What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019

1. @maxxeight

2. @maxxeight
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Max Prin",
"url": "https://maxprin.com",
"jobTitle": "Head of Technical SEO",
"worksFor": "Merkle",
"sameAs": [
"https://twitter.com/maxxeight",
"https://www.linkedin.com/in/maxprin"
]
}
</script>

3. @maxxeight
What’s New With Structured Data?

4. @maxxeight
Why implementing structured data?

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Structured Data = Rich Results

6. @maxxeight
1. Increase brand awareness
 Logo, Local business, Sitelinks
searchbox, Corporate contact, Social
profile
2. Highlight content
 Article, Breadcrumb, Event, Job, Q&A,
Recipe, Review, Course, FAQ Page,
Video, App, How-to
3. Highlight product information
 Product
Structured Data = Rich Results

7. @maxxeight
“…Google Search can surface content through […] cool
features […], which can enhance the user experience
and get you more traffic.”
“ leveraged event structured data and saw 100%
increase in the typical YOY growth of traffic from search.”

8. @maxxeight
Rich Results’ Impact
Performance Report – Search Appearance Filter
Specific rich results in filter:
• AMP article
• Event
• FAQ
• How-to
• Q&A
• Job listing
• Job details

9. @maxxeight
Vertical Page type Overall Rich Results
Website # 1 Retail PDP 1.8% 6.7%
Website # 2 Retail PDP 1.2% 7.4%
Website # 3 Retail PDP 1.1% 4.9%
Website # 6 Retail PDP 2.1% 3.4%
Website # 5 Retail PDP 1.7% 0.7%
Website # 4 Media Article 4.6% 4.9%
Website # 7 Food Recipe 4.3% 8.0%
Rich Results’ Impact
Performance Report – Search Appearance Filter

10. @maxxeight
Rich Results’ Impact
”In Stock” rich results can improve CTR by 5-10%
“Out of stock” rich results can decrease CTR by 5-10%
Price in rich results may improve CTR for cheaper items and
decrease CTR for expensive items.
Higher ratings improve CTR significantly

11. @maxxeight
What about “zero-click” SERP?

12. @maxxeight
What about “zero-click” SERP?
Goals:
Car rentals and rides
Not page views or CTR!

13. @maxxeight
Structured Data Testing Tool vs. Rich Results Testing
Tool

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Monitoring Structured Data in GSC
Rich Results Status Reports

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- Article
- Breadcrumb
- Book
- Carousel
- Corporate contact
- Course
- Critic review
- Dataset
- Employer rating
- Event
- Fact check
- FAQ page
- How-to
- Job posting
- Livestream
- Local business
- Logo
- Media
- Occupation
- Product
- Q&A page
- Recipe
- Review snippet
- Sitelinks searchbox
- Social profile
- Software app
- Speakable
- Subscription content
- Top places list
- Video
Schema.org vs. Google-supported Markups

16. @maxxeight

17. @maxxeight
“We don’t use Schema.org as a quality factor”
– John Mueller, Google

18. @maxxeight

19. @maxxeight
“We don’t use Schema.org as a quality factor”
– John Mueller, Google
“Schema can help us extract entities better”
– John Mueller, Google
“Schema helps us understand the content on the page”
– Gary Illyes, Google

20. @maxxeight
63%
40%
22%
45%
Structured Data JSON-LD Microdata RDFa
youtube.com
9%
wikipedia.org
6%
quora.com
2%google.com
2%
Others
81%
Top Ranking URLs & Schema.org
Top 100K search queries (by search volume) [4/2019]
~21K URLs | ~6.4K Domains

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Featured Snippets & Schema.org
2016

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82%
56%
30%
57%
Structured Data JSON-LD Microdata RDFa
wikipedia.org
9%
mayoclinic.org
6%
webmd.com
4%
allrecipes.com
3%
healthline.com
3%
medicalnewstoday.com
2%
youtube.com
2%
Others
71%
Featured Snippets & Schema.org
Top 100K search queries (by search volume) with featured snippets [4/2019]
~37K URLs | ~8K Domains

23. @maxxeight
2018
25%
2018
76%
2019
83%
2019
40%
2019
48%
2019
58%
Structured Data JSON-LD Microdata RDFa
Featured Snippets & Schema.org
Featured snippet URLs from 58 large online retailers [4/2019]
~25K URLs

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Voice Search (Google Assistant) Results

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Voice Search (Google Assistant) Results

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Voice Search (Google Assistant) Results

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Voice Search (Alexa) – Local Business Intents

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“Reusing” Structured Data
Identifying opportunities and problems

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Share these #SMXInsights on your social channels!
• Overall, structured data = higher CTR through rich results
• Monitor impact with GSC and other SEO tools
• As always, test everything and do what’s working for YOU
• Low CTR ≠ No conversion
• Help Google help you, even without rich results
• Featured snippets and voice search
• Reuse structured data to identify opportunities and solve issues
• Cross-reference data points w/ schema properties (e.g. visits  date published)

30. @maxxeight