Schema markup, your new path to SEO success Stephen Stanczak Ondyr Marketing May 8, 2019 Slides: Ondyr.com/slides Social: @ondyrmarketing
Agenda Background What is Schema Rich Results Benefits of Schema How to Get Started Case Study Resources Slides: Ondyr.com/slides 2 Social: @ondyrmarketing
Schema Google is no longer 10 plain blue links Slides: Ondyr.com/slides 3 Social: @ondyrmarketing
Schema Every day it seems there is a new information box or visual element popping up in Google Slides: Ondyr.com/slides 4 Social: @ondyrmarketing
Schema Featured Ads Snippets Rich Map Results Pack 5 Slides: Ondyr.com/slides Social: @ondyrmarketing
Schema Google is becoming increasingly crowded making space for organic links less valuable (even if your #1) Slides: Ondyr.com/slides 6 Social: @ondyrmarketing
Schema The Future of Search: Google wants to 1) Keep you on Google longer 2) Provide answers directly in search Slides: Ondyr.com/slides 7 Social: @ondyrmarketing
Schema 47% of Google searches are “no - click” searches Slides: Ondyr.com/slides 8 Social: @ondyrmarketing
Schema Who is clicking that? Slides: Ondyr.com/slides 9 Social: @ondyrmarketing
Schema Despite the pros and cons, the reality is this is a trend not to be ignored as it’s only becoming more prevalent Slides: Ondyr.com/slides 10 Social: @ondyrmarketing
Schema So you might be wondering… How do I get rich results with stars and images in Google Search? Slides: Ondyr.com/slides 11 Social: @ondyrmarketing
Schema The best place to start is Schema Markup! Slides: Ondyr.com/slides 12 Social: @ondyrmarketing
What is schema markup exactly? Slides: Ondyr.com/slides 13 Social: @ondyrmarketing
Schema My Definition of Schema Schema Markup is a way to become eligible for rich results in search by organizing free form website content into structured data that is easier to understand by search engines Slides: Ondyr.com/slides 14 Social: @ondyrmarketing
Schema A way to become eligible for rich results in search… A Rich Result Example Slides: Ondyr.com/slides 15 Social: @ondyrmarketing
Schema by organizing free form website content… Slides: Ondyr.com/slides 16 Website comes in all different formats Social: @ondyrmarketing
Schema …into structured data that is easier to understand by search engines Google’s Structured Data Testing Tool Slides: Ondyr.com/slides 17 Social: @ondyrmarketing
Schema Ultimately, Schema markup is a snippet of code added to webpages to better explain what is on the page But no need to get scared! Slides: Ondyr.com/slides 18 Social: @ondyrmarketing
Schema JSON-LD JSON-LD is the recommended format for schema markup Slides: Ondyr.com/slides 19 Social: @ondyrmarketing
Schema Schema code maps to Rich Results Slides: Ondyr.com/slides 20 Social: @ondyrmarketing
Schema Schema Event NYC Example Slides: Ondyr.com/slides 21 Social: @ondyrmarketing
Schema Developed by the top search engines: Slides: Ondyr.com/slides 22 Social: @ondyrmarketing
Schema Schema is a common vocabulary for search engines to better understand websites Slides: Ondyr.com/slides 23 Social: @ondyrmarketing
Schema 600 types of schemas you can mark up on a website Slides: Ondyr.com/slides 24 Social: @ondyrmarketing
Schema Top Places Rich Result (Mobile) Course Rich Result Fact Check Rich Result Slides: Ondyr.com/slides 25 Social: @ondyrmarketing
Schema What is a Rich Result? A rich result is an enhanced listing in Google search results that goes beyond standard text to include visual elements like images, stars, and carousels Rich Result Not a Rich Result Slides: Ondyr.com/slides 26 Social: @ondyrmarketing
Common rich results powered by Schema Markup Slides: Ondyr.com/slides 27 Social: @ondyrmarketing
Rich Results Organization (Knowledge Graph) Slides: Ondyr.com/slides 28 Social: @ondyrmarketing
Rich Results Recipe vs. Slides: Ondyr.com/slides 29 Social: @ondyrmarketing
Rich Results Event Slides: Ondyr.com/slides 30 Social: @ondyrmarketing
Rich Results Article Slides: Ondyr.com/slides 31 Social: @ondyrmarketing
Rich Results Job Posting Slides: Ondyr.com/slides 32 Social: @ondyrmarketing
Rich Results Local Business Slides: Ondyr.com/slides 33 Social: @ondyrmarketing
Rich Results Product Slides: Ondyr.com/slides 34 Social: @ondyrmarketing
Rich Results Review Slides: Ondyr.com/slides 35 Social: @ondyrmarketing
Rich Results Other Rich Results in Search • Book • Fact Check • Social Profile • Breadcrumb • Livestream • Software App • Carousel • Logo • Speakable • Course • Media Actions • Subscriber content • Critic Review • Occupation • Top Places List • Dataset • Q&A Page • Video • Employer Rating • Sitelinks Search Slides: Ondyr.com/slides 36 Social: @ondyrmarketing
Rich Results 2 more as of today! How-to FAQ Slides: Ondyr.com/slides 37 Social: @ondyrmarketing
Benefits of Schema Slides: Ondyr.com/slides 38 Social: @ondyrmarketing
Benefits Help search engines understand your site’s content better (by the way, this one has nothing to do with rich results) Slides: Ondyr.com/slides 39 Social: @ondyrmarketing
Benefits Increase click-through-rate with visually enhanced rich results Slides: Ondyr.com/slides 40 Social: @ondyrmarketing
Benefits Improve your ranking position Slides: Ondyr.com/slides 41 Social: @ondyrmarketing
Benefits Prepare your site for voice search, Alexa, and Google Assistant Slides: Ondyr.com/slides 42 Social: @ondyrmarketing
Benefits Improve Brand Presence in Search Slides: Ondyr.com/slides 43 Social: @ondyrmarketing
Schema Slides: Ondyr.com/slides 44 Social: @ondyrmarketing
How to Get Started with Schema Slides: Ondyr.com/slides 45 Social: @ondyrmarketing
Get Started 1. Check first if you have any schema on your site • Google structured data testing tool • SEMrush, Screaming Frog Slides: Ondyr.com/slides 46 Social: @ondyrmarketing
Get Started 2. Research all the available schema • Browse Schema.org for the full list of 600 • Google’s Developer Resources on Structured Data • Ondyr post on 28 types of Rich results Slides: Ondyr.com/slides 47 Social: @ondyrmarketing
Get Started 3. Choose which Schema you plan to add • Determine all of the relevant schema you want to implement • If you find a schema that is a good fit, implement it Slides: Ondyr.com/slides 48 Social: @ondyrmarketing
Get Started 4. Prepare data needed to populate Schema (if necessary) • For example, you need to start collecting reviews in order to show rating stars or know cook time to show in a recipe rich result Slides: Ondyr.com/slides 49 Social: @ondyrmarketing
Get Started 5. Decide method of Adding Schema • Plugin • Custom - manual • Custom - dynamic Slides: Ondyr.com/slides 50 Social: @ondyrmarketing
Get Started 6. Test Schema for Correct Implementation • Test Code Snippet with Google Structured Data Testing Tool • Warnings versus Errors • Preview Slides: Ondyr.com/slides 51 Social: @ondyrmarketing
Case Study Angelic Bakehouse Case Study Slides: Ondyr.com/slides 52 Social: @ondyrmarketing
Case Study Angelic Bakehouse Case Study • Traffic to recipes increased 70-400% after implementing Schema • Rankings increased across the board Slides: Ondyr.com/slides 53 Social: @ondyrmarketing
Resources • Schema.org • Google Structured Data Resources • Ondyr Blog • Snip Plugin • Header Footer Code Manager • Google Structured Data Testing Tool • JSON-LD Editor • Search Console Rich Result Test Slides: Ondyr.com/slides 54 Social: @ondyrmarketing
Schema markup, your new path to SEO success Thank you! Access slides at ondyr.com/slides Stephen Stanczak Stephen@ondyr.com Social: @ondyrmarketing Slides: Ondyr.com/slides 55 Social: @ondyrmarketing
Get Started 5. Decide method of Adding Schema (cont.) Plugins • Schema (free) • Snip (paid) • SchemaApp (paid) Be sure your plugin supports the schema you desire Slides: Ondyr.com/slides 56 Social: @ondyrmarketing
Get Started 5. Decide method of Adding Schema (cont.) Custom - Manual • First find example JSON code to customize rather than build from scratch • Visit Schema.org or reverse engineer another site’s schema using Google’s SDTT • Personalize with your data • Test Code Snippet before publishing live with Google Structured Data Testing Tool (SDTT) • Highly Recommend using JSON-LD format Slides: Ondyr.com/slides 57 Social: @ondyrmarketing
Get Started 5. Decide method of Adding Schema (cont.) Custom - Manual • Add Script to your site’s pages • Several ways to do this, depends on site • For WordPress, try Header Footer Code Manager Plugin • Also can use Google Tag Manager (not ideal) Slides: Ondyr.com/slides 58 Social: @ondyrmarketing
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