After this session, you will be able to:
1. Understand how search engines render and see your content and extract structured data to power rich experiences
2. Discover tools and resources that can help you to easily generate and test structured markup
3. Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
4. Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
6. @abbynhamilton
Structured
data formats
information in
a way bots
can easily
understand
<p>Elon Musk ownsTesla
Motors</p>
Structured DataUnstructured Data
ItemType: Person
Name: Elon Musk
Owns:
Organization:Tesla Motors
@alexissanders
8. @abbynhamilton
Implemented with a markup syntax
Structured DataUnstructured Data
< >
JSON-LD
Microdata
Microformats
RDFa
Markup Types
@alexissanders
9. @abbynhamilton
JSON-LD vs. Microdata
63%
40%
22%
45%
Structured Data JSON-LD Microdata RDFa
Top 100K search queries (by SV)
~21K URLs | ~6.4K Domains
JSON-LD Microdata
What is it?
Embedded
<script> tag
In-line HTML
annotations
Support
@maxxeight @brightedge
18. @abbynhamilton
Rich results can impact a number of KPIs
Reviews
+3.6 CTR
E-commerce
How-to
+27% clicks
Food
Article
+16% clicks
Health
Product
+15% revenue
E-commerce
Video
+23% plays
Health
Recipe
+101% sessions
Health
19. @abbynhamilton
Transparency doesn’t always = traffic
No markup
InStock OutOfStock
4.5%
3.8%
CTR by Item Availability
In Stock Higher CTR
Out of Stock Snippets Lower CTR
5 Star Ratings Higher CTR
Less than 3 Star Ratings Lower CTR
More Reviews Higher CTR
>50 Reviews diminishing returns
@melpetulla @kgblanchette
34. @abbynhamilton@abbynhamilton#SMX
Data types = no nesting required
"endDate": "2020-02-05",
"performer": {
"@type": "MusicGroup",
"name": "The Living Street ",
"genre": "Folk Rock"
},
35. @abbynhamilton@abbynhamilton#SMX
Item Types = NEST
"endDate": "2020-02-05",
"performer": {
"@type": "MusicGroup",
"name": "The Living Street ",
"genre": "Folk Rock",
"member": {
"@type": "Person",
"name": "Edward J. Angelo"
}
},
45. @abbynhamilton
Share these #SMXInsights on your social channels!
• Overall, structured data = higher CTR through rich results
• Make your content stand out in the SERP
• Leveraging tools makes implementation easy
• But mistakes still happen, remember to validate & monitor
• Help search engines understand your content
• Explore marking up additional schema.org item types and properties
46. @abbynhamilton
SEE YOU AT THE NEXT SMX!
Abby Hamilton
SEO Associate Manager, Merkle Inc.
@abbynhamilton
linkedin.com/in/abigailnhamilton/
Editor's Notes
- Provides search engines with information about a page and its content
- Provides search engines with information about a page and its content
- Provides search engines with information about a page and its content
Schema.org is a vocabulary (of many), but really is more comparable to a dictionary.
Formats information in a way bots can easily understand
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Provides search engines with information about a page and its content
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FAQ
Melody
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- Item types are capital, item properties are lowercase = capitalization matters!
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Icons made by <a href="https://www.flaticon.com/authors/freepik" title="Freepik">Freepik</a> from <a href="https://www.flaticon.com/" title="Flaticon"> www.flaticon.com</a>