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![@maxxeight
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Max Prin",
"url": "https://maxprin.com",
"jobTitle": "Head of Technical SEO",
"worksFor": "Merkle",
"sameAs": [
"https://twitter.com/maxxeight",
"https://www.linkedin.com/in/maxprin"
]
}
</script>](https://image.slidesharecdn.com/smx-advanced-maxprin-schema-pdf-190604211736/75/What-s-New-with-Schema-and-Structured-Data-Max-Prin-SMX-Advanced-2019-2-2048.jpg)
![@maxxeight
“…Google Search can surface content through […] cool
features […], which can enhance the user experience
and get you more traffic.”
“ leveraged event structured data and saw 100%
increase in the typical YOY growth of traffic from search.”](https://image.slidesharecdn.com/smx-advanced-maxprin-schema-pdf-190604211736/75/What-s-New-with-Schema-and-Structured-Data-Max-Prin-SMX-Advanced-2019-7-2048.jpg)
![@maxxeight
63%
40%
22%
45%
Structured Data JSON-LD Microdata RDFa
youtube.com
9%
wikipedia.org
6%
quora.com
2%google.com
2%
Others
81%
Top Ranking URLs & Schema.org
Top 100K search queries (by search volume) [4/2019]
~21K URLs | ~6.4K Domains](https://image.slidesharecdn.com/smx-advanced-maxprin-schema-pdf-190604211736/75/What-s-New-with-Schema-and-Structured-Data-Max-Prin-SMX-Advanced-2019-20-2048.jpg)
![@maxxeight
82%
56%
30%
57%
Structured Data JSON-LD Microdata RDFa
wikipedia.org
9%
mayoclinic.org
6%
webmd.com
4%
allrecipes.com
3%
healthline.com
3%
medicalnewstoday.com
2%
youtube.com
2%
Others
71%
Featured Snippets & Schema.org
Top 100K search queries (by search volume) with featured snippets [4/2019]
~37K URLs | ~8K Domains](https://image.slidesharecdn.com/smx-advanced-maxprin-schema-pdf-190604211736/75/What-s-New-with-Schema-and-Structured-Data-Max-Prin-SMX-Advanced-2019-22-2048.jpg)
![@maxxeight
2018
25%
2018
76%
2019
83%
2019
40%
2019
48%
2019
58%
Structured Data JSON-LD Microdata RDFa
Featured Snippets & Schema.org
Featured snippet URLs from 58 large online retailers [4/2019]
~25K URLs](https://image.slidesharecdn.com/smx-advanced-maxprin-schema-pdf-190604211736/75/What-s-New-with-Schema-and-Structured-Data-Max-Prin-SMX-Advanced-2019-23-2048.jpg)
Uploaded byMax Prin
What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019
This document discusses structured data and rich results in search engine results pages. It provides examples of how implementing structured data can increase brand awareness and highlight content and product information through rich results like logos, local businesses, and reviews. The document also discusses monitoring structured data and the impact of rich results, including increased click-through rates for some types of rich results. Overall, it emphasizes that structured data can help search engines better understand content and extract relevant entities.
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What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019
- 1.
- 2. @maxxeight <script type="application/ld+json"> { "@context": "https://schema.org", "@type":"Person", "name": "Max Prin", "url": "https://maxprin.com", "jobTitle": "Head of Technical SEO", "worksFor": "Merkle", "sameAs": [ "https://twitter.com/maxxeight", "https://www.linkedin.com/in/maxprin" ] } </script>
- 3. @maxxeight What’s New WithStructured Data?
- 4.
- 5. @maxxeight Structured Data =Rich Results
- 6. @maxxeight 1. Increase brandawareness Logo, Local business, Sitelinks searchbox, Corporate contact, Social profile 2. Highlight content Article, Breadcrumb, Event, Job, Q&A, Recipe, Review, Course, FAQ Page, Video, App, How-to 3. Highlight product information Product Structured Data = Rich Results
- 7. @maxxeight “…Google Search cansurface content through […] cool features […], which can enhance the user experience and get you more traffic.” “ leveraged event structured data and saw 100% increase in the typical YOY growth of traffic from search.”
- 8. @maxxeight Rich Results’ Impact PerformanceReport – Search Appearance Filter Specific rich results in filter: • AMP article • Event • FAQ • How-to • Q&A • Job listing • Job details
- 9. @maxxeight Vertical Page typeOverall Rich Results Website # 1 Retail PDP 1.8% 6.7% Website # 2 Retail PDP 1.2% 7.4% Website # 3 Retail PDP 1.1% 4.9% Website # 6 Retail PDP 2.1% 3.4% Website # 5 Retail PDP 1.7% 0.7% Website # 4 Media Article 4.6% 4.9% Website # 7 Food Recipe 4.3% 8.0% Rich Results’ Impact Performance Report – Search Appearance Filter
- 10. @maxxeight Rich Results’ Impact ”InStock” rich results can improve CTR by 5-10% “Out of stock” rich results can decrease CTR by 5-10% Price in rich results may improve CTR for cheaper items and decrease CTR for expensive items. Higher ratings improve CTR significantly
- 11.
- 12. @maxxeight What about “zero-click”SERP? Goals: Car rentals and rides Not page views or CTR!
- 13. @maxxeight Structured Data TestingTool vs. Rich Results Testing Tool
- 14. @maxxeight Monitoring Structured Datain GSC Rich Results Status Reports
- 15. @maxxeight - Article - Breadcrumb -Book - Carousel - Corporate contact - Course - Critic review - Dataset - Employer rating - Event - Fact check - FAQ page - How-to - Job posting - Livestream - Local business - Logo - Media - Occupation - Product - Q&A page - Recipe - Review snippet - Sitelinks searchbox - Social profile - Software app - Speakable - Subscription content - Top places list - Video Schema.org vs. Google-supported Markups
- 16.
- 17. @maxxeight “We don’t useSchema.org as a quality factor” – John Mueller, Google
- 18.
- 19. @maxxeight “We don’t useSchema.org as a quality factor” – John Mueller, Google “Schema can help us extract entities better” – John Mueller, Google “Schema helps us understand the content on the page” – Gary Illyes, Google
- 20. @maxxeight 63% 40% 22% 45% Structured Data JSON-LDMicrodata RDFa youtube.com 9% wikipedia.org 6% quora.com 2%google.com 2% Others 81% Top Ranking URLs & Schema.org Top 100K search queries (by search volume) [4/2019] ~21K URLs | ~6.4K Domains
- 21. @maxxeight Featured Snippets &Schema.org 2016
- 22. @maxxeight 82% 56% 30% 57% Structured Data JSON-LDMicrodata RDFa wikipedia.org 9% mayoclinic.org 6% webmd.com 4% allrecipes.com 3% healthline.com 3% medicalnewstoday.com 2% youtube.com 2% Others 71% Featured Snippets & Schema.org Top 100K search queries (by search volume) with featured snippets [4/2019] ~37K URLs | ~8K Domains
- 23. @maxxeight 2018 25% 2018 76% 2019 83% 2019 40% 2019 48% 2019 58% Structured Data JSON-LDMicrodata RDFa Featured Snippets & Schema.org Featured snippet URLs from 58 large online retailers [4/2019] ~25K URLs
- 24. @maxxeight Voice Search (GoogleAssistant) Results
- 25. @maxxeight Voice Search (GoogleAssistant) Results
- 26. @maxxeight Voice Search (GoogleAssistant) Results
- 27. @maxxeight Voice Search (Alexa)– Local Business Intents
- 28. @maxxeight “Reusing” Structured Data Identifyingopportunities and problems
- 29. @maxxeight Share these #SMXInsightson your social channels! • Overall, structured data = higher CTR through rich results • Monitor impact with GSC and other SEO tools • As always, test everything and do what’s working for YOU • Low CTR ≠ No conversion • Help Google help you, even without rich results • Featured snippets and voice search • Reuse structured data to identify opportunities and solve issues • Cross-reference data points w/ schema properties (e.g. visits date published)
- 30.
Editor's Notes
- #4 Monitoring structured data with Search Console: https://webmasters.googleblog.com/2019/05/monitoring-structured-data-with-search-console.html New in structured data: FAQ and How-to: https://webmasters.googleblog.com/2019/05/new-in-structured-data-faq-and-how-to.html FOR PDF VERSION
- #5 Why implementing structured data? And whatever the reason is, what’s the impact? And how to track/report?
- #7 Enriching Search Results Through Structured Data: https://webmasters.googleblog.com/2019/04/enriching-search-results-structured-data.html From Google’s documentation: structured data = rich results. Nothing about featured snippets or better rankings
- #8 https://webmasters.googleblog.com/2019/04/enriching-search-results-structured-data.html The pretty and user-friendly rich results: is it worth it? what’s the ROI? and how can we tell?] https://developers.google.com/search/case-studies/overview
- #9 https://support.google.com/webmasters/answer/7576553?hl=en Specific rich results in Search Appearance filter (if impressions): AMP article, Event, FAQ, How-to, Job listing and Job details, Q&A
- #10 https://support.google.com/webmasters/answer/7576553?hl=en Specific rich results in Search Appearance filter (if impressions): AMP article, Event, FAQ, How-to, Job listing and Job details, Q&A
- #11 https://support.google.com/webmasters/answer/7576553?hl=en Specific rich results in Search Appearance filter (if impressions): AMP article, Event, FAQ, How-to, Job listing and Job details, Q&A TEST EVERYTHING
- #13 FAQ, How-to (Sixt, Slack) Glenn Gabe Post: https://www.gsqi.com/marketing-blog/google-how-to-snippets/ (losing FS for How-to)
- #14 NOT ALL MARKUPS SUPPORTED IN RRTT – AND NO SYNTAX ERRORS REPORTED https://search.google.com/structured-data/testing-tool/u/0/ https://search.google.com/test/rich-results https://support.google.com/webmasters/answer/7445569
- #15 https://support.google.com/webmasters/answer/7552505?hl=en “If you find warnings, they do not disqualify your rich results from being shown in Google Search with special features, but they can provide a somewhat reduced experience for your users. See the prioritize and fix section to learn how to address warnings.”
- #16 The core vocabulary currently consists of 614 Types, 906 Properties, and 114 Enumeration values. 30 potential Google rich results
- #18 Google Webmaster Hangout – 2/1/18 ~42 minutes – https://goo.gl/dsZRc6 (1st & 2nd quotes) https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
- #20 Google Webmaster Hangout – 2/1/18 ~42 minutes – https://goo.gl/dsZRc6 (1st & 2nd quotes) https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706 https://twitter.com/JohnMu/status/980902538865205248 https://webmasters.googleblog.com/2019/04/enriching-search-results-structured-data.html It’s not that some schema types are not supported, Schema.org markup is supported. Yes, maybe, most likely, some markups are not used at all. But structured data in general helps Google understand pages and their components more accurately - it helps extract entities and understand what the page is about. When that’s the case and in very limited cases (compare to the size of the schema.org vocabulary), Google understand the page so well that they can ”surface content [results] through the cool features” that are rich results.
- #21 BrightEdge – April 2019 – Top 100K search queries (by search volume) Domains: 58 Domains: 6415 URLs: 20734 Structured Data: 13001 Microdata: 4613 JSON-LD: 8336 RDFa: 9265
- #22 https://getstat.com/blog/featured-snippets/ - March 2016
- #23 BrightEdge – April 2019 – Top 100K search queries (by search volume) with featured snippet !RELIABILITY OF SEARCH VOLUME DATA! ~37K URLs across ~8K Domains – lots of similar queries Domains: 7826 URLs: 36755 Structured Data: 30195 Microdata: 11092 JSON-LD: 20410 RDFa: 20964 - “ANY” structured data - Wikipedia now has Article markups
- #24 BrightEdge – April 2019 – Featured snippet URLs from 58 large online retailers (~25K URLs) Domains: 58 Queries: ~69K URLs: 24359 Structured Data: 20196 Microdata: 11639 JSON-LD: 9757 RDFa: 14154
- #27 https://developers.google.com/search/docs/data-types/speakable BETA – news sites only
- #28 https://www.searchenginejournal.com/how-important-is-structured-data/257775/ “By structuring the data, you are helping to define the content to increase the machines’ chances of correctly matching your content to relevant voice queries.” https://developer.amazon.com/docs/custom-skills/localbusiness-intents.html
- #29 Cross referencing