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Better findability with Schema

Most search engines reward well-built sites that use structured markup. Find out how Schema can help them understand the intent behind your content and get your content noticed by users.

This talk was presented by Ana Gasston (@anagasston) at the London Web Standards meet up on 19/01/2015.

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Better findability with Schema

  1. 1. Better findability with Schema
  2. 2. Ana Gasston SEO Manager at WBS @anagasston
  3. 3. Google SERP
  4. 4. Rich Snippets
  5. 5. Product Listing Ads
  6. 6. Schema types •  Reviews •  Products •  Recipes •  Events •  Software Application
  7. 7. schema.org
  8. 8. How to use Schema <div> <h2>Wolf Hall</h2> <h3>by <a href="/author/hilary-mantel.html">Hilary Mantel</a></h3> <p>4 stars - 78,000 ratings</p> <p>Publisher: HarperCollins Publishers Ltd - Jan 1, 2009</p> </div>
  9. 9. Microdata <div itemscope itemtype="http://schema.org/Book"> <h2 itemprop="name">Wolf Hall</h2> <h3>by <a itemprop="author" href="/author/hilary-mantel.html">Hilary Mantel</a></h3> <p itemprop="aggregateRating" itemscope itemtype="http://schema.org/ AggregateRating"> <meta itemprop="bestRating" content="5" /> <span itemprop="ratingValue">4</span> stars - <span itemprop="ratingCount">78,389</span> ratings</p> <p>Publisher: <span itemprop="publisher">HarperCollins Publishers Ltd</span> - <time itemprop="datePublished" datetime="2009-01-01">Jan 1, 2009</time></p> </div>
  10. 10. Structured Data Testing Tool google.com/webmasters/tools/richsnippets
  11. 11. Structured Data Markup Helper google.com/webmasters/markup-helper/
  12. 12. New Testing Tool developers.google.com/webmasters/structured-data/testing-tool/
  13. 13. 0.3% of over 50m domains analysed use Schema searchmetrics.com/news-and-events/schema-org-in-google-search-results/
  14. 14. Thank you Ana Gasston @anagasston

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