Schema Markup - Achieving Richer Results
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In this talk I’m going to be talking about Schema markup, what it is and why it’s important to pay attention to. Along with some tools to help you implement it to your own website.
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Schema Markup - Achieving Richer Results
- 1. Schema Mark-up Achieving Richer Results
- 15. Data Types
- 16. FAQs
- 17. Reviews
- 18. Q&As
- 19. Events
- 20. Products
- 22. 270% Increase in traffic from organic search overall. 150% increase in average session duration.
- 23. 20% increase in average CTR
- 32. Schema Mark-up Achieving Richer Results
Editor's Notes
- In this talk I’m going to be talking about Schema, what it is and why it’s important to pay attention to and some tools to help you implement it to your own website.
- Thinking about it? If YOU’RE NOT USING STRUCTURED DATA THEN THIS SHOULD give you some ideas to help YOU GET STARTED.
- Schema.org launched June 2011 by Bing, Google and Yahoo! (operators of the world's largest search engines at that time) In November 2011, Yandex (whose search engine is the largest in Russia) joined the initiative. To create and support a common set of schemas for structured data markup on web pages.
- Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means — “Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.
- Standardised simplified structured data. Films, recipes, events, reviews Structured data helps search engines understand data. How they should categorise it and help your users.
- Structured Data Is Not a Ranking Factor So let's make that clear, Schema is currently not a ranking factor. In this case, this simply means schema helps you communicate what the webpage is about. That's not a ranking factor but it's a good practice all around.
- In SEO, if there is something you can use to make your content more relevant to search engines then it’s worth doing. That’s the whole point of SEO right?
- If you’re not technical Schema.org can appear quite daunting.
- Almost all of your content will likely have an associated data type
- An FAQ page written by the site itself, with no way for users to submit alternative answers A product support page that lists FAQs, with no way for users to submit alternative answers
- Announced in December 2018 A forum page where users can submit answers to a single question A product support page where users can submit answers to a single question
- Rak-uh-ten Recipes Early adopter 2012 Using Accelerated Mobile pages (AMP) 2017 270% Increase in traffic from organic search overall. 150% increase in average session duration. https://econsultancy.com/case-studies-structured-data-seo/
- As one of the drawbacks often cited about Google’s rich results is that they satisfy user search queries on the SERP, thereby reducing click-through to a business’s website, these results are particularly encouraging.
- In SEO, if there is something you can use to make your content more relevant to search engines then it’s worth doing. That’s the whole point of SEO right? Even if rich snippets aren’t for the markup, Google search will still benefit by better understand the content of your website. Also keep in mind that it’s not guaranteed for a website to show rich results. By doing this it will be eligible for it.