SlideShare a Scribd company logo
@maxxeight
@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>
@maxxeight
What’s New With Structured Data?
@maxxeight
Why implementing structured data?
@maxxeight
Structured Data = Rich Results
@maxxeight
1. Increase brand awareness
 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
@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.”
@maxxeight
Rich Results’ Impact
Performance Report – Search Appearance Filter
Specific rich results in filter:
• AMP article
• Event
• FAQ
• How-to
• Q&A
• Job listing
• Job details
@maxxeight
Vertical Page type Overall 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
@maxxeight
Rich Results’ Impact
”In Stock” 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
@maxxeight
What about “zero-click” SERP?
@maxxeight
What about “zero-click” SERP?
Goals:
Car rentals and rides
Not page views or CTR!
@maxxeight
Structured Data Testing Tool vs. Rich Results Testing
Tool
@maxxeight
Monitoring Structured Data in GSC
Rich Results Status Reports
@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
@maxxeight
@maxxeight
“We don’t use Schema.org as a quality factor”
– John Mueller, Google
@maxxeight
@maxxeight
“We don’t use Schema.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
@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
@maxxeight
Featured Snippets & Schema.org
2016
@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
@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
@maxxeight
Voice Search (Google Assistant) Results
@maxxeight
Voice Search (Google Assistant) Results
@maxxeight
Voice Search (Google Assistant) Results
@maxxeight
Voice Search (Alexa) – Local Business Intents
@maxxeight
“Reusing” Structured Data
Identifying opportunities and problems
@maxxeight
Share these #SMXInsights on 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)
@maxxeight

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What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019

Editor's Notes

  1. 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
  2. Why implementing structured data? And whatever the reason is, what’s the impact? And how to track/report?
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. FAQ, How-to (Sixt, Slack) Glenn Gabe Post: https://www.gsqi.com/marketing-blog/google-how-to-snippets/ (losing FS for How-to)
  9. 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
  10. 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.”
  11. The core vocabulary currently consists of 614 Types, 906 Properties, and 114 Enumeration values. 30 potential Google rich results
  12. 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
  13. 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.
  14. 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
  15. https://getstat.com/blog/featured-snippets/ - March 2016
  16. 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
  17. 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
  18. https://developers.google.com/search/docs/data-types/speakable BETA – news sites only
  19. 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
  20. Cross referencing