which markup matters? by marshall simmonds
DESCRIPTION
SMX Advanced 2014 Session #SMX #13A - Super Session: Enhancing Search Results With Structured Data & Markup - Which Markup Matters? By Marshall Simmonds @Msimmonds Of Define Media Group Read more from Marshall Simmonds at http://searchengineland.comTRANSCRIPT
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Marshall SimmondsDefine Media Group, Inc.
mdsimmonds
Enhancing Search Results With
Structured Data & Markup
Which markup matters?
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mdsimmonds www.DefineMG.com
Evolution of Indexation
• Crawling
• HTML Sitemaps
• XML Sitemaps – locations
– Definitions (loc, lastmod, etc)
• Images
• Video
• News
• Structured Data
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mdsimmonds www.DefineMG.com
Why We Do This
“Not every type of information in schema.org will be surfaced
in search results but over time you can expect that more
data will be used in more ways. In addition, since the
markup is publicly accessible from your web pages, other
organizations may find interesting new ways to make use of it
as well.”
-Schema.org FAQ
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Why We Do This
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Chrome
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FireFox
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FireFox 4 hours later
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mdsimmonds www.DefineMG.com
Methodology• Jan 2012- (last week) 2014
• 50K referrers p/m – 11mm referrers p/m – total ~10 billion PVs
• Seasonality was considered
• Speed of discovery / indexation
• Format Type: Schema.org, Microdata, RDFa, Data-vocabulary
• Traffic increase
• Sustained traffic
• Domain Authority
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Authorship
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Authorship
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Authorship
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Authorship
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mdsimmonds www.DefineMG.com
Authorship
• Factors – site level
– Authority of the site
– “High quality content”
– Domain longevity
– Varies based on query
• Factors – author level
– Reputation – who you are, where you publish, how long
– Quality of content
– Authority of site contributing to – Guest blogging is ok!
– Varies based on query
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TV Reviews
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mdsimmonds www.DefineMG.com
TV Reviews
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mdsimmonds www.DefineMG.com
TV Reviews
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Jan Feb Mar Apr May
2014 Search Visits
2014 Search Visits
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Jan Feb Mar Apr May
2014 Search Visits
2013 Search Visits
2012 Search Visits
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Product Reviews
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0
20,000
40,000
60,000
80,000
100,000
120,000
Feb Mar Apr May
Schema.org Implementation 2013
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Recipes
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mdsimmonds www.DefineMG.com
Recipe
• Specifically, for recipes, Google requires that:
• Rich snippets are currently only shown for recipes that provide at
least two of the following:
– Photo
– prepTime, cookTime, totalTime, or ingredients
– Calories
– Review
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Recipe – (H Card - microformat)
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Allrecipes says to SHUT UP!
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Recipes
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Recipes
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
12/29/2013 1/29/2014 2/28/2014 3/31/2014 4/30/2014
Search Visits
Search Visits
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Article Markup
• Can encourage In-Depth categorization (with other factors
involved)
• Name, Author, Date Published, Article Body, Headline
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Video
Added
• Description
• Title
• Author
• Thumbnail
• Secure_url
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Results• Authorship – Slow-Medium, Sporadic Appearance – Minimal traffic impact
• TV Reviews – Fast indexation, Slower Appearance (seasonality) - Medium
traffic impact
• Product Reviews – Fast indexation, Fast Appearance – Good traffic
impact
• Recipes – Fast indexation, Fast appearance – Minimal traffic impact
• Article – Difficult to track, Doesn’t require Schema.org – Favors big
brands – Good traffic impact
• Video – Fast indexation, Very Fast appearance – Significant impact
Traffic increases YoY
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mdsimmonds www.DefineMG.com
Tools
• EasyRecipe Plus does the snippet check automatically as soon as
you publish a post. http://www.easyrecipeplugin.com/snippet-
preview.php
• Plugin that checks your entire site for snippet
generation: http://wordpress.org/plugins/easysnippet/
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More Tools• http://bit.ly/structureddatatools
• http://bit.ly/semsearch
• https://search.nerdydata.com/
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mdsimmonds www.DefineMG.com
MOAR Take-aways
• It’s early
• One checkpoint in many
• May allow to break through the glass ceiling
• Future proofing
• Google AND Bing want it.
• Video, Product reviews – definitely
• Marathons can be fun!
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Want more? DefineMG.com/blog
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Marshall Simmonds
Founder / CEO - Define Media Group, Inc.
www.DefineMG.com
mdsimmonds