From Microdata & Schema to rich snippets - SMX Munich - #SMX by @jbobbink

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SMX Munich presentation by Jan-Willem Bobbink Written presentation can be found at: http://www.notprovided.eu/smxdata Get your geek on as we dig into hardcore code implementations of Schema protocol, RDFa, GoodRelations, Facebook Open Graph markup used by leading Internet retailers and content publishers in a variety of competitive industries. How many publishers have intergrated rich snippets? Panelists will demonstrate how rich snippets appearing in search results have impacted traffic, conversions and driven real ROI. Which integrations will end up in the best results? Don’t forget Google needs time for indexing and processing, what are the risks caused by this? What is Google accepting as valid data? Make sure you make the right decision on which snippets you implement and which not.

Transcript of From Microdata & Schema to rich snippets - SMX Munich - #SMX by @jbobbink

From Microdata & Schema To Rich Snippets

From Microdata & Schema

To Rich Snippets

SMX Munich Jan-Willem Bobbink

@jbobbink - http://www.notprovided.eu

WHO AM I?

VISIT US AT STAND NUMBER 16

MAJESTIC SEO AMBASSADOR

WHATS THE SEMANTIC WEB?

IS IT CODE?

STRUCTURE THE WEB?

W3C SEMANTIC WEB ACTIVITY

The Semantic Web is a collaborative movement led by international standards body the World Wide Web Consortium (W3C). The standard promotes common data formats on the World Wide Web

GOAL: EVOLUTION OF THE WEB

THE SEMANTIC WEB

Tim Berners-Lee:

The Semantic Web provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries

GOAL: CONVERTING THE WEB

LINKED OPEN DATA

STARTING POINT:

1. Make data available

2. Use specific markup languages

3. Data is available for everyone

ONLINE MARKETING POSSIBILITIES?

GOAL 1: SEO

GOAL 2: SOCIAL MEDIA

HOW MANY WEBSITES ARE USING MARKUP?

Use Amazon EC2, setup a crawler and crawl the top 1.000.000 Alexa URLs

Checked for occurrences of:

Microdata / Schema

OpenGraph

Twitter Cards

CRAWLED AT 18-03-2014

RESULTS

- Crawled with 360/URLS/sec

- 68.4GB of data used

- 68% (683267 URLs) returned 200 OK

- 27% 30X Redirects

- 3% of domains had DNS issues

CRAWLED AT 18-03-2014

15,84%

14,55%

1,59%

1,32%

7,27%

2,69%

0,22%

OpenGraph Title

OpenGraph URL

Twitter:title

Twitter:url

Schema itemprop

Schema Itemprop Name

AggregateRating

USAGE STRUCTURED DATA

BASED ON 683K OF TOP MILLION ALEXA URLS

USAGE MICRODATA

Commercial tool: http://www.builtwith.com

USAGE OPEN GRAPH PROTOCOL

Commercial tool: http://www.builtwith.com

MANY OPPORTUNITIES!

MICROFORMATS RDFa - MICRODATA

A BRIEF HISTORY

MICROFORMATS

March 2003: rel="friend" was used

2004 during eTech, Tantek hosted a presentation titled Real World Semantics

May 2009: Google announced parsing hCard, hReview and hProduct attributes

http://tantek.com/presentations/2004etech/realworldsemanticspres.html

RDFa

First proposed in 2004, since 2012 RDFa 1.1 is recommended and can be used within HTML4 & 5

The essence of RDFa is to provide a set of attributes that can be used to carry metadata in an XML language (hence the 'a' in RDFa).

26-04-2010 - INTERNATIONALLY LAUNCHED

PREFERRED: MICRODATA Microdata is a set of tags, introduced with

HTML5, that allows you to do this.

SCHEMA.ORG: JUNE 2011

Which snippets can you use?

NOT EVERY STRUCTURE IS USABLE YET

REVIEW SNIPPETS

Several German beers

9 10

24 5

PERSONAL SNIPPETS

Jan-Willem International SEO

Amsterdam, - Europe 9999XX

PRODUCTS SNIPPETS

1. Products

2. Product offer

3. Product aggregated offer

BREADCRUMB SNIPPETS

Create multiple links to relevant pages within 1 entry in the SERPs.

CREATE COMBINATIONS

SOME URLs TO HELP YOU:

Schema Creator by Raven http://schema-creator.org/

Schema.org Generator http://www.microdatagenerator.com/

Rich Snippets Testing Tool Bookmarklet http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet

Everything you need to know to generate rich snippets: http://seogadget.com/micro-data-schema-org-guide-to-generating-rich-snippets/

HOW TO IMPLEMENT? MAKE SURE:

1. You have specific data points available

2. SEs accept specific markup language

3. SEs accept certain snippets

4. Information within the SERPs is correct

Implement code and check with the SEs:

http://www.google.nl/webmasters/tools/richsnippets

DELAYS BECAUSE OF PROCESSING

PITFALLS

Make sure all items are structured and nested in the correct way.

Google Testing tool only shows errors based on missing elements, not on wrong coding!

KEEP CALM AND ADD SNIPPETS!

WMT: WHAT DOES GOOGLE SEE?

ERRORS ON PAGE LEVEL

WMT: DATA HIGHLIGHTER

DOES IT HELP YOUR RANKINGS?

Google doesnt use markup for ranking purposes at this timebut rich snippets can make your web pages appear more prominently in search results, so you may see an increase in traffic.

Source: https://support.google.com/webmasters/answer/1211158?hl=en

RICH SNIPPET SPAM?

REPORT SPAM!

https://support.google.com/webmasters/contact/rich_snippets_spam

RISKS OF SPAMMING?

SHARE YOUR DATA?

STRUCTURED DATA FOR SOCIAL

The Open Graph protocol enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook.

OPEN GRAPH PROTOCOL

FACEBOOK: OPEN GRAPH

Start at: https://developers.facebook.com/docs/opengraph/

BASIC ELEMENTS

Use: http://ogp.me/

https://developers.facebook.com/docs/opengraph/

SPECIFY CERTAIN ELEMENTS

USE THE DEBUGGER TOOL!

WRONG DETAILS? CACHING ISSUES WRONG DETAILS? CACHING ISSUES

Use: https://developers.facebook.com/docs/opengraph/

TWITTER: TWITTER CARDS

TWITTER: EXAMPLE CODE

https://dev.twitter.com/docs/cards/validation/validator

WRONG DETAILS? CACHING ISSUES MAKE SURE YOU VALIDATE!

Schema.org microdata

Open Graph protocol

Title + metadescription element

Best guess from page content

MULTIPLE OPTIONS

Use: https://developers.google.com/+/web/snippet/

WRONG DETAILS? CACHING ISSUES GOOGLE+

USE YOAST SEO PLUGIN

USING WORDPRESS?

QUESTIONS?

http://www.notprovided.eu @JBOBBINK

Jan-Willem Bobbink

HTTP://WWW.NOTPROVIDED.EU/SMXDATA

PICTURE CREDITS: Linked Open data: http://commons.wikimedia.org/wiki/File:LOD_Cloud_Diagram_as_of_September_2011.png

Schema meme: http://www.fscinteractive.com/wp-content/uploads/2013/07/schema-rich-snippets-all-the-things-meme-560x345.jpg

Social meme: http://socialmediasatisfied.com/wp-content/uploads/2013/06/529797_10150904238024534_3188681_n.jpg

Possibility meme: http://makeameme.org/character/dr-evil-austin-powers

Matrix coding: http://indervilla.com/matrix-wallpapers/matrix-code-hd/

Image processing: http://www.habiledata.com/blog/wp-content/uploads/2013/05/image-processing-services.jpg

Spam: http://www.cj-weblog.nl/wp-content/uploads/2009/11/Spam.jpg

Changes: http://erinamsili.blogspot.de/2011/12/ch-ch-ch-changes.html

Obama meme: http://cdn.memegenerator.net/instances/250x250/38508282.jpg

THANKS FOR THE PICTURES!