This document discusses using structured data and schemas to improve search engine optimization. It covers choosing the right markup format, deploying schemas at the content management system level, testing schemas, restructuring content to support schemas, and measuring their impact. The presentation includes examples of implementing different schema types like events, products, and local businesses. It also addresses common schema errors and the importance of ongoing testing and validation.

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Schemas & Microdata

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Agenda
¡ Choosing right markup for your
business
¡ Deploying structured data at the
CMS level
¡ CMS level Schema testing panel
¡ Re-architecting content and site
structure to support schemas
¡ Case study showing impact of
schema’s on conversion
¡ How to test and validate
schema’s on a ongoing basis?

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Schemas
Gives desired information to search engine in the format they want
¡ fn:
Ramada Hotel & Suites Bangkok
¡ Organization-name:
Ramada Hotel & Suites Bangkok
¡ adr:
street-address:
22 Sukhumvit Soi 12
¡ locality:
Klongtoey
¡ region:
Bangkok
¡ NearBy:
Suvarnabhumi Airport
Keyword = [Hotel in Bangkok near Airport ]
Keyword = [Organization + Region + Nearby]

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Structure Improves Google Trends

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Acceptable rich snippets
mark up formats
Microdata (SCHEMAs) , Microformats or
hcards and RDFa
https://support.google.com/webmasters/
answer/99170?hl=en
Rich Snippets are the few lines of text that appear under every search
result and are designed to give users a sense for what’s on the page
and why it’s relevant to their query.
3 steps to implementing rich snippets on a website:
Pick a markup
format for your
industry
Mark up your
content, deploy
at the back end
Test your markup
in rich snippet
testing tool
1 2 3

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Hummingbird (Conversational Search)
and Structured data (Schemas)

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Schema.org
1. http://schema.org/GolfCourse
2. http://schema.org/Park
3. http://schema.org/ShoppingCenter
4. http://schema.org/StadiumOrArena
5. http://schema.org/Museum
6. http://schema.org/Airport
7. http://schema.org/Aquarium
8. http://schema.org/CollegeOrUniversity
9. http://schema.org/Casino
10. http://schema.org/Zoo
11. http://schema.org/Beach
12. http://schema.org/Restaurant
13. http://schema.org/SkiResort
14. http://schema.org/Hospital
15. http://schema.org/SportsActivityLocation

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Schema for SEMANTIC search
Schema.orgAddress
Location
Restauran
t
Shopping
User
Generate
d Reviews
Things to
do
Events
Images
Specials
Rooms
Video
Bread
crumbs
+35
other
schemas

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Geo-
Local
Vertically
Focused
Socially
Relevant
SEARCH
RESULTS
Evolution of Search
Thin
content /
duplicate
content
Bad links /
Keyword
stuffing
(Conversational
Content)
PANDA PENGUIN
HUMMINGBIRD
Tactics
Strategy
Schemas
Index
Social Links /
Citations
Voice search
Google glass
Voice recognition

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Website Content – Ready for Hummingbird
Hummingbird
Before Now and Future
Need directions – open
Google maps, type
address, get directions
Give me directions
to Hyatt Regency
Santa Clara
¡ Google’s newest search engine algorithm update focuses on:
¡ Voice search
¡ Conversational search or natural language search
¡ Knowledge graph and schemas
¡ High-quality website content will provide answers to users’ queries by
understanding the intent

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Tools

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1. Schema Deployed in Footer
SCHEMAs
in
Footer
and
Address

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2. Change Architecture - Things To Do

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Rich snippet testing tool
Able to read
things to do as
an attraction
schema

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3. CMS Deployment
Schemas
wrapped
around
information in
CMS

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Rich snippet testing tool
Able to read
room type as a
product
schema

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4. Schema applied on room types
CMS backend fields
automatically wrapped
with schemas

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Rich snippet testing tool

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5. Packages & Rooms – As Product

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5. Schema’s Deployed in Specials
and Packages

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Schema Errors
1. Rich snippet testing tool error - Hcard was throwing errors on
microformats used.
2. Google webmaster schema errors
¡ Missing Location – error due to event calendar
¡ Products – error showing up in package snippets
¡ Aggregate Rating – error due to rating in footer address

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Errors using hCard
Webmaster Rich Snippet Testing Tool
Result

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Product Schema Errors
Webmaster
Rich Snippet Testing Tool
Result

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Events - Missing: Location address for
holidays reported on webmaster
Webmaster
ResultRich Snippet Testing Tool

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Schema Panel to
Manage Schemas

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A Site Audit Dashboard – II
Reports on all SEO Site Issues

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Case Study – Google Webmaster
Indexed Pages Jumps
Site live – March 19, 2013

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SCHEMAs
¡ Know which Schemas to use?
¡ Deploying structured data at the CMS level
¡ Re-architecting content and site structure
to support schema’s
¡ Test and validate schema’s on a ongoing
basis
¡ 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
¡ DO NOT TELL CREATIVE FOLKS THAT THEY ARE
WRITING SCHEMA’s
¡ Measure ROI for schema’s on conversion

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Thank You
Questions?
Benu Aggarwal
benu@milestoneinternet.com
www.milestoneinternet.com
blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc