blog-traffic-with-long-tail-keywords @cdawg2610
  • 31. 31 AnswerThePublic.com o Why get my oil changed at the dealership? o Should I change my oil every 3,000 miles? o What oil change is open on Saturday? o What is the best oil to use on trucks? o Who has an oil change coupon? “OIL CHANGE IN GRAPEVINE”CONVERTING KEYWORDS INTO QUESTIONS @cdawg2610
  • 32. 32 @cdawg2610 Twitter/JustinBriggs Source:https://twitter.com/justinrbriggs/ FIND THE KEYWORD MAGIC WITH SEM RUSH Filter keywords by which sets have a current right snippet Compare your site with your competitors
  • 33. 33 @cdawg2610 Twitter/JustinBriggs Source:https://twitter.com/justinrbriggs/ SCRAPE THE PEOPLE ALSO SEARCHES QUESTIONS Install “Chrome Scraper” Extension, complete a search and select “scrape similar” Use this Xpath extension //div[contains(@ id,'eobd_')]/div
  • 34. 34 “Best Tires” Answer Box Case Study CDK CASE STUDY: Increase new tire sales @cdawg2610
  • 35. 35 WHAT Answer shopper questions with Rich Snippets CDK CASE STUDY: Increase new tire sales o Visitors to this page averaging 4 minutes on the site o 25% increase in organic search impressions with the word best o 25 times more organic search impressions related to tires Increase visibility for “best tires” in organic search results +33% @cdawg2610
  • 36. 36 What to do next? Audit the structured data on your site Answers your customers questions Scrape “People Also Search” for ideas