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A	
  website’s	
  structured	
  data	
  success	
  story	
  
August	
  19th,	
  2015	
  
Jarno	
  van	
  Driel	
  
SEO	
  ...
1.	
  Introduction
@JarnoVanDriel#SmartDataWeek
Jarno	
  van	
  Driel	
  
• In-­‐house	
  SEO	
  for	
  Sanoma	
  Digital	
  NL	
  	
  
• Degree	
  in	
  Mechanical	
  En...
As	
  a	
  moderator	
  for	
  the	
  Google+	
  community	
  Semantic	
  Search	
  
Marketing	
  I	
  sometimes	
  help	
...
Which	
  is	
  how	
  I	
  ran	
  into	
  CosmeticSurg.net	
  autumn	
  2013	
  
@JarnoVanDriel#SmartDataWeek
Then,	
  late	
  January	
  2014,	
  a	
  request	
  came	
  in	
  
We	
  need	
  help	
  writing	
  microdata	
  with	
  ...
A	
  pretty	
  straightforward	
  request
@JarnoVanDriel#SmartDataWeek
We	
  called
@JarnoVanDriel#SmartDataWeek
But	
  wouldn’t	
  you	
  know	
  it…
@JarnoVanDriel#SmartDataWeek
Spring	
  2012	
  we	
  noticed	
  the	
  site’s	
  traffic	
  	
  
and	
  leads	
  were	
  on	
  a	
  steadily	
  declini...
@JarnoVanDriel#SmartDataWeek
I	
  compared	
  their	
  data
@JarnoVanDriel#SmartDataWeek
Houston,	
  we	
  have	
  a	
  problem!
@JarnoVanDriel#SmartDataWeek
We	
  think	
  we	
  got	
  hit	
  by	
  Panda
@JarnoVanDriel#SmartDataWeek
No,	
  not	
  this	
  one
@JarnoVanDriel#SmartDataWeek
This	
  one!	
  New	
  and	
  important	
  site	
  quality	
  algorithms
@JarnoVanDriel#SmartDataWeek
Which	
  Google	
  deployed	
  worldwide	
  less	
  
than	
  2	
  months	
  after	
  introducing	
  them	
  
@JarnoVanDrie...
Algorithms	
  based	
  on	
  ideas,	
  research	
  and	
  a	
  mindset	
  
that	
  Google	
  engineer	
  Amit	
  Singhal	
...
We	
  responded	
  by	
  doing	
  a	
  range	
  of	
  things
@JarnoVanDriel#SmartDataWeek
Summer/Autumn	
  2012	
  • Rewrote	
  meta	
  titles	
  and	
  descriptions	
  site	
  wide	
  
• Changed	
  the	
  URL	
 ...
01]	
  	
  02/24/2011	
  -­‐	
  Panda/Farmer	
  
02]	
  	
  04/11/2011	
  -­‐	
  Panda	
  2.0	
  03]	
  	
  05/09/2011	
  ...
Nothing	
  worked,	
  so	
  we	
  want	
  to	
  see	
  if	
  	
  
structured	
  data	
  can	
  turn	
  things	
  around
@J...
Turning	
  Panda	
  around	
  with	
  structured	
  data!	
  	
  
Have	
  you	
  lost	
  your	
  whiskers?
@JarnoVanDriel#...
Then	
  again,	
  interesting	
  concept	
  -­‐	
  and	
  the	
  	
  
site’s	
  got	
  plenty	
  of	
  content	
  to	
  wo...
You	
  know,	
  what	
  if…
@JarnoVanDriel#SmartDataWeek
We	
  fix	
  the	
  structured	
  data	
  fundamentals	
  first
You	
  stop	
  what	
  you’ve	
  been	
  doing	
  for	
  o...
2.	
  Moving	
  ahead
@JarnoVanDriel#SmartDataWeek
A.	
  Investigating	
  the	
  evidence
@JarnoVanDriel#SmartDataWeek
Only	
  1	
  business	
  
showed	
  up	
  in	
  the	
  
SERPs	
  where	
  there	
  
should	
  have	
  been	
  2
@JarnoVanD...
Practice
Surgery	
  center
@JarnoVanDriel#SmartDataWeek
A	
  hot	
  topic
@JarnoVanDriel#SmartDataWeek
Oh!	
  the	
  joy	
  of	
  more
@JarnoVanDriel#SmartDataWeek
Surgeon
@JarnoVanDriel#SmartDataWeek
What	
  can	
  we	
  do	
  about	
  this?
@JarnoVanDriel#SmartDataWeek
We	
  are	
  going	
  to	
  develop	
  our	
  own	
  knowledge	
  graph
@JarnoVanDriel#SmartDataWeek
You	
  two!	
  	
  
Go	
  build	
  	
  
that	
  graph
@JarnoVanDriel#SmartDataWeek
Surgery	
  center	
  
schema.org/MedicalClinic
Surgeon	
  
schema.org/Person
Practice	
  
schema.org/Physician
@JarnoVanDr...
schema.org/sameAs
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
But	
  just	
  when	
  we	
  were	
  about	
  to	
  release,	
  	
  
Google	
  updated	
  Panda	
  (May	
  16th	
  2014	
 ...
We	
  adjusted	
  plans	
  and	
  delayed	
  release	
  until	
  the	
  end	
  of	
  June
@JarnoVanDriel#SmartDataWeek
And	
  calmly	
  waited	
  to	
  see	
  if	
  something	
  would	
  happen
@JarnoVanDriel#SmartDataWeek
Bill	
  Slawski	
  SemTechBiz,	
  August	
  19th	
  2014
@JarnoVanDriel#SmartDataWeek
http://bit.ly/SemanticSearchSemTechB...
2	
  different	
  types	
  of	
  
businesses,	
  sharing	
  the	
  
same	
  NAP	
  information,	
  
showing	
  up	
  in	
 ...
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
 His	
  Royal	
  Highness	
  –	
  Triples	
  –	
  King	
  of	
  the	
  Graph
@JarnoVanDriel#SmartDataWeek
Want	
  to	
  know	
  more	
  about	
  knowledge	
  graphs	
  and	
  triples?	
  
Go	
  to:	
  http://bit.ly/KeyTakeawaysS...
B.	
  Social	
  Media	
  optimization
@JarnoVanDriel#SmartDataWeek
The	
  site’s	
  blog	
  contained	
  some	
  markup	
  	
  
but	
  there	
  were	
  still	
  some	
  big	
  gaps	
  to	
 ...
Markup	
  was	
  added	
  for	
  	
  
Twitter’s	
  Summary	
  Card
@JarnoVanDriel#SmartDataWeek
and	
  Summary	
  Card	
  	
  
with	
  Large	
  Image
@JarnoVanDriel#SmartDataWeek
og:article	
  markup	
  was	
  	
  
added	
  for	
  Facebook
@JarnoVanDriel#SmartDataWeek
But	
  getting	
  Google+	
  right	
  
needed	
  some	
  sorting	
  out
@JarnoVanDriel#SmartDataWeek
Schema.org	
  types	
  changed	
  and	
  graphs	
  had	
  to	
  be	
  rebuilt
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
Which	
  led	
  to	
  the	
  desired	
  	
  
result	
  for	
  Google+	
  shares
@JarnoVanDriel#SmartDataWeek
But	
  overall
@JarnoVanDriel#SmartDataWeek
Social	
  Media	
  requires	
  
more	
  than	
  just	
  adding	
  
some	
  markup
@JarnoVanDriel#SmartDataWeek
3.	
  The	
  hunt	
  for	
  Panda
@JarnoVanDriel#SmartDataWeek
After	
  the	
  upgrade,	
  Sessions	
  refused	
  to	
  move
@JarnoVanDriel#SmartDataWeek
Time	
  for	
  some	
  
further	
  investigation
@JarnoVanDriel#SmartDataWeek
Loads	
  of	
  GWT	
  reports	
  showed	
  overlapping	
  queries	
  and	
  pages	
  
@JarnoVanDriel#SmartDataWeek
Looking	
  at	
  the	
  site	
  this	
  made	
  sense	
  –	
  plenty	
  of	
  topical	
  overlap
@JarnoVanDriel#SmartDataW...
Could	
  it	
  be	
  Panda	
  is	
  struggling	
  to	
  tell	
  Things	
  apart?
@JarnoVanDriel#SmartDataWeek
The	
  moment	
  when	
  Amit	
  Singhal	
  	
  
finally	
  started	
  to	
  make	
  sense
@JarnoVanDriel#SmartDataWeek
What	
  can	
  we	
  do	
  about	
  this?
@JarnoVanDriel#SmartDataWeek
We’ll	
  run	
  a	
  test	
  to	
  see	
  if	
  it	
  helps	
  when	
  	
  
we	
  specify	
  what	
  the	
  articles	
  ar...
An	
  example	
  of	
  an	
  article	
  about	
  2	
  topics	
  (text	
  values)
@JarnoVanDriel#SmartDataWeek
But	
  alas,	
  Sessions	
  still	
  wouldn’t	
  move
@JarnoVanDriel#SmartDataWeek
 We	
  think	
  we	
  need	
  more	
  triples
@JarnoVanDriel#SmartDataWeek
Does	
   the	
   site	
   have	
   duplicate,	
   overlapping,	
   or	
   redundant	
   articles	
   on	
   the	
  
same	
...
You	
  two!	
  	
  
Go	
  build	
  
Next	
  Gen	
  
graphs
@JarnoVanDriel#SmartDataWeek
MedicalProcedure	
  
+	
  Service
Thing
Article
about
about
@JarnoVanDriel#SmartDataWeek
schema.org/sameAs
@JarnoVanDriel#SmartDataWeek
An	
  example	
  of	
  an	
  article	
  	
  
about	
  2	
  topics	
  (entities)
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
Will	
  this	
  work?
@JarnoVanDriel#SmartDataWeek
Sessions	
  finally	
  took	
  off
@JarnoVanDriel#SmartDataWeek
And	
  reached	
  heights	
  
never	
  reached	
  before	
  
@JarnoVanDriel#SmartDataWeek
Even	
  after	
  a	
  new	
  Panda	
  update
@JarnoVanDriel#SmartDataWeek
4.	
  Satisfying	
  the	
  skeptic
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel#SmartDataWeek
Structured	
  data	
  
tracking	
  in	
  GA!
You	
  know	
  what	
  you	
  
can	
  do	
  with	
  that?
@JarnoVanDriel#Smar...
Google	
  Tag	
  Manager	
  +	
  Google	
  Analytics	
  
http://bit.ly/ImplementAndTrackStructuredData
@JarnoVanDriel#Smar...
Having	
  this	
  type	
  of	
  data	
  in	
  GA	
  is	
  just	
  the	
  beginning
@JarnoVanDriel#SmartDataWeek
The	
  real	
  fun	
  starts	
  when	
  you	
  export	
  GA’s	
  enriched	
  data
@JarnoVanDriel#SmartDataWeek
All	
  pages	
  
Landing	
  Page	
  –	
  All	
  Sessions
Imagine	
  you'd	
  like	
  to	
  know	
  what	
  the	
  	
  
eff...
schema:Article	
  (Subject)	
  	
  
Landing	
  Page	
  –	
  All	
  Sessions
October	
  6th	
  2014	
  –	
  start	
  
addin...
schema:Article	
  (Subject)	
  	
  
Landing	
  Page	
  –	
  All	
  Sessions
@JarnoVanDriel#SmartDataWeek
schema:Article	
  (Subject)	
  
Landing	
  Page	
  –	
  Pageviews	
  /	
  Session
@JarnoVanDriel#SmartDataWeek
schema:Article	
  (Subject)	
  

Landing	
  Page	
  –	
  Avg	
  Session	
  Duration
@JarnoVanDriel#SmartDataWeek
schema:MedicalProcedure	
  schema:Service	
  (Object)	
  
Landing	
  Page	
  –	
  All	
  Sessions
Over	
  at	
  the	
  ‘Ob...
schema:MedicalProcedure	
  schema:Service	
  (Object)	
  
Landing	
  Page	
  –	
  All	
  Sessions
@JarnoVanDriel#SmartData...
Hail,	
  Triples	
  –	
  King	
  of	
  the	
  Graph
@JarnoVanDriel#SmartDataWeek
@JarnoVanDriel
Feel	
  like	
  doing	
  your	
  own	
  analysis?	
  You	
  can!	
  The	
  datasets	
  	
  
used	
  can	
  ...
Many	
  thanks	
  go	
  out	
  to	
  (in	
  alphabetical	
  order)	
  
• Aaron	
  Bradley	
  –	
  SEO	
  Analyst	
  –	
  E...
@JarnoVanDriel#SmartDataWeek
twitter.com/JarnoVanDriel	
  
linkedin.com/pub/jarno-­‐van-­‐driel/75/470/36a	
  
plus.google...
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A website's structured data success story

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The topic of structured data has a rapidly growing audience looking into options beyond “rich snippets”. But some webmasters, if not most, are not sure what to do next. Many have questions like “What are the benefits of publishing structured data?”, “Does it influence rankings?”, and “can its impact be measured?”.

The case study presented in this slide deck will answer these types of questions by telling the success story of a website that was semantically optimized by using schema.org and other protocols.

Details are provided on what was optimized, data showing semantically-enriched webpages generated substantially more search engine-referred traffic than non- or less-enriched control groups did, and insights gained by re-using structured data to measure its impact on search.

Veröffentlicht in: Internet
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A website's structured data success story

  1. 1. A  website’s  structured  data  success  story   August  19th,  2015   Jarno  van  Driel   SEO  Specialist @JarnoVanDriel#SmartDataWeek
  2. 2. 1.  Introduction @JarnoVanDriel#SmartDataWeek
  3. 3. Jarno  van  Driel   • In-­‐house  SEO  for  Sanoma  Digital  NL     • Degree  in  Mechanical  Engineering   • Working  on  the  web  since  1998   • Semantics  enthusiast  since  2001 @JarnoVanDriel#SmartDataWeek
  4. 4. As  a  moderator  for  the  Google+  community  Semantic  Search   Marketing  I  sometimes  help  out  with  structured  data  issues @JarnoVanDriel#SmartDataWeek
  5. 5. Which  is  how  I  ran  into  CosmeticSurg.net  autumn  2013   @JarnoVanDriel#SmartDataWeek
  6. 6. Then,  late  January  2014,  a  request  came  in   We  need  help  writing  microdata  with  schema.org  for  our   procedure  pages.  Are  you  available  for  this  sort  of  thing? @JarnoVanDriel#SmartDataWeek
  7. 7. A  pretty  straightforward  request @JarnoVanDriel#SmartDataWeek
  8. 8. We  called @JarnoVanDriel#SmartDataWeek
  9. 9. But  wouldn’t  you  know  it… @JarnoVanDriel#SmartDataWeek
  10. 10. Spring  2012  we  noticed  the  site’s  traffic     and  leads  were  on  a  steadily  declining  path @JarnoVanDriel#SmartDataWeek
  11. 11. @JarnoVanDriel#SmartDataWeek
  12. 12. I  compared  their  data @JarnoVanDriel#SmartDataWeek
  13. 13. Houston,  we  have  a  problem! @JarnoVanDriel#SmartDataWeek
  14. 14. We  think  we  got  hit  by  Panda @JarnoVanDriel#SmartDataWeek
  15. 15. No,  not  this  one @JarnoVanDriel#SmartDataWeek
  16. 16. This  one!  New  and  important  site  quality  algorithms @JarnoVanDriel#SmartDataWeek
  17. 17. Which  Google  deployed  worldwide  less   than  2  months  after  introducing  them   @JarnoVanDriel#SmartDataWeek
  18. 18. Algorithms  based  on  ideas,  research  and  a  mindset   that  Google  engineer  Amit  Singhal  tried  to  clarify @JarnoVanDriel#SmartDataWeek
  19. 19. We  responded  by  doing  a  range  of  things @JarnoVanDriel#SmartDataWeek
  20. 20. Summer/Autumn  2012  • Rewrote  meta  titles  and  descriptions  site  wide   • Changed  the  URL  structure  of  photo  galleries   • 301  redirects,  page  deletions   • Merged  all  photos  of  the  same  patient  into  a  single  gallery   page   • Beefed  up  photo  gallery  pages  surrounding  content   • Started  investigating  link  profile   • Attended  to  the  usual*  
 Winter  2012/2013  • Site  redesign  and  launch:  Refined  site  hierarchy  and   templates,  revamping  the  home  page,  the  procedure  info   pages,  and  the  photo  gallery  pages     • Started  posting  questions  on  Google’s  Product  forum   • Methodical  review  of  Amit  Singhal’s  Content  Quality  23   point  list   • Modified  the  site’s  URL  parameters   • Continued  scrutinizing  site  content  (editing  and  deleting   pages)   • Edited  +25%  of  old  blog  posts,  added  images  and  sub-­‐ headings.   • Attended  to  the  usual*   Spring  2013  • Site  audit   • Revised  all  site  video  pages  and  YouTube  channel— integrated  YT  videos  into  site  content.   • Local  citation  audit  (and  re-­‐submission  to  top  tier  portals)   • Made  MapMaker  corrections   • Attended  to  the  usual* Summer  2013  • Got  in  touch  with  Google  engineer  John  Mueller  after  taking   another  big  hit  in  May.  We  learned  the  algorithms  were   having  a  ‘hard  time  recognizing  the  overall  quality  of  the   website’.   • Focus  group  review  of  Amit  Singhal’s  Content  Quality  23   point  list   • Continued  improving  the  depth  of  current  content   • Scaled  up  the  publication  of  new  content  and  Social  Media   participation   • Updated  KML  files   • Attended  to  the  usual*  
 Autumn  2013   • Added  G+  authorship  markup   • Started  adding  structured  data   • Went  to  SMX  New  York  to  attend  
 semantic  track  sessions   • Attended  to  the  usual*  
 
 
 * The  “usual”  generally  consisted  of:   • Finding  and  fixing  technical  glitches   • Keeping  a  close  eye  on  Google  Webmaster  Tools  (now  Google   Search  Console)  for  crawl  errors  and  html  suggestions   among  other  things   • Adding  new  content     • Optimising  Google  places,  other  business  listings  and  profiles   • Thwarting  content  scrappers   • Fixing  broken  links   • Being  more  and  more  active  in  social  media   • etc. @JarnoVanDriel#SmartDataWeek
  21. 21. 01]    02/24/2011  -­‐  Panda/Farmer   02]    04/11/2011  -­‐  Panda  2.0  03]    05/09/2011  -­‐  Panda  2.1  04]    06/21/2011  -­‐  Panda  2.2  05]    a  -­‐  07/23/2011  -­‐  Panda  2.3  05]    b  -­‐  08/12/2011  -­‐  Panda  2.4  06]    a  -­‐  09/28/2011  -­‐  Panda  2.5  06]    b  -­‐  10/05/2011  -­‐  Panda  "Flux"  07]    10/14/2011  -­‐  Panda  2.5.2  08]    11/18/2011  -­‐  Panda  3.1  09]    01/18/2012  -­‐  Panda  3.2  10]    02/27/2012  -­‐  Panda  3.3  11]    03/23/2012  -­‐  Panda  3.4  12]    a  -­‐  04/19/2012  -­‐  Panda  3.5  12]    b  -­‐  04/27/2012  -­‐  Panda  3.6 01]                                                                                    02/24/2011  -­‐  Panda/Farmer   02]                                                                                    04/11/2011  -­‐  Panda  2.0  03]                                                                                    05/09/2011  -­‐  Panda  2.1  04]                                                                                    06/21/2011  -­‐  Panda  2.2  05]                                                                                    a  -­‐  07/23/2011  -­‐  Panda  2.3  05]                                                                                    b  -­‐  08/12/2011  -­‐  Panda  2.4  06]                                                                                    a  -­‐  09/28/2011  -­‐  Panda  2.5  06]                                                                                    b  -­‐  10/05/2011  -­‐  Panda  "Flux"  07]                                                                                  10/14/2011  -­‐  Panda  2.5.2  08]                                                                                  11/18/2011  -­‐  Panda  3.1  09]                                                                                  01/18/2012  -­‐  Panda  3.2  10]                                                                                  02/27/2012  -­‐  Panda  3.3  11]                                                                                  03/23/2012  -­‐  Panda  3.4  12]                      a  -­‐  04/19/2012  -­‐  Panda  3.5  12]                      b  -­‐  04/27/2012  -­‐  Panda  3.6  13]    a  -­‐  06/08/2012  -­‐  Panda  3.7  13]    b  -­‐  06/25/2012  -­‐  Panda  3.8  14]    07/24/2012  -­‐  Panda  3.9  15]    08/20/2012  -­‐  Panda  3.9.1  16]    a  -­‐  09/18/2012  -­‐  Panda  3.9.2  16]    b  -­‐  09/27/2012  -­‐  Panda  #20  17]    a  -­‐  11/05/2012  -­‐  Panda  #21  17]    b  -­‐  11/21/2012  -­‐  Panda  #22  18]    12/21/2012  -­‐  Panda  #23  19]    01/22/2013  -­‐  Panda  #24  20]    03/14/2013  -­‐  Panda  #25  21]    05/09/2013  -­‐  Phantom  (Quality  algorithm)  22]    06/11/2013  -­‐  Panda  Dance   23]    07/18/2013  -­‐  Panda  Recovery I  searched  for  clues @JarnoVanDriel#SmartDataWeek
  22. 22. Nothing  worked,  so  we  want  to  see  if     structured  data  can  turn  things  around @JarnoVanDriel#SmartDataWeek
  23. 23. Turning  Panda  around  with  structured  data!     Have  you  lost  your  whiskers? @JarnoVanDriel#SmartDataWeek
  24. 24. Then  again,  interesting  concept  -­‐  and  the     site’s  got  plenty  of  content  to  work  with @JarnoVanDriel#SmartDataWeek
  25. 25. You  know,  what  if… @JarnoVanDriel#SmartDataWeek
  26. 26. We  fix  the  structured  data  fundamentals  first You  stop  what  you’ve  been  doing  for  one  year We  wait  and  see  what  we   can  learn  from  that We  act  once  we  feel  we’ve   located  the  underlying  issue @JarnoVanDriel#SmartDataWeek
  27. 27. 2.  Moving  ahead @JarnoVanDriel#SmartDataWeek
  28. 28. A.  Investigating  the  evidence @JarnoVanDriel#SmartDataWeek
  29. 29. Only  1  business   showed  up  in  the   SERPs  where  there   should  have  been  2 @JarnoVanDriel#SmartDataWeek
  30. 30. Practice Surgery  center @JarnoVanDriel#SmartDataWeek
  31. 31. A  hot  topic @JarnoVanDriel#SmartDataWeek
  32. 32. Oh!  the  joy  of  more @JarnoVanDriel#SmartDataWeek
  33. 33. Surgeon @JarnoVanDriel#SmartDataWeek
  34. 34. What  can  we  do  about  this? @JarnoVanDriel#SmartDataWeek
  35. 35. We  are  going  to  develop  our  own  knowledge  graph @JarnoVanDriel#SmartDataWeek
  36. 36. You  two!     Go  build     that  graph @JarnoVanDriel#SmartDataWeek
  37. 37. Surgery  center   schema.org/MedicalClinic Surgeon   schema.org/Person Practice   schema.org/Physician @JarnoVanDriel#SmartDataWeek
  38. 38. schema.org/sameAs @JarnoVanDriel#SmartDataWeek
  39. 39. @JarnoVanDriel#SmartDataWeek
  40. 40. But  just  when  we  were  about  to  release,     Google  updated  Panda  (May  16th  2014  ) @JarnoVanDriel#SmartDataWeek
  41. 41. We  adjusted  plans  and  delayed  release  until  the  end  of  June @JarnoVanDriel#SmartDataWeek
  42. 42. And  calmly  waited  to  see  if  something  would  happen @JarnoVanDriel#SmartDataWeek
  43. 43. Bill  Slawski  SemTechBiz,  August  19th  2014 @JarnoVanDriel#SmartDataWeek http://bit.ly/SemanticSearchSemTechBiz2014
  44. 44. 2  different  types  of   businesses,  sharing  the   same  NAP  information,   showing  up  in  the  SERPs @JarnoVanDriel#SmartDataWeek
  45. 45. @JarnoVanDriel#SmartDataWeek
  46. 46. @JarnoVanDriel#SmartDataWeek
  47. 47. @JarnoVanDriel#SmartDataWeek
  48. 48. @JarnoVanDriel#SmartDataWeek
  49. 49. @JarnoVanDriel#SmartDataWeek
  50. 50. @JarnoVanDriel#SmartDataWeek
  51. 51. @JarnoVanDriel#SmartDataWeek
  52. 52. @JarnoVanDriel#SmartDataWeek
  53. 53. @JarnoVanDriel#SmartDataWeek
  54. 54.  His  Royal  Highness  –  Triples  –  King  of  the  Graph @JarnoVanDriel#SmartDataWeek
  55. 55. Want  to  know  more  about  knowledge  graphs  and  triples?   Go  to:  http://bit.ly/KeyTakeawaysSemTechBiz2013 @JarnoVanDriel#SmartDataWeek
  56. 56. B.  Social  Media  optimization @JarnoVanDriel#SmartDataWeek
  57. 57. The  site’s  blog  contained  some  markup     but  there  were  still  some  big  gaps  to  fill @JarnoVanDriel#SmartDataWeek
  58. 58. Markup  was  added  for     Twitter’s  Summary  Card @JarnoVanDriel#SmartDataWeek
  59. 59. and  Summary  Card     with  Large  Image @JarnoVanDriel#SmartDataWeek
  60. 60. og:article  markup  was     added  for  Facebook @JarnoVanDriel#SmartDataWeek
  61. 61. But  getting  Google+  right   needed  some  sorting  out @JarnoVanDriel#SmartDataWeek
  62. 62. Schema.org  types  changed  and  graphs  had  to  be  rebuilt @JarnoVanDriel#SmartDataWeek
  63. 63. @JarnoVanDriel#SmartDataWeek
  64. 64. Which  led  to  the  desired     result  for  Google+  shares @JarnoVanDriel#SmartDataWeek
  65. 65. But  overall @JarnoVanDriel#SmartDataWeek
  66. 66. Social  Media  requires   more  than  just  adding   some  markup @JarnoVanDriel#SmartDataWeek
  67. 67. 3.  The  hunt  for  Panda @JarnoVanDriel#SmartDataWeek
  68. 68. After  the  upgrade,  Sessions  refused  to  move @JarnoVanDriel#SmartDataWeek
  69. 69. Time  for  some   further  investigation @JarnoVanDriel#SmartDataWeek
  70. 70. Loads  of  GWT  reports  showed  overlapping  queries  and  pages   @JarnoVanDriel#SmartDataWeek
  71. 71. Looking  at  the  site  this  made  sense  –  plenty  of  topical  overlap @JarnoVanDriel#SmartDataWeek
  72. 72. Could  it  be  Panda  is  struggling  to  tell  Things  apart? @JarnoVanDriel#SmartDataWeek
  73. 73. The  moment  when  Amit  Singhal     finally  started  to  make  sense @JarnoVanDriel#SmartDataWeek
  74. 74. What  can  we  do  about  this? @JarnoVanDriel#SmartDataWeek
  75. 75. We’ll  run  a  test  to  see  if  it  helps  when     we  specify  what  the  articles  are  about @JarnoVanDriel#SmartDataWeek
  76. 76. An  example  of  an  article  about  2  topics  (text  values) @JarnoVanDriel#SmartDataWeek
  77. 77. But  alas,  Sessions  still  wouldn’t  move @JarnoVanDriel#SmartDataWeek
  78. 78.  We  think  we  need  more  triples @JarnoVanDriel#SmartDataWeek
  79. 79. Does   the   site   have   duplicate,   overlapping,   or   redundant   articles   on   the   same  or  similar  topics  with  slightly  different  keyword  variations? Does  the  site  have  duplicate,  overlapping,  or  redundant  entities  on   the  same  or  similar  topics  with  slightly  different  property  variations? @JarnoVanDriel#SmartDataWeek
  80. 80. You  two!     Go  build   Next  Gen   graphs @JarnoVanDriel#SmartDataWeek
  81. 81. MedicalProcedure   +  Service Thing Article about about @JarnoVanDriel#SmartDataWeek
  82. 82. schema.org/sameAs @JarnoVanDriel#SmartDataWeek
  83. 83. An  example  of  an  article     about  2  topics  (entities) @JarnoVanDriel#SmartDataWeek
  84. 84. @JarnoVanDriel#SmartDataWeek
  85. 85. Will  this  work? @JarnoVanDriel#SmartDataWeek
  86. 86. Sessions  finally  took  off @JarnoVanDriel#SmartDataWeek
  87. 87. And  reached  heights   never  reached  before   @JarnoVanDriel#SmartDataWeek
  88. 88. Even  after  a  new  Panda  update @JarnoVanDriel#SmartDataWeek
  89. 89. 4.  Satisfying  the  skeptic @JarnoVanDriel#SmartDataWeek
  90. 90. @JarnoVanDriel#SmartDataWeek
  91. 91. Structured  data   tracking  in  GA! You  know  what  you   can  do  with  that? @JarnoVanDriel#SmartDataWeek
  92. 92. Google  Tag  Manager  +  Google  Analytics   http://bit.ly/ImplementAndTrackStructuredData @JarnoVanDriel#SmartDataWeek
  93. 93. Having  this  type  of  data  in  GA  is  just  the  beginning @JarnoVanDriel#SmartDataWeek
  94. 94. The  real  fun  starts  when  you  export  GA’s  enriched  data @JarnoVanDriel#SmartDataWeek
  95. 95. All  pages   Landing  Page  –  All  Sessions Imagine  you'd  like  to  know  what  the     effects  of  adding  ‘about’  triples  were @JarnoVanDriel#SmartDataWeek t-­‐1  =  before  Panda  4.0   t+1=  after  Panda  4.0  
  96. 96. schema:Article  (Subject)     Landing  Page  –  All  Sessions October  6th  2014  –  start   adding  ‘about’  triples @JarnoVanDriel#SmartDataWeek
  97. 97. schema:Article  (Subject)     Landing  Page  –  All  Sessions @JarnoVanDriel#SmartDataWeek
  98. 98. schema:Article  (Subject)   Landing  Page  –  Pageviews  /  Session @JarnoVanDriel#SmartDataWeek
  99. 99. schema:Article  (Subject)  
 Landing  Page  –  Avg  Session  Duration @JarnoVanDriel#SmartDataWeek
  100. 100. schema:MedicalProcedure  schema:Service  (Object)   Landing  Page  –  All  Sessions Over  at  the  ‘Object’   side  of  the  triples @JarnoVanDriel#SmartDataWeek
  101. 101. schema:MedicalProcedure  schema:Service  (Object)   Landing  Page  –  All  Sessions @JarnoVanDriel#SmartDataWeek
  102. 102. Hail,  Triples  –  King  of  the  Graph @JarnoVanDriel#SmartDataWeek
  103. 103. @JarnoVanDriel Feel  like  doing  your  own  analysis?  You  can!  The  datasets     used  can  be  found  at:  http://bit.ly/structureddatasuccess #SmartDataWeek
  104. 104. Many  thanks  go  out  to  (in  alphabetical  order)   • Aaron  Bradley  –  SEO  Analyst  –  Electronic  Arts   • Daniel  Bos  –  Director  Data  &  Analytics  –  Takeaway.com   • Leeza  Rodriguez  –  Chief  Marketing  and  Operations  –  CosmeticSurg   • Leigh  Aucoin  –  Web  Development  Team  Lead  –  Search  Influence   • Lisa  Melvin  –  SEO  Consultant  –  Windy  Hills,  Inc.   • Mike  Arnesen  –  Founder  &  CEO  –  UpBuild
 @JarnoVanDriel#SmartDataWeek
  105. 105. @JarnoVanDriel#SmartDataWeek twitter.com/JarnoVanDriel   linkedin.com/pub/jarno-­‐van-­‐driel/75/470/36a   plus.google.com/u/0/+JarnovanDriel Questions?

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