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7 Examples Of Structured Data You Can Implement Today
Follow along on The Twitters #SMX #22a
Presented by: Samuel Quincy Edwards
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<div itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Samuel Quincy Edwards</span>
<img src="handsome.jpg" itemprop="image"/>
<span itemprop="jobTitle">Online Media Strategist</span>
<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">Tenthwave Digital</span>
<span itemprop="addressLocality">New York City</span>
<span itemprop="addressRegion">NY</span>
@samuel_quincy @tenthwave #SMX #22a
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Some of our clients include:
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Structured Data Markup: A Brief Overview
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It’s information formatted in a universally understandable way; abiding by a predetermined set of rules that define data types and the relationships between them. Search engines use structured data within webpages to: • refine search results • filter with greater accuracy • enhance the way results are displayed
What the is Structured Data?
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Web pages have meaning that we as user can understand when we read them. Search engines, however, have a limited understanding of web page content. This makes it difficult for search engines to display relevant results for certain terms if they don’t understand the context of the query.
Seal Seal
TL;DR Structured data allows you to help search engines understand your content and display it in a useful, relevant way.
Why is it important?
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Musician
Animal
Extremely uncomfortable hybrids
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The major advantage?
Visibility.
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Information stored within structured data can be used by search engines to generate rich snippets. Rich snippets provide the user detailed information relating to their specific queries. These rich snippets can have a major impact on click-through rates, with some websites reporting a 30% increase in CTR after implementation.
Product Rich Snippets
Recipe Rich Snippets
Review Rich Snippets
Event Rich Snippets
Rich Snippets
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Using Structured Data Markup To Create A Variety of Rich Snippets
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1. Review Rich Snippets “When review information is marked up, we can use it to understand and present the information on your pages. Review information such as ratings and descriptions can help users better identify pages with good content.”
-The Googles
Resources: http://schema.org/Review, http://schema.org/AggregateRating
itemreviewed (item)
rating reviewer
description summary
*Items in bold are required and/or recommended
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What Crawlers See What Users See
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2. Product Rich Snippets
Resource: http://schema.org/Product
If you're a merchant, you can give search engines detailed product information that can be displayed as rich snippets.
item availability
weight color
brand
manufacturer width sku
model
itemCondition
name
item price
currency
total reviews aggregate rating
*Items in bold are required and/or recommended
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What Crawlers See What Users See
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3. Events Rich Snippets
startDate location
performer
Resource: http://schema.org/events
doorTime
duration summary
URL
*Items in bold are required and/or recommended
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What Crawlers See What Users See
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4. Job Listings Rich Snippets
job location
date posted hiring
organization job title
base salary industry
employment type salary
currency
Resource: http://schema.org/JobPosting *Items in bold are required and/or recommended
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What Crawlers See What Users See
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5. Restaurant Rich Snippets
*Items in bold are required and/or recommended
name
URL
address
telephone number
ratingValue
reviewCount
priceRange
Resource: http://schema.org/Restaurant
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What Crawlers See What Users See
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6. Application Rich Snippets
Resources: http://schema.org/SoftwareApplication, http://schema.org/MobileApplication
name
image
description
author
reviews offer
screenshots
operatingSystems
URL
*Items in bold are required and/or recommended
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What Crawlers See What Users See
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Total Reviews
Aggregate Rating Recipe
Image Nutritional
Info
Prep/Total Time
Recipe Type
Instructions
Saturated Fat Summary
Calories Carbohydrates
Sugar
Fiber
Published Date
Author
Protein Cholesterol
Cooking Method
7. Recipe Rich Snippets
*Items in bold are required and/or must provide at least 2 of the following to display.
name
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What Users See
Recipe Author
Recipe Name
Recipe Description
Total Time
Prep Time
Serving Size
Recipe Image Aggregate Rating
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What Crawlers See Recipe Name
Recipe Author
Recipe Description
Recipe Image
Total Time
Prep Time
Serving Size
Item Type (Recipe)
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You may be thinking…
“Sam, that sounds great and all, but do I really need to implement structured data markup for all applicable pages? I have so many!”
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“Yes.”
-Sam
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Which one of these results is not like the
others?
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This one.
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Prior to implementation, Tenthwave analyzed the top 263 organic search terms driving traffic to DuncanHines.com from Google and we found that: For each of the 263 queries, at least one result had some form of rich snippet on page one, including: images, reviews, prep times and calories. And out of those queries, on average, 3/5 results had implemented some form of markup.
EVERYONE IS DOING IT!
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So we were all like…
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And they were all like…
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Getting Started
Step One: Using http://schema.org/Recipe we looked through the item properties that were applicable to Duncan Hines® based on the information provided about each recipe that users could see on site. In the end we went with the follow:
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Step Two: We then implemented a template containing HTML markup, the schema tags, as well as placeholders into which the server injects the actual recipe data when rendering the recipe detail page.
Site Wide Implementation
Placeholders Schema Tags HTML Markup
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Validation
Step Three: After rendering the sample detail pages, we validated a number of user generated recipes using the Structured Data Testing Tool to ensure all was displaying properly. Now, we can stamp out an infinite number of recipes with the correct markup.
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Before
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After
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Early Results
• Markup implemented mid February 2014 – Organic search traffic from Google increased
by 35.07% from January 2014 (prior) to April 2014 (post). YoY increase was 93.46%.
– Quite a few highly trafficked user generated recipes saw increases significantly higher than the average.
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Mass (traffic) gains, brah!
73.56% increase in traffic from Jan to April
149.75% increase in traffic from Jan to April
389.35% increase in traffic from Jan to April
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Observe Ranking Increases While Google claims adding mark up doesn’t affect rankings, we found that (all else being equal) within 2 weeks of implementing Schema markup, 75% of the 263 terms analyzed in the initial test had seen an improvement in search results. Of those: 196 had improved rankings 44 had unchanged rankings 23 had declined rankings The average listing for Duncan Hines® improved by 2.42 positions. Before: Position 11.5 (Page 2) After: Position 9.08 (Page 1)
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Why is that significant?
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…or page 1 of Bing.
Because the best place to hide a dead body is page 2 of Google.
JUST KIDDING!
but not really...
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Final Notes
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GWT IS YOUR BEST FRIEND
Amazing MS Paint Smiley Face
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Validate
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Fetch and Index
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Fix Errors
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For a ridiculously useful list of Structured Data Markup Validation and Testing Tools, check out: http://www.seoskeptic.com/structured-data-markup-validation-testing-tools/ H/T to Aaron Bradley @aaranged for the resource!
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Thank You! Twitter: @Samuel_Quincy LinkedIn: https://www.linkedin.com/pub/samuel-edwards/4b/a34/962 Email: [email protected]