SCHEMAWTF

QUICK LOOK• Search Engines

Agreed…• It’s a Way to

“Structure” data• Organize Information• Understand the

Content• Add glitter to search results

– Some Guy at Google

“Google’s main focus is to make sure it’s users are getting

more value.”

EXAMPLESRecipes

………………

Product Reviews

Event InformationConcert Details

Critic ReviewsProduct Details

Official Logo

Official Social ProfilesGoogle Authorship

Movie Trailers

Video Snippets

Location SpecificA LOT of Contact Number Types

Answer Box?

GalleriesQ&A

Knowledge Graph?

WHICH WOULD YOU CLICK?

It’s probably this one… since it’s #1

OR THIS ONE

BUT DOES IT INCREASE YOUR

RANKINGS?????

– Some Guy at Google (but they deleted this)

“Marking up your data for rich snippets won’t affect your page’s ranking in search results, and Google doesn’t guarantee to

use your markup.”

WHO BELIEVES GOOGLE?

THEN WHY DO IT?

• Google values organized information

• It values user engagement

• Which brings us to relevancy

• Pogo Sticking

• CTR (Click Through Rate)• Time on Site

SOME “POSSIBLE” FACTORS

(Debunked by Google… LOL)• Bounce Rate• Page Views• Conversions?

INDIRECT EFFECTSthat help your rankings

Plus, less than 25% of the websites out there use it

#WIN

THAT'S WHYYou need to make use of it for your On-page

SEO

IT’S NOT A HACKIt’s a “best practice”

IT WILL HELP YOURule the world

doesn’t hurt to be on Amazon…

LET'S START WITH LOCAL

OPTIMIZE FOR LOCAL SEO• Geo-Sitemaps

• NAP (Name, Address, Phone Number)

• Multiple Branches? Put together in one page if you want

• One page per branch + NAP + Maps

OPTIMIZE FOR LOCAL SEO• Usual On-page SEO work (+ Set Up

Webmaster Tools)

• Here’s my fav right now for UX - UserTesting.com

• Want a free version? peek.Usertesting.com

• Off-page factors Google MyBusiness + Citations + Links + Mentions

SCHEMA: THE PROCESS• Identify which schema types will fit

your needs

• Generate/Create the scripts

• Use them on the site

• Test them

• Tweak!

PICK A TARGETLet’s say… a Business Website. Like this one.

http://seophilippines.companyguinea pig

#LOL

Go To https://developers.google.com/structured-data/testing-tool/

Tip: Don’t Like Reading in Tagalog?Force it to show in English by adding ?hl=en at the end

Don’t mind the built-in Genesis Theme Errors

WHICH SCHEMA DO YOU NEED?

• https://developers.google.com/structured-data/

• Everything else @ schema.org?It’s a sure thing.

FOR BUSINESSESStaples… (NAP)

• Address

• Corporate Contacts

• Social Profile Links

• Official Logo

Eventually…

• Breadcrumbs

• Articles

• Sitelinks Searchbox

• Etc.

LATEST UPDATE: JavaScript Object Notation (JSON) - #WIN

GENERATE THE SCRIPTSOfficial Logo

<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "LocalBusiness", "url": "http://seophilippines.company", "logo": "http://seophilippines.company/wp-content/uploads/2015/03/seo-philippines-company.png" } </script>

Change This Later

GENERATE THE SCRIPTSOfficial Social Profiles

<script type="application/ld+json">{ "@context" : "http://schema.org", "@type" : "LocalBusiness", "name" : "SEO Philippines Company", "url" : "http://seophilippines.company", "sameAs" : [ "http://www.facebook.com/seophilippinescompany", "http://www.twitter.com/seophilippinescompany", "http://plus.google.com/+ seophilippinescompany"] }</script>

FacebookTwitterGoogle+InstagramYouTubeLinkedInMyspace

Business Name

GENERATE THE SCRIPTSContact Numbers

<script type="application/ld+json">{ "@context" : "http://schema.org", "@type" : "LocalBusiness", "url" : "http://seophilippines.company", "contactPoint" : [ { "@type" : "ContactPoint", "telephone" : "+63 (2) 854 8888", "areaServed" : "PH", "contactOption" : "TollFree", "contactType" : "customer service" } ] }</script>

Optional

GENERATE THE SCRIPTSAddress

<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "LocalBusiness", "name": "SEO Philippines Company", "url": "http://seophilippines.company", "alternateName": "Heritage Hotel SEO", "address": { "@type": "PostalAddress", "streetAddress": "Roxas Boulevard", "addressLocality": "Pasay City", "addressRegion": "Metro Manila", "addressCountry": "Philippines", "postalCode": "1300" }}</script>

SORRY!Don’t try this at home

USE IT• Put it on your site.

• NAP can be site-wide.

• Page specific schema? Stay on that page!

TEST IThttps://developers.google.com/structured-data/testing-tool/

TWEAK IT• Combine the code so it’s more efficient

• Tweak type so that it’s more specific!

• YOU don’t want to be another “LocalBusiness”

• https://www.LeapFroggr.com/localbusiness-types

AFTER TWEAKING

RESOURCES• https://www.google.com/webmasters/markup-helper/u/0/

• https://developers.google.com/structured-data/

• https://developers.google.com/structured-data/testing-tool/

• http://schema.org/docs/full.html (Full Hierarchy)

• http://www.productontology.org

• https://www.leapfroggr.com/localbusiness-types

• http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ (Just because it’s from SEO Gadget)

“additionalType”

YOU'RE IN LUCK

I have a gift for you• Still in Alpha• Never released

before• Actively Being

Developed I have no better name for it at the moment…

HOW TO GET IT?• https://www.LeapFroggr.com/

PeepconPlugin

• Sign up - Follow instructions…

• That’s it!

• Oh, you can share the link if you like it. Who doesn’t like freebies?

LIKED THIS?• Slides will be on Slideshare.net/denseymour

• Follow me on Google+, Twitter and Instagram @denseymour

• Use other social networks? @denseymour

• https://www.leapfroggr.com/schedule