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Wp data markup SEO slides
1. STRUCTURED DATA & SCHEMA
MARKUP FOR WEBSITES
October 2017
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 1
2. About Jake Aull
â˘âŻ 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.
â˘âŻ
Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first
book of its kind (http://bit.ly/1fxIQzu). He has also been GSUâs 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 instructorâs manual for, Pearson-Prentice Hallâs first
social media marketing text book.
â˘âŻ
â˘âŻ 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 bachelorâs 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.
â˘âŻ
â˘âŻ 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.
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 2
3. 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? Googleâs 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
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 3
4. STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
THE SERP
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 4
8. â˘âŻ
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 8Source:https://www.tnooz.com/article/google-brand-name-hotel-searches/
9. STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
WHAT. IS. IT?
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 9
10. What are rich snippets?
â˘âŻ SERP growth beyond past simple text listings & ancient
âGooglePlacesâ (GoogleMaps) results
â˘âŻ synonyms:
â˘âŻ schema.org
â˘âŻ schema markup
â˘âŻ rich content
â˘âŻ microdata
â˘âŻ structured data
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 10
11. Rich Content Traditional Elements:
â˘âŻ GoogleMyBusiness/GoogleMaps/GoogleReviews
â˘âŻ Sitelinks
â˘âŻ YouTube videos
â˘âŻ Effects on sitelinks
â˘âŻ Effects on ratings & reviews in SERP
â˘âŻ Images
â˘âŻ The transformation from the old text listings in Google to
the richer display of varied content seen in the SERP
today
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 11
12. â˘âŻ LACK OF RICH SNIPPETS IN BRANDNAME RESULTS FOR WEBSITE:
â˘âŻ Brand name Google search
â˘âŻ GoogleMyBusiness results in KnowledgeGraph
â˘âŻ Yelp results with ratings rich snippets
â˘âŻ Website brand name results donât show rich snippets
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 12
13. What is Structured Data?
âStructured data is a system of pairing a name with a value
that helps search engines categorize and index your
content.â
- moz.com
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 13
14. What is Structured Data?
âStructured 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.â
- moz.com
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 14
15. â˘âŻ
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 15
The desktop SERP has been said to
have migrated from the âgolden
triangle,â to the âFâ â & these days
heatmaps are all over the place â a
problem for search predictability. Isnât
this because rich content listings,
wherever their place on the SERP,
are grabbing attention? Whatâs more:
Isnât Googleâs design to keep you
interested in the entire SERP?
(Including the ads at bottom?)
Source: Machdigital.com
16. Whatâs the Value of Rich Snippets?
â˘âŻ Modern approach to SEO gets away from keyword
ranking results,
â˘âŻ & into coverage, qualitative results, social media results
such as âFollowsâ or âLikesâ or âShares.â
â˘âŻ & growth in (quality) traffic.
â˘âŻ Emphasizing more real estate on the SERP;
â˘âŻ Heatmaps show eyes gravitate toward âdazzle/pizzazâ on
the SERP (not just 3-pack or text listings)
â˘âŻ This is what rich snippets give you; & can achieve a 30%
increase in CTR!
â˘âŻ (source: http://searchengineland.com/how-to-get-a-30-increase-in-
ctr-with-structured-markup-105830)
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 16
17. STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
DO YOU HAVE
IT???
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 17
20. STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
IS IT WORKING???
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 20
22. Choose your category
(schema.org has good reference for categories)
â˘âŻ The death of rel = author & GoogleAuthor & Google+
â˘âŻ Product â Information about a product, including price, availability,
and review ratings.
â˘âŻ Recipe â Recipes that can be displayed in web searches and Recipe
View.
â˘âŻ Review â A review of an item such as a restaurant, movie, or store.
â˘âŻ Event â An organized event, such as musical concerts or art festivals,
that people may attend at a particular time and place.
â˘âŻ SoftwareApplication â Information about a software app, including its
URL, review ratings, and price.
â˘âŻ Video â An online video, including a description and thumbnail.
â˘âŻ News article â A news article, including headline, images, and
publisher info (note ties to old âGoogleAuthorâ strategies & coding).
â˘âŻ Science datasets
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 22
24. STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
WHAT YOU CAN CONTROL
& WHAT YOU CANâTâŚ
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 24
25. What can, & canât, you control?
CAN
â˘âŻ Inputs
â˘âŻ Code
â˘âŻ Structured Data
Markup
â˘âŻ Schema classifications
(i.e., reviews)
â˘âŻ Types of listings
â˘âŻ Image & video SEO
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 25
CANâT
â˘âŻ Outputs
â˘âŻ Results
â˘âŻ Rich Content
on SERP (amount)
â˘âŻ Knowledge Graph
â˘âŻ Amount & ranking of
results
â˘âŻ Images & videos on main
SERP
26. STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
CODING IS BEST
BUTâŚ
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 26
27. Rich snippets plugins:
â˘âŻ WPSUPERSTARS.NETâs â6 BEST RICH SNIPPETS
SCHEMA PLUGINS FOR WORDPRESS:â
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/)
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 27
30. 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? Googleâs 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
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 30
31. STRUCTURED DATA & SCHEMA
MARKUP FOR WEBSITES
October 2017
Jake Aull | Zen Fires Digital Marketing | SEO & Digital Advertising | Social Media | Search Engine Marketing
ZenFires.com | jake@zenfires.com | @jakeaull
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 31