How To Increase Your Organic Traffic with Markup

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  • @petecampbell pete@kaizensearch.co.uk

    How to Increase Your Earned Traffic with Markup

  • @petecampbell pete@kaizensearch.co.uk

    THE FUTURE OF GOOGLE SEARCH

  • @petecampbell pete@kaizensearch.co.uk

    THE STAR TREK COMPUTER

  • @petecampbell pete@kaizensearch.co.uk

    The destiny of [Google search] is to become the Star Trek computer, and thats what we are building Amit Singhal Google SVP Search, 2013

  • @petecampbell pete@kaizensearch.co.uk

    You could ask it a question and it would tell you exactly the right answer, and sometimes it would tell you things you needed to know in advance, before you could ask it. Amit Singhal Google SVP Search, 2013

  • @petecampbell pete@kaizensearch.co.uk

    WERE GETTING THERE ALREADY!

  • @petecampbell pete@kaizensearch.co.uk

    OK GOOGLE SEARCH WITHOUT THE KEYBOARD

  • @petecampbell pete@kaizensearch.co.uk

    KNOWLEDGE GRAPH TELLS YOU EXACTLY THE RIGHT ANSWER

  • @petecampbell pete@kaizensearch.co.uk

    GOOGLE NOW TELLS YOU THINGS IN ADVANCE

  • @petecampbell pete@kaizensearch.co.uk

    HOW FAR WEVE COME GOOGLES MIND-READER APRIL FOOLS PRANK

  • @petecampbell pete@kaizensearch.co.uk

    THE SHIFT TO MOBILE

  • @petecampbell pete@kaizensearch.co.uk

    More Google searches

    take place on mobile

    devices than on

    computers in 10

    countries including the

    US and Japan.

    Jerry Dischler, Google VP, May 2015

  • @petecampbell pete@kaizensearch.co.uk

    BUT MOBILE USERS PREFER APPS OVER BROWSERS

  • @petecampbell pete@kaizensearch.co.uk

    Discover has been driving millions of pageviews per day for its partners

    SNAPCHAT DISCOVER CAUSES A REVOLUTION 50% GROWTH IN MOBILE DATA USAGE

  • @petecampbell pete@kaizensearch.co.uk

    FACEBOOK INSTANT DITCHES THE BROWSER IN-APP ARTICLES

    Instant Articles load 10x faster than the mobile web

  • @petecampbell pete@kaizensearch.co.uk

    THE CHALLENGE FOR SEO

  • @petecampbell pete@kaizensearch.co.uk

    1 IN 4 SEARCHES FEATURE THE KNOWLEDGE GRAPH

  • @petecampbell pete@kaizensearch.co.uk

    PPC & ANSWER BOXES 0% ORGANIC SERPS

  • @petecampbell pete@kaizensearch.co.uk

    HOTEL KNOWLEDGE GRAPH

  • @petecampbell pete@kaizensearch.co.uk

    ORGANIC SERP CLICKS ARE FALLING

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45

    2006 2010 2014

    % C

    TR

    POSITION 1 CLICKTHROUGH RATE %

  • @petecampbell pete@kaizensearch.co.uk

    GOOGLE SEARCHES ARE ALSO FALLING

    Source: Google Official History, Comscore, Statistic Brain Research Institute

    2.04

    2.06

    2.08

    2.1

    2.12

    2.14

    2.16

    2.18

    2013 2014

    Tri

    llio

    ns

    ANNUAL GOOGLE SEARCHES

  • @petecampbell pete@kaizensearch.co.uk

    MicroData Markup (JSON-LD & HTML)

    Push & Resyndicate Content via APIs Open Graph Tags

    Google Now Card Markup

    Create App Version of Mobile Site

    5 THINGS YOU CAN DO TO EMBRACE THE CHANGE

  • @petecampbell pete@kaizensearch.co.uk

    How to Increase Your Earned Traffic with Markup

  • @petecampbell pete@kaizensearch.co.uk

    PETE CAMPBELL / KAIZEN Founder / Managing Director Kaizen is a team Content Marketing

    & Technical SEO specialists

    Rising Star of the Year (Travolution Awards) 6+ Years in Agency & In-House Roles Built first website at 11 Ran several high-traffic video gaming sites Proud owner of a Game Boy Colour

  • @petecampbell pete@kaizensearch.co.uk

    WHO WEVE WORKED WITH

  • @petecampbell pete@kaizensearch.co.uk

    HOW WE CAN HELP YOU

  • @petecampbell pete@kaizensearch.co.uk

    WARNING CODE INCOMING

  • @petecampbell pete@kaizensearch.co.uk

    MOST OF THE INTERNET LOOKS LIKE THIS TO GOOGLE

  • @petecampbell pete@kaizensearch.co.uk

    MICRODATA CAN SOLVE THIS PROBLEM

    A form of HTML mark-up

    primarily used to help search

    engines better understand a

    web-pages content such as

    company details, product

    reviews and video

  • @petecampbell pete@kaizensearch.co.uk

    BEFORE

    DEPARTMENT STORE WEBSITE

  • @petecampbell pete@kaizensearch.co.uk

    AFTER

    TOYS

    CLOTHING CLEANING

    BEDROOM

    JUST PLAIN OLD CRAP

    STORAGE

    DEPARTMENT STORE WEBSITE

  • @petecampbell pete@kaizensearch.co.uk

    66% OF THE TOP 100K WEBSITES HAVE NO

    MICRODATA https://www.similartech.com/categories/document-standard

  • @petecampbell pete@kaizensearch.co.uk

    WHY USE MICRO-DATA?

    Increase CTR by 30%+

    Gain SERPs for Semantic KWs

    Lower Bounce Rate by 10%+

  • @petecampbell pete@kaizensearch.co.uk

    THE MOST USED MICRODATA TYPES

    OPEN GRAPH

    33.7% SCHEMA

  • @petecampbell pete@kaizensearch.co.uk

    SCHEMA

  • @petecampbell pete@kaizensearch.co.uk

    WHAT IS SCHEMA.ORG? ILL LET THE KNOWLEDGE GRAPH TAKE THAT ONE

  • @petecampbell pete@kaizensearch.co.uk

    TWO WAYS TO IMPLEMENT SCHEMA.ORG

    HTML JSON-LD * At least one tag https://www.similartech.com/categories/document-standard

  • @petecampbell pete@kaizensearch.co.uk

    BUT WHICH IS BETTER?

    NERD FIGHT

  • @petecampbell pete@kaizensearch.co.uk

    JSON-LD

    Lightweight & Efficient Code

    Easiest to Implement: Copy & Paste

    No HTML Knowledge Needed

    Google Hinting at JSON-LD Preferred

    Risk of Repeated Content within Code

    Newer, Some Markup Still Being Defined

  • @petecampbell pete@kaizensearch.co.uk

    HTML MICRODATA

    Better Supported

    More Suitable for Longer-Form Content

    Such as Reviews, Articles

    Makes Ugly-Looking Code

    Requires HTML Knowledge

  • @petecampbell pete@kaizensearch.co.uk

    CONCLUSION

    USE BOTH

  • @petecampbell pete@kaizensearch.co.uk

    Knowledge Graph (Organization)

    Interactive Breadcrumbs

    Sitelinks Search Box (SearchAction)

    Blogs & Articles Star Ratings (AggregrateRating)

    SCHEMA MARKUPS EVERY BRAND SHOULD BE USING

  • @petecampbell pete@kaizensearch.co.uk

    LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ORGANIZATION SCHEMA

    REQUIREMENTS

    150px x 150px Logo Customer Service Number Social Media URLs

    SUPPORTED SOCIAL PROFILES

    Facebook Twitter Google+ Instagram YouTube LinkedIn Myspace Pinterest SoundCloud Tumblr

  • @petecampbell pete@kaizensearch.co.uk

    TEST YOUR MARKUP

    https://developers.google.com/structured-data/testing-tool/

  • @petecampbell pete@kaizensearch.co.uk

    DISPLAY AN INTERACTIVE BREADCRUMB TRAIL BREADCRUMB DATA VOCABULARY

    REQUIREMENTS

    Display a Visual Breadcrumb Trail to Users

    On-Site Breadcrumb

  • @petecampbell pete@kaizensearch.co.uk

    ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP SEARCHACTION SCHEMA

    REQUIREMENTS

    An Internal Search Engine On Your Site Try Google Custom Search Engine if Needed

  • @petecampbell pete@kaizensearch.co.uk

    GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES ARTICLE SCHEMA

    PUBLISHER NAME Dedicated SERPs Box

    REQUIREMENTS

    A Blog, duh!

  • @petecampbell pete@kaizensearch.co.uk

    USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS PRODUCT/AGGREGATE RATING SCHEMA

    REQUIREMENTS

    Real-Customer Review Data No Data? Run an Incentive-Based Survey Testimonial Page

  • @petecampbell pete@kaizensearch.co.uk

    OPEN GRAPH TAGS

  • @petecampbell pete@kaizensearch.co.uk

    Max 80 Characters 66% Engagement Increase

    1200 x 628 Pixels

    USE A CTA BUTTON

    Open Graph Tags

    25 Characters Max

    The Perfect

    Facebook Open

    Graph Box

    Facebook Guidelines: http://on.fb.me/1JmMDTH Jeff Bullas: http://bit.ly/19VD8E9

  • @petecampbell pete@kaizensearch.co.uk

    TYPES Promoted Cards (No HTML Required)

    Lead Gen - Capture Email Website - Drive Clicks to Content

    Set Headline Social Image CTA Button

    App Cards

    Organic Cards Get Approved - http://bit.ly/1jjwSw5 Card Types

    Summary + Summary Image Product Photo / Video Apps

    USING TWITTER CARDS TO INCREASE TWEET CTR META TAGS

  • @petecampbell pete@kaizensearch.co.uk

    TRY TWITTER CARD ANALYTICS

    https://analytics.twitter.com/

  • @petecampbell pete@kaizensearch.co.uk

    GOOGLE NOW CARDS

  • @petecampbell pete@kaizensearch.co.uk

    GOOGLE NOW RELIES ON STRUCTURED DATA IN EMAILS

    REQUIREMENTS

    JSON-LD / SCHEMA markup within emails Youll also see markup within Gmail directly

    h"ps://developers.google.com/schemas/tutorials/embedding-schemas-in-emails

  • @petecampbell pete@kaizensearch.co.uk

    HTML CODE https://developers.google.com/schemas/reference/hotel-reservation

    USES / VARIANTS

    Basic Reservation Details Update/Cancel Reservation Business Details Customer Details

    HOTEL BOOKINGS LODGINGRESERVATION/BUSINESS SCHEMA

  • @petecampbell pete@kaizensearch.co.uk

    HTML CODE https://developers.google.com/schemas/reference/event-reservation

    USES / VARIANTS

    Basic Event Details Event Reminders Ticket / No Ticket Variants for Music & Sport Multiple Tickets Update/Cancel Event

    EVENT TICKETS EVENTRESERVATION SCHEMA

  • @petecampbell pete@kaizensearch.co.uk

    HTML CODE https://developers.google.com/schemas/reference/restaurant-reservation

    USES / VARIANTS

    Basic Restaurant Reservation Update/Cancel Reservation

    RESTAURANT RESERVATIONS FOODESTABLISHMENTRESERVATION SCHEMA

  • @petecampbell pete@kaizensearch.co.uk

    FLIGHT BOOKINGS & BOARDING PASSES FLIGHTRESERVATION SCHEMA

    HTML CODE https://developers.google.com/schemas/reference/flight-reservation

    USES / VARIANTS

    Flight Confirmation Boarding Pass Check-In Update / Cancel Flight Multi-Leg Flights Multiple Passenger Flights

  • @petecampbell pete@kaizensearch.co.uk

    GOOGLE AMP

  • @petecampbell pete@kaizensearch.co.uk

    WHAT IS GOOGLE AMP?

  • @petecampbell pete@kaizensearch.co.uk

    HOW TO IMPLEMENT

    https://www.ampproject.org/

    https://wordpress.org/plugins/amp/

  • @petecampbell pete@kaizensearch.co.uk

    PUSH & RESYNDICATION VIA APIS

  • @petecampbell pete@kaizensearch.co.uk

    NOTIFY VISITORS WHEN YOU PUBLISH A NEW BLOG POST CHROME & SAFARI PUSH NOTIFICATIONS

    Desktop Notification

    Mobile Notification

    https://goroost.com/

  • @petecampbell pete@kaizensearch.co.uk

    HOW TO GET ON APPLE NEWS

    SIGNUP FOR NEWS PUBLISHER

    https://www.icloud.com/newspublisher/

  • @petecampbell pete@kaizensearch.co.uk

    MOBILE APP WRAPPER

  • @petecampbell pete@kaizensearch.co.uk

    SPOT THE DIFFERENCE?

    BROWSER VS APP

  • @petecampbell pete@kaizensearch.co.uk

    TURN YOUR RESPONSIVE WEBSITE INTO AN APP USE PHONEGAP OR CORDOVA

    http://phonegap.com/about/ http://cordova.apache.org/

  • @petecampbell pete@kaizensearch.co.uk

    GET READY

  • @petecampbell pete@kaizensearch.co.uk

    MicroData Markup (JSON-LD & HTML)

    Push & Resyndicate Content via APIs Open Graph Tags

    Google Now Card Markup

    Create App Version of Mobile Site

    IMPLEMENT ALL OF THIS

  • @petecampbell pete@kaizensearch.co.uk

    GET DISCOVERED BY THE STAR TREK COMPUTER

  • @petecampbell pete@kaizensearch.co.uk

    & EARN 1 MILLION VISITS!!

  • @petecampbell pete@kaizensearch.co.uk

    BACK UP PLAN?

  • @petecampbell pete@kaizensearch.co.uk

    Get in Touch: @petecampbell contact@kaizensearch.co.uk https://www.kaizensearch.co.uk/

    NEXT WEBINAR THE FUTURE OF TECHNICAL SEO ISNT

    YOUR WEBSITE May 12th @ 2PM

    Thank You!