Winning with Structured Data and Schema.org - OMLIVE 2018
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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.
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Winning with Structured Data and Schema.org - OMLIVE 2018
- 2. ME
- 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
- 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?
- 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",
- 17. BUILDING YOUR KNOWLEDGE GRAPH
- 18. RICH RESULTS!
- 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?
- 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
- 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
- 49. COMMON MISTAKES:
- 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>
- 56. IMPLEMENTATION
- 60. CREATE FOOLPROOF GENERATORS REALLY SEXY CONCATENATE FORMULA Input values Schema Property (stays the same) Gorgeous JSON-LD
- 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.
- 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
- 81. AMP RICH RESULTS
- 82. WHAT‘S WITH ?
- 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
- 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>
- 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
- 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)