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Milestone Confidential
Schema 201:
Real World Markup
Benu Aggarwal
Milestone Internet Marketing
President and Founder
2Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone at a glance
What
Founded
Location
People
Products
Customers
Full Service Digital Agency and Software Solutions
1998
HQ - Santa Clara, CA (Silicon Valley)
130 Employees
Website design, SEO, PPC, social media optimization,
social media monitoring tool, Software offerings
1300+
3Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
SCHEMAs – How, What and Results
 Types of Schema’s for local business
 Site architecture changes
 Impact of Schema’s – case study
 Key takeaways
4Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Schema’sAddress
User Generated
Reviews
Things to do
Events
Images
Specials
Accommodations
Video
Bread crumbs
Using Schema’s Real Time in your CMS
5Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Identify Correct Entity & Hierarchy
SCHEMAs in Footer and Address
6Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Reviews Functionality with SCHEMAs
7Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
SCHEMAs Deployed on Things To Do
8Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Schema’s Deployed in Specials
and Packages
9Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Event Calendar with SCHEMA
Schema’s deployed in events calendar
Milestone Confidential
Results
11Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Packages
 Packages, accommodations pages and entire site ranked high with
qualitative SERPs
12Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Things To Do Page Bounce Rate
Aug 31, 2011 – Feb 29, 2012 77%
Mar 1, 2012 – Aug 31, 2012 47%
% Change -38%
Reduced Bounce
Rate by 38% 6
months after Site
Live
Millwood Inn Results
13Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Unique Page
views went up
+200% 6 months
after Site Live
Specials & Packages Page Unique Page views
Aug 31, 2011 – Feb 29, 2012 521
Mar 1, 2012 – Aug 31, 2012 1,623
% Change +212%
Millwood Inn Results
14Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
77% bounce
rate 6 months
prior to Site
Live
47% bounce
rate 6 months
after Site Live
(Revamp)
Things to Do Page Bounce Rate
15Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Overall Keyword Conversion
16Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Conclusion
Month 2011 2012 % Difference
Total Rev Total Rev
March $18,826 $27,978 48.61%
April $17,495 $28,584 63.38%
July $26,000 $34,000 31%
August $23,629 $33,755 42%
17Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Higher SERP ranking, Click Throughs
and Conversion
18Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Key Take AwayKey Take Away
 Identify right Schema’s for your vertical
 Think about site architecture and content
changes to deploy Schema at CMS level
 Communicate to your developer, designer
and content writer important data fields you
need
 Explain changes in site architecture
 DO NOT TELL CREATIVE FOLKS THAT
THEY ARE WRITING SCHEMA’s
 Schema’s can help significantly in
 Getting relevant traffic
 Reducing bounce rate
 Getting relevant long tail content served
19Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Know Great People
 Director of Search
 Director of Software
 Sr PPC Manager
http://jobs.milestoneinternet.com
20Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Thank You
Questions?
Benu Aggarwal
benu@milestoneinternet.com
www.milestoneinternet.com
blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc
21Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
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Editor's Notes

  1. Freshen Your Content Google is making a big move toward semantic search results. This timely session will explore: The definition of semantic search and how semantic search affects site architecture and content. Reasons to use schemas and the most useful ones to deploy. Reasons to change the architecture of your site, and content strategy to deploy schemas and semantic search. Key functionalities of today's content management systems (CMSs). A review of the top 10 most desired functions of CMSs including features that can help improve freshness and engagement. You will walk away with a solid understanding of how and why to change your content, site architecture, and CMS strategy based on the latest search trends, semantic search, and schemas.