This document discusses schema and rich snippets, noting that schema can be confusing to implement correctly for many clients. It breaks down schema implementation into standard elements like headers and footers, as well as site-specific elements like products. It provides tips for implementing schema correctly, such as having the full schema hierarchy open as a reference and properly scoping items. The document warns against issues to avoid, like placing item page markup on listing pages. It concludes by providing contact information for the author.

1. Schema &
Rich Snippets
How Hard is
Confusing?
SMX Israel 2013
By: Kalman Labovitz

2. Overview
Confusion Breakdown
Tipping point Avoid

3. Schema can be confusing
- 8 out of 10 clients implement incorrectly
- Where to implement?
- Types to templates
- Example:

4. Is it worth the effort?
• Search engines like is because it saves money!
• Three stages to SERP
– Crawl
– Index
– Display
• Clients has seen +50% increase in traffic

5. Break it down
– The standard stuff
• WebPageElement
– WPFooter
– WPHeader
– WPSideBar
– Your site focus
• Halo 4 – Product or CreativeWork
– Match markup to templates
• WordPress – single.php = /BlogPosting or /Article

6. Tips
– Always have the “Full Hierarchy” open when working -
build a plan of implementation
(http://schema.org/docs/full.html)
– Understand YOUR focus
• eCommerce
• Media
• Blog

7. Tips
• Create a table and match
• Do not forget itemscope and itemscope of an
itemscope
• Items not in the same <></> use meta tag
– Works now may not in the future

8. Avoid
– Markup for item page on listing page
– Multiple item pages on a page
– Double calls of itemscope

9. Contact Me
Email: kalman@rankabove.com
Twitter: @ffemtkl
LinkedIn: il.linkedin.com/in/kalmanlabovitz/
Company Website: www.rankabove.com