search optimization via structured data by chris silver smith
DESCRIPTION
From SMX East 2013 - Structured Data Superstars - Search Optimization via Structured Data by Chris Silver SmithTRANSCRIPT
SEARCH
OPTIMIZATON
VIA STRUCTURED
DATA
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Chris Silver Smith
Argent Media
@argentmedia
#SMX #22c
October 2, 2013
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• Founder of Argent Media search marketing agency providing SEO, Social Media Optimization & Online Reputation Management
• Chris Silver Smith has provided consulting for Fortune 500 and Internet Retailer 500 brands
• Former SEO & Head of Tech Dept. for Verizon’s Superpages.com
• Columnist for SearchEngineLand.com & WebMarketingToday.com
• Advisory Board Member for FindLaw (a Thomson Reuters company) and Universal Business Listing (“UBL”)
• VP of Programming, DFW Search Engine Marketing Association
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Simple:Acme Industrial Company100 Elm StreetWalla Walla, WA 993241 (509) 000-1234
Complex:
Houston’s Restaurant – Memphis Style BBQ!
ORDER TODAY: 977-BBQ-NOWS!10 Tennessee Avenue, Uptown, Springfield, MO
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• Enables Search Engines to more accurately interpret site content;
= Ranking for Relevant Searches & More Qualified Traffic
• Can enable your listings to take up more real estate on SERPs;• Enhances listings to be more eye-catching;• Increases the number of your links per SERP;
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Logically, having more links per SERP = increased odds of clicks
Rich snippets may improve CTR by 15% to 50%
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1. Schema.org Markup (for Articles, Videos, Images…)
2. Open Graph Markup
3. Title + Meta Description Tag
4. If Google finds no semantic markup, they will use data from parsing the page to attempt to deduce a title, description and representative image.
Click HereSorry to say… copyright 2013…
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http://www.google.com/webmasters/tools/richsnippets
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Use Simple Image + Hyperlink – Image Replacement or CSS Background Image
Avoid White Knockout Images for Logos
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<td><a href="https://plus.google.com/112059884660144728255? rel=author">Google + Profile</a></td>
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Author Tag Combined with Recipe Schema & Breadcrumb Microdata
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Uses Both Open Graph & Schema.org Markup
Simultaneously
http://silvery.com/Holly-Hill-House/
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Uses hReviewMicroformat, Open Graph
Uses Product Open Graph, Product Schema, Aggregate Rating
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Product + Offer Schemas
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BEFORE
AFTER
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https://dev.twitter.com/cards
1. Add the Twitter Cards Meta Data To Your Pages
2. Use Twitter’s Card Validator
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https://developers.google.com/+/web/snippet/
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If you don’t have access to edit your site’s code, or are insecure at editing code…
Or, if it will take months before IT can schedule the project to add
structured data!
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Google Authorship Pagehttps://plus.google.com/authorship
13 Semantic Markup Tips For 2013: A Local SEO Checklisthttp://searchengineland.com/13-semantic-markup-tips-for-2013-a-local-seo-checklist-143708
Structured Data Testing Toolhttp://www.google.com/webmasters/tools/richsnippets
Blast Open The Doors Via Facebook’s Open Graph For Local SEOhttp://searchengineland.com/facebooks-open-graph-for-local-seo-52098
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twitter.com/si1very
twitter.com/ArgentMedia
ArgentMedia.com
Search Engines are complex. Get qualified help.
http://www.slideshare.net/SearchMarketingExpo
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