7 Examples Of Structured Data You Can Implement Today

Follow along on The Twitters #SMX  #22a  

Presented by: Samuel Quincy Edwards  

<div itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Samuel Quincy Edwards</span>

<img src="handsome.jpg" itemprop="image"/>

<span itemprop="jobTitle">Online Media Strategist</span>

<div itemscope itemtype="http://schema.org/LocalBusiness">

<span itemprop="name">Tenthwave Digital</span>

<span itemprop="addressLocality">New York City</span>

<span itemprop="addressRegion">NY</span>

@samuel_quincy @tenthwave #SMX #22a

Some of our clients include:

Structured Data Markup: A Brief Overview

It’s information formatted in a universally understandable way; abiding by a predetermined set of rules that define data types and the relationships between them. Search engines use structured data within webpages to: •  refine search results •  filter with greater accuracy •  enhance the way results are displayed

What the is Structured Data?

Web pages have meaning that we as user can understand when we read them. Search engines, however, have a limited understanding of web page content. This makes it difficult for search engines to display relevant results for certain terms if they don’t understand the context of the query.

Seal Seal  

TL;DR Structured data allows you to help search engines understand your content and display it in a useful, relevant way.  

Why is it important?

Musician  

Animal  

Extremely  uncomfortable  hybrids  

The major advantage?

Visibility.

Information stored within structured data can be used by search engines to generate rich snippets. Rich snippets provide the user detailed information relating to their specific queries. These rich snippets can have a major impact on click-through rates, with some websites reporting a 30% increase in CTR after implementation.

Product Rich Snippets  

Recipe Rich Snippets  

Review Rich Snippets  

Event Rich Snippets  

Rich Snippets

Using Structured Data Markup To Create A Variety of Rich Snippets

1. Review Rich Snippets “When review information is marked up, we can use it to understand and present the information on your pages. Review information such as ratings and descriptions can help users better identify pages with good content.”

-The Googles

Resources: http://schema.org/Review, http://schema.org/AggregateRating

itemreviewed (item)  

rating  reviewer  

description   summary  

*Items in bold are required and/or recommended  

What Crawlers See  What Users See  

2. Product Rich Snippets

Resource: http://schema.org/Product

If you're a merchant, you can give search engines detailed product information that can be displayed as rich snippets.

item availability

weight color

brand

manufacturer width sku

model

itemCondition

name

item price

currency

total reviews aggregate rating

*Items in bold are required and/or recommended  

What Crawlers See  What Users See  

3. Events Rich Snippets

startDate location

performer

Resource: http://schema.org/events

doorTime

duration summary

URL

*Items in bold are required and/or recommended  

What Crawlers See  What Users See  

4. Job Listings Rich Snippets  

job location  

date posted  hiring

organization  job title  

base salary  industry  

employment type   salary

currency  

Resource: http://schema.org/JobPosting *Items in bold are required and/or recommended  

What Crawlers See  What Users See  

5. Restaurant Rich Snippets  

*Items in bold are required and/or recommended  

name  

URL  

address  

telephone number

ratingValue  

reviewCount  

priceRange  

Resource: http://schema.org/Restaurant

What Crawlers See  What Users See  

6. Application Rich Snippets

Resources: http://schema.org/SoftwareApplication, http://schema.org/MobileApplication  

name

image

description

author

reviews offer

screenshots  

operatingSystems    

URL

*Items in bold are required and/or recommended  

What Crawlers See  What Users See  

Total Reviews

Aggregate Rating Recipe

Image Nutritional

Info

Prep/Total Time

Recipe Type

Instructions

Saturated Fat Summary

Calories Carbohydrates

Sugar

Fiber

Published Date

Author

Protein Cholesterol

Cooking Method

7. Recipe Rich Snippets

*Items in bold are required and/or must provide at least 2 of the following to display.  

name

What Users See

Recipe Author

Recipe Name

Recipe Description

Total Time

Prep Time

Serving Size

Recipe Image Aggregate Rating

What Crawlers See Recipe  Name  

Recipe Author

Recipe Description

Recipe Image

Total Time

Prep Time

Serving Size

Item Type (Recipe)

You may be thinking…

“Sam, that sounds great and all, but do I really need to implement structured data markup for all applicable pages? I have so many!”

“Yes.”

-Sam

Which one of these results is not like the

others?

This one.

Prior to implementation, Tenthwave analyzed the top 263 organic search terms driving traffic to DuncanHines.com from Google and we found that: For each of the 263 queries, at least one result had some form of rich snippet on page one, including: images, reviews, prep times and calories. And out of those queries, on average, 3/5 results had implemented some form of markup.

EVERYONE IS DOING IT!

So we were all like…

And they were all like…

Getting Started

Step One: Using http://schema.org/Recipe we looked through the item properties that were applicable to Duncan Hines® based on the information provided about each recipe that users could see on site. In the end we went with the follow:

Step Two: We then implemented a template containing HTML markup, the schema tags, as well as placeholders into which the server injects the actual recipe data when rendering the recipe detail page.

Site Wide Implementation

Placeholders  Schema Tags  HTML Markup  

Validation  

Step Three: After rendering the sample detail pages, we validated a number of user generated recipes using the Structured Data Testing Tool to ensure all was displaying properly. Now, we can stamp out an infinite number of recipes with the correct markup.

Before

After

Early Results

•  Markup implemented mid February 2014 – Organic search traffic from Google increased

by 35.07% from January 2014 (prior) to April 2014 (post). YoY increase was 93.46%.

– Quite a few highly trafficked user generated recipes saw increases significantly higher than the average.

Mass (traffic) gains, brah!

73.56% increase in traffic from Jan to April

149.75% increase in traffic from Jan to April

389.35% increase in traffic from Jan to April

Observe Ranking Increases While Google claims adding mark up doesn’t affect rankings, we found that (all else being equal) within 2 weeks of implementing Schema markup, 75% of the 263 terms analyzed in the initial test had seen an improvement in search results. Of those: 196 had improved rankings 44 had unchanged rankings 23 had declined rankings The average listing for Duncan Hines® improved by 2.42 positions. Before: Position 11.5 (Page 2) After: Position 9.08 (Page 1)

Why is that significant?

…or page 1 of Bing.

Because the best place to hide a dead body is page 2 of Google.

JUST KIDDING!

but not really...

Final Notes      

GWT IS YOUR BEST FRIEND

Amazing MS Paint Smiley Face

Validate  

Fetch and Index

Fix Errors

For a ridiculously useful list of Structured Data Markup Validation and Testing Tools, check out: http://www.seoskeptic.com/structured-data-markup-validation-testing-tools/ H/T to Aaron Bradley @aaranged for the resource!

Thank You! Twitter: @Samuel_Quincy LinkedIn: https://www.linkedin.com/pub/samuel-edwards/4b/a34/962 Email: samuel.edwards@tenthwave.com