The use of Structured Data and Schema helps provide crucial understanding and context to your data in a way Search Engines can understand, allowing them to provide more relevant and richer results to users. My talk for the OMLIVE 2018 aims to teach you what it is, how to implement it, and how to get the most out of it to improve your organic CTR and performance.

1. WINNINGWITH
STRUCTUREDDATA&
SCHEMA.ORG
IN2018

2. ME

3. WHAT IS
STRUCTURED
DATA?

4. STRUCTURED DATA
IN SEO
Information organized in a way that Search
Engines can classify and understand to help
provide better search results for users.

5. Video Game
Developed by
Who also voiced
Voice Cast
Who also created:
Sold by
Rated
9/10
Release date
28.10.2008
Price
By reviewer
$9.99
Playable on:
Genre:
Action Role-Playing
Certificate:
Mode:
Single Player

6. ALL THIS DATA
NEEDS
STRUCTURE

8. WHAT IS SCHEMA.ORG?

9. WENEEDA
STANDARDIZED
VOCABULARY!
A WHILE BACK…
FOAF
data-vocabulary

10. WENEEDA
STANDARDIZED
VOCABULARY!

12. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "VideoGame",
"name": "Fallout 3",
"genre": "Action Role-playing game",
"url": "http://fallout.wikia.com/wiki/Fallout_3",
"author": {
"name":"Bethesda Game Studios",
"url":"https://www.bethsoft.com/"
},
"datePublished":"2008-10-28",
"gamePlatform":["Microsoft Windows X", "Windows 7","Xbox 360","Xbox
One","PlayStation 3","Playstation 4"],
"contentRating":"ESRB M",
"aggregateRating":{
"@type":"AggregateRating",
"bestRating": "10",
"ratingValue":"9",
"ratingCount":"33",
"author": "Gamespot",
"url": "https://www.gamespot.com/reviews/fallout-3-review/1900-
6200093/"
},
"actor": "Ron Perlman" }
</script>

13. WHY IS SCHEMA MARKUP
IMPORTANT FOR SEO?

14. MACHINE UNDERSTANDING

15. MACHINE UNDERSTANDING
"@context": "http://schema.org",
"@type": "AutoRental",
"name": “Sixt London Gatwick Airport",
"address": {
"@type":"PostalAddress",
"addressLocality":"Horley",
"addressRegion":"GB",
"postalCode":" RH6 0NY",
"streetAddress": "Lower Forecourt Road"
},
"telephone": "+44-844-4993399",

16. MACHINE UNDERSTANDING

17. BUILDING YOUR KNOWLEDGE GRAPH

18. RICH RESULTS!

19. IMAGE
RATING
VOTES
RECIPE
TIME
NUTRITION

20. RATING VOTES PRICING
PRODUCT

21. PODCAST
EPISODE
DATE
ACTION

22. VIDEO
PUBLISHER
PUBLISHED
ARTICLES

23. NewsArticle
Product
AggregateRating
VideoObject
Entity KG Data
Paid Ads
Wikipedia
(no SD necessary)

24. RICH RESULTS MEAN MORE CLICKS

25. RICH RESULTS MEAN QUALITY TRAFFIC
Quicker & Healthier?
Better for me!

26. OK, HOW?

27. LET‘S GET STARTED

28. SCHEMA.ORG>HIERARCY

29. 600TYPES/ CLASSES

30. MOST COMMON GENERIC TYPES
EVENT
CREATIVEWORK
ORGANIZATION
PERSON
PLACE,LOCALBUSINESS
PRODUCT
REVIEW
ACTION

32. HOW TO CREATE
YOUR MARK-UP

33. • HTML BASED
• WRAPS AROUND EACH TAG
• SUPPORTED BY: GOOGLE, BING, YAHOO, YANDEX
• REQUIRES: EFFORT
MICRODATA

34. • JAVASCRIPT BASED, BUT EASY AF
• PROVIDED IN ONE „BLOB“
• SUPPORTED BY: GOOGLE, BING
• REQUIRES: BASIC JS SYNTAX KNOWLEDGE (OR PRACTICE)
JSON-LD

35. TRY TO USE JSON-LD

36. JSON - LD
JAVASCRIPT
i.e. programming language
JAVASCRIPT OBJECT NOTATION
Exchanges data between server and web application
(similar to XML)
LINKED DATA
i.e. providing context by association

37. Izzi‘s Mum
EVENMYMUM
UNDERSTANDSIT

38. THEYMAKEITEASYFORYOU!

39. BEGINWITHSCHEMAEXAMPLES

40. SWAPITOUTWITHYOURDATA

41. GET MORE DETAILED
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Event",
"name": "Izzi's Big Birthday Bonanza",
"description": "To celebrate her 25th birthday, Izzi is hosting a mega
birthday bash!",
"startDate" : "2018-08-18T20:00",
"endDate" : "2018-08-20T09:00",
"location" : {
"@type": "Place",
"name": "Izzi's Castle",
"address": {
"@type": "PostalAddress",
"addressLocality": "Munich" } },
"offers": {
"@type": "Offer",
"price": "10.00",
"priceCurrency": "EUR",
"url": "https://www.izzi-events.com/birthday/"
}
}
</script>

42. <script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "Event",
"name" : "Izzi's Big Birthday Bonanza",
"description" : "To celebrate her 25th birthday, Izzi is hosting a mega birthday bash!",
"url" : "https://www.izzis-birthday-bonanza.com/",
"typicalAgeRange" : "18+" ,
"startDate" : "2018-08-18T20:00",
"endDate" : "2018-08-20T09:00",
"location" : {
"@type": "Place",
"name": "Izzi's Castle",
"address": {
"@type": "PostalAddress",
"addressLocality": "Munich"
} },
"organizer" : {
"@type" : "Person",
"name" : "Izzi Smith",
"sameAs" : "twitter.com/izzionfire" },
"attendee" :
{ "@type" : "Person",
"name" : "Nils Kattau",
"url" : "nilskattau.com" },
"offers": {
"@type": "Offer",
"price": "10.00",
"priceCurrency": "EUR",
"url": "https://www.izzi-events.com/birthday/"
}
}
</script>

43. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@graph": [
{
"@type" :"Event",
"name": "Izzi's Big Birthday Bonanza",
"description": "To celebrate her 25th birthday, Izzi is hosting a mega birthday
bash!",
"startDate" : "2018-08-18T20:00",
"endDate" : "2018-08-20T09:00",
"location" : {
"@type": "Place",
"name": "Izzi's Castle",
"address": {
"@type": "PostalAddress",
"addressLocality": "Munich" } } },
{
"@type" :"Event",
"name": "Izzi's Hungover Breakfast",
"startDate" : "2018-08-20T09:30",
"location" : {
"@type": "Place",
"name": "McDonalds",
"address": {
"@type": "PostalAddress",
"addressLocality": "Munich" } } }
]
}
</script
ARRAYS

44. ALWAYS
VALIDATE!

45. STRUCTURED DATA TESTING TOOL
https://search.google.com/structured-data/testing-tool/u/0/

46. STRUCTURED DATA TESTING TOOL

47. COMMON MISTAKES:
Final comma!

48. COMMON MISTAKES:
Missing comma!

49. COMMON MISTAKES:

50. WARNINGS:
(notanerror–Googlejustwantsmoredata)

51. NEW(ISH) - RICH RESULTS TESTER

52. NEW(ISH) - RICH RESULTS TESTER

53. NEW(ISH) - RICH RESULTS TESTER

54. <script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "Event",
"name" : "Izzi's Big Birthday Bonanza",
"description" : "To celebrate her 25th birthday, Izzi is hosting a mega birthday bash!",
"url" : "https://www.izzis-birthday-bonanza.com/",
"typicalAgeRange" : "18+" ,
"startDate" : "2018-08-18T20:00",
"endDate" : "2018-08-20T09:00",
"location" : {
"@type": "Place",
"name": "Izzi's Castle",
"address": {
"@type": "PostalAddress",
"addressLocality": "Munich"
} },
"organizer" : {
"@type" : "Person",
"name" : "Izzi Smith",
"sameAs" : "twitter.com/izzionfire" },
"attendee" :
{ "@type" : "Person",
"name" : "Nils Kattau",
"url" : "nilskattau.com" },
"offers": {
"@type": "Offer",
"price": "10.00",
"priceCurrency": "EUR",
"url": "https://www.izzi-events.com/birthday/"
}
}
</script>

55. DATE DEEPLINK LOCATION

56. IMPLEMENTATION

57. HOWCANIIMPLEMENTMYFANCYJSON-LD?

58. WORDPRESS?
EASY
BUT:
- LIMITED
- RISKYWHENEVERYTHINGIS1CLICK

59. NEEDDEVELOPERRESOURCES?
ASKFORYOUROWNPLUGIN!

60. CREATE FOOLPROOF GENERATORS
REALLY SEXY CONCATENATE FORMULA
Input
values
Schema
Property
(stays the same)
Gorgeous
JSON-LD

61. DYNAMICALLYWITHGTM
GUIDE: HERE

62. BUT…

63. DATA HIGHLIGHTER IN GSC

64. DOES THIS GIVE ENOUGH DETAIL?

65. WILL I GET
A RICH RESULT?

67. YOU‘LL GET RICH RESULTS IF:
GOOGLESUPPORTSTHESD
SDISCORRECTLYIMPLEMENTED
YOU‘REPLAYINGBYTHERULES
HAVEPATIENCE

68. PLAY BY THE RULES

69. QUALITY GUIDELINES
DON‘T SPAM IT AROUND EVERYWHERE
NEVER MARK-UP CONTENT NOT ON THE PAGE
NEVER BE MISLEADING ON WHAT YOU ARE REPRESENTING
TRY NOT TO MARK UP CONTENT THAT IS DYNAMICALLY
INJECTED / HIDDEN BY ONCLICK.
USE THE MOST SPECIFIC TYPE AVAILABLE (E.G. CASINO > LOCAL
BUSINESS.)

70. TECHNICAL GUIDELINES
APPLY MARK-UP TO ALL DUPLICATE PAGES, NOT JUST THE
CANONICAL PAGE. (CAN’T ALWAYS GUARANTEE WHAT GOOGLE
CONSIDERS THE CANONICAL.)
ONLY PUT SCHEMA ON PAGES CRAWLABLE AND INDEXABLE BY
GOOGLE.

71. SCHEMA PROBLEMS
DEBUNKED

72. SCHEMA PRESENCE IS NOT A
RANKING FACTOR…
BUT CTR AND BOUNCE RATE
IMPROVEMENTS CAN HELP
VALIDATE RANKINGS

73. IT TAKES TIME…
BUT IT‘S WORTH IT:
YOU COULD BE LOSING OUT.

74. GOOGLE WILL TAKE ALL MY
DATA FOR THEMSELVES…
BUT THEY‘RE JUST GOING TO
TAKE IT FROM YOUR
COMPETITORS ANYWAY. SRY.

75. THERE IS NO RICH RESULT
FOR ME…
TAKE THE OPPORTUNITY TO
CREATE MORE CONTENT.

77. STANDING OUT IN
AN ALREADY RICH
ENVIRONMENT

79. MORE SD
LESS SD

80. SEEWHATCONTENTYOUCANADDTOMARK-UP!

81. AMP RICH RESULTS

82. WHAT‘S WITH ?

83. LOCAL BUSINESS (AUTORENTAL)

84. AUTORENTAL & REVIEWS

85. SCHEMA.ORG/ANSWER

86. SCHEMA.ORG/ANSWER

87. SCHEMA.ORG/CAR

88. SCHEMA.ORG/CAR

89. SCHEMA.ORG/CAR

90. SCHEMA.ORG/CAR

91. NEW & PENDING: SPEAKABLE
https://pending.schema.org/speakable

92. SPEAKABLE TEST
SNIPPETABLE
SPEAKABLE

93. SPEAKABLE TEST

94. TRY IT YOURSELF
<script type="application/ld+json">
{"@context": "http://schema.org/",
"@type": "WebPage",
"name": "My Fabulous Homepage",
"url": "https://izzi.com/",
"speakable":
{
"@type": "SpeakableSpecification",
"cssSelector": "#SpeakableParagraph"
}}
</script>

95. NEW: HOW TO
https://schema.org/HowTo

96. TRY IT YOURSELF
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "HowTo",
"name": "How to win beautiful Featured Snippets",
"totalTime": "PT30M",
"steps": [
{
"@type":"HowToStep",
"itemListElement": "Be awesome",
"position": "1",
"description": "Featured Snippets only show up if you're awesome. Channel
your awesomeness through epic content that serves a need..."
},
{
"@type":"HowToStep",
"itemListElement": "Structure your epic content.",
"position": "2",
"description": "Use clear headers or un/ordered lists for your How To
content or create concise parapgraphs that provide answers and explanation in
40-60 words..."
} ] }

97. PERFORMANCE

98. GSC TRACKING

99. RICH SNIPPET CTR – SIXT.DE
26,52%
13,51%
9,84%
7,76%
5,69%
4,55% 3,75% 3,74%
2,27% 2,22%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
1 2 3 4 5 6 7 8 9 10
Rich Snippet CTR vs Average CTR (sixt.com)
Rich Snippet CTR Average CTR
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
1 2 3 4 5 6 7 8 9 10
Rich Snippets CTR vs. Average CTR (sixt.de)
Rich Snippet CTR Average CTR
+11%
GSC data (past 3 months, top 1000 keywords per view)

100. RICH SNIPPET CTR – SIXT.CO.UK
26,52%
13,51%
9,84%
7,76%
5,69%
4,55% 3,75% 3,74%
2,27% 2,22%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
1 2 3 4 5 6 7 8 9 10
Rich Snippet CTR vs Average CTR (sixt.com)
Rich Snippet CTR Average CTR
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
1 2 3 4 5 6 7 8 9
Rich Snippet CTR vs. Average CTR (sixt.co.uk)
Rich Snippet CTR Average CTR
+85%
GSC data (past 3 months, top 1000 keywords per view)

101. RICH SNIPPET CTR - SIXT.COM
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
1 2 3 4 5 6 7 8 9 10
Rich Snippet CTR vs Average CTR (sixt.com)
Rich Snippet CTR Average CTR
+162%
GSC data (past 3 months, top 1000 keywords per view)

102. KEY TAKEAWAYS

103. KEY TAKEAWAYS
SDHELPSUSPROVIDECRUICALMEANINGTOOURCONTENT
USESCHEMAEXAMPLESTOMAKEJSON-LDEASY
WATCHOUTFORSYNTAXERRORS
PLAYBYTHESTRUCTUREDDATARULES
NEVERMANIPULATE
KEEPONENRICHINGYOURRESULTSTOSTANDOUTEVENMORE
TESTCOOLNEWANDPENDINGMARKUPS
RICHRESULTSCANREALLYUPLIFTCTR
STRUCTUREDDATAISAWESOME,USEIT!

104. THANKS, AND
GOOD LUCK!
Twitter: @izzionfire
LinkedIn: https://www.linkedin.com/in/izzi-smith/
Work with me and my awesome team at Sixt!
(We do epic sh*t)