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@izzionfire #SMX
Leveraging the Powers of
Structured Data
✨
@izzionfire #SMX
(from a realist / optimistic
SEO perspective)
✨
@izzionfire #SMX
I’m in a great mood today.
@izzionfire #SMX
Let’s get Ryte to it
@izzionfire #SMX
Structured Data is an area that is
constantly developing and evolving
@izzionfire #SMX
Some Hot Structured Data News of 2020
Google ends Rich Results
for data-vocabulary
New Results for Image L...
@izzionfire #SMX
& Google made a bold move in July 2020
@izzionfire #SMX
So long SDTT 👋😢
@izzionfire #SMX
@izzionfire #SMX
@izzionfire #SMX
“Even without the structured data leading to rich
results, our systems profit by understanding the pages
be...
@izzionfire #SMX
Entity
Knowledge
Cards
Entity
Knowledge
Panel
@izzionfire #SMX
Speculative
Fiction
Is Author of
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth...
@izzionfire #SMX
Speculative
Fiction
Is Author of
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth...
@izzionfire #SMX
Structured Data is a crucial aspect
behind enriched Semantic Search
@izzionfire #SMX
To align this crucial process, schema.org was developed
@izzionfire #SMX
@izzionfire #SMX
But ~9 years later, is Schema.org markup still needed?
@izzionfire #SMX
Countless systems are in place for Entity recognition...
@izzionfire #SMX
… and for extracting facts from unstructured text.
@izzionfire #SMX
@izzionfire #SMX
But we need to markup our properties and define intrinsic connections
as an additional step towards data ac...
@izzionfire #SMX
Especially to provide reliable nested connections for our item types
https://schema.org/Recipe
https://sch...
@izzionfire #SMX
To give businesses a better chance and easier way of
building their own connected Knowledge Graphs
https:/...
@izzionfire #SMX
Rich Results and Entity Features also greatly assist with
Google’s Search Experience and thus their market...
@izzionfire #SMX
Structured Data, is breathtaking.
@izzionfire #SMX
Is it a “ranking factor” then?
@izzionfire #SMX
@izzionfire #SMX
@izzionfire #SMX
Google: Structured Data isn’t a
ranking factor
SEOs:
@izzionfire #SMX
However, maybe this would assist with getting the darn thing implemented!
@izzionfire #SMX
How to best implement useful
Structured Data
@izzionfire #SMX
The basic formula towards Structuring Data for Search Engines
Your
Data
Semantic
Vocabulary
Data Interchan...
@izzionfire #SMX
(Of course with correct nesting in place)
https://schema.org/Recipe
https://schema.org/Organization
https:...
@izzionfire #SMX
👩‍💻
But there is a strong difference between writing up
fancy JSON-LD blobs and actually getting them
vali...
@izzionfire #SMX
Getting it applied site-wide depends on many factors!
@izzionfire #SMX
Plugins help automate Schema generation in popular CMS’
@izzionfire #SMX
JS / Google Tag Manager can be a good workaround,
although not the ideal solution
https://developers.googl...
@izzionfire #SMX
Manually - creating scripts yourself and directly pushing to pages
@izzionfire #SMX
Manually - creating scripts yourself and directly pushing to pages
Can be time
consuming
and messy
@izzionfire #SMX
👩‍💻
The most efficient and reliable way usually requires
assistance from our beloved developers!
@izzionfire #SMX
It depends (sorry) on many factors!
@izzionfire #SMX
To get the buy-in,
we need justification and results!
@izzionfire #SMX
Understand the
Problem
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
no
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
no...
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
1. Identify if Structured Data is the
solution to your issues
@izzionfire #SMX
@JohnMu says it best!
(And this is something we need to properly consider more)
@izzionfire #SMX
SEOs
@izzionfire #SMX
💡 Remember: 💡
Delightful Structured Data is not always a priority for many websites
@izzionfire #SMX
What can Structured Data assist with
Irrelevant traffic🤔
● Provide details of the page’s attributes in
Rich...
@izzionfire #SMX
Today’s focus:
Irrelevant traffic🤔
● Provide details of the page’s attributes in
Rich Results
● Give meanin...
@izzionfire #SMX
👆 Subpar CTR 👆
@izzionfire #SMX
That’s just sooo
2015
@izzionfire #SMX
Google
Searchers
@izzionfire #SMX
We need to stand out as best as we can to drive more clicks
@izzionfire #SMX
Not only just from paid results!
@izzionfire #SMX
Article Recipe FAQs
@izzionfire #SMX
Breadcrumb Carousel CourseArticle Book
Dataset
Employer
Aggregate Rating
Estimated Salary
COVID-19
Announc...
@izzionfire #SMX
COVID-19 Announcements
(April 2020)
Image Licensing
(July 2020)
@izzionfire #SMX
https://developers.google.com/search/reference/overview
@izzionfire #SMX
@izzionfire #SMX
How to start with improving
👆 Subpar CTR 👆
@izzionfire #SMX
Find examples to test on, e.g. with high positions yet low CTR
(only if click intent is there)
@izzionfire #SMX
@izzionfire #SMX
Locate your CTR Underperformers, and roll out necessary actions
@izzionfire #SMX
Locate your CTR Underperformers, and roll out necessary actions
@izzionfire #SMX
@izzionfire #SMX
💡 Remember: 💡
You don’t always need Rich Result powering Schema
markup to enrich your snippets!
@izzionfire #SMX
Clear menus and navigation can assist with one-line sitelinks
@izzionfire #SMX
Plain HTML tables or <div> containers can be taken
to bulk out SERP Snippets
@izzionfire #SMX
Don’t forget Featured Snippets! Which are the outcome of high quality
resources with relevant structure
@izzionfire #SMX
🧭 Navigational Results 🧭
@izzionfire #SMX
Self-Owned
● Your domain’s own Featured Snippets that you can amend if needs be
Google-Owned
● Knowledge G...
@izzionfire #SMX
Categories of your Branded / Navigational Results Ownership
Self-Owned
● Your domain’s own Featured Snippe...
@izzionfire #SMX
displayed for key
brand searches
1. Brand
Knowledge
Panels
@izzionfire #SMX
displayed for navigational and
informational branded searches
2. Branded
Knowledge
Cards
@izzionfire #SMX
displayed for navigational and
informational branded searches
2. Branded
Knowledge
Cards
@izzionfire #SMX
Structured Data provides us with ways of creating /
taking control over these types of results.
@izzionfire #SMX
I know what you’re thinking!
Why give Google all the answers?
@izzionfire #SMX
These can be some worthwhile advantages:
Representation > Exclusion
Be in control of facts > Misinformatio...
@izzionfire #SMX
No in-person attendance
Incorrect date
@izzionfire #SMX
@izzionfire #SMX
1
2
Das Problem:
@izzionfire #SMX
@izzionfire #SMX
@izzionfire #SMX
@izzionfire #SMX
How to start with improving
🧭 Navigational Results 🧭
@izzionfire #SMX
First of all, find your important branded queries
with aliases & misspellings
@izzionfire #SMX
@izzionfire #SMX
Tip: locate important comparison / navigation terms as these can
sometimes trigger an Entity Carousel
@izzionfire #SMX
Check Knowledge Graph Entities Search API tester
https://developers.google.com/knowledge-graph
@izzionfire #SMX
More User Friendly: Knowledge Graph Search by Carl Hendy
https://carlhendy.com/knowledge-graph-search/
@izzionfire #SMX
Find your Entity Types and discover data conflicts
@izzionfire #SMX
Aim to take control by claiming your Knowledge Panels
with the required criteria
@izzionfire #SMX
Improve your Entity results with Organization* Structured Data
@izzionfire #SMX
Improve your Entity results with Organization* Structured Data
*Or the most specificType
@izzionfire #SMX
@izzionfire #SMX
https://izzi.com/tshirt#product
https://izzi.com#organization
part of brand:
@izzionfire #SMX
Aim to create clear graphs that provide intrinsic connections
Product
Created /
manufactured by:
Reviewed ...
@izzionfire #SMX
🤔 Irrelevant Traffic 🤔
@izzionfire #SMX
Utilize properties that bring you qualified and retainable traffic
This looks naughty 😏
But I’m on a diet! 😢
@izzionfire #SMX
E.g. Item Availability for out-of-stock products
@izzionfire #SMX
@izzionfire #SMX
Rather than trying to “hide” your seasonal products 😉
@izzionfire #SMX
Understand if there are high bounces caused by irrelevance
@izzionfire #SMX
🔮 Lack of clarity 🔮
@izzionfire #SMX
Remember: Structured Data not only helps define meaning, but can
solidify connections across topics and ent...
@izzionfire #SMX
https://www.searchenginejournal.com/how-to-
use-structured-data-to-support-e-a-t/362946/
Thanks
@lilyrayny...
@izzionfire #SMX
Why should Google (& why should I!?) trust this Python course?
@izzionfire #SMX
@izzionfire #SMX
Check in Google’s Cloud Natural Language API tester if
important entities are recognizable
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
2. Lay out some clear, quantifiable goals
you aim to achieve
@izzionfire #SMX
What is your objective and which Structured Data types
will help you reach that goal?
Increased nB Clicks
...
@izzionfire #SMX
“As a potential customer, I need to be able to trust the website before I
click on their result and visit ...
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
3. Roll out Minimal Viable Markup
@izzionfire #SMX
Check the Google documentations for guidelines
@izzionfire #SMX
And the required markup to generate a Rich Result!
These are
must-haves
to win a Rich
Result
@izzionfire #SMX
Manually create test scripts and insert with a quick workaround
@izzionfire #SMX
Using a crawler you can extract the required data with custom settings
Ryte - Website Success
@izzionfire #SMX
Using a crawler you can extract the required data with custom settings
Ryte - Website Success
@izzionfire #SMX
Export the data to Excel / Google Sheets and clean it up
@izzionfire #SMX
Create and validate your script template
https://search.google.com/test/rich-results
@izzionfire #SMX
In a seperate tab, build concatenates to combine the
template with the extracted data!
<30 minutes of
work!
@izzionfire #SMX
Ideally: control the test by applying to 50% of a similar set of pages
Control GroupTest Group
www.izzi.co...
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
4. Tracking benefits and changes
@izzionfire #SMX
Create Page Segments to properly track changes over time
@izzionfire #SMX
Then you can compare your real GSC Search Performance
Schema No Schema pages
Schema
No Schema pages
@izzionfire #SMX
Not seeing any Rich Results? There might be a reason for that:
1. You might have a Manual Rich Results Pen...
@izzionfire #SMX
Understand the
Problem
Can Structured
Data resolve
this?
Don’t bother
Define the
primary goal to
achieve
Im...
@izzionfire #SMX
🎉 Success? 🎉
Roll that bad boy out!
@izzionfire #SMX
You will now have justification, and results to present!
We need proper
Structured Data on our
pages and he...
@izzionfire #SMX
It may take time but now you have the results & justification
Your proposed
solution to a
problem
Setting
q...
@izzionfire #SMX
Once you have a working process in place, you can then start to test
even more Structured Data awesomeness...
@izzionfire #SMX
🔥 Happy Structuring 🔥
@izzionfire #SMX
Don’t forget to install the Ryte Structured Data Helper Plugin!
@izzionfire #SMX
Don’t forget to install the Ryte Structured Data Helper Plugin!
bit.ly/ryte-helper
@izzionfire #SMX
❤ Thanks for listening ❤
@izzionfire #SMX
Stay in touch!
Izzi Smith
Technical SEO Analyst,
Ryte
@izzionfire
izzi@ryte.com
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Leveraging the powers of Structured Data ✨

There are many great resources out there on how to create Structured Data markup for your websites, and why this is beneficial for triggering Rich Results in Search. But I understand that getting Structured Data best implemented across your site requires buy-in from stakeholders and developer resources. In my new SMX Munich talk, I give advice on how you can implement an effective process that will ensure reliable testing and implementation of Schema mark-up and how this can benefit your website's goals.

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Leveraging the powers of Structured Data ✨

  1. 1. @izzionfire #SMX Leveraging the Powers of Structured Data ✨
  2. 2. @izzionfire #SMX (from a realist / optimistic SEO perspective) ✨
  3. 3. @izzionfire #SMX I’m in a great mood today.
  4. 4. @izzionfire #SMX Let’s get Ryte to it
  5. 5. @izzionfire #SMX Structured Data is an area that is constantly developing and evolving
  6. 6. @izzionfire #SMX Some Hot Structured Data News of 2020 Google ends Rich Results for data-vocabulary New Results for Image Licenses & COVID announcements FAQ Rich Results will be shown less frequently Jan 2020 April / May 2020 July 2020 💀 💬 Stronger updates to Documentation ✍ Refinement of Result Type requirements 🌟
  7. 7. @izzionfire #SMX & Google made a bold move in July 2020
  8. 8. @izzionfire #SMX So long SDTT 👋😢
  9. 9. @izzionfire #SMX
  10. 10. @izzionfire #SMX
  11. 11. @izzionfire #SMX “Even without the structured data leading to rich results, our systems profit by understanding the pages better when they use structured data,” 09.10.19 - #AskGoogleWebmasters
  12. 12. @izzionfire #SMX Entity Knowledge Cards Entity Knowledge Panel
  13. 13. @izzionfire #SMX Speculative Fiction Is Author of Is Based on actor Starred in Ottawa, Canada Born in 18.11. 1939 has Birth date Dystopian Fiction May, 2003 Published on L.A., USA The Knowledge Graph
  14. 14. @izzionfire #SMX Speculative Fiction Is Author of Is Based on actor Starred in Ottawa, Canada Born in 18.11. 1939 has Birth date Dystopian Fiction May, 2003 Published on L.A., USA
  15. 15. @izzionfire #SMX Structured Data is a crucial aspect behind enriched Semantic Search
  16. 16. @izzionfire #SMX To align this crucial process, schema.org was developed
  17. 17. @izzionfire #SMX
  18. 18. @izzionfire #SMX But ~9 years later, is Schema.org markup still needed?
  19. 19. @izzionfire #SMX Countless systems are in place for Entity recognition...
  20. 20. @izzionfire #SMX … and for extracting facts from unstructured text.
  21. 21. @izzionfire #SMX
  22. 22. @izzionfire #SMX But we need to markup our properties and define intrinsic connections as an additional step towards data accuracy Your Data Structure Data Interchange Format
  23. 23. @izzionfire #SMX Especially to provide reliable nested connections for our item types https://schema.org/Recipe https://schema.org/Organization https://schema.org/VideoObject https://schema.org/Review https://schema.org/Person
  24. 24. @izzionfire #SMX To give businesses a better chance and easier way of building their own connected Knowledge Graphs https://izzi.com/tshirt#product4 https://izzi.com#organization part of brand: https://izzi.com#person/izzi founded by:
  25. 25. @izzionfire #SMX Rich Results and Entity Features also greatly assist with Google’s Search Experience and thus their market dominance >
  26. 26. @izzionfire #SMX Structured Data, is breathtaking.
  27. 27. @izzionfire #SMX Is it a “ranking factor” then?
  28. 28. @izzionfire #SMX
  29. 29. @izzionfire #SMX
  30. 30. @izzionfire #SMX Google: Structured Data isn’t a ranking factor SEOs:
  31. 31. @izzionfire #SMX However, maybe this would assist with getting the darn thing implemented!
  32. 32. @izzionfire #SMX How to best implement useful Structured Data
  33. 33. @izzionfire #SMX The basic formula towards Structuring Data for Search Engines Your Data Semantic Vocabulary Data Interchange Format
  34. 34. @izzionfire #SMX (Of course with correct nesting in place) https://schema.org/Recipe https://schema.org/Organization https://schema.org/VideoObject https://schema.org/Review https://schema.org/Person
  35. 35. @izzionfire #SMX 👩‍💻 But there is a strong difference between writing up fancy JSON-LD blobs and actually getting them validated and live
  36. 36. @izzionfire #SMX Getting it applied site-wide depends on many factors!
  37. 37. @izzionfire #SMX Plugins help automate Schema generation in popular CMS’
  38. 38. @izzionfire #SMX JS / Google Tag Manager can be a good workaround, although not the ideal solution https://developers.google.com/search/docs/guides/ generate-structured-data-with-javascript
  39. 39. @izzionfire #SMX Manually - creating scripts yourself and directly pushing to pages
  40. 40. @izzionfire #SMX Manually - creating scripts yourself and directly pushing to pages Can be time consuming and messy
  41. 41. @izzionfire #SMX 👩‍💻 The most efficient and reliable way usually requires assistance from our beloved developers!
  42. 42. @izzionfire #SMX It depends (sorry) on many factors!
  43. 43. @izzionfire #SMX To get the buy-in, we need justification and results!
  44. 44. @izzionfire #SMX Understand the Problem
  45. 45. @izzionfire #SMX Understand the Problem Can Structured Data resolve this?
  46. 46. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother no
  47. 47. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve no yes
  48. 48. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup no yes
  49. 49. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? no yes
  50. 50. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  51. 51. @izzionfire #SMX 1. Identify if Structured Data is the solution to your issues
  52. 52. @izzionfire #SMX @JohnMu says it best! (And this is something we need to properly consider more)
  53. 53. @izzionfire #SMX SEOs
  54. 54. @izzionfire #SMX 💡 Remember: 💡 Delightful Structured Data is not always a priority for many websites
  55. 55. @izzionfire #SMX What can Structured Data assist with Irrelevant traffic🤔 ● Provide details of the page’s attributes in Rich Results ● Give meaning to ambiguous content Navigational results🧭 ● Enrich Knowledge Graphs ● Factually accurate Entity Results Subpar CTR👆 ● Improve click-through-rate with Richer Results Lack of clarity🔮 ● Attempt to make connections become clearer, e.g. to prove E-A-T signals
  56. 56. @izzionfire #SMX Today’s focus: Irrelevant traffic🤔 ● Provide details of the page’s attributes in Rich Results ● Give meaning to ambiguous content Navigational results🧭 ● Enrich Knowledge Graphs ● Factually accurate Entity Results Subpar CTR👆 ● Improve click-through-rate with Richer Results Lack of clarity🔮 ● Attempt to make connections become clearer, e.g. to prove E-A-T signals
  57. 57. @izzionfire #SMX 👆 Subpar CTR 👆
  58. 58. @izzionfire #SMX That’s just sooo 2015
  59. 59. @izzionfire #SMX Google Searchers
  60. 60. @izzionfire #SMX We need to stand out as best as we can to drive more clicks
  61. 61. @izzionfire #SMX Not only just from paid results!
  62. 62. @izzionfire #SMX Article Recipe FAQs
  63. 63. @izzionfire #SMX Breadcrumb Carousel CourseArticle Book Dataset Employer Aggregate Rating Estimated Salary COVID-19 Announcements 🧪 Critic Review FAQ How-to Image License 🧪Event Fact Check Local Business Logo MovieJob Posting Job Training 🧪 Recipe Review Sitelinks Search Box Product Q&A Subscription & Paywalled content VideoSoftware App Speakable 🧪
  64. 64. @izzionfire #SMX COVID-19 Announcements (April 2020) Image Licensing (July 2020)
  65. 65. @izzionfire #SMX https://developers.google.com/search/reference/overview
  66. 66. @izzionfire #SMX
  67. 67. @izzionfire #SMX How to start with improving 👆 Subpar CTR 👆
  68. 68. @izzionfire #SMX Find examples to test on, e.g. with high positions yet low CTR (only if click intent is there)
  69. 69. @izzionfire #SMX
  70. 70. @izzionfire #SMX Locate your CTR Underperformers, and roll out necessary actions
  71. 71. @izzionfire #SMX Locate your CTR Underperformers, and roll out necessary actions
  72. 72. @izzionfire #SMX
  73. 73. @izzionfire #SMX 💡 Remember: 💡 You don’t always need Rich Result powering Schema markup to enrich your snippets!
  74. 74. @izzionfire #SMX Clear menus and navigation can assist with one-line sitelinks
  75. 75. @izzionfire #SMX Plain HTML tables or <div> containers can be taken to bulk out SERP Snippets
  76. 76. @izzionfire #SMX Don’t forget Featured Snippets! Which are the outcome of high quality resources with relevant structure
  77. 77. @izzionfire #SMX 🧭 Navigational Results 🧭
  78. 78. @izzionfire #SMX Self-Owned ● Your domain’s own Featured Snippets that you can amend if needs be Google-Owned ● Knowledge Graph results & Entity Features that may require some pushes SERP Competitor Owned ● Reach out to them to update the incorrect information in a Featured Snippet ● Attempt to overtake the Featured Snippet location Categories of your Branded / Navigational Results Ownership
  79. 79. @izzionfire #SMX Categories of your Branded / Navigational Results Ownership Self-Owned ● Your domain’s own Featured Snippets that you can amend if needs be Google-Owned ● Knowledge Graph results & Entity Features that may require some pushes SERP Competitor Owned ● Reach out to them to update the incorrect information in a Featured Snippet ● Attempt to overtake the Featured Snippet location
  80. 80. @izzionfire #SMX displayed for key brand searches 1. Brand Knowledge Panels
  81. 81. @izzionfire #SMX displayed for navigational and informational branded searches 2. Branded Knowledge Cards
  82. 82. @izzionfire #SMX displayed for navigational and informational branded searches 2. Branded Knowledge Cards
  83. 83. @izzionfire #SMX Structured Data provides us with ways of creating / taking control over these types of results.
  84. 84. @izzionfire #SMX I know what you’re thinking! Why give Google all the answers?
  85. 85. @izzionfire #SMX These can be some worthwhile advantages: Representation > Exclusion Be in control of facts > Misinformation On-SERP Satisfaction > Quick website visits Quicker Conversions via Google Integrations
  86. 86. @izzionfire #SMX No in-person attendance Incorrect date
  87. 87. @izzionfire #SMX
  88. 88. @izzionfire #SMX 1 2 Das Problem:
  89. 89. @izzionfire #SMX
  90. 90. @izzionfire #SMX
  91. 91. @izzionfire #SMX
  92. 92. @izzionfire #SMX How to start with improving 🧭 Navigational Results 🧭
  93. 93. @izzionfire #SMX First of all, find your important branded queries with aliases & misspellings
  94. 94. @izzionfire #SMX
  95. 95. @izzionfire #SMX Tip: locate important comparison / navigation terms as these can sometimes trigger an Entity Carousel
  96. 96. @izzionfire #SMX Check Knowledge Graph Entities Search API tester https://developers.google.com/knowledge-graph
  97. 97. @izzionfire #SMX More User Friendly: Knowledge Graph Search by Carl Hendy https://carlhendy.com/knowledge-graph-search/
  98. 98. @izzionfire #SMX Find your Entity Types and discover data conflicts
  99. 99. @izzionfire #SMX Aim to take control by claiming your Knowledge Panels with the required criteria
  100. 100. @izzionfire #SMX Improve your Entity results with Organization* Structured Data
  101. 101. @izzionfire #SMX Improve your Entity results with Organization* Structured Data *Or the most specificType
  102. 102. @izzionfire #SMX
  103. 103. @izzionfire #SMX https://izzi.com/tshirt#product https://izzi.com#organization part of brand:
  104. 104. @izzionfire #SMX Aim to create clear graphs that provide intrinsic connections Product Created / manufactured by: Reviewed by: Is Consumable for: Organization Person Product
  105. 105. @izzionfire #SMX 🤔 Irrelevant Traffic 🤔
  106. 106. @izzionfire #SMX Utilize properties that bring you qualified and retainable traffic This looks naughty 😏 But I’m on a diet! 😢
  107. 107. @izzionfire #SMX E.g. Item Availability for out-of-stock products
  108. 108. @izzionfire #SMX
  109. 109. @izzionfire #SMX Rather than trying to “hide” your seasonal products 😉
  110. 110. @izzionfire #SMX Understand if there are high bounces caused by irrelevance
  111. 111. @izzionfire #SMX 🔮 Lack of clarity 🔮
  112. 112. @izzionfire #SMX Remember: Structured Data not only helps define meaning, but can solidify connections across topics and entities alumniOf award jobTitle honorificPrefix hasCredential sameAs Dr. Izzi MD
  113. 113. @izzionfire #SMX https://www.searchenginejournal.com/how-to- use-structured-data-to-support-e-a-t/362946/ Thanks @lilyraynyc!
  114. 114. @izzionfire #SMX Why should Google (& why should I!?) trust this Python course?
  115. 115. @izzionfire #SMX
  116. 116. @izzionfire #SMX Check in Google’s Cloud Natural Language API tester if important entities are recognizable
  117. 117. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  118. 118. @izzionfire #SMX 2. Lay out some clear, quantifiable goals you aim to achieve
  119. 119. @izzionfire #SMX What is your objective and which Structured Data types will help you reach that goal? Increased nB Clicks Increase branded query CTR Reduce bounce rate Increase conversions
  120. 120. @izzionfire #SMX “As a potential customer, I need to be able to trust the website before I click on their result and visit their page. Therefore, I want to see Product Rich Results that are generated by Schema markup.” Prepare requests as User Stories to aid with ticket planning & prioritization
  121. 121. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  122. 122. @izzionfire #SMX 3. Roll out Minimal Viable Markup
  123. 123. @izzionfire #SMX Check the Google documentations for guidelines
  124. 124. @izzionfire #SMX And the required markup to generate a Rich Result! These are must-haves to win a Rich Result
  125. 125. @izzionfire #SMX Manually create test scripts and insert with a quick workaround
  126. 126. @izzionfire #SMX Using a crawler you can extract the required data with custom settings Ryte - Website Success
  127. 127. @izzionfire #SMX Using a crawler you can extract the required data with custom settings Ryte - Website Success
  128. 128. @izzionfire #SMX Export the data to Excel / Google Sheets and clean it up
  129. 129. @izzionfire #SMX Create and validate your script template https://search.google.com/test/rich-results
  130. 130. @izzionfire #SMX In a seperate tab, build concatenates to combine the template with the extracted data! <30 minutes of work!
  131. 131. @izzionfire #SMX Ideally: control the test by applying to 50% of a similar set of pages Control GroupTest Group www.izzi.com/product/1/ www.izzi.com/product/3/ www.izzi.com/product/5/ www.izzi.com/product/7/ www.izzi.com/product/9/ www.izzi.com/product/11/ www.izzi.com/product/13/ www.izzi.com/product/15/ www.izzi.com/product/17/ www.izzi.com/product/19/ www.izzi.com/product/2/ www.izzi.com/product/4/ www.izzi.com/product/6/ www.izzi.com/product/8/ www.izzi.com/product/10/ www.izzi.com/product/12/ www.izzi.com/product/14/ www.izzi.com/product/16/ www.izzi.com/product/18/ www.izzi.com/product/20/
  132. 132. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  133. 133. @izzionfire #SMX 4. Tracking benefits and changes
  134. 134. @izzionfire #SMX Create Page Segments to properly track changes over time
  135. 135. @izzionfire #SMX Then you can compare your real GSC Search Performance Schema No Schema pages Schema No Schema pages
  136. 136. @izzionfire #SMX Not seeing any Rich Results? There might be a reason for that: 1. You might have a Manual Rich Results Penalty for SD manipulation ● This means your website can’t display any SERP features. Fix the offending issue and submit via GSC. 2. A Rich Result simply isn’t relevant for this query ● Google will not display a Rich Result if they don’t see it as providing any general value to a searcher’s interaction 3. There are syntax errors or parsing problems ● Validate with the Rich Results Testing Tool to troubleshoot any bugs that need to be fixed 4. The site has been perceived as being low quality ● Google’s algorithms may have evaluated your domain as too low-quality. Perform a site: search to check. 5. Google has updated their requirements for the Rich Result to be displayed ● Occasionally Google will add new requirements for Rich Results. Check the documentation.
  137. 137. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  138. 138. @izzionfire #SMX 🎉 Success? 🎉 Roll that bad boy out!
  139. 139. @izzionfire #SMX You will now have justification, and results to present! We need proper Structured Data on our pages and here’s why:
  140. 140. @izzionfire #SMX It may take time but now you have the results & justification Your proposed solution to a problem Setting quantifiable measurements First proof of concept Proving results to decision makers Roll-out planning
  141. 141. @izzionfire #SMX Once you have a working process in place, you can then start to test even more Structured Data awesomeness: ● Additional properties that keep uplifting clicks / user engagement ● Product conversions via Surfaces on Google features ● Google Actions that further enrich your services ● Building wonderful, connected Knowledge Graphs ● Using Structured Data types for Analytics ● Even more things I forgot to mention!
  142. 142. @izzionfire #SMX 🔥 Happy Structuring 🔥
  143. 143. @izzionfire #SMX Don’t forget to install the Ryte Structured Data Helper Plugin!
  144. 144. @izzionfire #SMX Don’t forget to install the Ryte Structured Data Helper Plugin! bit.ly/ryte-helper
  145. 145. @izzionfire #SMX ❤ Thanks for listening ❤
  146. 146. @izzionfire #SMX Stay in touch! Izzi Smith Technical SEO Analyst, Ryte @izzionfire izzi@ryte.com

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