the real story on rich snippets | derrick hicks – senior acquisition marketing manager,...
DESCRIPTION
Marketers trumpet the importance of schema and rich snippets to their search marketing success. But what do we know for sure? In this C3 session, Derrick Hicks of BodyBuilding.com talked about why his team came to suspect rich snippets might be hurting their search traffic, and share the tests and valuable takeaways that followed.TRANSCRIPT
THE REAL STORY ON RICH SNIPPETS
Derrick HicksSr. Acquisition Marketing Manager
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Sr. Acquisition Marketing Manager Bodybuilding.com
DERRICK HICKS
DerrickHicks.org
om
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WAIT
WHAT?
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020406080
100120
Domain Authority
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-
100
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Linking Root Domains
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0
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80
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160Linking Root Domains w/ Exact Anchor Text
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mozTrust
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- 10 20 30 40 50
Google Plus One Shares
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SUCCESS.
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NOPE!
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NOPE!
NO!
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NOPE!
NO!
NOOOOOO!
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OH COME ON!
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VIDEO PLAYER JAVASCRIPT
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QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
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QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
• We looked at a bunch of SEO data. (Research)
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QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
• We looked at a bunch of SEO data. (Research)
• We wondered if Video Rich Snippets were hurting us.
(Hypothesis)
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QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
• We looked at a bunch of SEO data. (Research)
• We wondered if Video Rich Snippets were hurting us.
(Hypothesis)
• We deleted the video thumbnail as a test. (Experiment A)
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QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
• We looked at a bunch of SEO data. (Research)
• We wondered if Video Rich Snippets were hurting us.
(Hypothesis)
• We deleted the video thumbnail as a test. (Experiment A)
• Our first test had a partial confirmation. (Troubleshoot
Experiment)
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QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
• We looked at a bunch of SEO data. (Research)
• We wondered if Video Rich Snippets were hurting us.
(Hypothesis)
• We deleted the video thumbnail as a test. (Experiment A)
• Our first test had a partial confirmation. (Troubleshoot
Experiment)
• We placed the video player behind JavaScript. (Experiment B)
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#C3NY
QUICK RECAPVideo Rich Snippets
• We asked why our Category pages weren’t ranking better.
(Question)
• We looked at a bunch of SEO data. (Research)
• We wondered if Video Rich Snippets were hurting us.
(Hypothesis)
• We deleted the video thumbnail as a test. (Experiment A)
• Our first test had a partial confirmation. (Troubleshoot
Experiment)
• We placed the video player behind JavaScript. (Experiment B)
• Traffic basically doubled! (Hypothesis Confirmed)
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DERRICK HICKS
LinkedIn: linkedin.com/in/derrickhicks
Email: [email protected]
Site: www.DerrickHicks.org