wp data markup seo slides

About Jake Aull •  Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 22 years

marketing, branding and digital experience. He takes a strategic digital marketing and usability approach to web analysis and search marketing. He has a Masters of Science degree in Marketing from Georgia State University where he did a thesis research project on social media marketing.

•  Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first social media marketing text book.

•  •  He has been Chairs of the Atlanta Interactive Marketing Association Social Media

special interest group and Search Marketing SIG, directing educational sell-out events. And co-founder of The Change Challenge, monthly digital marketing workshops for non-profits. Jake also holds a bachelor’s degree in graphic design from Savannah College of Art and Design and is currently the president of the Atlanta Alumni Chapter where he builds and promotes educational and networking events.

•  •  He was a speaker at the 2014 WordCamp Atlanta, 2015 Digital Marketing for

Business Conference Raleigh, among other search marketing and social media speaking engagements.


Topic Description Overview 1.  Break down the SERP. 2.  Identify which elements come from Data Markup 3.  Definition & Classifications of rich snippets. 4.  The difference between that and rich media and content 5.  Do you have it? Analyzing for rich snippets 6.  Is it working? Google’s data markup tester 7.  What you can control and what you can't. 8.  The answer box and knowledge graph. 9.  Coding is best. 10. What about rich snippets plug-ins 11.  What about Google highlighter 12. What about Google Maps



THE SERP



The answer box

GoogleMyBusiness

Rich Content on the SERP (from structured data markup)

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WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 8 S

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WHAT. IS. IT?



What are rich snippets? • SERP growth beyond past simple text listings & ancient

‘GooglePlaces’ (GoogleMaps) results

•  synonyms: •  schema.org •  schema markup •  rich content •  microdata •  structured data


Rich Content Traditional Elements: • GoogleMyBusiness/GoogleMaps/GoogleReviews • Sitelinks • YouTube videos • Effects on sitelinks • Effects on ratings & reviews in SERP •  Images •  The transformation from the old text listings in Google to

the richer display of varied content seen in the SERP today


•  LACK OF RICH SNIPPETS IN BRANDNAME RESULTS FOR WEBSITE:

•  Brand name Google search •  GoogleMyBusiness results in KnowledgeGraph •  Yelp results with ratings rich snippets •  Website brand name results don’t show rich snippets

WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 12

What is Structured Data? “Structured data is a system of pairing a name with a value that helps search engines categorize and index your content.” - moz.com


What is Structured Data? “Structured data is a system of pairing a name with a value that helps search engines categorize and index your content. Microdata is one form of structured data that works with HTML5. Schema.org is a project that provides a particular set of agreed-upon definitions for microdata tags.” - moz.com


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The desktop SERP has been said to have migrated from the “golden triangle,” to the “F” – & these days heatmaps are all over the place – a problem for search predictability. Isn’t this because rich content listings, wherever their place on the SERP, are grabbing attention? What’s more: Isn’t Google’s design to keep you interested in the entire SERP? (Including the ads at bottom?)

Source: Machdigital.com

What’s the Value of Rich Snippets? • Modern approach to SEO gets away from keyword

ranking results, • & into coverage, qualitative results, social media results

such as “Follows” or “Likes” or “Shares.” • & growth in (quality) traffic. • Emphasizing more real estate on the SERP; • Heatmaps show eyes gravitate toward ‘dazzle/pizzaz’ on

the SERP (not just 3-pack or text listings) •  This is what rich snippets give you; & can achieve a 30%

increase in CTR! •  (source: http://searchengineland.com/how-to-get-a-30-increase-in-

ctr-with-structured-markup-105830)



DO YOU HAVE IT???



SEOQuake Analysis

Google Structured Data Testing Tool


IS IT WORKING???



Sample code: Google’s tools:


Choose your category (schema.org has good reference for categories) •  The death of rel = author & GoogleAuthor & Google+ •  Product – Information about a product, including price, availability,

and review ratings. •  Recipe – Recipes that can be displayed in web searches and Recipe

View. •  Review – A review of an item such as a restaurant, movie, or store. •  Event – An organized event, such as musical concerts or art festivals,

that people may attend at a particular time and place. •  SoftwareApplication – Information about a software app, including its

URL, review ratings, and price. •  Video – An online video, including a description and thumbnail. •  News article – A news article, including headline, images, and

publisher info (note ties to old “GoogleAuthor” strategies & coding). •  Science datasets


“News” category rich snippets results

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WHAT YOU CAN CONTROL & WHAT YOU CAN’T…



What can, & can’t, you control? CAN •  Inputs • Code • Structured Data

Markup • Schema classifications

(i.e., reviews) •  Types of listings •  Image & video SEO


CAN’T • Outputs • Results • Rich Content

on SERP (amount) • Knowledge Graph • Amount & ranking of

results •  Images & videos on main

SERP


CODING IS BEST BUT…



Rich snippets plugins: • WPSUPERSTARS.NET’s “6 BEST RICH SNIPPETS

SCHEMA PLUGINS FOR WORDPRESS:” 1.  WP Review Pro 2.  WP Product Review 3.  All in One Schema.org Rich Snippets 4.  Rich Snippets Wordpress Plugin 5.  Rich Reviews 6.  Schema App Structured Data 7.  (source: http://www.wpsuperstars.net/rich-snippets-schema-

plugins-for-wordpress/)


WP Rich Snippets Plugin


Google Data Highlighter Tool


Topic Description Overview 1.  Break down the SERP. 2.  Identify which elements come from Data Markup 3.  Definition & Classifications of rich snippets. 4.  The difference between that and rich media and content 5.  Do you have it? Analyzing for rich snippets 6.  Is it working? Google’s data markup tester 7.  What you can control and what you can't. 8.  The answer box and knowledge graph. 9.  Coding is best. 10. What about rich snippets plug-ins 11.  What about Google highlighter 12. What about Google Maps



October 2017

