microformats by jonathan stewart

Microformat Optimisation

Jonathan Stewart

Head of Search & Social Media

@jonaths

Launched in 1999500,000 reviews100,000 products

www.reviewcentre.com www.facebook.com/reviewcentrehttp://twitter.com/review_centre

Rich SnippetsReview Centre’s ExperienceProcessTimescalesTraffic Observations

Agenda

Rich Snippets

Google’s Documentation on Microformats

http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997

Types of Review Markup

Individual Reviews

Aggregate Reviews

Review Centre Website HierarchyHomepage

Tier 1

Tier 2

Items

Reviews75% of traffic

. . . . . . . . .

Our Approach To ImplementationHomepage

Tier 1

Tier 2

Reviews75% of traffic

Items

. . . . . . . . .

Item Pages PROPERTIES

itemreviewed

rating

count

Process

http://www.google.com/webmasters/tools/richsnippets http://www.google.com/support/webmasters/bin/request.py?contact_type=rich_snippets_feedback

Process

Submit

Feedback from GoogleFixed

• If I mark up my pages, does that guarantee I'll get Rich Snippets?

No

• Finally got inclusion on 30th January

• 6 weeks after submission

Image source = http://oldcoyote.wordpress.com

TRAFFIC

14%

Image source = www.moregoogletraffic.com

Our Approach to ImplementationHomepage

Tier 1

Tier 2

Reviews75% of trafficItems

. . . . . . . . .

Review Pages PROPERTIES

reviewer

itemreviewed

dtreviewed

rating

description

No need to resubmit

Image source = www.core77.com

TRAFFIC

4%

Image source = www.moregoogletraffic.com

…to marked up pages

Traffic Increased…

Traffic Increased

…to non-marked up pages

Why The Discrepancy

Items

Reviews

Cannibalisation

80%

20%

Cannibalisation

90%

10%

Cannibalisation

70%

30%

Key Takeaways

Don’t expect a great deal of feedback from Google

You should see significant traffic uplift

Be prepared for a change in traffic patterns

Thankyou