Structured MarkupSchema.org, Rich Snippets and Lady

GagaJuly, 2014

Where Would You See It?Knowledge Graphs, Carousels, Review Stars, Authors, Medical Info,

and more

What is Schema?● Schema is code that is added to a website● Google reads this code like people read nametags

Who?

Schema.org markup for “Person”

Where?

Schema.org markup for “event”

Why Do Search Engines Support It?

Google Wins

• Search Engines support it so they cangive better results that are semantically appropriate

• Get people to stay on Googlelonger, more chance to show ads and otherGoogle things, more money for Google

WHY IS IT GOOD FOR SEO?

Structured Markup

Enhance Click Through Rate

Traditional CTR CTR with Structured Markup

Clicks to the site dramatically increased by +150% and this improvement resulted in an increase of visits and page views.

Rankings Correlation• Event markup for

Example.com on “All Events”

• 15 keywords with “Event Type 1” improved in rank. Average gain of 3.7 rankings positions

• event keyword 1 9 4

(880 monthly searches)

• event keyword 2 5 2

(320 monthly searches)

but, be wary of spurious correlations

Sorry, confidential stuff here.

Correlate ≠ Cause• Correlation shows us that two things are happening in a similar

pattern (either direct or inverse) and start the investigative journey

• Correlation does not mean that one of those things caused the other to happen

So What Does It Do Again?

• Correlates with first page rankings

• Look Good: Get more visual real estate in the SERPs for a better CTR

–Video

–Event sitelinks

–Review stars

–Local (SERP w/ phone #)

–Local Carousel

HOW DO WE DO THIS?Implementing Structured Markup

SEO Scope Project

• SEO reviews the site for potential structured markup that can be implemented on the site

• SEO scope will require development team estimate to update code (more on the next slide)

• SEO will then be able to provide proposed structured data to implement and the time the project will take

Account Managers Work

• Inform the Client:

–Who will do the implementation?

–What will the results look like?

–Where will the best ROI be?

–When will results be seen?

–Why are we doing this (revisit)?

SEO Work

• Reviews and proposes structured data that is relevant for the site and notes if additional content is needed for desired markup

• Outlines the structured data to add to the site– This can require additional content to be added to page (which

should be noted in project scope)

•Reviews implementation and notes changes in rankings or rich snippet appearance

•Keeps up-to-date on industry developments for new opportunities

Development Team Work

Developers are typically the ones who implement schema because it’s adding code to a site.

• Scenarios when development team should be included:– Implementing on dynamically created content– Implementing on dynamically called content blocks (such as

headers and footers)– Implementing using JSON-LD

Basically always, unless otherwise noted.

LET’S GET THIS DONEThe nuts and bolts of it

Options for Structured Markup

Type of Markup

Schema.org Markup

RDF A JSON-LD Teach Google!

More info @ All markup provided on schema.org

Markup provided on

Markup through GWMT

Skills needed Novice coder can implement

Need Drupal skills

Need some skills Novice

What kind of sites use it

Most websites use this form of markup

Drupal puts on some elements

Adventurous Google says you do it, and do it now.

Preferences? Applicable to any HTML code

Preferred by Drupal

PHP delight? Desired by Google

AND WE’RE DONE.Bask in the glory of your completed structured markup and beautiful SERP results.

Thank you

by Nicole Hess

@nicolecheriehwww.delphicdigital.com