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SERPs to Markup: How to Increase Your Earned Traffic

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As Search Engines & Social Networks continually shift towards using personalised data and reduce organic results, this presentation runs through the latest structured data trends and how you can use markup, plugins and code that you can use to increase your earnt traffic & CTR from Organic & Social Channels.

Veröffentlicht in: Marketing

SERPs to Markup: How to Increase Your Earned Traffic

  1. 1. @petecampbell pete@kaizensearch.co.uk From SERPs to Markup How to Increase Your Earned Traffic
  2. 2. @petecampbell pete@kaizensearch.co.uk THE FUTURE OF GOOGLE SEARCH
  3. 3. @petecampbell pete@kaizensearch.co.uk THE STAR TREK COMPUTER
  4. 4. @petecampbell pete@kaizensearch.co.uk “The destiny of [Google search] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013
  5. 5. @petecampbell pete@kaizensearch.co.uk “You could ask it a question and it would tell you exactly the right answer, and sometimes it would tell you things you needed to know in advance, before you could ask it.” Amit Singhal – Google SVP Search, 2013
  6. 6. @petecampbell pete@kaizensearch.co.uk WE’RE GETTING THERE ALREADY!
  7. 7. @petecampbell pete@kaizensearch.co.uk OK GOOGLE SEARCH WITHOUT THE KEYBOARD
  8. 8. @petecampbell pete@kaizensearch.co.uk KNOWLEDGE GRAPH TELLS YOU EXACTLY THE RIGHT ANSWER
  9. 9. @petecampbell pete@kaizensearch.co.uk GOOGLE NOW TELLS YOU THINGS IN ADVANCE
  10. 10. @petecampbell pete@kaizensearch.co.uk HOW FAR WE’VE COME GOOGLE’S ‘MIND-READER’ APRIL FOOLS PRANK
  11. 11. @petecampbell pete@kaizensearch.co.uk THE SHIFT TO MOBILE
  12. 12. @petecampbell pete@kaizensearch.co.uk “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” ” Jerry Dischler, Google VP, May 2015
  13. 13. @petecampbell pete@kaizensearch.co.uk BUT MOBILE USERS PREFER APPS OVER BROWSERS
  14. 14. @petecampbell pete@kaizensearch.co.uk “Discover has been driving millions of pageviews per day for its partners” SNAPCHAT DISCOVER CAUSES A REVOLUTION 50% GROWTH IN MOBILE DATA USAGE
  15. 15. @petecampbell pete@kaizensearch.co.uk FACEBOOK INSTANT DITCHES THE BROWSER IN-APP ARTICLES “Instant Articles load 10x faster than the mobile web”
  16. 16. @petecampbell pete@kaizensearch.co.uk THE CHALLENGE FOR SEO
  17. 17. @petecampbell pete@kaizensearch.co.uk 1 IN 4 SEARCHES FEATURE THE KNOWLEDGE GRAPH
  18. 18. @petecampbell pete@kaizensearch.co.uk PPC & ANSWER BOXES 0% ORGANIC SERP’S
  19. 19. @petecampbell pete@kaizensearch.co.uk HOTEL KNOWLEDGE GRAPH
  20. 20. @petecampbell pete@kaizensearch.co.uk ORGANIC SERP CLICKS ARE FALLING 0 5 10 15 20 25 30 35 40 45 2006 2010 2014 %CTR POSITION 1 CLICKTHROUGH RATE %
  21. 21. @petecampbell pete@kaizensearch.co.uk GOOGLE SEARCHES ARE ALSO FALLING Source: Google Official History, Comscore, Statistic Brain Research Institute 2.04 2.06 2.08 2.1 2.12 2.14 2.16 2.18 2013 2014 Trillions ANNUAL GOOGLE SEARCHES
  22. 22. @petecampbell pete@kaizensearch.co.uk MicroData Markup (JSON-LD & HTML) Push & Resyndicate Content via APIs Open Graph Tags Google Now Card Markup Create App Version of Mobile Site 5 THINGS YOU CAN DO TO EMBRACE THE CHANGE
  23. 23. @petecampbell pete@kaizensearch.co.uk From SERPs to Markup How to Increase Your Earned Traffic
  24. 24. @petecampbell pete@kaizensearch.co.uk PETE CAMPBELL / KAIZEN •  Founder / Managing Director •  Kaizen is a team Content Marketing & Technical SEO specialists •  “Rising Star of the Year” (Travolution Awards) •  6+ Years in Agency & In-House Roles •  Built first website at 11 •  Ran several high-traffic video gaming sites •  Proud owner of a Game Boy Colour
  25. 25. @petecampbell pete@kaizensearch.co.uk WARNING – CODE INCOMING
  26. 26. @petecampbell pete@kaizensearch.co.uk Get in Touch: @petecampbell pete@kaizensearch.co.uk https://www.kaizensearch.co.uk/ DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/BRIGHTON Don’t Panic!
  27. 27. @petecampbell pete@kaizensearch.co.uk MOST OF THE INTERNET LOOKS LIKE THIS TO GOOGLE
  28. 28. @petecampbell pete@kaizensearch.co.uk MICRODATA CAN SOLVE THIS PROBLEM “A form of HTML mark-up primarily used to help search engines better understand a web-pages content such as company details, product reviews and video”
  29. 29. @petecampbell pete@kaizensearch.co.uk BEFORE DEPARTMENT STORE WEBSITE
  31. 31. @petecampbell pete@kaizensearch.co.uk 66% OF THE TOP 100K WEBSITES HAVE NO MICRODATA https://www.similartech.com/categories/document-standard
  32. 32. @petecampbell pete@kaizensearch.co.uk WHY USE MICRO-DATA? •  Increase CTR by 30%+ •  Gain SERPs for Semantic KW’s •  Lower Bounce Rate by 10%+
  33. 33. @petecampbell pete@kaizensearch.co.uk THE MOST USED MICRODATA TYPES OPEN GRAPH 33.7% SCHEMA <12% * At least one tag https://www.similartech.com/categories/document-standard
  34. 34. @petecampbell pete@kaizensearch.co.uk SCHEMA
  35. 35. @petecampbell pete@kaizensearch.co.uk WHAT IS SCHEMA.ORG? I’LL LET THE KNOWLEDGE GRAPH TAKE THAT ONE
  36. 36. @petecampbell pete@kaizensearch.co.uk TWO WAYS TO IMPLEMENT SCHEMA.ORG HTML JSON-LD * At least one tag https://www.similartech.com/categories/document-standard
  37. 37. @petecampbell pete@kaizensearch.co.uk BUT WHICH IS BETTER? NERD FIGHT
  38. 38. @petecampbell pete@kaizensearch.co.uk JSON-LD •  Lightweight & Efficient Code •  Easiest to Implement: Copy & Paste •  No HTML Knowledge Needed •  Google Hinting at JSON-LD Preferred •  Risk of Repeated Content within Code •  Newer, Some Markup Still Being Defined
  39. 39. @petecampbell pete@kaizensearch.co.uk HTML MICRODATA •  Better Supported •  More Suitable for Longer-Form Content Such as Reviews, Articles •  Makes ‘Ugly-Looking’ Code •  Requires HTML Knowledge
  40. 40. @petecampbell pete@kaizensearch.co.uk CONCLUSION USE BOTH
  41. 41. @petecampbell pete@kaizensearch.co.uk Knowledge Graph (Organization) Interactive Breadcrumbs Sitelinks Search Box (SearchAction) Blogs & Articles Star Ratings (AggregrateRating) SCHEMA MARKUPS EVERY BRAND SHOULD BE USING
  42. 42. @petecampbell pete@kaizensearch.co.uk LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA REQUIREMENTS •  150px x 150px Logo •  Customer Service Number •  Social Media URLs SUPPORTED SOCIAL PROFILES •  Facebook •  Twitter •  Google+ •  Instagram •  YouTube •  LinkedIn •  Myspace •  Pinterest •  SoundCloud •  Tumblr
  43. 43. @petecampbell pete@kaizensearch.co.uk LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA RECOMMENDED – JSON-LD MARKUP <script type="application/ld+json"> { "@context" : "http://schema.org", "@type" : "Organization", "name" : "Company Name", "logo" : "http://www.domain.com/logo.png", "url" : "http://www.domain.com/", "contactPoint" : [{ "@type" : "ContactPoint", "telephone" : "+44-2078225951", "contactType" : "customer support" }], "sameAs" : [ "https://www.facebook.com/company-name", "https://twitter.com/company-name", "https://www.linkedin.com/company/company-name", "https://plus.google.com/company-name/posts" ] } </script> * Customise Red Values https://developers.google.com/structured-data/customize/overview
  44. 44. @petecampbell pete@kaizensearch.co.uk TEST YOUR MARKUP https://developers.google.com/structured-data/testing-tool/
  45. 45. @petecampbell pete@kaizensearch.co.uk DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY REQUIREMENTS •  Display a Visual Breadcrumb Trail to Users On-Site Breadcrumb
  46. 46. @petecampbell pete@kaizensearch.co.uk DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY RECOMMENDED – HTML MICRODATA MARKUP <ul> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <a href="https://www.domain.co.uk/" itemprop="url"> <span itemprop="title">Home</span> </a> </li> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <a href="https://www.domain.co.uk/category-name/" itemprop="url"> <span itemprop="title">Category Name</span> </a> </li> <li itemscope itemtype="http://data-vocabulary.org/Breadcrumb"> <span itemprop="title">Landing Page</span> </li> </ul> * Customise Red Values https://developers.google.com/structured-data/breadcrumbs
  47. 47. @petecampbell pete@kaizensearch.co.uk ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA REQUIREMENTS •  An Internal Search Engine On Your Site •  Try Google Custom Search Engine if Needed
  48. 48. @petecampbell pete@kaizensearch.co.uk RECOMMENDED – JSON-LD MARKUP <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebSite", "url": "https://www.domain.co.uk/", "potentialAction": { "@type": "SearchAction", "target": "https://www.domain.co.uk/catalogsearch/result/?q={search_term}", "query-input": "required name=search_term" } } </script> * Customise Red Values ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA https://developers.google.com/structured-data/slsb-overview
  49. 49. @petecampbell pete@kaizensearch.co.uk GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES ‘ARTICLE’ SCHEMA PUBLISHER NAME Dedicated SERPs Box REQUIREMENTS •  A Blog, duh!
  50. 50. @petecampbell pete@kaizensearch.co.uk RECOMMENDED – HTML MICRODATA MARKUP <div itemscope itemtype="http://schema.org/Article"> <h1 itemprop="headline">Article Name</h1> <img src="https://www.domain.co.uk/article-thumnail.png" itemprop="image" /> <span itemprop="author">Author Name</span> <span itemprop="datePublished">2015-09-18</span> <span itemprop="description">Short Article Description</span> <div itemprop="articleBody">The Body Copy of Your Article Goes Here </div> </div> * Customise Red Values https://support.google.com/webmasters/answer/3280182?hl=en GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES ‘ARTICLE’ SCHEMA
  51. 51. @petecampbell pete@kaizensearch.co.uk USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA REQUIREMENTS •  Real-Customer Review Data •  No Data? Run an Incentive-Based Survey •  Testimonial Page
  52. 52. @petecampbell pete@kaizensearch.co.uk RECOMMENDED – HTML MICRODATA MARKUP <div itemtype="http://schema.org/Product" itemscope="itemscope" class="star-rating"> <span itemprop="name">[Product Name]</span> <div itemprop="AggregateRating" itemtype="http://schema.org/AggregateRating" itemscope="itemscope"> <span itemprop="ratingValue">4.89</span> out of 5 - (<span class="reviewCount" itemprop="reviewCount”>[Number of Reviews]</span>) </div> </div> * Customise Red Values https://developers.google.com/structured-data/rich-snippets/reviews USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA
  53. 53. @petecampbell pete@kaizensearch.co.uk OPEN GRAPH TAGS
  54. 54. @petecampbell pete@kaizensearch.co.uk Max 80 Characters 66% Engagement Increase 1200 x 628 Pixels USE A CTA BUTTON Open Graph Tags 25 Characters Max The Perfect Facebook Open Graph Box Facebook Guidelines: http://on.fb.me/1JmMDTH Jeff Bullas: http://bit.ly/19VD8E9
  55. 55. @petecampbell pete@kaizensearch.co.uk RECOMMENDED – OGP.ME MARKUP <meta property="og:locale" content="en_gb" /> <meta property="og:type" content="article" /> <meta property="og:title" content="[Content Title]" /> <meta property="og:description" content="[Description of your content]" /> <meta property="og:url" content="https://www.domain.com/content-url/" /> <meta property="og:site_name" content="[Site Name e.g. Kaizen]" /> <meta property="article:publisher" content="https://www.facebook.com/fb-page-url" /> <meta property="og:image" content="http://www.domain.co.uk/thumbnail-image.jpg" /> * Customise Red Values http://ogp.me/ THE PERFECT FACEBOOK OPEN GRAPH BOX MICRO-DATA
  56. 56. @petecampbell pete@kaizensearch.co.uk TYPES •  Promoted Cards (No HTML Required) •  Lead Gen - Capture Email •  Website - Drive Clicks to Content •  Set Headline •  Social Image •  CTA Button •  App Cards •  Organic Cards •  Get Approved - http://bit.ly/1jjwSw5 •  Card Types •  Summary + Summary Image •  Product •  Photo / Video •  Apps USING TWITTER CARDS TO INCREASE TWEET CTR META TAGS
  57. 57. @petecampbell pete@kaizensearch.co.uk RECOMMENDED – TWITTER.COM MARKUP <meta name="twitter:card" content="summary"> <meta name="twitter:site" content="@TwitterHandle"/> <meta name="twitter:domain" content="http://www.domain.co.uk/"/> <meta name="twitter:creator" content="@TwitterHandle"/> <meta name="twitter:title" content="Content Title"> <meta name="twitter:description" content="Description of your content"> <meta name="twitter:image" content="http://www.domain.co.uk/thumbnail-image.jpg"> * Customise Red Values https://dev.twitter.com/cards/overview USING TWITTER CARDS TO INCREASE TWEET CTR META TAGS
  58. 58. @petecampbell pete@kaizensearch.co.uk TRY TWITTER CARD ANALYTICS https://analytics.twitter.com/
  59. 59. @petecampbell pete@kaizensearch.co.uk GOOGLE NOW CARDS
  60. 60. @petecampbell pete@kaizensearch.co.uk GOOGLE NOW RELIES ON STRUCTURED DATA IN EMAILS REQUIREMENTS •  JSON-LD / SCHEMA markup within emails •  You’ll also see markup within Gmail directly h"ps://developers.google.com/schemas/tutorials/embedding-­‐schemas-­‐in-­‐emails  
  61. 61. @petecampbell pete@kaizensearch.co.uk HTML CODE 
 https://developers.google.com/schemas/ reference/hotel-reservation USES / VARIANTS •  Basic Reservation Details •  Update/Cancel Reservation •  Business Details •  Customer Details HOTEL BOOKINGS ‘LODGINGRESERVATION/BUSINESS’ SCHEMA
  62. 62. @petecampbell pete@kaizensearch.co.uk HTML CODE 
 https://developers.google.com/schemas/ reference/event-reservation USES / VARIANTS •  Basic Event Details •  Event Reminders •  Ticket / No Ticket Variants for Music & Sport •  Multiple Tickets •  Update/Cancel Event EVENT TICKETS ‘EVENTRESERVATION’ SCHEMA
  63. 63. @petecampbell pete@kaizensearch.co.uk HTML CODE 
 https://developers.google.com/schemas/ reference/restaurant-reservation USES / VARIANTS •  Basic Restaurant Reservation •  Update/Cancel Reservation RESTAURANT RESERVATIONS ‘FOODESTABLISHMENTRESERVATION’ SCHEMA
  64. 64. @petecampbell pete@kaizensearch.co.uk FLIGHT BOOKINGS & BOARDING PASSES ‘FLIGHTRESERVATION’ SCHEMA HTML CODE 
 https://developers.google.com/schemas/ reference/flight-reservation USES / VARIANTS •  Flight Confirmation •  Boarding Pass •  Check-In •  Update / Cancel Flight •  Multi-Leg Flights •  Multiple Passenger Flights
  65. 65. @petecampbell pete@kaizensearch.co.uk PUSH & RESYNDICATION VIA API’S
  66. 66. @petecampbell pete@kaizensearch.co.uk NOTIFY VISITORS WHEN YOU PUBLISH A NEW BLOG POST CHROME & SAFARI PUSH NOTIFICATIONS Desktop Notification Mobile Notification https://goroost.com/
  67. 67. @petecampbell pete@kaizensearch.co.uk ENABLE PUBSUBHUBHUB TO UPDATE RSS READER FEEDS IN REAL-TIME http://wordpress.org/plugins/pubsubhubbub/
  68. 68. @petecampbell pete@kaizensearch.co.uk GET READY FOR IOS9 APPLE NEWS SIGNUP FOR NEWS PUBLISHER https://www.icloud.com/newspublisher/
  69. 69. @petecampbell pete@kaizensearch.co.uk MOBILE APP WRAPPER
  70. 70. @petecampbell pete@kaizensearch.co.uk SPOT THE DIFFERENCE? BROWSER VS APP
  71. 71. @petecampbell pete@kaizensearch.co.uk TURN YOUR RESPONSIVE WEBSITE INTO AN APP USE PHONEGAP OR CORDOVA http://phonegap.com/about/ http://cordova.apache.org/
  72. 72. @petecampbell pete@kaizensearch.co.uk GET READY
  73. 73. @petecampbell pete@kaizensearch.co.uk MicroData Markup (JSON-LD & HTML) Push & Resyndicate Content via APIs Open Graph Tags Google Now Card Markup Create App Version of Mobile Site IMPLEMENT ALL OF THIS
  74. 74. @petecampbell pete@kaizensearch.co.uk GET DISCOVERED BY THE STAR TREK COMPUTER
  75. 75. @petecampbell pete@kaizensearch.co.uk & EARN 1 MILLION VISITS!!
  76. 76. @petecampbell pete@kaizensearch.co.uk BACK UP PLAN?
  77. 77. @petecampbell pete@kaizensearch.co.uk Get in Touch: @petecampbell pete@kaizensearch.co.uk https://www.kaizensearch.co.uk/ DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/BRIGHTON Thank You!