Maximising Your SERP PotentialEnhance your listings with Rich Snippets

Peter Handley

theMediaFlow

www.themediaflow.com

@ismepete #thinkvis

IS ME PETE?

Director of SEO at theMediaFlow

Responsible for strategy and delivery

Klout says I’m influential about rum

(and SEO/Internet Marketing)

@ismepete #thinkvis

WHATAre Rich Snippets?

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STAND

OUT

People

AuthorsNot a “true” rich snippet…

Reviews

Recipe

Events

Product

Video

Music

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WHY

Increased

Click

Through

Rate

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Review CTR

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Post Imp CTR = Post Implementation CTR and compares month prior to Schema implementation to month after.

Only includes terms that didn’t increase in position

Based on individual user reviews, not aggregate

Author CTR

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Author + Review CTR

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Based on individual user reviews, not aggregate

HOWto get Rich Snippets to appear

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….it’s about Semantics

Microdata,

Microformats

and/or

RDFa

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The Semantic Web"a web of data that can be

processed directly and indirectly

by machines.“

Tim Berners-Lee

Microdata

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Microdata is an HTML specification used to nest semantics within existing content on web pages. Search engines, web crawlers, and browsers can extract and process Microdata from a web page and use it to provide a richer browsing experience for users.

http://en.wikipedia.org/wiki/Microdata_(HTML5)

Microformats

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A microformat is a web-based approach to semantic markup which seeks to re-use existing HTML/XHTML tags to convey metadata and other attributes in web pages and other contexts that support (X)HTML, such as RSS.

http://en.wikipedia.org/wiki/Microformats

RDFa

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http://en.wikipedia.org/wiki/RDFa

RDFa (or Resource Description Framework–in–attributes) is a W3C Recommendation that adds a set of attribute-level extensions to HTML, XHTML and various XML-based document types for embedding rich metadata within Web documents.

….Google recommends microdata

You Can

Use Any

Of These

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LinkedIn use hCard microformat

Implementing Person

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I’d use http://schema.org/Person if setting this up today

Implementing Authorship

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Lots of ways documented online

… and a contributor link to your G+ page

The simplest way to do it is add ?rel=author to a link to your G+ page from a post

Implementing Single Reviews

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Implementing Aggregate Reviews

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Implementing Recipe

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….annoyingly, Google doesn’t seem to like giving me recipe snippets anymore

Implementing Events

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….you could try the GWT Data Highlighter too, though none of my tests with it work yet

Implementing Product

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Implementing Video

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….I actually tend to use Video Sitemaps to get these Rich Snippets

Implementing Music

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Last.fm markup songs with Schema on Top Tracks:

Raven Tools’ Schema Creator Rocks:

Tools

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http://schema-creator.org/

So does the microDATAgenerator:

Tools

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http://www.microdatagenerator.com/

Use Structured Data Testing Tool:

Tools

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

MIXThem Up

Why just

use one

Rich

Snippet?….more are better!

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It Doesn’t

Always

Work

….Google annoys me sometimes!

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But It

Can’t Work

Unless

You Try!….So, give it a go!

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Don’t Piss Off SEOs

http://www.peterhandley.com/2012/04/yodel-delivery-problems-do-i-really-want-to-carry-on-purchasing-online/

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http://www.3ac.co.uk/1-and-1-internet-are-a-disgrace

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http://www.omnlondon.com/vodafone-uk-business-account-scandal/

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http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/

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http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/

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Thanks for Listening!

Let me know if you have any questions:

@ismepete

peter.handley@themediaflow.com

www.themediaflow.com

@ismepete #thinkvis

Resources:

Useful Links:http://schema.org/

http://microformats.org/

https://developers.google.com/webmasters/richsnippets/

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

http://schema-creator.org/

http://www.microdatagenerator.com/

Images:Stand Out - http://www.flickr.com/photos/pdbreen/3398012211/

People - http://www.flickr.com/photos/thekbriodys/2383535992/

Review – Thumb Up -

http://www.flickr.com/photos/brightmeadow/1277721242/

Event – Willy Mason -

http://www.flickr.com/photos/deargdoom57/6090691859/

Video - http://www.flickr.com/photos/deltamike/1450214894/

Music - Rodrigo y Gabriela -

http://www.flickr.com/photos/michemay/4776494889/

Why - http://www.flickr.com/photos/drachmann/327122302/

Web - http://www.flickr.com/photos/cybershotking/329184504/

Mix Them Up -http://www.flickr.com/photos/jwthompson2/145296920/

Danger - http://www.flickr.com/photos/spcbrass/4557822128/

Careful! Wasp Nest -

http://www.flickr.com/photos/ell-r-brown/5994422112/

Havana Club Rum & Coke -

http://instagram.com/p/WHzuuaR13l/

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