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Schema.org
Rich Results
and the changing world of
@GeoffKennedy
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‘Schema.org Crawl Audit’
What does that mean?
A (very) quick recap...
What is Schema.org?
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Schema.org is the vocabulary. JSON-LD is the format.
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So, we just need to....
● Crawl the site
● Scrape the markup
● Apply ‘rules’ given
● Report pass/fail
Simple, yea?
It depends...
Which is the Source of ‘truth’?!?
Contradictions
● Missing required fields / but appears in SERPs
● No tool warnings / filtered from SERPs
● GSC warnings / but meets guidelines
● No schema markup / appears in SERPs
To add to our problems,
the landscape is changing daily...
ARGHF#$@&%*!!!
Google keeps changing everything!!!
‘Decluttering’ of SERPs
Before:
After:
Or… position 0 becomes position 1
But not with all types
of rich results...
Chaos and confusion ensues.
De-optimising is
the new optimising.
(Maybe)
Featured snippet: FAQs:
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Proceed with caution: Best avoided:
When does optimisation,
Become manipulation?
https://www.care.com/c/en-nz/stories/6124/25-reasons-dogs-are-the-best-things-on-
earth/
https://www.care.com/c/stories/6124/25-reasons-dogs-are-the-best-things-on-earth/
What’s Google doing about it?
What happened to Gareth?
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What does all this
mean for you?
Expect to see more extensive usage
More schema types:
Expect to see more extensive usage
Enhancements within types:
...but also less usage
Depreciation of types:
...but also less usage
Remember pagination markup?
It’s likely we’ll continue to get more reporting
But Google are reluctant to
commit to it...
Use the tools available…
… but don’t rely on them.
Keep up to date
with developments...
...but assess everything
on a case by case basis.
Don’t treat implementation as static.
Implement
Monitor
Optimise
Repeat
Don’t underestimate Schema.org.
(Like I did)
@GeoffKennedy
Got any questions?
Email me at Geoff@Sitebulb.com
Or tweet me @GeoffKennedy
The End.