From the SMX East Conference in New York City, September 27-29, 2016. SESSION: What's New With Markup & Structured Data. PRESENTATION: What's New With Markup & Structured Data - Given by Tony Edward, @tonyenyc - Elite SEM, Senior SEO Manager. #SMX #22A1

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Tony Edward – Sr. SEO Manager, NYU Adjunct Instructor
WHAT’S NEW WITH
MARKUP &
STRUCTURED DATA

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ü Overview of Structured Data/Schema Markup
ü What's New
ü Structured Data Penalties
ü Recap
Agenda

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Have You Seen Results Like This Before?

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• Rich Snippets are generated from Structured
Data implementation
• The most common Structured Data language is
Schema.org. It is a standard that was developed
by the Search Engines.

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• When information is highly structured and predictable,
search engines can more easily organize and display it in
creative ways.
• Structured Data makes the content on your site more
crawlable and can lead to enhanced search visibility via
Rich Snippets, Rich Results and Knowledge Graph Cards.
So What?

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• Organization
• Website
• Local Business
• Product
• Offer
• Ratings
• Reviews
Commonly Used Schema Markup Types
• Articles
• Videos
• Recipes
• Movies
• Music
• Events
• Person

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• Google has stated that there is no guarantee that rich
snippets will appear for your website even if you’re
leveraging structured data.
• The algorithm determines if rich snippets will appear
based on a number of factors.
Rich Snippets

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Marking up Breadcrumbs and Internal Site Search can
enhance your website’s search visibility.
Rich Results

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Leveraging Schema Website mark up can also help you gain
the Site Name feature.
Rich Results

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• Leveraging Organization, Local Business or Brand
Schema Markup can help you gain a Knowledge Graph
result.
• Your content can also appear for Knowledge Graph
answer results.
Knowledge Graph Cards

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Knowledge Graph Cards

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I leveraged Schema Person mark up on my website to help
me gain a Knowledge Graph card result.
Knowledge Graph Cards

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Schema Markup Formats

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JSON-LD vs Microdata
MICRODATA
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Kenmore White 17" Microwave</span>
<img itemprop="image" src="kenmore-microwave-17in.jpg"
alt='Kenmore 17" Microwave' />
<div itemprop="aggregateRating"
itemscope itemtype="http://schema.org/AggregateRating">
Rated <span itemprop="ratingValue">3.5</span>/5
based on <span itemprop="reviewCount">11</span> customer reviews
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<!--price is 1000, a number, with locale-specific thousands separator
and decimal mark, and the $ character is marked up with the
machine-readable code "USD" -->
<span itemprop="priceCurrency" content="USD">$</span><span
itemprop="price" content="1000.00">1,000.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In
stock
</div>
JSON-LD
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "3.5",
"reviewCount": "11"
},
"description": "0.7 cubic feet countertop microwave. Has six
preset cooking categories and convenience features like Add-
A-Minute and Child Lock.",
"name": "Kenmore White 17" Microwave",
"image": "kenmore-microwave-17in.jpg",

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Leverage this tool to test your Structured Data Markup Implementation
https://search.google.com/structured-data/testing-tool
Google Structured Data Testing Tool

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The Bing Markup Validator Tool can be found within your Bing Webmaster
Tools profile.
Bing Markup Validator Tool

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Leverage this report in Google Search Console to monitor Structured Data
indexation and errors.
Google Structured Data Report

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Social Structured Data Markup
Leverage the following social mark ups on your website to
get enhanced visibility on social media websites
§ Open Graph Tags
§ Twitter Cards
§ Rich Pins

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Social Structured Data Markup
Open Graph Tags were developed by Facebook

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Social Structured Data Markup
• Leverage the appropriate Open Graph mark up based
on content type (website, blog, article, actor, movie
etc.) Full List - http://bit.ly/opengraph2016
• The Facebook Open Graph Debugger tool can be
leveraged to test your mark up -
https://developers.facebook.com/tools/debug/

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Social Structured Data Markup
Twitter Cards expand your webpages beyond 160
characters when they are shared on Twitter.

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Social Structured Data Markup
• Leverage the appropriate Twitter Card type based on
your content type (summary, photo, product etc.) Full
List - http://bit.ly/twittercards2016
• The Twitter Validator tool can be leveraged to test
your mark up - https://cards-dev.twitter.com/validator

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Social Structured Data Markup
Rich Pins are generated from Open Graph Tags and
Schema Mark up that are implemented on your website.

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Structured Data and Schema Markup
WHAT’S NEW?

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• Rich cards are a new Google Search result format building on
the success of rich snippets.
• Just like rich snippets, rich cards use schema.org structured
markup to display content in an even more engaging and visual
format, with a focus on providing a better mobile user
experience.
Rich Cards

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Rich Cards

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The first two rich card content categories supported by Google
are recipes and movies
Rich Cards

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Leverage the Rich Cards report in Google Search Console to
monitor indexation and errors.
Rich Cards

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• A new “Rich results” filter in in the Google Search Console
Search Analytics Report (currently in a closed beta) will help
you track how your rich cards and rich snippets are doing in
search: you’ll be able to drill down and see clicks and
impressions for both.
• Keep an eye out for this feature.
Rich Cards

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• When you use the Accelerated Mobile Pages
(AMP) specification for your web pages, you
make your content eligible for additional Rich
Card features.
• For example, the Top Stories carousel previews
articles and video content from sites that use
AMP HTML.
Rich Cards

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Structured Data is important for AMP (Accelerated Mobile Pages)
Content.
AMP

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STRUCTURED DATA PENALTY

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Improper implementation of Structured Data can lead to a
penalty from Google. Penalty can be partial or site-wide.
Structured Data Penalty

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Ways to get penalized:
§ Marking up content that is invisible to
users
§ Marking up fake ratings and reviews
§ Marking up ratings and reviews that are
not specific to a product or service
§ (New) Marking up Third Party Reviews on
your website
§ Beware of outdated Mark up Plugins!
Structured Data Penalty

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How to recover if you’ve been penalized:
ü Review the Structured Data Report in your Google Search Console
profile. Audit all of your structured data implementation.
ü Cross-reference the respective schema markup implementation and
errors with Google guidelines and Schema.org.
ü Submit a reconsideration request once the issues are fixed. Outline
in detail what steps you took to remove the structured data that was
causing the issue. More info here - http://bit.ly/markuppenalty
Structured Data Penalty

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RECAP

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ü Leverage Structured Data where possible. Capitalize on all content
opportunities
ü Mark up site elements such as breadcrumbs and internal site search
to boost your organic search visibility
ü The preferred Schema Markup format is JSON-LD
ü Leverage Social Mark up types such as Open Graph Tags and Twitter
Cards
ü Ensure your structured data/schema mark up implementation
follows Google guidelines to avoid penalty and loss of Rich Snippets
and Rich Cards
Recap

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX